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About Ajit

• Associate Vice President, Digital Transformation, Infosys Limited

• Founding Editor of XML Journal

• Erstwhile J2EE Editor of Java Developer’s Journal/SOA Journal

• 125+ articles

• 20+ conferences, US and international

• 20+ years in IT and Marketing

I have a collection of 20,000+ comic books

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Χ Cloud infrastructure

Χ Big data technologies

Χ APIs and design patterns

Χ Java, XML, .NET, HTML5, …

Χ The answer to life, the universe, and everything

(cause we all know it is 42)

About this session

Digital marketing trends

The digital consumer

Omni-channel marketing

Cloud enabled marketing

Big data enabled marketing

Delivering digital marketing

Positive I won’t cover I will cover

I hope to make this session informational, interactive, and entertaining

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The Yin and Yang of the Digital

Enterprise

Build the brand

Promote the Brand

Preserve the Brand

Promote loyalty

Sell the product

Manage the order

Serve the customer

Promote Loyalty

Digital Marketing

Digital Commerce

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Targeting the digital customer

Digital Commerce

Digital Marketing Consumers

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Personalized Campaigns

Multichannel Reach

Social Collaboration

Ubiquitous Virtual Stores

Superb Buying

Experience

Order management

Actionable Consumer

Insights

Reaching the digital customer

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The Digital Enterprise

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7 The Digital Consumer Journey

EVALUATE

Reviews Word of Mouth

Engagement

EXPERIENCE

Sentiment Post-purchase Research

Validation

CONSIDER

Discovery Brand Strength

Introduction

LOYALTY

Sentiment Commitment

Advocate

PURCHASE

BUY use

Experience

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Five recent enablers

Integrated Applications Deliver a seamless

experience across channels and functions

Actionable Intelligence

Valuable data to drive new levels of targeting, personalization, and

measurement enabled by

technologies

Smart Devices Connect consumers anywhere,

anytime to the things they

need and want

Enabling Infrastructure

virtual, open,

scalable and secure to create

a timely, consistent experience

Partner Ecosystem Focus on consumer experience

through Innovative collaboration to

satisfy consumer expectations

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There’s a new C in town

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Digital Marketing Trends

Predictive Analytics

Actionable Insights

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Digital marketing projections

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Digital Marketing on the Cloud

BPaaS

SaaS

PaaS

IaaS

Deployment Models

Community

Hybrid

Private

Public

@2013 Infosys Limited

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Marketing

Promote Sell Support

Commerce

Systems

Data

Insi

ghts

Omni Channel Delivery

Hosting

Desktop Tablet Mobile Social In-store Kiosk Call Center Print

Dig

ita

l arc

hite

ctu

re

@2013 Infosys Limited

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Marketing Component Marketing Mgr. Brand Mgr. Creative Agency Dev. Agency IT Operations

Web/Mobile/Social Development

Campaign Workbench & Workflows

Campaign Project Management

Collaboration Portal

Marketing Dashboard

Agency Dashboard

Campaign Management

Web and Customer Analytics

Web Content Management

Digital Asset Management

Customer Data Store

Unified Customer Profile Store

Marketing Web Services

Hosted Platform

DM components and participants

@2013 Infosys Limited

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Why Cloud and Big Data?

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What makes a successful digital

marketing initiative? “Right-sized” services

that demonstrate an

understanding of the

organization’s

environment,

ecosystem,

stakeholders, and

business drivers

Maintaining the fine balance

between speed to market, cost,

and flexibility by leveraging the

optimal mix of technologies,

products, and processes

Deploying once, delivering

everywhere, but to the

same consumer, one that

you know very well

Leveraging

The Internet CLOUD And BIG DATA ANALYTICS

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Delivering Digital Marketing Se

rvic

es

DM

Consulting

Analytics &

Reporting

SEO Digital Asset

Development

Marketing

Strategy

Social

Listening

Testing and

QA

Brand &

Agency

Liaison

Competitive

Intelligence

Project and

Program

Management

Marketing

Analytics

Mobile

Development

Site and

Campaign

Support

Web Site

Hosting

Customer

Data

Management

Agency

Training

Audience

Intelligence

Site and Asset

Migration

Web Site

Development

Governance

and

compliance

Campaign

effectiveness

Multi-channel marketing

Customer insights/

3600 view

Global vendor

consolidation

Customer targeting

Digital Marketing

globalization

Business Drivers

Central Operations

with Global Control

Central Operations

and Local Control

Regional

Single/Limited

Market

Multi-category

brands

Single-category

brands

Brand Presence

Large digital marketing

transformation

Marketing Program Size/Maturity

Medium digital marketing

transformation

“Baby-steps” strategy

Large digital marketing

transformation

Agency Relationship

“Baby-steps” strategy Full service agencies Creative and digital

development agencies Creative-only agencies

SHARED SERVICES

Agency Workbench

Collaboration Portal

Marketing Dashboard

Agency Dashboard

Campaign Project Mgt.

Marketing Web Services

Unified Customer

Profile Store

Agency Scorecard

Customer Analytics

Web Content Management

Digital Asset Management

Campaign Management

SHARED COMPONENTS

@2013 Infosys Limited

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Delivering digital marketing O

n t

he

Clo

ud

Full-service Agency Agency handles all aspects of digital property development

Design and Content Agency Agency does the creative and the content and campaign management

Creative only Agency

Agency does the creative and campaign management

Campaign planning only Agency Agency only assists in

campaign planning

Cloud Services Managed infra

CDN and Video

Tech. stacks

Cloud Services

Managed infra

CDN and Video

Tech. stacks

Development.

MRM

Campaign Mgt.

Analytics

Cloud Services

Managed infra

CDN and Video

Tech. stacks

Development

Cloud Services

Managed infra

CDN and Video

Tech. stacks

Development

MRM

Shared Cloud Services

Agency Services

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Delivering Digital Marketing A

rch

ite

ctu

re

@2013 Infosys Limited

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Delivering Digital Marketing

End-to-end centrally managed global services ensured compliance

“GLocal” execution was key, benefits of scale without reduction in agility,

flexibility

@2013 Infosys Limited

Adoption required providing value above what is obvious

Clie

nts

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Thanks!!

Ajit_Sagar@infosys.com

AjitSagar@gmail.com