1 JWT Global Digital Strategy Outtake slides from the JWT EU Digital Summit 1 st July, 2014
Dec 15, 2014
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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
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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?
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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.
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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
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