This article isn’t trying to be fully exhaustive on digitalization in all its glory even though it’s the longest article on BrandBlast to date. The goals with this article are to 1) provide an easy-to-use thought framework that you can apply to any digitalization work in your company, and 2) pick a couple of insights from each part of the framework where we go a bit deeper to make it meaningful and actionable. As this article is rather long, here comes a summary:
Use the CCC framework for digitalization:
- Core – Be clear about the mission with your business and pretend that you would start your business today using all amazing digital technology available – how would you do it? That’s how you digitalize your business model, and what start-ups do every day. This said, the point about being clear about your objectives is equally applicable to subparts of digitalization. Why do you want to have a new IT system? Why do you want to train people in social media? Why do you want to start with programmatic marketing? Being clear about why will help you do the right thing.
- Capability – Ensure you have and continuously build the right capabilities. You do this by creating a culture of curiosity in your company and complement it with a corporate and individual learning plans.
- Change – Ensure you always Optimize and Innovation across all areas of your business. Have a weekly optimization meeting with a small loop team to lead progress. Innovate by taking any big problem in your business, brainstorm radical solutions and add digital technology to see which ones you can make amazing. If you are a big company, break out a group of your best people with the brief to put you out of business using digital technology.
As always, keep it simple, think BIG and have fun!
Really excited about a partner in crime releasing a much needed book about true understanding of people’s behavior. Martin Lindstrom (on TIME’s list of 100 most influential people in the world) releases the book “Small Data”. Pre-order here: LINK
I had the pleasure of co-authoring a report on the CMO transformation agenda with the Boston Consulting Group. Read about it at Think with Google and download the full report for free: LINK
There are some fundamental plan elements working well for many businesses at the moment. In this post I’ve collected some fundamental thinking around what the starting point for a media plan in 2016 can look like for any business, big or small, across industries. Take a starting point in this media plan and make justified changes for your business.
Everything in the world is becoming more and more digital. 90% of the world’s data was created in the last 2 years alone, and digital technology is getting integrated into everything – from coffee machines to cars, houses and eventually people. In this world it becomes important to understand how to use digital technology to solve problems, and that is what coding is all about. Not everyone will work with coding, but just understanding the fundamentals of coding will make life easier and easier as the world develops…
Don’t start with who you already know and work with. And don’t start with your own fantasy objectives and strategies. While on the dating scene, they risk impairing you from the get-go. Instead open up by meeting A LOT of people from various agencies. Ask 25 people that you trust who the best agency they ever met is. Invite those. Try to figure out if they show potential for a deep relationship. Listen to their arguments. But don’t rely on gut alone. Ask all of them the same structured interview questions and analyze the answers. Scrutinize your potential partners carefully will save you a lot of time later. The below set of questions can serve as a starting point for a structured assessment.
In 10 years time from now more than 80% of all media will probably be digital and programmatic. Any exact guess about the future is almost always wrong, but I see that there are some trends clearly driving towards a future where digital and programmatic media constitute the vast majority of media:
1) Internet of things trend – That anything that can be connected will be connected. This also goes for more traditional media such as TVs, outdoor signs etc.
2) Automation trend – That if something is done more efficiently by computers it will be done by computers.
In the world of media, this would lead to a future where the vast majority of media is digital and accessed via programmatic buying.