Published: 17 January 2019
ID: G00705559
Analyst(s): Marketing Research Team
Marketing leaders must respond to the opportunities and risks that intelligent apps and things bring. Specifically, they must evaluate whether and how personalization provides value to customers, how to address new algorithm-related risks and which new talent capabilities to strengthen.
Introduction
Table 1: Implications of Intelligent Apps and Things in the Digital Business Era
Value Proposition
Implication 1: Goods, services and channels respond to the preferences of their users and the context of their use.
Idea in Action
Action Steps for Marketing Leaders
Customer
Implication 2: Algorithms make commercial decisions on behalf of customers.
Idea in Action
Implication 3: Personalized products and services allow firms to serve individual customers at scale.
Idea in Action
Action Steps for Marketing Leaders
Financial Model
Implication 4: Intelligent apps and things shift investments from physical assets to digital platforms and ecosystems.
Idea in Action
Implication 5: Digital business models result in new revenue and cost models.
Idea in Action
Implication 6: Algorithm-driven business decisions expose organizations to new types of risk.
Idea in Action
Action Steps for Marketing Leaders
Capabilities
Implication 7: Intelligent apps and things augment and displace staff in value chains and supply chains.
Idea in Action
Implication 8: Work requires a different set of competencies, including adaptability, fusion collaboration and systems thinking.
Table 2: Employee Competencies That Increase Digital Dexterity
Idea in Action
Action Steps for Marketing Leaders
Conclusion
Recommended by the Authors
About This Research
Glossary
Endnotes
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