Digital Is The Bigger Picture: When Will Companies Catch Up?

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ad:tech London 2012

Digital Is The Bigger Picture: When Will Companies Catch Up?

Emma Durant, Global Marketing Strategist, Lionbridge
Chris Schaumann, Global Director, Digital/ Social Capability Development, Nokia
Jonathan Allan, Sales Director, Channel 4

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  • Online ad spend growth showed the most notable growth for Europe with 12.1%. Traditional print media suffered the largest decrease in the region with newspapers and magazines posting -3.6% and -4.4% decrease in spend.
  • http://data.worldbank.org/indicator/IT.NET.USERhttp://www.internetworldstats.com/stats3.htm#asiahttp://www.internetworldstats.com/stats6.htm#oceania
  • The only constant in Life is Change.It is not the strongest of the species that survives, nor the most intelligent, but rather the one most adaptable to change. - paraphrase of Darwin in the writings of Leon C. MegginsonFutureScaping
  • Good FutureScaping should be about trying to eke out continuities we can understand and build on, not just provoke with the shock and fear of the new.
  • Capacity + Expertise = [organizational] Capability
  • WORLD OF MARKETING HAS CHANGEDBroadcast channels managed executionCompanies must now manage digital channelsSEO and Social is all about daily interaction and executionMeasurement depends on accurate instrumentation
  • Digital Is The Bigger Picture: When Will Companies Catch Up?

    1. 1. Presentation TitleJonathan Allan, Sales DirectorSub Title Presentation Name & DateChannel 419th September 2012
    2. 2. Chris Schaumann, Global DirectorDigital/Social Capability Development, Global Marketing
    3. 3. The World is changing…fast Slide 5 4 October, 2012 © Nokia 2012
    4. 4. 210 Years of Information6 © Nokia 2012 4 October, Source: http://www.baekdal.com/articles/management/market-of-information/ 2012
    5. 5. Slide 7 4 October, 2012 © Nokia 2012
    6. 6. Slide 8 4 October, 2012 © Nokia 2012
    7. 7. Marketing Capabilities Levers Mission: Building competitive Advantage to drive Growth Organisation Talent Behavior Strategy (incl. KPIs) Culture Ways of Working Competencies Slide 9 4 October, 2012 © Nokia 2012
    8. 8. Slide 10 4 October, 2012 © Nokia 2012
    9. 9. Slide 11 4 October, 2012 © Nokia 2012
    10. 10. ContactInnovation & Transformation• Chris Schaumann Director, Expertise and Capability Development, Digital & Social, Global Marketing• Mobile +44 7912 552 726• Email chris.schaumann@nokia.com• Workspace https://in.nokia.com/sites/InnovationTransformation/capability/digital• Blog http://advertising3.wordpress.com/• Twitter @Chriss35 Slide 12 4 October, 2012 © Nokia 2012
    11. 11. Thank you!Slide 13 4 October, 2012 © Nokia 2012
    12. 12. Hi….
    13. 13. Lionbridge SnapshotThe Market Leader in Global Marketing Operations, Translation & Content Solutions $420M Public • 15+ years experience translating and adapting our clients’ Company with business-critical products and content Un-Matched Global • 4,500 employees in 38 offices worldwide Scale & Expertise • Dedicated teams of vertical market experts Recurring 500+ clients each year rely on Lionbridge Base of Global 1000 • 96% of revenue comes from recurring clients of 1+ years Customers • Superior CSAT ratings Proven model for optimum speed, quality & efficiency • Experience: In-house program management in 26 countries Proven Crowd in the Cloud • Scale: Global pre-qualified “crowd” of 140,000 + translators, raters and transcribers Delivery Platform • Innovation: The world’s first cloud-powered solution for effective translation management
    14. 14. Whydigital?
    15. 15. Why Digital?• Reach• Flexibility• Innovation• Targeted• Cost effective• Scalable• Interactive• Speed
    16. 16. Where aremostcompaniesat?
    17. 17. Where are most companies at?• Confused!• Dabbling - with no strategic direction• Unconvinced – no obvious initial ROI• Traditional ways too imbedded in culture• Digital teams still separate from other functions• Resource issues – not enough investment in people and skills
    18. 18. Why?
    19. 19. Marketing No Longer in ControlSource: McKinsey
    20. 20. Execution Ownership Shifts in Digital/SocialBroadcast Marketing ModelCompanies Agencies Broadcast • No direct company interaction with prospects TV • Manage all execution Creative Campaign Print • Capture all analytics Brief Media Mix Radio • Determine airing times of ads Outdoor • No feedback from audienceDigital/SocialMarketing Model Digital/Social PPCCompanies Agencies • 1:1 company interaction with people Email • Company owns all execution Display Creative Campaign • Must capture own analytics Brief Assets Social • Audience determines interaction times Blogs • Constant feedback to monitor / respond Reviews Mobile
    21. 21. Most Companies Still in Functional Solos Project Project Project Project Project Manager Manager Manager Manager ManagerDesign/Content Marketing PR IT Branding
    22. 22. How couldthischange?
    23. 23. How could this change?• Integrate teams• Invest in technology - SaaS• Outsource specialist functions or invest in the right resource• Strategic Marketing integration not as an ‘add on’• Take chances!• Listen & learn from customers & peers• Welcome technology & watch out for the future• Reduce cycle times – less internal politics and more action!

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