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Adopting a “Digital First” approach!!
Digital Marketing Dialog!February 3d, Amsterdam!
!
!Luisella Giani!!
@luisella!#DM_Dialogue!
DIGITAL DARWINISM IS!
the evolution of consumer behavior when society and technology evolve faster than your ability to adapt.
“”
Brian Solis !
DISRUPTIVE
TECHNOLOGIES
ALIGNING
“Bigger than bigger” !
Disrup(ve trends + technologies
WHATSAPP: MONTAINVIEW, CA!FOUNDED ’09!450 MILLION USERS!
KIK: ONTARIO, CANADA!FOUNDED ’09!130 MILLION USERS!
VIBER: CYPRUS!FOUNDED ’10!100 MILLION USERS!
WECHAT: SHENZEN, CHINA!FOUNDED ’10!272 MILLION USERS!
LIME: JAPAN!FOUNDED ’10!350 MILLION USERS!
KAKAOTALK: SOUTHKOREA!FOUNDED ’10!>100 MILLION USERS!
NIMBUZZ: GURGAON, INDIA!FOUNDED ’06!150 MILLION USERS!
HIKE: INDIA!FOUNDED ’12!15 MILLION USERS!
TANGO: MOUNTAIN VIEW, CA !FOUNDED ’09!>190 MILLION USERS!
MESSAGEME: SAN FRANCISCO, CA!FOUNDED ’12!5 MILLION USERS!
Messaging apps ! are the new social media!
LOW CONFIDENCE!
THINK 3D!
MILLENIALS!TECH SAVY: 2 SCREENS!
SLACKTIVISTS!
RADICAL TRANSPARENCY!
MULTICULTURAL!
TOLERANCE!
COMMUNICATE WITH TEXT!
SHARE STUFF! OPTIMISTS!
NOW FOCUSED!
WANT TO BE DISCOVERED!
IMMATURE!
TEAM ORIENTATION!
TECH INNATE: 5 SCREENS!
THINK IN 4D!
JUDICIOUSLY SHARE !(GEOLOCO OFF)!
ACTIVE VOLUNTEERS!
BLENDED (RACE&GENDER)
TOGETHERNESS!
MATURE!
MAKE STUFF!
HAVE HUMILTY!
FUTURE FOCUSED!
REALISTS!
WANT TO WORK FOR SUCCESS!
COLLECTIVE CONSCIOUS!
GEN Z!
GEN Z: Mobile First and Mobile Only!
74% smartphones owners use location based services!47% want to receive mobile coupons from retailers based on their location!91% of adults have their mobile phones within arm’s reach 24/7!!Location-targeted campaigns: forecast ad spend of $5.8 bil by 2016!
4.1 bln !Mobile Phone !worldwide !
SMS 68.7%!Frequent text !users!
97%!of text messages are !opened which 83% 1 hr!
74%!smartphones owners !use location based !services.!
!
47%!% want to receive!mobile coupons from !retailers based on !their location!
!
91%!of adults have their !mobile phones within !arm’s reach 24/7!
!
Mobile: key channel!
Consume information through !Twitter, Facebook, Linkedin and other social media
Appreciate conversations with the brand !rather one –way advertisement!
Expects brands to be active in social !listening, engaging,responding!
Learn about new products ! ! as well through social media.!
Wise towards promotions.! Trusts only relevant information.!
Who is the Super-powered Consumer ?!
Contemporary shopping journey!The contemporary shopping journey!
Where are the conversions?!
From “platform-first” to!
“platform-free” mindset ! DIGITAL FIRST !
CONTENT!
CONTENT!
CONTENT!
CONTENT!
CONTENT!
CO
NTE
NT!
CO
NTE
NT! C
ON
TEN
T!
MKTG!
CONTENT!
HR!
PR!
CHANNELS/RETAIL!
TECHNOLOGY!PRICING!
SALES!
CRM!
DATA !
Digital First MUST be extended!
The Fashionistas!100 likes!
The Conservatives!100 email sent!
The Beginners!1 online catalog!
Dig
ital i
nten
sity!
Transformation Management intensity!
The Digerati!999k! 100k! 7k!
Companies attitudes towards digital!
LACK OF !PRIORITIZATION!
NOT INTEGRATED! STRATEGIES!
SILOS !APPROACH!
TUNNEL !VISION!
NOT DEDICATED !RESOURCES!
NO PARADIGM !FOR NEW DATA!
SELF DEFENSE !MECHANISM!
EDUCATION! NO INTERNAL ENGAGEMENT!BUDGET!
INNOVATION CULTURE !INTEGRATED VISION!DIGITAL FIRST!
BE WHERE !CONSUMERS ARE!
EXPAND MARKET! OPPORTUNITIES!
DISRUPTIVE !TECHNOLOGIES!
NEW DIGITAL !TOUCHPOINTS!
CONSUMERS !INSIGHTS!
NOT LINEAR!CUSTOMER JOURNEY !
EMPOWER INTERNAL !COLLABORATION !
DIGITAL!DARWINISM!
Digital transformation inibitors!
Digital transformation catalysts!
INDUSTRY:! Tire business!
TYPOLOGY:! Traditional company!
ORGANIZATION:! Matrix organization, cross dept role!
BRANDS:! Goodyear, Dunlop, Fulda, Sava!
APPLIED TO:! Europe, Middle East, Africa, +30 languages, +45 countries !
TIMING:! 18 months!
The Challenge!
Prioritize key channels!1
DIGITAL STRATEGY DEFINITION!
Build harmonized architecture and brand consistency across channels!2
Start tracking and build KPIs framework!3
Traffic building strategy!4
ENGAGE sharing the vision !
EDUCATE building skills!
EMPOWER to take responsibility!
ENABLE a bottom up approach!
4 KEYS ingredients!to succefully lead transformation!
Digital skills! not confined to Digital/IT team!
Define future skills requirements!
Undertake skills gap asessment!
Bridge the GAP!
Keep up to speed: evaluate and evolve!
Company digitalization!
DECENTRALIZED! CENTRALIZED! HUB and SPOKE!
2011! 2012! 2015!
Waterfall, Agile or Lean?!
How to lead the digital transformation?!
METHODOLOGY!
CROSS TEAMS ENGAGEMENT!
Chicken or pig?!
Pilot test!
Features!Design!
Functionalities!Markets!
Tools!Frameworks!
User experience!Landing pages!
+ 30.000 fans in 3 weeks!
Local activation pilot for EMEA campaign!
Innova(on
Scalability
Pilot test
Insert Growt hacking techniques !in your online marketing ecosystem!
!
DATA ANALYST!
MARKETER!DEVELOPER!
GROWTH!HACKER!
ARE YOU READY!
TO SUPERPOWERS?!
CYBER SPACE!
OUTER SPACE!
DESIGN SPACE!
MICRO SPACE!
BLUE SPACE!
PLAY SPACE!
INTER SPACE!
COMPRESSION OF TIME
METASPACE ECONOMY!
DRIVEN BY TECHNOLOGICAL CHANGE
HAPPENING AT EXPONENTIAL RATE
Luisella Giani!
@luisella! luisella.giani! linkedin.com/in/luisellagiani!
luisella.giani@gmail.com!
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