Digital Transformation in 2017Simon Kingsnorth

Global Head of Digital Marketing, Citi Private BankAuthor, Digital Marketing StrategyContributing Author, Understanding Digital MarketingDigital Consultant

@thekingsnorth

Digital is dead, long live digital

What is digital transformation?

It’s about removing digital

It’s about cultural change

It’s about process

It’s not about tech

Where is technology headed?

Implants will enter the retail space by 2020

Ambient user experience

Autonomy

Internet of things ecosystem

Becoming less about the tech and more about the human

How will this change behaviours

Driving a car or van61%

Underground, metro, light rail, tram Train Bus, minibus or coach

Taxi Motorcycle, scooter or moped Driving a car or van

Passenger in a car or van Bicycle On foot

Other method of travel to work

Commute trends in England & WalesONS 2011

Content is a cornerstone – are you setup?24 percent of organizations now devote 50 percent or more of their budget to content.

Is your structure setup?Content requires resource and global content may require 24/7 regional support

Is your brand setup?But you need a consistent voice – consider your brand and writing style together

Are your writers considering all angles?Consider SEO

Experience is the differentiator

Experience is increasingly becoming the differentiator and is where many start-ups are winning. Are you client centric?

Big data and micro data are both key to understanding customers and creating a personalised experience. Is your data strategy robust?

Human-centred design. ‘Best practise’ is irrelevant. Human nature is what matters. Consider consumer psychology. Do you understand this well enough?

No person is an island

Digital Marketing HRPR ValuesBrand Strategy

Content

Messaging

Design

Social

SEOSpend

Resource

Technology

Mobile

UX

Analytics

Think and act

• A strategy without execution is just a thought• Execution without a strategy is just chaos

Strategy Execution

The key questions for your transformation

• Do you have a digital voice on the leadership team?• Is digital embedded in all levels and areas of your

organisation?• Are you setup to capitalise on technology trends

and to stay agile?• Do you brand and content strategy have digital

expertise embedded?• Do you have a robust data strategy?• Do you understand consumer behaviour?

Thanks for listeningCome and say hi

Simon Kingsnorth@thekingsnorth