• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Bringing Digital into Strategy and operations for integrated multi-channel marketing ....or...I wouldn't start from here !
 

Bringing Digital into Strategy and operations for integrated multi-channel marketing ....or...I wouldn't start from here !

on

  • 544 views

 

Statistics

Views

Total Views
544
Views on SlideShare
507
Embed Views
37

Actions

Likes
0
Downloads
6
Comments
0

2 Embeds 37

http://www.bluelightpartners.com 36
https://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Kings, Lords, and Commons....journalismthe media trends of the late 15th and early 16th centuries, a period when the old spiritual and cultural order dominated by the Roman Catholic church was breaking down and a new one was struggling to emerge.With the invention of printing, books by the thousand were tumbling off the presses, and scholars were gripped by a kind of fever as they searched for new ideas about how to organise society. In tracts and treatises they furiously debated such issues as the nature of man, the powers of God, and the true path to salvation.The historian John Man puts the Gutenberg revolution like this:"Suddenly, in a historical eye-blink, scribes were redundant. One year, it took a month or two to produce a single copy of a book; the next, you could have 500 copies in a week. Hardly an aspect of life remained untouched …Gutenberg's invention made the soil from which sprang modern history, science, popular literature, the emergence of the nation-state, so much of everything by which we define modernity."Massing is not the only writer to be fascinated by the parallels between that period and today's revolution in communication, which – in the opinion of many – is as great as that of Gutenberg. The difference today is that change is happening much faster – so fast that we are, as an industry, collectively suffering from what deep-sea divers refer toas the bends. We are travelling through a period of extreme change faster than our corporate bodies can cope with. It's painful – and, if not treated quickly and correctly,can be fatal.The feature film will focus on Mark Zuckerberg, who launched Facebook in 2004 after creating it as a tool for Harvard university students. According to Forbes magazine, the 25-year-old is "the youngest billionaire on earth and possibly the youngest self-made billionaire ever

Bringing Digital into Strategy and operations for integrated multi-channel marketing ....or...I wouldn't start from here ! Bringing Digital into Strategy and operations for integrated multi-channel marketing ....or...I wouldn't start from here ! Presentation Transcript

  • Bringing Digital into Strategy and operations for integrated multi-channel marketing or“I wouldn’t start from here”
    Paul Dixey
    Bluelight Partners
  • I Wouldn’t Start From Here
    2
  • 3
  • What would these guys do?
    4
  • Who is at the Centre?
    5
  • “Lip Service”
    6
  • Who is really at centre in PharmaCompanies?
    7
  • The Customer is at Centre of a Multi-channel world
    8
  • The Customer is in charge
    9
  • Company silos
    10
  • “Shiny Objects”
    11
  • 12
  • Not a Ghost Town
    13
  • The Dreaded Word
    14
    compliance
  • 15
  • 17
  • Get your ethical ducks in a row
    Lead with Strategy
    In for long term engagement
    Get the right Expertise
    Don’t delegate/abdicate to agencies
    Go with facts/knowledge not myths
    Establish Process and Governance
    Have Commitment throughout organisation
    18
  • Three Guiding Principles
    19
    Source pharmaceuticalethics.com
  • Or wait for Godot .. the FDA, Afssaps, BfArM….etc
    20
  • change
    Another Word People Don’t Like
    21
  • 22
    “No matter how far you have gone on a wrong road, turn back.”
    Turkish proverb
  • 23
    Change Quotes
    http://www.ideachampions.com/weblogs/archives/2011/04/1_it_is_not_the.shtml
  • The Splintering of the Fourth EstateAlan RusbridgerGuardian.co,uk 19Nov2010
    http://www.guardian.co.uk/commentisfree/2010/nov/19/open-collaborative-future-journalism
  • The Gutenberg Revolution
    "Suddenly, in a historical eye-blink, scribes were redundant. One year, it took a month or two to produce a single copy of a book; the next, you could have 500 copies in a week. Hardly an aspect of life remained untouched … Gutenberg's invention made the soil from which sprang modern history, science, popular literature, the emergence of the nation-state, so much of everything by which we define modernity."
    25
  • The Corporate Revolution
    “..today's revolution in communication, which – in the opinion of many – is as great as that of Gutenberg. The difference today is that change is happening much faster – so fast that we are, as an industry, collectively suffering from what deep-sea divers refer to as the bends. We are travelling through a period of extreme change faster than our corporate bodies can cope with. It's painful – and, if not treated quickly and correctly, can be fatal….
    …the mass ability to communicate with each other, without having to go through a traditional intermediary – is truly transformative”
    26
  • 27
  • Who Needs Info from Pharma?
    100mn visits in 2010
    28
  • respond
    How can Companies respond
    29
  • Need for Speed
  • Attract Train and Retain Talent
    31
    Alternative Route
    Traditional Route
  • So do you need a digital/multi-channel department?
    32
  • 33
  • 34
  • 35
  • 36
  • The Multi-Channel Organisation
    Lead from the top
    Not a “passing fad”
    Get through the senior management “treacle”
    Talk with/learn from other organisations
    Deal with subconscious biases which will undermine strategic decision making.
    https://www.mckinseyquarterly.com/The_case_for_behavioral_strategy_2551
    Look at where resources are allocated – where are there bottlenecks
    38
  • 4 Ps or 6 Cs?
    Content
    Conversation
    Collaboration
    Context
    Community
    Connectivity
    39
  • A Stable Integrated Strategy
    40
  • 41
  • Blank Sheet of Paper
    Who do I want to communicate with?
    Where are they ?
    What value can I add?
    How do I do this?
    How do I know that this is successful?
    What have I learnt?
    Start again
    42
  • 43
    Not Making a Decision is a Decision
  • 44
  • What would you do if it was your company?
    45
  • 46
    Thank you
    paul@bluelighlightpartners.com sam@bluelightpartners.com www.bluelightpartners.com