Future Of Digital Marketing

FUTURE OF DIGITAL MARKETING 2013

http://www.flickr.com/photos/83346641@N00/3562071888/

www.onlydeadfish.co.uk@neilperkin

AGILE MARKETING, ADAPTIVE CULTURE

http://www.flickr.com/photos/16863501@N00/207844624/

FASHIONISTAS DIGIRATI

BEGINNERS CONSERVATIVES

Digirati: 26% more profitable, 12% higher market cap, 9% more revenue from existing assets

Fashionistas: focus on technological innovation without underlying strategies, processes and team structures to exploit it effectively - actually damages business performance

http://www.capgemini-consulting.com/the-digital-advantage/

CAP Gemini/MIT longterm study of 400 companies

http://www.economist.com/news/21567361-google-apple-facebook-and-amazon-are-each-others-throats-all-sorts-ways-another-game

GAFA

http://www.flickr.com/photos/darwinbell/

GAFA & The Vertical Stack

Hardware

Context (location, social, identity, advertising,

recommendation)

Messaging

Operating System

Content (Platforms, Streaming, Cloud)

Access (apps & browsers)

Payment ecosystems

Hardware

Messaging

Operating System

Content (Platforms, Streaming, Cloud)

Access (apps & browsers)

Payment ecosystems

Facetime, Hangouts, Chat, FB Messenger, Skype integration

Context (location, social, identity, advertising,

recommendation)Location, Social graph, identity, personalisation &

recommendation, advertising

Checkout, Wallet, iTunes, NFC, Amazon payments, Facebook Credits

Chrome, Silk, Safari, Facebook, Apple Android app ecosystems

AWS, iTunes & iCloud, Facebook content streaming, storage, Google TV, YouTube, Music

Apple IoS, Android, Facebook as social OS

Chromebook, Motorola, Apple devices, Kindle

Hardware

Messaging

Operating System

Content (Platforms, Streaming, Cloud)

Access (apps & browsers)

Payment ecosystems

Facetime, Hangouts, Chat, FB Messenger, Skype integration

Context (location, social, identity, advertising,

recommendation)Location, Social graph, identity, personalisation &

recommendation, advertising

Checkout, Wallet, iTunes, NFC, Amazon payments, Facebook Credits

Chrome, Silk, Safari, Facebook, Apple Android app ecosystems

AWS, iTunes & iCloud, Facebook content streaming, storage, Google TV, YouTube, Music

Apple IoS, Android, Facebook as social OS

Chromebook, Motorola, Apple devices, Kindle

Enhance through context

Users at the centre

Deliver value through access

Enhance through context

Ecosystems powered by data and context

“The objective is to index not just the web but the users…Google Plus (is) not a social network but a unified Google identity to tie all of your search and indeed internet use together”

Benedict Evans

http://ben-evans.com/benedictevans/2013/5/21/google-io

Distributed and Destination thinking

You have to be on our property for us to monetise

We can monetise anywhere

“Users don’t ask for APIs. They want technology that works and integrates well with other technologies. As the number (of APIs) grows, so do the opportunities to provide

users with those great, workable solutions.”

http://blog.programmableweb.com/2013/04/30/9000-apis-mobile-gets-serious/

Joining stuff up, seamless customer experience

“We needed a bigger boat” Harper Reed

"We aggressively stood on the shoulders of giants like Amazon, and used technology that was built by other people. We had a pretty good culture of using not-invented-here technologies.

And we weren't scared about it."

• “Politicians don’t hire engineers”. Obama did.

• API enabled them to rapidly execute, ship over 200 products

• Services architecture – apps connected together, sharing one common data store

“We needed a bigger boat” Harper Reed

Advantage from agility and talent: “The platform can only offer a competitive advantage for a relatively short period of time without the right people to develop it”

• Numbers are everything: "Groundhog Day is a movie about multivariate testing”

• Micro-listening as well as micro-targeting: using the power of conversation within small groups

“The Strategy Is Delivery” Mike Bracken

“Government should only do what only government can do. If someone else is doing it — link to it. If we can provide resources (like APIs) that will help other people build things — do that. We

should concentrate on the irreducible core.”

• Policy as the starting point = overly detailed input• Digital versions of existing practices• Lengthy and complex procurement• Inflexible solutions

• Driven by user need• Alpha of the service in 12 weeks• Rapid reaction to user feedback from multiple

sources• First 10 days after release over 100 changes at

negligible cost.• In many cases, delivery of services has come

before final strategy work is completed

"In an analogue world policy dictates to delivery, but in a digital world delivery informs policy".

Concept

DetailedDesign

DetailedDesign

Build Build

DetailedDesign

DetailedDesign

Build Build

SPRINTREVIEW

SPRINTREVIEW

SPRINTREVIEW

SPRINTREVIEW

http://www.slideshare.net/razorfishmarketing/razorfish-ray-velez-and-laura-fraga-ford-motor-on-agile-processes?from=ss_embedFord Motor/Razorfish agile principles

Not just the process…but the philosophy

Individuals and interactions > processes and toolsWorking software > comprehensive documentation

Customer collaboration > contract negotiationResponding to change > following a plan

Design with vision, optimise with feedback

“The notion of ideas as this singular thing is a fundamental flaw. There are so many ideas that what you need is that group behaving creatively. And the person with the vision I think is unique, there are very

few people who have that vision.. but if they are not drawing the best out of people then they will fail.” Ed Catmull, President of Pixar

Creative process involving a large number of peopleOften from different disciplinesMarshalled around a vision

Creative Culture…

• Resourcing for projects is purely voluntary• Project leaders pitch developers to generate interest• Engineers decide which projects sound interesting to work on

Engineering Culture…

• A way of remaining agile as the company scales• Large number of small, multidisciplinary teams, 8-10 people • Each responsible for a focused area of service• Customer-centric, focused improvement, speed of innovation

Amazon: Two Pizza Teams

Growth Hacking

Process for acquiring and retaining users that combines

traditional marketing and analytical skills with those more

akin to product development

70% of the content should be low risk, bread and butter marketing

20% should innovate off what works

10% should be high risk ideas that will be tomorrow's 70% or 20%

http://pwcinnovate.wordpress.com/2010/08/05/innovation-horizons/http://timkastelle.org/blog/2010/08/innovation-for-now-and-for-the-future/

The 3 Horizons: innovation as a portfolio

1. Innovations that improve your current operations

2. Extend your current competencies into new, related markets

3. Ones that will change the nature of your industry

Budget split Life stage Objective KPIs Team

70% Core/oldest products Small growth Maintain profit ‘Rowing team’

20% Young/mid Increase share and profit

Profitable growth ‘White water rafters’

10% New Prove leap of faith Solving user problems

‘Diving for sunken treasure’

http://www.slideshare.net/martinbailie/sxsw-2013-themes-startup-culture-code-and-data

70%... because video didn't kill the radio star20%... expeditious feedback, test and learn - optimisation and amplification embedded10%... space for continuous experimentation a necessity

Are you diving for pearls?

A 30 year old startup: a company of entrepreneurs making new things through constant iteration

Thank you!

www.onlydeadfish.co.uk

@neilperkin