Optimizing Digital Strategy
eBook - ePub

Optimizing Digital Strategy

How to Make Informed, Tactical Decisions that Deliver Growth

  1. English
  2. ePUB (mobile friendly)
  3. Available on iOS & Android
eBook - ePub

Optimizing Digital Strategy

How to Make Informed, Tactical Decisions that Deliver Growth

About this book

Optimizing Digital Strategy explores the choices facing organizations in the rapidly changing world of technology-enabled business. From performance marketing through to personalization, on-demand retailing and AI, this book maps out commercial and customer-focused challenges and explains how leaders can get the most out of their digital strategies. Rather than rushing headlong into adopting the latest digital platforms, tools and technologies, the book challenges leaders to step back from the demands for constant investment in new technology and drive better returns from existing assets. Presenting a sustainable model of e-commerce that is appropriate to any individual organization's needs, Optimizing Digital Strategy addresses the repetitive dilemma between even more investment in technology and the need to improve margins and grow revenue. Illustrated by the authors' own digital work for global brands such as The Economist, Sky, O2, Regus, the Financial Times, Lidl and L.K.Bennett, this book shows how to balance the need to remain competitive, fully deliver customer expectations, and put resources behind investments that will deliver the best return.

Frequently asked questions

Yes, you can cancel anytime from the Subscription tab in your account settings on the Perlego website. Your subscription will stay active until the end of your current billing period. Learn how to cancel your subscription.
At the moment all of our mobile-responsive ePub books are available to download via the app. Most of our PDFs are also available to download and we're working on making the final remaining ones downloadable now. Learn more here.
Perlego offers two plans: Essential and Complete
  • Essential is ideal for learners and professionals who enjoy exploring a wide range of subjects. Access the Essential Library with 800,000+ trusted titles and best-sellers across business, personal growth, and the humanities. Includes unlimited reading time and Standard Read Aloud voice.
  • Complete: Perfect for advanced learners and researchers needing full, unrestricted access. Unlock 1.4M+ books across hundreds of subjects, including academic and specialized titles. The Complete Plan also includes advanced features like Premium Read Aloud and Research Assistant.
Both plans are available with monthly, semester, or annual billing cycles.
We are an online textbook subscription service, where you can get access to an entire online library for less than the price of a single book per month. With over 1 million books across 1000+ topics, we’ve got you covered! Learn more here.
Look out for the read-aloud symbol on your next book to see if you can listen to it. The read-aloud tool reads text aloud for you, highlighting the text as it is being read. You can pause it, speed it up and slow it down. Learn more here.
Yes! You can use the Perlego app on both iOS or Android devices to read anytime, anywhere — even offline. Perfect for commutes or when you’re on the go.
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Yes, you can access Optimizing Digital Strategy by Christopher Bones,James Hammersley,Nick Shaw in PDF and/or ePUB format, as well as other popular books in Business & Digital Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Kogan Page
Year
2018
Print ISBN
9780749483722
eBook ISBN
9780749483739
Edition
1
Topic
Business
Subtopic
Digital Marketing
Index
Business

INDEX

Note: Page numbers in italics indicate figures or tables. References are indexed as such.
Adams, D 28
advertiser investment in the UK (PwC, 2016) 104–05
aggregation 116–18, 125, 195
Airbnb 45, 88, 113
Alibaba 6, 88, 114
Amazon (and) 6, 26, 26, 30, 50, 54–55, 68, 82, 114
argument for breaking up 99 see also Simon, B
Kindle 79
Prime 21, 54
Zappos 3
Apple 53, 70, 87
apps 67–68
and Localytics data (2018) 68
Argos 6
and search handling 54
articles/papers (on)
adaptive changes (Harvard Business Review) 63 see also Heifetz, R A and Laurie, D L
big data (Financial Times, 2014) 30 see also Harford, T
‘big tech’ gaining at expense of individual customer (Financial Times) 89 see also Foroohar, R
corporate governance (The Guardian, Forbes, CBS News and Reuters) 88
digital strategy (Harvard Business Review, 2017) 213
opinion piece (The New York Times) 93 see also Manjoo, F
‘test and learn’ approach to personalization (Harvard Business Review, 2015) 34
trend towards corporate autocracy (The Economist) 88
ASOS 6, 54, 69, 114
banking and banks 45–47
mobile and online in the US 46
online in the UK 46
People’s Bank of China 46
Royal Bank of Scotland 21
WeChat and Alipay online payment platforms (China) 46 see also reports
Barrett, K (Commercial Dire...

Table of contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Contents
  5. About the authors
  6. Preface
  7. Acknowledgements
  8. 01 Building digital strategy that works
  9. 02 Why digital strategies fail and how to recognize failure
  10. 03 Levers for digital growth and how to use them
  11. 04 The importance of innovation in driving success
  12. 05 The dark side of digital
  13. 06 Emerging digital business models
  14. 07 The e-commerce system
  15. 08 Building a customer-centric culture
  16. 09 Making digital choices that differentiate success from failure
  17. 10 This is the business of transformation
  18. Index
  19. Backcover