Brands are being challenged to re-think, re-design digital marketing for the near future. This involves a complete overhaul from traditional thinking and applications to a new operating model. What are some of current challenges brands are facing? What are some of the opportunities to make progression? What are the key drivers of disruption? We will cover 5 practical insights around how Digital marketing needs to evolve towards maturity.

1. Audrey NaidooAudrey.Naidoo@absa.co.za
HEAD OF DIGITAL MARKETING
ABSA
JOHANNESBURG ~ NOVEMBER 8 - 9, 2018
DIGIMARCONAFRICA.COM | #DigiMarConAfrica
DIGIMARCONSOUTHAFRICA.CO.ZA | #DigiMarConSouthAfrica
Shape Shifting Digital
Marketing for the Future
KEYNOTE

3. Shape Shifting Digital Marketing
for the Future
“A complete change in form and/or appearance….”
Marketing in the Digital Era
Content to be covered:
o Digital Marketing Shifts
o Brand Challenges
o Opportunities
o Drivers of disruption
o 5 practical solutions
Marketers’ tectonic shift toward customer
experience is having a ripple effect on roles
& functions of marketing departments. By
2020, marketing organisations will be
radically reshaped. We need to build for the
future now.
Audrey Naidoo : Head Digital Marketing Absa
@NaidooAudrey

4. The “BIG 5” drivers in Digital Marketing globally: Data, AI & Machine
Learning, Tech, Content Marketing & User Experience.
• The transition of marketing in becoming digitally led requires an overhaul in structure and skill-set in order to compete in a
digital world. The future will hold more convergence among traditional marketing roles. Marketing of the future will require
people to multi-task at some level across disciplines such as data, analytics, content creation and delivery.
Supporting digital campaigns as a channel strategy
Agencies managed Adtech & Tech conversations
Silo mentality of data – 1st & 3rd party = disparate and fragmented
Becoming a strategic game-changer for brands
Brands are in control of the Martech & Adtech mandate
The collision of data and media can present a more sustainable
marketing model = data led insights = personalisation
DIGITAL MARKETING SHIFTS FROM: DIGITAL MARKETING SHIFTS TO:
Digital marketers skills and capability are currently inadequate A new breed of digital marketers are needed to drive the narrative
Marketing insourcing/agency modelsMarketing outsourced digital to agencies
Social Media content created for social platforms Content publisher channel agnostic = paid & owned

5. Key Challenges being faced by Brands
Corporate Cultures not Conducive to Change & Agility
o Velocity in making decisions
o Mindset Change
o Top Leaders not understanding Digital &
Driving the Agenda = CXO
o Culture Eats Strategy – CitiBank Asia
o Communication lost in translation
o Building thriving internal ecosystems
o Embrace Failure and Learn from it
o Transparency – foundation of the culture
Skills & Capability Gap
o There is no such thing as one person
knowing everything about Digital
Marketing
o Widening gap within marketers
o Biggest gap is in Martech & Adtech =
behind the scenes
o Digital Natives <> Seasoned Marketer
We still doing Digital Transformation Instead of Being Digital
o Digital is seen to be the job of a few
o Re-purposing old strategies for digital
channels
o Campaign mentality
o Limited understanding of data flows and
ecosystems
o Think Digital First
o Creative Overhaul
o Customer is not at the centre < revenue
mindset

6. SECRET CONFIDENTIAL INTERNAL ONLY6 | Presentation title
5 Practical Considerations

7. SECRET CONFIDENTIAL INTERNAL ONLY7 | Presentation title
1. Embrace Ecosystem
Solutioning
WeChat is disrupting digital thinking : from messaging app
to a profitable ecosystem/portal/platform
Bridging social media & e-commerce
WeChat – 1bn users in 2018, 93% active users
o
Born into mobile and molded by it……

8. SECRET CONFIDENTIAL INTERNAL ONLY8 | Presentation title
2. Stop Doing Social media
Social media is what’s in the NOW…
o We don’t build content for different platforms, content needs
to be channel agnostic
o Rise of content marketing = brand conversations around
insourcing vs outsourcing content
o Content produced for owned, earned and paid platforms
o The future of social media marketing is immersive,
interactive and highly adaptable.
o Augmented Reality (AR), marketing automation to drive
seamless experiences
o Breakdown of walled gardens into ecosystems
o Mobile usage driving innovation and change & agenda of
what’s to come
o Real time content production based on data and
personalisation
The Future of Business is Social

9. SECRET CONFIDENTIAL INTERNAL ONLY9 | Presentation title
3. Place the Human at the Heart
“Being human in a digital world is about building a
digital world for humans” (Andrew Keen)
o Cognitive Tech and AI are re-shaping humanity = Intuitive &
Predictive
o Connected Communities
o Humanising Data/DMPs
o UX & UI – Customer Journey Mapping
o Upper-funnel UX
o Lower Funnel UI
o Hyper-personalisation
o Creative relevancy & automation
4th wave of Humanity includes everyone

10. SECRET CONFIDENTIAL INTERNAL ONLY10 | Presentation title
4. Data is the new currency
What is the role of Marketing wrt Data?
o Marketing is driving the data conversations
o New roles being created within marketing = data analysts,
data scientist
o GDPR & POPI data privacy growing = governance
o Real time response tracking
o Attribution Modelling
o Audience centered strategy
o Programmatic Media Buying
o Meshing of all data points
o DMP/CDP
AI and Machine Learning to Drive Intelligent Data Outputs

11. SECRET CONFIDENTIAL INTERNAL ONLY11 | Presentation title
5. Behind the Scenes
As a marketers, are you in the know?
o Majority of marketers are still in campaign mentality
o Collaborative skills sets are required and cannot be
contained with 1 person
o Education is a critical ongoing effort – C-Suites downwards
o Understanding a media buy – flow of media across
publishers, across ecosystem
o Measurement is non-negotiable – building upfront KPIs
o Tagging, tracking and monitoring
o Viewability, Brand safety & Ad Fraud
Complex technical understanding of digital marketing