Why are agencies struggling to drive digital business strategy?

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Information about Why are agencies struggling to drive digital business strategy?

Published on March 11, 2014

Author: iancrocombe

Source: slideshare.net


As we move into the digitally connected age, progressive brands are moving digital beyond the marketing team and into the boardroom. With the growth of Labs programmes, Accelerators and Lean products, many agencies digital offerings are looking increasingly irrelevant. We’ll look at the trends, tools and models that agencies can use to maintain their role as a trusted strategic partner.

Why are agencies struggling to drive digital business strategy? IPA Strategy Group 11/3/2014 @iancrocombe

You’ll be amazed what I’m about to tell you about the future of your clients digital business (upworthy version)

Three formative experiences Planning Director AKQA VP Innovation American Express CSO POSSIBLE



Entering the age of context

Marketing focus

Digital offering from agencies isn’t evolving 2004 banners search websites 2014 content performance platforms

Digital traits of leading businesses

Story factories for content Native creators Newsrooms

Internal Labs programmes American Express International Labs Walmart Labs

External accelerators “Most accelerators provide a stipend or small seed investment, mentoring, and workspace and professional services in exchange for an equity stake in the company. Typically the equity investment is around $25,000 and the equity stake is roughly 6 percent” Techcrunch report on http://yael-hochberg.com/rankings.htm Barclays Accelerator John Lewis Accelerator

Lean Products : new process

Lean Canvas & Entrepreneurial Management

Digital Strategy summary

Develop a more valuable offering THE CENTRE OF THE MARKET IS CROWDED AND LOW MARGIN, BRANDS CAN DO “DIGITAL BASICS” IN-HOUSE “Front of the train is less crowded” Russell Davies, 2007

Three focus areas for digital leaders Business Strategy - Understand the business drivers, threats and adjacencies - Engage the startup community: Partner / Acquire / Destroy Organisational Strategy - Digital management consulting - Rewiring the business 70 / 20 / 10 Marketing Strategy - Ecosystems: challenger mindset, iterate ahead - Content: native formats, makers & influencers

thank you Digital Strategy Consultant @iancrocombe icrocombe@gmail.com 00 44 7932 00 41 01

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