What can we do? Why do we need a strategy?

Why digital?

Where is it all heading…

Will digital save us?

Who are we? Our core values? Who is our customer? Audience?

…who is the digital Strategist?

Adopting a new thinking…

What business are we in? But Why?

#Context#Goals and Objectives#Strategic Formulation#Implementation#Monitoring

…what is marketing?

Marketing consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas.

Marketing is the management process which identifies, anticipates and supplies

customer requirements efficiently and profitably.

Marketing is a social and managerial process by which individuals and

organizations obtain what they want and need through creating and exchanging

value with others.

Armstrong and Kotler, 2007

CIM, 2010

Dibb, et.al., 2012

e-marketing involves the marketing side of e-commerce and features a company’s efforts to communicate about, promote and sell products and services over the internet.

Kotler et.al., 2007

…what is e-marketing?

…what is digital marketing?

digital Marketing is the management and execution of marketing using electronic media (such as the web, e-mail, interactive TV and wireless media) in conjunction with digital data about customers’ characteristics and behaviours.

Chaffey et.al., 2006

changing landscape...

…the advent of Web 2.0 brought about a step-change in how suppliers and consumers behave...

…it was effectively a process of ‘creative destruction’ where company’s traditional marketing abilities and consumer insights were challenged by the new dawn of user-generated content.

Richardson, 2008

digital marketing is marketing

…what is digital marketing?

Smart Insights Manifesto, 2013

websites

Content

Marketing

story-telling

omni-channel

The pillars of the internet revolution…

…Who owns the world?

Technological changes are exponential not linear.

we’re doubling the rate of progress every decade.

we’ll see a century of progress–at today’s rate–in only 25 calendar years.

What time has to do with it? How does that affect business capabilities? How to build competitive advantage in a ever-changing technology-based

world?

changing landscape…

76% of the UK access the internet everyday (43 million)

21 million more than 2006

74% of adults have bought goods and services online, up from 53% in 2008

Access to the internet via mobile has more than doubled in the last 4 years … from 24% to 54%

ONS, 2014

Value comes from seeing what customers need and delivering it.

Digital disruptors will do all of this at lower cost, with faster development times, and with greater impact on the customer experience than any- thing that came before.

McQuivey, 2013

This goes beyond physical disruption, is cross-spatial, it transcends time and space.

digital disruption...

…growth hacking...

access… in marketing terms this is place and process, all

interactions between all stakeholders.

economics… in marketing terms this equates to value, how it is

assigned and earned.

performance … delivering greater value through customer

intimacy, efficiency and product leadership.

Gartner Research, 2013

the three dimensions of digital disruption...

Why should I bother with your product?

Not about technology but….

What is the future of business?

What is Social Selling?

What is it all about?

…Where is everybody?...

…Behavioural shopping changes has brought about changes in product / services expectations…

…competiveness, production cost, sustainability, new offer, etc...

“Everything has changed except human nature” -Gary Vaynerchuck

References and reading

Armstrong, G & Kotler, P. (2008) Marketing- An Introduction. 9th ed Pearson Education: LondonBaines, Fill & Page (2010) Marketing. 2nd ed Oxford University Press: OxfordChaffey (2010) http://www.davechaffey.com/ [accessed 10-01-11]Dibb, S., Simkin, L., Pride, W.M. & Ferrell, O.C. (2012) Marketing: Concepts and Strategies. 5th European ed. Houghton Mifflin: AbingdonKotler, P., Armstrong, G., Wong, V. & Saunders, J. (2008) Principles of Marketing. 5th European ed. FT Prentice Hall: HarlowMcQuivey, J., 2013, Digital Disruption, Las Vegas: Amazon PublishingQualman, E. (2011) Socialnomics: How Social Media Transforms the Way We Live and Do Business New Jersey: John Wiley and SonsRyan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Pagehttp://blogs.gartner.com/mark_mcdonald/2012/07/16/the-dimensions-of-digital-disruption/http://solutions.forrester.com/disruptionhttp://www.smartinsights.com/digital-marketing-strategy/online-business-revenue-models/dealing-with-digital-disruption/http://www.smartinsights.com/digital-marketing-strategy/sostac-model/http://www.kurzweilai.net/the-law-of-accelerating-returns