Digitally mature companies out-perform their peers in innovation, agility and responsiveness to customers. “Digirati” also enjoy advantages in efficiency and effectiveness in product delivery, marketing, e-commerce, sales and customer service. More importantly, companies that achieve Digital Excellence are 26% more profitable (source: Capgemini Consulting and MIT Centre for Digital Business). However, building a Roadmap for Digital Transformation requires not only successful collaboration between the CMO and the CIO, it also demands a strong customer-focused orientation and digital culture. During this presentation, John Sinke will share insights from leading marketers and his personal experience of turning Resorts World Sentosa into a “digital business”.

1. John Sinke
July 2014
John Sinke
CMO Summit, 11th July 2014
The views expressed are mine and not necessarily those of Resorts World at Sentosa Pte Ltd
Developing a Roadmap
for Digital Transformation

2. Insights from leading marketers…
Source: Buzzfeed

3. Real-time marketing?

4. Six Hotels
Adventure
Cove
Waterpark
S.E.A.
Aquarium
Meetings &
Events
Shows &
Concerts
ESPA Luxury Spa
50 F&B
Outlets
Luxury
Retail
Weddings
Casino

5. John Sinke
November 2012
Can you come and fix
our website?
Can you come and
fix our website?

6. John Sinke
November 2012
This is where we are now…

7. John Sinke
November 2012
Still a long way to go…

8. John Sinke
November 2012
Good progress in Search,
Analytics, Display and
Social…

9. Why focus on Digital?
• Follow your audience…
• Better Customer Experience…
• Lower Cost Per Acquisition…
• Higher margins…

10. Digital Excellence…
Digital
Transformation…

11. What is Digital Excellence?
What is Digital Excellence?
Marketing leadership in the strategic
deployment of digital channels and
business processes

12. “Digirati” are 26% more profitable
Enjoy a 12% higher market valuation
Generate 9% more revenue
Drive more efficiency
Source: Cap Gemini and MIT
Why is Digital Excellence important?

13. Insights from leading marketers…
Source: Accenture Interactive

14. Confidence in Digital Channels…
Source: Accenture Interactive

15. Confidence in Digital Channels…
Source: Accenture Interactive

16. Lack of confidence in Digital Future…
Source: Accenture Interactive

17. Customer experience across channels
lags behind…
Source: Accenture Interactive

18. Consistent Customer Experience
across all channels
Insight: today’s digital customer expects
a relevant and delightful customer experience
at all times and across all channels
Source: Accenture Interactive

19. Opportunities and threats are all
about the customer & the brand….
No one should have the pulse of that
better than the CMO?
Who’s driving Digital transformation?
35%
CEO
23%
CTO
22%
CIO
1%
CMO
19%
Other
Source: Accenture Interactive

20. Biggest barriers to Digital Integration?
Source: Accenture Interactive

21. External agencies are doing a better job
Brands continue to hire Digital Talent
Not able to hire enough experienced Digital
Marketers…
Solution is to strive for “Digital Excellence”
Don’t make everyone a digital guru
Give everyone a degree of digital literacy

22. Train Offline Marketers in Digital Marketing....
Educate Digital Marketers in Offline Marketing....
Marketing Silos  Integrated Marketing
From Marketing Department to
INTEGRATED MARKETING COMMUNICATIONS

23. Digital
Excellence
In eight steps!

24. Step 1. Understand where you are now
Foundation Intermediate Advanced World Class
Emergent Managed Optimised
Pioneers, driven by
personal interest
Transformed
Companies that
achieve Digital
Excellence out-
perform their peers
in innovation,
agility and
responsiveness
People
Process
Technology
Inadequate
measurement,
ineffective control
and direction
Legacy systems, poorly
designed, difficult to
operate
All necessary people
knowledgeable and
engaged
Strategic direction in
silos, some identified
targets, some form of
measurement
Some integrated systems
part-managed or auto-
mated , fit--for -purpose
All necessary people
knowledgeable, engaged
directed and managed
Fully integrated systems,
designed to specification
and fully fit-for -purpose
Strategic direction,
targets, planned
measurement and
response
Source: Econsultancy

25. DIGITAL ROADMAP
Source: CapGemini

26. Step 2. Define excellence for your
business
Identify gaps in
knowledge
Source: Econsultancy

27. Step 3. Map against competency
frameworks
Source: Econsultancy

28. Step 4. Understand that skills alone don’t
achieve digital excellence
Do you have access
to the right tools
and networks?
Are the tools fit for
purpose and have
they been correctly
installed?
Digital marketing
relies on agility,
testing and the
ability to fail.
Senior
management
needs to have a
real understanding
of digital.
Can your
organisation
execute?
Skill are important,
but are not the
only piece of the
puzzle.
Skills Process Tools Culture
Source: Econsultancy

29. Step 5. Ensure support staff have the skills
to recruit and manage
Cartoon by SocMedSean.comSource: Econsultancy

30. Step 6. Ensure Senior Executives
understand the business environment
needed

31. Source: Martin Sorrell, LinkedIn
Don Draper Wouldn’t Recognise 75% of
What We Do

32. Step 7. Digital marketing is
digital business
“Are you a digital business
or
a business that does digital?”

33. “Do something different”
Step 8. Change isn’t easy…
Do something different

34. DIGITAL ROADMAP
Source: CapGemini
Beware of the myths…

35. Digital Roadmap - People
Digital Expertise
Digital Education
Senior Management Emersion
Training on the Job
Digital WIPs
External Speakers

36. Digital Roadmap - Processes
Digital & Mobile First
Google Analytics (e-Commerce)
DoubleClick (e-Commerce)
Review Management System

37. Digital Roadmap - Technology
Alipay
Content Management System
Responsive Design
Review Management System
Eat2Eat
Google Indoor & StreetView
Mobile Apps
Cashless Wristband

38. John Sinke
November 2012
DIGITAL BUSINESS?

39. HIJACK MEAT PACK GUATEMALA
http://www.youtube.com/watch?v=yH8Br_f3p9E

40. @johnsinke
linkedin.com/in/johnsinke
john.sinke@yahoo.com
slideshare.net/jpsinke
Questions?