Published: 25 September 2017
Analyst(s): Marketing Research Team
Digital Experience Innovation is any consumer-facing improvement in digital interactions with a brand. Our research focused on new-to-the-organization innovations, new-to-the-category-innovations, and new-to-the-world-innovations.
Marketers’ Big Bet on Digital Innovation
Between a Rock and Hard Place
The Land of Limited Returns
In Search of Answers
A Successful Innovation Posture
Principle 1: Screen Projects for Both Consumer Value and Brand Returns
Principle 2: Build a Consumer Expectations–Driven Digital Portfolio
Principle 3: Tailor Operationalization to the Innovation Starting Point
Principle 4: Adopt an “Art of the Possible” Approach to Idea Sourcing
The Formula for Digital Innovation Success
6 Innovation Categories
Recommended by the Authors
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