future of digital marketing
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A talk given at the Future Of Digital Marketing conference in London June 2013TRANSCRIPT
FUTURE OF DIGITAL MARKETING 2013
http://www.flickr.com/photos/83346641@N00/3562071888/
www.onlydeadfish.co.uk@neilperkin
AGILE MARKETING, ADAPTIVE CULTURE
http://www.flickr.com/photos/16863501@N00/207844624/
FASHIONISTAS DIGIRATI
BEGINNERS CONSERVATIVES
Digirati: 26% more profitable, 12% higher market cap, 9% more revenue from existing assets
Fashionistas: focus on technological innovation without underlying strategies, processes and team structures to exploit it effectively - actually damages business performance
http://www.capgemini-consulting.com/the-digital-advantage/
CAP Gemini/MIT longterm study of 400 companies
http://www.economist.com/news/21567361-google-apple-facebook-and-amazon-are-each-others-throats-all-sorts-ways-another-game
GAFA
http://www.flickr.com/photos/darwinbell/
GAFA & The Vertical Stack
Hardware
Context (location, social, identity, advertising,
recommendation)
Messaging
Operating System
Content (Platforms, Streaming, Cloud)
Access (apps & browsers)
Payment ecosystems
Hardware
Messaging
Operating System
Content (Platforms, Streaming, Cloud)
Access (apps & browsers)
Payment ecosystems
Facetime, Hangouts, Chat, FB Messenger, Skype integration
Context (location, social, identity, advertising,
recommendation)Location, Social graph, identity, personalisation &
recommendation, advertising
Checkout, Wallet, iTunes, NFC, Amazon payments, Facebook Credits
Chrome, Silk, Safari, Facebook, Apple Android app ecosystems
AWS, iTunes & iCloud, Facebook content streaming, storage, Google TV, YouTube, Music
Apple IoS, Android, Facebook as social OS
Chromebook, Motorola, Apple devices, Kindle
Hardware
Messaging
Operating System
Content (Platforms, Streaming, Cloud)
Access (apps & browsers)
Payment ecosystems
Facetime, Hangouts, Chat, FB Messenger, Skype integration
Context (location, social, identity, advertising,
recommendation)Location, Social graph, identity, personalisation &
recommendation, advertising
Checkout, Wallet, iTunes, NFC, Amazon payments, Facebook Credits
Chrome, Silk, Safari, Facebook, Apple Android app ecosystems
AWS, iTunes & iCloud, Facebook content streaming, storage, Google TV, YouTube, Music
Apple IoS, Android, Facebook as social OS
Chromebook, Motorola, Apple devices, Kindle
Enhance through context
Users at the centre
Deliver value through access
Enhance through context
Ecosystems powered by data and context
“The objective is to index not just the web but the users…Google Plus (is) not a social network but a unified Google identity to tie all of your search and indeed internet use together”
Benedict Evans
http://ben-evans.com/benedictevans/2013/5/21/google-io
Distributed and Destination thinking
You have to be on our property for us to monetise
We can monetise anywhere
“Users don’t ask for APIs. They want technology that works and integrates well with other technologies. As the number (of APIs) grows, so do the opportunities to provide
users with those great, workable solutions.”
http://blog.programmableweb.com/2013/04/30/9000-apis-mobile-gets-serious/
Joining stuff up, seamless customer experience
“We needed a bigger boat” Harper Reed
"We aggressively stood on the shoulders of giants like Amazon, and used technology that was built by other people. We had a pretty good culture of using not-invented-here technologies.
And we weren't scared about it."
• “Politicians don’t hire engineers”. Obama did.
• API enabled them to rapidly execute, ship over 200 products
• Services architecture – apps connected together, sharing one common data store
“We needed a bigger boat” Harper Reed
Advantage from agility and talent: “The platform can only offer a competitive advantage for a relatively short period of time without the right people to develop it”
• Numbers are everything: "Groundhog Day is a movie about multivariate testing”
• Micro-listening as well as micro-targeting: using the power of conversation within small groups
“The Strategy Is Delivery” Mike Bracken
“Government should only do what only government can do. If someone else is doing it — link to it. If we can provide resources (like APIs) that will help other people build things — do that. We
should concentrate on the irreducible core.”
• Policy as the starting point = overly detailed input• Digital versions of existing practices• Lengthy and complex procurement• Inflexible solutions
• Driven by user need• Alpha of the service in 12 weeks• Rapid reaction to user feedback from multiple
sources• First 10 days after release over 100 changes at
negligible cost.• In many cases, delivery of services has come
before final strategy work is completed
"In an analogue world policy dictates to delivery, but in a digital world delivery informs policy".
Concept
DetailedDesign
DetailedDesign
Build Build
DetailedDesign
DetailedDesign
Build Build
SPRINTREVIEW
SPRINTREVIEW
SPRINTREVIEW
SPRINTREVIEW
http://www.slideshare.net/razorfishmarketing/razorfish-ray-velez-and-laura-fraga-ford-motor-on-agile-processes?from=ss_embedFord Motor/Razorfish agile principles
Not just the process…but the philosophy
Individuals and interactions > processes and toolsWorking software > comprehensive documentation
Customer collaboration > contract negotiationResponding to change > following a plan
Design with vision, optimise with feedback
“The notion of ideas as this singular thing is a fundamental flaw. There are so many ideas that what you need is that group behaving creatively. And the person with the vision I think is unique, there are very
few people who have that vision.. but if they are not drawing the best out of people then they will fail.” Ed Catmull, President of Pixar
Creative process involving a large number of peopleOften from different disciplinesMarshalled around a vision
Creative Culture…
• Resourcing for projects is purely voluntary• Project leaders pitch developers to generate interest• Engineers decide which projects sound interesting to work on
Engineering Culture…
• A way of remaining agile as the company scales• Large number of small, multidisciplinary teams, 8-10 people • Each responsible for a focused area of service• Customer-centric, focused improvement, speed of innovation
Amazon: Two Pizza Teams
Growth Hacking
Process for acquiring and retaining users that combines
traditional marketing and analytical skills with those more
akin to product development
70% of the content should be low risk, bread and butter marketing
20% should innovate off what works
10% should be high risk ideas that will be tomorrow's 70% or 20%
http://pwcinnovate.wordpress.com/2010/08/05/innovation-horizons/http://timkastelle.org/blog/2010/08/innovation-for-now-and-for-the-future/
The 3 Horizons: innovation as a portfolio
1. Innovations that improve your current operations
2. Extend your current competencies into new, related markets
3. Ones that will change the nature of your industry
Budget split Life stage Objective KPIs Team
70% Core/oldest products Small growth Maintain profit ‘Rowing team’
20% Young/mid Increase share and profit
Profitable growth ‘White water rafters’
10% New Prove leap of faith Solving user problems
‘Diving for sunken treasure’
http://www.slideshare.net/martinbailie/sxsw-2013-themes-startup-culture-code-and-data
70%... because video didn't kill the radio star20%... expeditious feedback, test and learn - optimisation and amplification embedded10%... space for continuous experimentation a necessity
Are you diving for pearls?
A 30 year old startup: a company of entrepreneurs making new things through constant iteration
Thank you!
www.onlydeadfish.co.uk
@neilperkin