cmo event - integrating your digital strategy
Post on 16-Apr-2017
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INTEGRATING YOUR DIGITAL STRATEGY
INTEGRATING YOUR DIGITAL STRATEGYIntegrating your digital strategySimon KingsnorthGlobal Head of Digital Marketing and Digital Marketing Author
@thekingsnorth
BE AWARE OF THE SILO
DIGITAL MARKETING HR FINANCE TECH
WHO DO YOU THINK YOU ARE?
• Are you customer centric?• Do you work digital first?• Do you live your brand?• Is your culture supportive?• Is your strategy aligned to your vision?• Are your KPIs aligned to the business?
Customer-centric
companies are 60%
more profitable
INTEGRATING CUSTOMER SERVICE
• Remember good service principles
Teamwork
Listen
Be Real
Be Honest
Know Your
Products
Be Empathetic
Every second counts
in just a few years 89% of business will
compete mainly on customer experience (Gartner)
…AND SOCIAL SERVICE?
• Should you touch social service• Who owns social service?
#askjpm
#AskBG
#TescoTweets
BK Hack
67% of consumers
have used a company's
social media site for
servicing
IS SOCIAL SENSIBLE?
• Are your customers there?• Will you be authentic?• Is your content strategy setup?• Do you separate social channels?• Are you a one-way communicator?
DOES MOBILE MATTER
• Responsive?• Analytics?• Apple / Android?• Social media?
78% of active Twitter
users are mobile.81% for
HOW DEEP IS YOUR CONTENT STRATEGY?
• Do you have the processes?• Do you have the resource?• Do you have the SMEs?• What distribution channels are open?• Curation or creation? 84 percent of
B2B marketers said brand
awareness was a top goal.
Content Marketing Institute
24 percent of organizations
now devote 50 percent or more of their budget
to content.Contently
FUTURE PROOFING
• Internet of things• Wearables and Implants• World Wifi and Lifi• Beacons• Drones
Hologram Engineer
Nano Medic
Vertical Farmer
Child designer
Bodypart Builder Virtual
System Designer
Personal Data
Guard
KNOW YOUR ENEMY
• Understanding decision making
PRESENTING YOUR STRATEGY
• 6S Framework TM
– Synopsis: Exec summary– Scene setting: Background, goals– Story: What are we doing?– Sums: Financials– Steps: Action plan with timescales– Surprise: Be prepared
Thanks for listening
Simon Kingsnorth@thekingsnorth
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