From the urgency for the company to reinvent itself to escape the digital tsunami. Amaury Laurentin, deputy general manager of Limelight-Consulting.
Maurice Levy said in an interview with the Financial Times that his clients are very concerned about their business Historical suddenly disappear, victim of the “digital tsunami”. What about we take it since September, from our studies * … and it did twice in 10 days that Mr. Levy feeds his speech about close to those from our observatory … We are very proud Our trends have a head start and seem to be definitely reliable and objective …
Businesses today in turmoil and must reinvent themselves but it is complex:
- “We began to see real alarm signals, many of us in danger. At the level of the individual, there is a dynamic, but it is too slow, too late “
- “There are lots of new players appear, new vocabulary, new uses … Leave a known model, which has proven, it’s disturbing, it could be dangerous …
They should reconsider their competitive scope
Changes in use has generated a new porosity of the markets, the company is less in its small professional core.
- “Tomorrow the competition will be exogenous”
- “Today, the competitive analysis is limited to the sector. Tomorrow the competition will not endogenous but exogenous “
- ” The business is less in its small professional core “
But also give innovation a strategic place that technology
An innovation at the enterprise service and business
Built in enterprise value, participatory and engaged, the Innovation is responsible sense to embody the new strategic directions. In the best case, this is the model itself, as it has been redefined, which is innovative (see Amazon)
very focused on the economic dimension, innovation must open up new markets. That is the real difference between what is simply new or creative, and what is truly innovative, bearer of new practices. A service innovation as an innovation products
- “It requires going beyond the scope”
The share of technology, necessary but not sufficient, is relativized The technology of a product is not still perceived by customers, what counts is the use value
- “You have to do marketing on technological innovation “
The technology is often outsourced or shared little in the business. If this is the case, make it a core value becomes disempowering
- “We know that nothing will ever be the same, we do not win money the same way, it will no longer work in the same way and silos in organizations can not continue …
The movement accelerates, the time to peak maturity except that each seeks its pace of transformation in three types of companies:
They lived the “big bang” more tense economic results that have forced change fast. And this is beneficial to the transformation
- “Before the competition, the crisis, the changes in the distribution … You either evolved or were dying … It was a decision accelerator. “
Their awareness is recent with the risk of joining Process fashionable … But the process is complex and time
- “Awareness 3 years ago, it was a transformation organization, tools everywhere, on the production line, the servers … We digitized the business … “
Those who do not “know” the crisis which will move in the market constraint with the risk of being too late
- “It cowers when we need to project to get by, we focusses on short-term resources”
We must therefore evolve cfaire models and this requires the development phase
From a social world much more agile
- “The consumer is much faster than industrial” “There are breaks in behavior. If you miss them, you are dead. ”
a corporate world conservative, heavy … with respect to time rather archaic
- “We are in the Stop & amp; go, it was one step ahead or behind … We shot real trouble shoot real results and bring them in structuring actions. “
In the end the fundamental role of all the expertise of communication has a positive effect on business transformation:
Either because it has acquired a more strategic status
- “The com ‘is not just a tool to set a color project. It’s a job that comes with corporate strategies, it is necessary to include upstream from the start of the process. “
Either via the knowledge it induces consumers
- ” The com ‘is not ultimately, it helps to move towards a more collaborative work. It is an engine for désilotter. We have a knowledge of the consumer that traces of insights and products can evolve. “
The different impact assessments also on the business and the partner who contributes most advertising remains the main business accelerator … “she always move the linear” Anc
PR and Corporate struggling to find indicators of development of their skills. To conduct a true reflection on the subject!
While those who still believe that studies are strategic tools have questions … Studies are and will remain tools decision support in this world of increasingly connected and complex
* Barometer communication professions – 1304 434 respondents whose decision (649 companies represented) for the quantitative phase and 59 referents advertisers met for the qualitative phase
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