outtakes for jwt eu digital summit

1

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

2

2

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

3

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

Page 3

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.

4

4

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

5

5

Where do real insights come from?

Culture!

A sharply defined audience

Envisioned future

6

6

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

7

7

The Consumer Buying System

8

Awareness Consideration Purchase Re-Purchase

Paid

Owned

Earned

Trigger

The Integrated Ecosystem

9

What are consumer-based trends?

Page 9

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

10

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.

Page 10

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

11

Page 11