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The State of Digital Transformation in Marketing and Communication


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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.

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The State of Digital Transformation in Marketing and Communication

  1. 1. 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.
  2. 2. 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
  3. 3. 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!
  4. 4. 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!
  5. 5. 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.
  6. 6. To us Digital Transformation is about creating customer experiences and customer relationships.
  7. 7. Yes, Digital Transformation is on the agenda of most brands. Is Digital Transformation on the agenda in your organization? If yes, since when?
  8. 8. Albeit, it seems to be quite experimental. In what phase is your organization concerning Digital Transformation?
  9. 9. DT impacts the Customer Experience on multiple levels. For what purpose is Digital Transformation implemented (multiple answers possible)
  10. 10. 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?
  11. 11. What forms of data are being collected within your organization?
  12. 12. 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?
  13. 13. How does the organization accommodate to the linkage between physical and digital consumer contact?
  14. 14. So, how mature are brands? Did your organization map out it’s customer journeys?
  15. 15. 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?
  16. 16. 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)?
  17. 17. 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)?
  18. 18. Most brands have a plan. Did you develop a plan / strategy before the realization of Digital Transformation?
  19. 19. That is executed cross functionally. Did How is Digital Transformation organized That is within your organization?
  20. 20. Across many departments. Does the complexity of data require active collaboration between departments? If so, which ones?
  21. 21. Which implicates a large involvement from many stakeholders. By estimation, how many employees are involved with Digital Transformation?
  22. 22. A long list of projects. By estimation, how many projects are running in your organization regarding Digital Transformation?
  23. 23. And serious level of investments. By estimation, what is the budget associated with Digital Transformation?
  24. 24. Digital Transformation requires new skills from Marketing. How does the organization accommodate to the linkage between physical and digital consumer contact?
  25. 25. 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
  26. 26. Want more? Join the conversation at #DTM01 Or contact
  27. 27. 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