Extensive study amongst CEO's, CMO's and top brands on digital transformation. What is digital transformation and the impact? How do brands organise? How much are they investing? And what skills do marketeers need to develop? This report basically describes the future of Marketing and Communication.

2. About the Digital
Transformation Monitor
The Digital Transformation Monitor is an
initiative by Isobar & Social Embassy.
The Digital Transformation Monitor
is based on extensive desk research,
interviews with CMO’s and a
quantitative survey amongst > 25 brands.

3. Why a Digital
Transformation Monitor?
With the Social Media Monitor we at Isobar / Social Embassy mapped out the influence and
development of social media on the relation between brands and consumers. After seven iterations,
we concluded that social media had grown up. Under the influence of social media a new normal
has risen between brands and consumers, communication has become more transparent and
brands might even have become more honest about their products and services.
What we learned is that brands who were most successful in the Social Media Monitor, like ING,
KLM and Coolblue, really adopted social. It had become part of who they are. It became part
of their products, their processes, their offerings. It became part of their company. Their DNA.
Becoming successful, we learned, had become part of something bigger. It became part of the
impact digital has on our lives, our interactions with brands and as a result on how we operate
as organizations. It no longer matters what we say we do. It matters what we do. And what we
do should be focused on consumer relations, should drive positive consumer experiences
and should be lead by data.
We wanted to understand this better. What is this about and more importantly how are Dutch
brands acting upon these developments? And hence, the Digital Transformation Monitor was born.
Understanding this gives us the same excitement as running the first Social Media Monitor.
In this deck you read more on the highlights of our findings. Want to know more?
We put together a more extensive whitepaper.
For now, sit back and enjoy the read.
Sincerely, Steven Jongeneel, Martin Kloos & Robbert Kloosterman

4. Consumers have
been become
more demanding
then ever. I want it:
× Now
× Here
× For me
× At the lowest price.
AND THAT IS NOT
GOING TO CHANGE!

5. While attention
for brands
is decreasing
rapidly. Consumers increasingly
× Avoid ads
× Let the products
do the talking
× Look for convenience
and ease
× Trust their peers
AND THAT IS ALSO NOT
GOING TO CHANGE!

9. Marketing has
become more
demanding then
ever before.
× Faster and real-time: each brand
competes in real time for every
relevant moment of consumer
attention.
× Choice / permission based: it is
not so much about what you want
to tell as a brand, but about
delivering a relevant message at
the right time and place that suits
your customer.
× Fragmented: The path to purchase
has scattered across devices and a
few technology giants.
× Technology driven: In the feature,
nearly everything will be personalized,
programmatic and driven by data.
× At lower margins: a better, cheaper
competitor is always around the corner.

10. To us Digital Transformation
is about creating customer
experiences and customer
relationships.

11. Yes, Digital
Transformation
is on the agenda
of most brands.
Is Digital Transformation on the agenda in your
organization? If yes, since when?

12. Albeit, it seems
to be quite
experimental.
In what phase is your organization
concerning Digital Transformation?

13. DT impacts
the Customer
Experience
on multiple levels.
For what purpose is Digital Transformation
implemented (multiple answers possible)

16. Data is perceived
to be oil of Digital
Transformation,
but brands are
moving slow and
lack expertise.
Does your organization communicate
clearly to consumers when and what
for data is used and stored?

17. What forms of data are being collected within
your organization?

19. Complete
online customer
journey
management
remains to be
a challenge.
In what way is the organization designed
based upon the end-to-end customer journey?

20. How does the organization accommodate
to the linkage between physical and digital
consumer contact?

21. So, how
mature are
brands?
Did your organization map out
it’s customer journeys?

23. Using social
data for
personalization
or retargeting
provides an
elementary
basis that is
done by most
brands.
Did your organization map out
it’s customer journeys?

24. Just as targeting
people with
the right (social)
content.
Is your organization capable of targeting
marketing content (for example social
media content) based on different
characteristics (for example interests
from social media) or behavior
(for example website visits)?

25. Whereas
plotting this
on the customer
journey is still
a challenge.
Is your organization capable of targeting
marketing content (for example social media
content) based on the phase a customer is
in the customer journey (personalization)?

27. Most brands
have a plan.
Did you develop a plan / strategy before
the realization of Digital Transformation?

28. That is
executed cross
functionally.
Did How is Digital Transformation organized
That is within your organization?

29. Across many
departments.
Does the complexity of data require active
collaboration between departments?
If so, which ones?

30. Which
implicates
a large
involvement
from many
stakeholders.
By estimation, how many employees are
involved with Digital Transformation?

31. A long list
of projects.
By estimation, how many projects are
running in your organization regarding
Digital Transformation?

32. And serious
level of
investments.
By estimation, what is the budget
associated with Digital Transformation?

34. Digital Transformation requires
new skills from Marketing.
How does the organization accommodate to the linkage between physical
and digital consumer contact?

44. Brands must
focus on
three pillars.
Vision
Strategy
Education
Customer journey mapping
Organization
Content marketing
Products & services
Brandcampaigns
& experiences
Data management
Buying
Development
(content) management
Technology
People &
process
Experiences

46. Want more?
Join the conversation at
#DTM01
Or contact
steven@socialembassy.nl
martin@socialembassy.nl

47. We would like to thank!
Dorkas Koenen – CMO of Essent
Bart Kuppens – Senior Vice President Marketing Unilever
Julius Minnaar - CEO Dentsu Aegis Netherlands
The participating brands:
ABN AMRO
AFAS Software
Consumentenbond
Coolblue
DAS
Efteling
Eneco
Evident
Hartstichting
Holland Casino
ING
KLM
Oxxio
Samsung Electronics
Sound
Ster
T-Mobile Nederland
Transavia
TUI Nederland
UNETO-VNI
Viacom International