Outtakes for JWT EU Digital Summit

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JWT Global Digital StrategyOuttake slides from the JWT EU Digital Summit 1st July, 2014

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First a little about me.

• Global Digital Strategist on Bayer Consumer Care

• Guiding global strategic initiatives and digital incremental growth across 40 markets

• Focuses include digital change mgmt, user behaviour insights, content planning, ecosystem design and future facing consumer trendspotting

• Obsessed with how we can create things online via our brands that are to relevant and welcomed in people’s lives

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What’s in a solid digital strategy? The differences between operational effectiveness and strategy

Operational Effectiveness Strategy

Performing similar activities better than competition

Performing different activities or similar activities in different ways

Productivity Quality Speed User needs Value Tailoring

Source: HBR On Strategy, Michael Porter What is Strategy?

The Cheshire Cat Moment Strategist creating a focus. Distinctive, Mischievous.

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Finding that real insight

• Clearly understand the business challenge

• Read and then read some more

• Make the case to invest in original primary research

• And always use free insights from search, social and the real world

• Don’t use the competition as the benchmark, look for the gaps

• It’s not about technological innovation, it’s about human truths

Source: Kim and Maauborgne, Blue Ocean Strategy;APG Lpndon

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Where do real insights come from?

Culture!

A sharply defined audience

Envisioned future

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Getting from an insight to digital activation

• Filter all the research down into a sharply defined audience personas and a digital profile

• Create a single-minded proposition and turn it into a channel neutral creative brief with a clear tone of voice

• Apply the roles per channel within a digital channel ecosystem

• Define the focus for your measurables and benchmarks

• Protect your digital strategy by assigning decision rights beforehand

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The Consumer Buying System

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Awareness Consideration Purchase Re-Purchase

Paid

Owned

Earned

Trigger

The Integrated Ecosystem

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What are consumer-based trends?

NEW

ACCELERATEDSLOWED

Green Consumer

Decline of Difference

Source: HBR, Post-Recession Consumer

Occupy the boardroom

Demand for simplicity

Mercurial consumption

Discretionary thrift

Ethical Consumer

Extreme Experiences

DOMINANT

EMERGING

MATURESLOWED

ARRESTED

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Example of a Trends Adoption Curve The Age of Impatience

With the mainstreaming of the on-demand economy and our always on culture, consumer expectations for speed and ease are rising exponentially.

Delivery within the hour

EMERGING DOMINANT ARRESTING

Source: JWT Trends

Virtual pharmacist

Digital skimming

Drone delivery

The age of oversharing

Applying cultural manifestations of a trend along the adoption curve

Outtakes for JWT EU Digital Summit

Marketing

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