Digitally mature companies enjoy advantages in efficiency and effectiveness in marketing, e-commerce, sales and customer service. “Digerati” are also 26% more profitable. But many businesses have realised that the road to digital excellence is paved with obstacles and challenges. During this presentation, John Sinke will share research from leading management consultants and his own personal experience of turning Resorts World Sentosa into a digital business.
- What is digital excellence and why is it important to your organization?
- How do you develop a roadmap for digital transformation?
- What are the biggest barriers to digital success and how do you tackle them?
Speaker: John Sinke, AVP Digital Marketing & e-Commerce, Resorts World Sentosa
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Developing a Roadmap for Digital Transformation (ClickZ Live Singapore)
1. Developing a Roadmap
for Digital Transformation
John Sinke (@johnsinke)
3rd December 2014
The views expressed are mine and not necessarily those of Resorts World at Sentosa Pte Ltd
2. Multi-touch interfaces
Motion sensing camera
Face recognition
Electronic paper
Augmented reality
Fourty years ahead:
2054 is already here!
9. Disruption is black t-shirts…
• OTA’s: Expedia, Agoda, Ctrip…
• Aggregators: Kayak, Trivago, Wego…
• Disrupters: Homeaway, Airbnb, Uber…
“We all felt that the hotel industry would not de-materialise”
Sébastien Bazin (CEO, Accor)
Source: Skift
10. “If the rate of change on the outside exceeds the rate of change on the inside, then the end is near.”
Jack Welch,
former Chairman and CEO of General Electric
18. What is Digital Excellence?
What is Digital Excellence?
Marketing leadership in the strategic deployment of digital channels and business processes
19. “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?
29. 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
30. Source: Martin Sorrell,
LinkedIn
Don Draper Wouldn’t Recognise 75% of What We Do
…to Art, Copy & Code…
From Art & Copy…
31. 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
32. Train Offline Marketers in Digital Marketing....
Educate Digital Marketers in Offline Marketing....
Marketing Silos Integrated Marketing
From Marketing Department to
INTEGRATED MARKETING COMMUNICATIONS
33. Digital Roadmap - People
Digital Expertise
Digital Education
Senior Management Emersion
Training on the Job
Digital WIPs
External Speakers
34. Digital Roadmap - Processes
Digital & Mobile First
Google Analytics (e-Commerce)
DoubleClick (e-Commerce)
Review Management System
35. Digital Roadmap - Technology
Alipay
Content Management System
Responsive Design
Review Management System
Eat2Eat
Google Indoor & StreetView
Mobile Apps
Cashless Wristband
36. Digital marketing is
digital business
“Are you a digital business
or
a business that does digital?”