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Bringing Digital into Strategy and operations for integrated multi-channel marketing or“I wouldn’t start from here”
Paul DixeyBluelight Partners
Get your ethical ducks in a row
• Lead with Strategy
– In for long term engagement
• Get the right Expertise
– Don’t delegate/abdicate to agencies
– Go with facts/knowledge not myths
• Establish Process and Governance
• Have Commitment throughout organisation18
Three Guiding Principles
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SAFETY
INTENTIONTRANSPARENCY
Source pharmaceuticalethics.com
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Change Quoteshttp://www.ideachampions.com/weblogs/archives/2011/04/1_it_is_not_the.shtml
The Splintering of the Fourth EstateAlan Rusbridger Guardian.co,uk 19Nov2010
http://www.guardian.co.uk/commentisfree/2010/nov/19/open-collaborative-future-journalism
The Gutenberg Revolution
"Suddenly, in a historical eye-blink, scribes were redundant. One year, it took a month or two to produce a single copy of a book; the next, you could have 500 copies in a week. Hardly an aspect of life remained untouched … Gutenberg's invention made the soil from which sprang modern history, science, popular literature, the emergence of the nation-state, so much of everything by which we define modernity."
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The Corporate Revolution
“..today's revolution in communication, which – in the opinion of many – is as great as that of Gutenberg. The difference today is that change is happening much faster –so fast that we are, as an industry, collectively suffering from what deep-sea divers refer to as the bends. We are travelling through a period of extreme change faster than our corporate bodies can cope with. It's painful – and, if not treated quickly and correctly, can be fatal….
…the mass ability to communicate with each other, without having to go through a traditional intermediary – is truly transformative”
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The Multi-Channel Organisation
• Lead from the top
• Not a “passing fad”
• Get through the senior management “treacle”
• Talk with/learn from other organisations
• Deal with subconscious biases which will undermine strategic decision making.
https://www.mckinseyquarterly.com/The_case_for_behavioral_strategy_2551
• Look at where resources are allocated – where are there bottlenecks
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Blank Sheet of Paper
• Who do I want to communicate with?
• Where are they ?
• What value can I add?
• How do I do this?
• How do I know that this is successful?
• What have I learnt?
• Start again
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social / technology / compliance / websites / mobile / white papers / 46
Thank you
[email protected] [email protected] www.bluelightpartners.com