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

Simply head over to the account section in settings and click on “Cancel Subscription” - it’s as simple as that. After you cancel, your membership will stay active for the remainder of the time you’ve paid for. Learn more here.

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.

Both plans give you full access to the library and all of Perlego’s features. The only differences are the price and subscription period: With the annual plan you’ll save around 30% compared to 12 months on the monthly plan.

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 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

ISBN

9780749483739

Edition

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...

Cover
Title Page
Copyright
Contents
About the authors
Preface
Acknowledgements
01 Building digital strategy that works
02 Why digital strategies fail and how to recognize failure
03 Levers for digital growth and how to use them
04 The importance of innovation in driving success
05 The dark side of digital
06 Emerging digital business models
07 The e-commerce system
08 Building a customer-centric culture
09 Making digital choices that differentiate success from failure
10 This is the business of transformation
Index
Backcover