digital doughnut meet-up march 2015 - howard scott, marketing and brand strategist at digital...
TRANSCRIPT
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
Digital Transformation whilst at theNational Trust
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
Howard ScottDigital Transformation, Brand & Marketing Strategist
@Howard_Scott
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
NATIONAL TRUST?
The
Founded in 1895We protect historic houses, gardens, mills, coastline, forests, woods, fens, beaches, farmland, moorland, islands, archaeological remains, nature reserves, villages and pubs. Then we open them up for ever, for everyone
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
NATIONAL TRUST?
The
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
MANTRA
As marketers we want people to do three things:- Notice our brands- Relate to our brands- Act on our messages
The
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
MANTRA
Get the right content to the right person, in the right location, at the right time.
The
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
CONTENT
Videos, webinars, tools, blog posts, how-to-guides, news, Q&As, images, photography, infographics, podcasts... Anything?Econsultancy B2B Trends Brief 2014
What Is
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CONTENT IS
EVERYTHING
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• At home• On Location• Doing stuff• Back at
home
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D EA CB F
XW ZY
Customer’s Needs
Brand’s Needs
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Introducing ourCONSUMER JOURNEY FRAMEWORK
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The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
£ $ €
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
CONTENT IS
EVERYTHING
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
EXPERIENCE IS
EVERYTHING
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
Rule #1
DIGITAL BY DEFAULT
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
Rule #2
INNOVATE DON’T ENHANCE
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
STILL NEEDED!
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
Rule #3
TOUCH EVERY BUSINESS PART
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
Rule #4
LIVE IN THE REAL WORLD
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
WHAT STARTED OFF AS DIGITAL MARKETING ENDED UP BEING TRULY TRANSFORMATIONAL
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RESULTS
The
• More Agile• Improved customer
insight• More responsive• Clearer ‘truth’ of
customer needs• Better forecasting of
requirements• More pro-activityDAM Up To Eleven White Paper, Northplains, 2014
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
Thank you@howard_scott@headstream