Websummit 2014 - Digital Marketing is Dead

@cillian

DIGITAL MARKETING IS DEAD

@cillian

DIGITAL MARKETING - THE DEFINITION

Promote products or services through digital channels

APPS, DISPLAY ADS, QR CODES, INFLUENCERS

@cillian

APPS, DISPLAY ADS, QR CODES, INFLUENCERS

The problem

BROADCAST PERSPECTIVE ON A NEW WORLD

DIGITAL CHANGE

@cillian

HOW DO WE BECOME DIGITAL BUSINESSES?

@cillian

CONSUMER GOODS BRAND

MARKETING

IT

SUPPLY CHAIN

DIST. SALES

ADMINLOG.

MANUFACTURING

DIGITAL

DIGITAL

DIGITAL

STOP THINKING IN SILOS

@cillian

DigitasLBi

MANAGEMENT CONSULTANTS

CREATIVE AGENCIES

TECHNOLOGY & STARTUP

DIGITAL TRANSFORMATION

@cillian

WHAT WE BELIEVE

DIGITAL EXCELLENCE

MANUFACTURING LOGISTICS SUPPLY CHAIN DISTRIBUTION ADMIN IT MARKETING SALES

DIGITAL TECHNOLOGY MUST BE DEVELOPED HORIZONTALLY ACROSS BUSINESS UNITS AND DELIVERED TOP DOWN STARTING AT THE EXECUTIVE LEVEL.

@cillian

CHANGE IS HARD.

some help

7 APHORISMS FOR DIGITAL TRANSFORMATION

@cillian

NEVER FEAR (FAILURE)

#01

be willing to

BREAK WITH YOUR INDUSTRIES BEST PRACTICES

@cillian

ASSUME NOTHING

#02

remember

QUESTION EVERYTHING AROUND YOU

@cillian

FORGET ABOUT CONSUMERS

#03

instead

REMEMBER REAL PEOPLE. HUMANS

@cillian

SOLVE A PROBLEM

#04

remember

BE AN ENGINEER. MAKE TRULY USEFUL THINGS

@cillian

USER EXPERIENCE IS LIKE FAIRY DUST

#05

liberally

SPRINKLE IT ON EVERYTHING

@cillian

TEST AND LEARN. FAST.

#06

think of it as

RINSE, WASH. REPEAT. RINSE, WASH. REPEAT. QUICKLY.

@cillian

TAKE (SMALL) SMART RISKS

#07

take

10% OF YOUR BUDGET FOR AGILE EXPERIMENTATION

@cillian

WHAT IS YOUR REAL COMMERCIAL CHALLENGE?

we believe

THAT’S THE PROBLEM WORTH SOLVING

CILLIAN KIERAN CEO CKSK

CK@CKSK.COM

@cillian