Digital transformation is about cultural change and process improvement rather than technology alone. It requires removing outdated digital practices and becoming more focused on the human experience. As technology advances, experiences will become more personalized through ambient interfaces, implants, and an Internet of things ecosystem. This will change consumer behaviors and expectations around how they interact with companies. Successful digital transformation requires having the right strategy, resources, and expertise embedded at all levels to execute on technology trends, content, data, and understanding consumer psychology.

1. Digital Transformation in 2017
Simon Kingsnorth
Global Head of Digital Marketing, Citi Private Bank
Author, Digital Marketing Strategy
Contributing Author, Understanding Digital Marketing
Digital Consultant
@thekingsnorth

2. Digital is dead, long live digital
What is digital transformation?
It’s about removing digital
It’s about cultural change
It’s about process
It’s not about tech

3. Where is technology headed?
Implants will enter the retail space by 2020
Ambient user experience
Autonomy
Internet of things ecosystem
Becoming less about the tech and more about the human

4. How will this change behaviours
Driving a car or van
61%
Underground, metro, light rail, tram Train
Bus, minibus or coach Taxi
Motorcycle, scooter or moped Driving a car or van
Passenger in a car or van Bicycle
On foot Other method of travel to work
Commute trends in England & Wales
ONS 2011

5. Content is a cornerstone – are you setup?
24 percent of organizations now devote 50 percent or more of
their budget to content.
Is your structure setup?
Content requires resource and global content may require 24/7 regional
support
Is your brand setup?
But you need a consistent voice – consider your brand and writing style
together
Are your writers considering all angles?
Consider SEO

6. Experience is the differentiator
Experience is increasingly becoming the differentiator and is
where many start-ups are winning. Are you client centric?
Big data and micro data are both key to understanding
customers and creating a personalised experience. Is your data
strategy robust?
Human-centred design. ‘Best practise’ is irrelevant. Human
nature is what matters. Consider consumer psychology. Do you
understand this well enough?

7. No person is an island
Digital Marketing HRPR ValuesBrand Strategy
Content
Messaging
Design
Social
SEO
Spend
Resource
Technology
Mobile
UX
Analytics

8. Think and act
• A strategy without execution is just a thought
• Execution without a strategy is just chaos
Strategy Execution

9. The key questions for your transformation
• Do you have a digital voice on the leadership
team?
• Is digital embedded in all levels and areas of your
organisation?
• Are you setup to capitalise on technology trends
and to stay agile?
• Do you brand and content strategy have digital
expertise embedded?
• Do you have a robust data strategy?
• Do you understand consumer behaviour?

10. Thanks for listening
Come and say hi
Simon Kingsnorth
@thekingsnorth