CMO Event - Integrating your digital strategy
Download as PPTX, PDF1 like526 views
This document discusses integrating digital strategy across an organization. It emphasizes that digital must be customer-centric and aligned with business goals. It highlights the importance of integrating customer service across digital channels like social media. It also addresses developing a comprehensive content strategy and future-proofing the digital strategy for emerging technologies. The document provides a framework for presenting a digital strategy to others using an executive summary, background, action plan, and being prepared to address surprises.
CMO Event - Integrating your digital strategy
- 1. INTEGRATING YOUR DIGITAL STRATEGY INTEGRATING YOUR DIGITAL STRATEGY Integrating your digital strategy Simon Kingsnorth Global Head of Digital Marketing and Digital Marketing Author @thekingsnorth
- 2. BE AWARE OF THE SILO DIGITAL MARKETING HR FINANCE TECH
- 3. 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
- 4. 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)
- 6. …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
- 7. 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?
- 8. DOES MOBILE MATTER • Responsive? • Analytics? • Apple / Android? • Social media? 78% of active Twitter users are mobile. 81% for Facebook
- 9. 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
- 10. 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
- 11. KNOW YOUR ENEMY • Understanding decision making
- 12. 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
- 13. Thanks for listening Simon Kingsnorth @thekingsnorth