when the wise man points at digital the fool sees adwords
TRANSCRIPT
WHEN THE WISE MAN POINTS AT DIGITAL
THE FOOL SEES ADWORDS
Pascal Moyon, Chief Digital Officer
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Confidential
• lastminute.com at a glance
• once upon a time
• being a digital leader today …
• what is digital truly about?
• creating a roadmap
• why a CDO?
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AGENDA
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LASTMINUTE.COM AT A GLANCE
Household brand supported by 16 years of (irreverent) marketing investment
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• Companies will be able to spend
marketing efficiently …
• … enjoy fantastic ROIs …
• … and grow happily ever after
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ONCE UPON A TIME …
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MANAGING DIGITAL CAN BE OVERWHELMING
Desktop Mobile App
• Fast changing environment: algorithms (Google, Facebook, …) and
economic models (CPA -> CPC, CPM) evolving
• So many panaceas on the market …
SEO
SEM
Meta
Display
Paid
social
CXM
CRM
UX
Reputation
Content
Social
engagement
Awareness
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WITH AN OVERCROWDED DIGITAL PLACE
*By Scott Brinker @chiefmartec http://www.chiefmartec.com
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• The digital world is about transparency and relevance
• Transparency: product features, prices and reviews
• Relevance: Brands can (and need) to have a constant dialog with their customers
• Loyalty and satisfaction are strongly linked: manage and deliver customer
expectations
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THE TRUE NATURE OF DIGITAL MARKETING
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• For the travel category in the UK, between 55% and 70% of the traffic is driven
by brand terms
• Above the line can be as effective as PPC or other digital media
• Key take-away: digital makes marketing more quantitative and ROI driven
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BRAND MARKETING : INCREASINGLY CRITICAL FOR DIGITAL
Top 20 travel keywords
easyjet
thomas cook
ryanair
thomson
tripadvisor
british airways
travel republic
skyscanner
thomson holidays
expedia
trivago
laterooms
on the beach
emirates
booking.com
trip advisor
virgin atlantic
last minute
cheap flights
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Confidential
• digital cannot be a technical matter, disconnected from
the C-suite
• chasing the digital pot of gold (or silver bullet) is a major
risk of distraction (and costly investment decisions)
• digital is about reconnecting with the key principles of
marketing and aligning the organisation
SEEING THE WOOD FOR THE TREES
CustomersTechnical focus
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• Identify key levers and opportunities
• build self-improving processes based on robust data (quantitative and qualitative)
• Test, test, test
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STRUCTURING A DIGITAL APPROACH
• Speed and stability
• Conversion funnel
• Pinch points, heatmaps
• Choosing the right mix
• Executing effectively (ROI)
• Performance (conversion)
• Competition and competitiveness
• Quality
• Profitability
• Experience
• Engagement and feedback
• Segmentation
• Personalisation
Customer Product
UsabilityAcquisition
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Confidential
• digital is increasingly technical and changes fast: need
to have a robust team and keep pace with the market
• focus on key differentiators
(Customers/Brand/Products)
• seriously consider outsourcing where you cannot build
a sustainable competitive advantage
• “war is too important to be left to the generals”: needs
CXO support
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INTEGRATE YOUR COMPANY CULTURE
Pure player?
Industry?
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• Link the C-suite and the digital execution to enable and improve the engagement
with the customers and grow the customer base effectively
• Create a consistent set of effective processes underpinned by a strong team
operating an architecture of cost-effective digital tools
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WHAT IS THE ROLE OF THE CDO?