Digital Is The Bigger Picture: When Will Companies Catch Up?
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ad:tech London 2012 Digital Is The Bigger Picture: When Will Companies Catch Up? Emma Durant, Global Marketing Strategist, Lionbridge Chris Schaumann, Global Director, Digital/ Social Capability Development, Nokia Jonathan Allan, Sales Director, Channel 4
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Digital Is The Bigger Picture: When Will Companies Catch Up?
- 1. Presentation Title Jonathan Allan, Sales DirectorSub Title Presentation Name & Date Channel 4 19th September 2012
- 4. Chris Schaumann, Global Director Digital/Social Capability Development, Global Marketing
- 5. The World is changing…fast Slide 5 4 October, 2012 © Nokia 2012
- 6. 210 Years of Information 6 © Nokia 2012 4 October, Source: http://www.baekdal.com/articles/management/market-of-information/ 2012
- 7. Slide 7 4 October, 2012 © Nokia 2012
- 8. Slide 8 4 October, 2012 © Nokia 2012
- 9. Marketing Capabilities Levers Mission: Building competitive Advantage to drive Growth Organisation Talent Behavior Strategy (incl. KPIs) Culture Ways of Working Competencies Slide 9 4 October, 2012 © Nokia 2012
- 10. Slide 10 4 October, 2012 © Nokia 2012
- 11. Slide 11 4 October, 2012 © Nokia 2012
- 12. Contact Innovation & Transformation • Chris Schaumann Director, Expertise and Capability Development, Digital & Social, Global Marketing • Mobile +44 7912 552 726 • Email chris.schaumann@nokia.com • Workspace https://in.nokia.com/sites/InnovationTransformation/capability/digital • Blog http://advertising3.wordpress.com/ • Twitter @Chriss35 Slide 12 4 October, 2012 © Nokia 2012
- 13. Thank you! Slide 13 4 October, 2012 © Nokia 2012
- 14. Hi….
- 15. Lionbridge Snapshot The Market Leader in Global Marketing Operations, Translation & Content Solutions $420M Public • 15+ years experience translating and adapting our clients’ Company with business-critical products and content Un-Matched Global • 4,500 employees in 38 offices worldwide Scale & Expertise • Dedicated teams of vertical market experts Recurring 500+ clients each year rely on Lionbridge Base of Global 1000 • 96% of revenue comes from recurring clients of 1+ years Customers • Superior CSAT ratings Proven model for optimum speed, quality & efficiency • Experience: In-house program management in 26 countries Proven Crowd in the Cloud • Scale: Global pre-qualified “crowd” of 140,000 + translators, raters and transcribers Delivery Platform • Innovation: The world’s first cloud-powered solution for effective translation management
- 17. Why digital?
- 18. Why Digital? • Reach • Flexibility • Innovation • Targeted • Cost effective • Scalable • Interactive • Speed
- 20. Where are most companies at? • Confused! • Dabbling - with no strategic direction • Unconvinced – no obvious initial ROI • Traditional ways too imbedded in culture • Digital teams still separate from other functions • Resource issues – not enough investment in people and skills
- 21. Why?
- 22. Marketing No Longer in Control Source: McKinsey
- 23. Execution Ownership Shifts in Digital/Social Broadcast Marketing Model Companies Agencies Broadcast • No direct company interaction with prospects TV • Manage all execution Creative Campaign Print • Capture all analytics Brief Media Mix Radio • Determine airing times of ads Outdoor • No feedback from audience Digital/Social Marketing Model Digital/Social PPC Companies Agencies • 1:1 company interaction with people Email • Company owns all execution Display Creative Campaign • Must capture own analytics Brief Assets Social • Audience determines interaction times Blogs • Constant feedback to monitor / respond Reviews Mobile
- 24. Most Companies Still in Functional Solos Project Project Project Project Project Manager Manager Manager Manager Manager Design/Content Marketing PR IT Branding
- 26. How could this change? • Integrate teams • Invest in technology - SaaS • Outsource specialist functions or invest in the right resource • Strategic Marketing integration not as an ‘add on’ • Take chances! • Listen & learn from customers & peers • Welcome technology & watch out for the future • Reduce cycle times – less internal politics and more action!
Notas do Editor
- Online ad spend growth showed the most notable growth for Europe with 12.1%. Traditional print media suffered the largest decrease in the region with newspapers and magazines posting -3.6% and -4.4% decrease in spend.
- http://data.worldbank.org/indicator/IT.NET.USERhttp://www.internetworldstats.com/stats3.htm#asiahttp://www.internetworldstats.com/stats6.htm#oceania
- The only constant in Life is Change.It is not the strongest of the species that survives, nor the most intelligent, but rather the one most adaptable to change. - paraphrase of Darwin in the writings of Leon C. MegginsonFutureScaping
- Good FutureScaping should be about trying to eke out continuities we can understand and build on, not just provoke with the shock and fear of the new.
- Capacity + Expertise = [organizational] Capability
- WORLD OF MARKETING HAS CHANGEDBroadcast channels managed executionCompanies must now manage digital channelsSEO and Social is all about daily interaction and executionMeasurement depends on accurate instrumentation