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Strategic Trends In Digital/Marketing

Ashley FriedleinPresident, Centaur Marketing & Founder, Econsultancy@AshleyFriedlein

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Strategic digital/marketing trends we’ll focus on

1. Customer Experience:– Conversational marketing– Omnichannel marketing – (AI, VR, AR, Video, Messaging etc)

2. Digital Transformation– Culture– Organisational design– (Strategy, Process, Tech stack)

1. CUSTOMER EXPERIENCE – CONVERSATIONAL MARKETING

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"Conversations as a platform [...] as profound an impact as previous shifts we've had."Satya Nadella, CEO, Microsoft

Microsoft – Cortana etc.

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Google – Allo, Duo Chat, Assistant

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Apple – Siri

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Facebook – Messenger, M etc.

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Amazon – Alexa, Echo

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“Siri is the most used virtual assistant, Amazon Echo is the most admired and Facebook M is the most anticipated” Adobe Digital Index, May 2016

Virtual Assistants’ popularity

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Conversational Commerce

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Conversational Content

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Conversational Service

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Conversational Productivity

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How should marketers approach chatbots?• Beware ‘uncanny valley’• Be careful of attempting ‘branded’ bots with character,

attitude, humour, feeling etc • For most… stick to service/productivity bots to start with• Bot maturity framework:

– Level 1 = functional request/response– Level 2 = scheduled tasks, assistive– Level 3 = predictive, smart

1. CUSTOMER EXPERIENCE - OMNICHANNEL MARKETING

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ONLY 5% OF MARKETERS HAVE A SINGLE PLATFORM THAT MANAGES DATA ACROSS PLATFORMS (down from 8% last year!)

Econsultancy / Adobe Quarterly Intelligence Briefing, Sept 2016

Omnichannel marketing by sector

Why is this happening?

• The sheer complexity of the marketing technology landscape

• Size of investment – it’s not cheap and can require board approval.

• Expectations – generate an ROI from the get go.• Needs to be accompanied by a process of digital

transformation.• Skills – finding the full stack employee.

Just Eat – better engaging individuals

• Seamless customer experience a strategic priority

• Targeting customers rather than devices• Sequential messaging across device

– Frequency capping the users rather than the channel

• Takeout:– “Just because you’re trying to push

‘mobile’ conversions doesn’t mean youcan only spend money on mobile inventory”.

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Selfridges view on mobile

“We should be using technology to ‘glue things together’, as mobile is the glue between the digital and in-store experience. We are working on how to weave mobile into customer journeys in ways that add value.”

Simon Forster, Selfridges’ Executive Director for Multichannel, Marketing and Supply Chain

Mobile as an omnichannel device

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The future – smart notifications based on context / location

Google Now Google Nearby

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Key points

• People-based marketing (as opposed to channel, medium or device) aka customer-centric approach

• Mobile not as a standalone channel/device/medium but the ‘glue’ connecting digital and physical and/or to manage the customer journey irrespective of medium

2. DIGITAL TRANSFORMATION - CULTURE

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Digital Transformation• The journey towards being a

digital organisation• “Digital” means:

– Focusing on the customer experience irrespective of channel

– Having a digital culture

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The 7 defining characteristics of a digital culture

1. Customer-centric2. Data-driven3. Makers & Doers4. Transparent5. Collaborative6. Learning7. Agile

Capital One - agile

• A bank creating differentiated experience through digital

• “Digital is who we are and how we do business.” Richard Fairbank, CEO

• 100% agile adoption

House of Fraser – customer-centric

• CCO with digital / multichannel expertise

• Head of “Find it”• Head of “Research it”• Head of “Buy it”

2. DIGITAL TRANSFORMATION – ORGANISATIONAL DESIGN

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“Organizations are structured around control mechanisms and reporting, not around capabilities and outcomes."

“Organizing Marketing in the Digital Age”, Econsultancy, 2015

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How to organise?

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How to organise?

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How to organise?

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The rise of the Chief Digital Officer (CDO)…

Now 1,000+ CDOs globally and the number has doubled every year for the last few years.

Gartner predicted 25% of businesses would have a CDO by the end of this year.

According to the CDO Club salaries for a Chief Digital Officer range from $89,000 to $600,000, with the median falling between $250,000 and $300,000.

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Bertrand BodsonChief Digital OfficerHome Retail Group plc

Mike BrackenChief Digital OfficerThe Co-operative Group

Sean CornwellChief Digital OfficerTravelex

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…and the Chief Customer Officer (CCO)

Source: The CCO Council 2014 CCO Study

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Robin TerrellChief Customer OfficerTesco plc

Robert BridgeChief Customer OfficerTelegraph Media Group

Chris DuncanChief Customer OfficerNews UK

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The five stage of evolution towards true multi-channel customer-centricity / fully ‘transformed’

5Job done

CEO(and CMO, CTO, CFO etc)

4Business Transformation

Chief Customer Officer

3Digital Leader

‘Transformer’ Chief Digital Officer

1Digital Team

Head of Digital

2Digital Figurehead

‘Ambassador’ Chief Digital Officer

SUMMARY

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The future of digital customer experiences

1. Join up data and systems, then…2. Deliver experiences that are consistent, synced

and responsive across devices/channels, then…3. Make them personalised, proactive, contextual,

realtime, smart

“The era of living services”Mark Curtis, Founder, FJORD

THANK YOU

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