Published on June 10, 2013
FUTURE OF DIGITAL MARKETING 2013http://www.flickr.com/photos/83346641@N00/3562071888/www.onlydeadfish.co.uk@neilperkinAGILE MARKETING, ADAPTIVE CULTUREhttp://www.flickr.com/photos/16863501@N00/207844624/
FASHIONISTAS DIGIRATIBEGINNERS CONSERVATIVESDigirati: 26% more profitable, 12% higher market cap, 9% more revenue from existing assetsFashionistas: focus on technological innovation without underlying strategies, processes andteam structures to exploit it effectively - actually damages business performancehttp://www.capgemini-consulting.com/the-digital-advantage/CAP Gemini/MIT longterm study of 400 companies
http://www.flickr.com/photos/darwinbell/GAFA & The Vertical StackHardwareContext (location, social,identity, advertising,recommendation)MessagingOperating SystemContent (Platforms,Streaming, Cloud)Access (apps &browsers)Paymentecosystems
HardwareMessagingOperating SystemContent (Platforms,Streaming, Cloud)Access (apps & browsers)Payment ecosystemsFacetime, Hangouts, Chat, FB Messenger, SkypeintegrationContext (location, social,identity, advertising,recommendation)Location, Social graph, identity, personalisation &recommendation, advertisingCheckout, Wallet, iTunes, NFC, Amazon payments,Facebook CreditsChrome, Silk, Safari, Facebook, Apple Android appecosystemsAWS, iTunes & iCloud, Facebook content streaming,storage, Google TV, YouTube, MusicApple IoS, Android, Facebook as social OSChromebook, Motorola, Apple devices, Kindle
HardwareMessagingOperating SystemContent (Platforms,Streaming, Cloud)Access (apps & browsers)Payment ecosystemsFacetime, Hangouts, Chat, FB Messenger, SkypeintegrationContext (location, social,identity, advertising,recommendation)Location, Social graph, identity, personalisation &recommendation, advertisingCheckout, Wallet, iTunes, NFC, Amazon payments,Facebook CreditsChrome, Silk, Safari, Facebook, Apple Android appecosystemsAWS, iTunes & iCloud, Facebook content streaming,storage, Google TV, YouTube, MusicApple IoS, Android, Facebook as social OSChromebook, Motorola, Apple devices, KindleEnhance through contextUsers at the centreDeliver value through accessEnhance through context
Ecosystems powered by data and context“The objective is to index not just the web but the users…Google Plus (is) not a social networkbut a unified Google identity to tie all of your search and indeed internet use together”Benedict Evanshttp://ben-evans.com/benedictevans/2013/5/21/google-io
Distributed and Destination thinkingYou have to be on our property for us to monetiseWe can monetise anywhere
“Users don’t ask for APIs. They want technology that works and integrates well withother technologies. As the number (of APIs) grows, so do the opportunities to provideusers with those great, workable solutions.”http://blog.programmableweb.com/2013/04/30/9000-apis-mobile-gets-serious/Joining stuff up, seamless customer experience
“We needed a bigger boat”Harper Reed"We aggressively stood on the shoulders of giants like Amazon, and used technology that wasbuilt by other people. We had a pretty good culture of using not-invented-here technologies.And we werent scared about it."• “Politicians don’t hireengineers”. Obama did.• API enabled them to rapidlyexecute, ship over 200products• Services architecture – appsconnected together, sharingone common data store
“We needed a bigger boat”Harper ReedAdvantage from agility and talent: “The platform can only offer a competitive advantage for arelatively short period of time without the right people to develop it”• Numbers are everything:"Groundhog Day is a movieabout multivariate testing”• Micro-listening as well asmicro-targeting: using thepower of conversationwithin small groups
“The Strategy Is Delivery” Mike Bracken“Government should only do what only government can do. If someone else is doing it — link toit. If we can provide resources (like APIs) that will help other people build things — do that. Weshould concentrate on the irreducible core.”
• Policy as the starting point = overly detailed input• Digital versions of existing practices• Lengthy and complex procurement• Inflexible solutions• Driven by user need• Alpha of the service in 12 weeks• Rapid reaction to user feedback from multiplesources• First 10 days after release over 100 changes atnegligible cost.• In many cases, delivery of services has comebefore final strategy work is completed"In an analogue world policy dictates to delivery, but in a digital world delivery informs policy".
ConceptDetailedDesignDetailedDesignBuild BuildDetailedDesignDetailedDesignBuild BuildSPRINTREVIEWSPRINTREVIEWSPRINTREVIEWSPRINTREVIEWhttp://www.slideshare.net/razorfishmarketing/razorfish-ray-velez-and-laura-fraga-ford-motor-on-agile-processes?from=ss_embedFord Motor/Razorfish agile principlesNot just the process…but the philosophyIndividuals and interactions > processes and toolsWorking software > comprehensive documentationCustomer collaboration > contract negotiationResponding to change > following a planDesign with vision, optimise with feedback
“The notion of ideas as this singular thing is a fundamental flaw. There are so many ideas that what youneed is that group behaving creatively. And the person with the vision I think is unique, there are veryfew people who have that vision.. but if they are not drawing the best out of people then they will fail.”Ed Catmull, President of PixarCreative process involving a large number of peopleOften from different disciplinesMarshalled around a visionCreative Culture…
• Resourcing for projects is purely voluntary• Project leaders pitch developers to generate interest• Engineers decide which projects sound interesting to work onEngineering Culture…
• A way of remaining agile as the company scales• Large number of small, multidisciplinary teams, 8-10 people• Each responsible for a focused area of service• Customer-centric, focused improvement, speed of innovationAmazon: Two Pizza Teams
Growth HackingProcess for acquiring andretaining users that combinestraditional marketing andanalytical skills with those moreakin to product development
70% of the content should be low risk, bread and butter marketing20% should innovate off what works10% should be high risk ideas that will be tomorrows 70% or 20%
http://pwcinnovate.wordpress.com/2010/08/05/innovation-horizons/http://timkastelle.org/blog/2010/08/innovation-for-now-and-for-the-future/The 3 Horizons: innovation as a portfolio1. Innovations that improveyour current operations2. Extend your currentcompetencies into new,related markets3. Ones that will change thenature of your industry
Budget split Life stage Objective KPIs Team70%Core/oldestproductsSmall growth Maintain profit ‘Rowing team’20% Young/midIncrease share andprofitProfitable growth ‘White waterrafters’10% New Prove leap of faithSolving userproblems‘Diving for sunkentreasure’http://www.slideshare.net/martinbailie/sxsw-2013-themes-startup-culture-code-and-data70%... because video didnt kill the radio star20%... expeditious feedback, test and learn - optimisation and amplification embedded10%... space for continuous experimentation a necessityAre you diving for pearls?A 30 year old startup: a company of entrepreneursmaking new things through constant iteration
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