John Sinke

July 2014

John Sinke CMO Summit, 11th July 2014

The views expressed are mine and not necessarily those of Resorts World at Sentosa Pte Ltd

Developing a Roadmap for Digital Transformation

Insights from leading marketers…

Source: Buzzfeed

Real-time marketing?

Six Hotels

Adventure Cove Waterpark

S.E.A. Aquarium

Meetings & Events

Shows & Concerts

ESPA Luxury Spa

50 F&B Outlets

Luxury Retail

Weddings

Casino

John Sinke

November 2012

Can you come and fix our website?

Can you come and

fix our website?

John Sinke

November 2012

This is where we are now…

John Sinke

November 2012

Still a long way to go…

John Sinke

November 2012

Good progress in Search, Analytics, Display and

Social…

Why focus on Digital?

• Follow your audience…

• Better Customer Experience…

• Lower Cost Per Acquisition…

•Higher margins…

Digital Excellence…

Digital Transformation…

What is Digital Excellence?

What is Digital Excellence?

Marketing leadership in the strategic deployment of digital channels and

business processes

“Digirati” are 26% more profitable

Enjoy a 12% higher market valuation

Generate 9% more revenue

Drive more efficiency

Source: Cap Gemini and MIT

Why is Digital Excellence important?

Insights from leading marketers…

Source: Accenture Interactive

Confidence in Digital Channels…

Source: Accenture Interactive

Confidence in Digital Channels…

Source: Accenture Interactive

Lack of confidence in Digital Future…

Source: Accenture Interactive

Customer experience across channels lags behind…

Source: Accenture Interactive

Consistent Customer Experience across all channels

Insight: today’s digital customer expects a relevant and delightful customer experience

at all times and across all channels

Source: Accenture Interactive

Opportunities and threats are all

about the customer & the brand…. No one should have the pulse of that

better than the CMO?

Who’s driving Digital transformation?

35% CEO

23% CTO

22% CIO

1% CMO

19% Other

Source: Accenture Interactive

Biggest barriers to Digital Integration?

Source: Accenture Interactive

External agencies are doing a better job

Brands continue to hire Digital Talent

Not able to hire enough experienced Digital Marketers…

Solution is to strive for “Digital Excellence”

Don’t make everyone a digital guru

Give everyone a degree of digital literacy

Train Offline Marketers in Digital Marketing....

Educate Digital Marketers in Offline Marketing....

Marketing Silos Integrated Marketing

From Marketing Department to

INTEGRATED MARKETING COMMUNICATIONS

Digital

Excellence

In eight steps!

Step 1. Understand where you are now

Foundation Intermediate Advanced World Class

Emergent Managed Optimised

Pioneers, driven by personal interest

Transformed

Companies that

achieve Digital

Excellence out-

perform their peers

in innovation,

agility and

responsiveness

People

Process

Technology

Inadequate measurement,

ineffective control and direction

Legacy systems, poorly designed, difficult to

operate

All necessary people knowledgeable and

engaged

Strategic direction in silos, some identified targets, some form of

measurement

Some integrated systems part-managed or auto-

mated , fit--for -purpose

All necessary people knowledgeable, engaged

directed and managed

Fully integrated systems, designed to specification and fully fit-for -purpose

Strategic direction, targets, planned

measurement and response

Source: Econsultancy

DIGITAL ROADMAP

Source: CapGemini

Step 2. Define excellence for your business

Identify gaps in knowledge

Source: Econsultancy

Step 3. Map against competency frameworks

Source: Econsultancy

Step 4. Understand that skills alone don’t achieve digital excellence

Do you have access to the right tools and networks?

Are the tools fit for purpose and have

they been correctly installed?

Digital marketing relies on agility, testing and the ability to fail.

Senior management

needs to have a real understanding

of digital.

Can your organisation

execute?

Skill are important, but are not the

only piece of the puzzle.

Skills Process Tools Culture

Source: Econsultancy

Step 5. Ensure support staff have the skills to recruit and manage

Cartoon by SocMedSean.com Source: Econsultancy

Step 6. Ensure Senior Executives understand the business environment

needed

Source: Martin Sorrell, LinkedIn

Don Draper Wouldn’t Recognise 75% of What We Do

Step 7. Digital marketing is digital business

“Are you a digital business or

a business that does digital?”

“Do something different” Step 8. Change isn’t easy…

Do something different

DIGITAL ROADMAP

Source: CapGemini

Beware of the myths…

Digital Roadmap - People

Digital Expertise

Digital Education

Senior Management Emersion

Training on the Job

Digital WIPs

External Speakers

Digital Roadmap - Processes

Digital & Mobile First

Google Analytics (e-Commerce)

DoubleClick (e-Commerce)

Review Management System

Digital Roadmap - Technology

Alipay

Content Management System

Responsive Design

Review Management System

Eat2Eat

Google Indoor & StreetView

Mobile Apps

Cashless Wristband

John Sinke

November 2012

DIGITAL BUSINESS?

HIJACK MEAT PACK GUATEMALA

http://www.youtube.com/watch?v=yH8Br_f3p9E

@johnsinke

linkedin.com/in/johnsinke

john.sinke@yahoo.com

slideshare.net/jpsinke

Questions?