Developing a Roadmap for Digital Transformation
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John Sinke July 2014 John Sinke CMO Summit, 11 th July 2014 The views expressed are mine and not necessarily those of Resorts World at Sentosa Pte Ltd Developing a Roadmap for Digital Transformation
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Digitally mature companies out-perform their peers in innovation, agility and responsiveness to customers. “Digirati” also enjoy advantages in efficiency and effectiveness in product delivery, marketing, e-commerce, sales and customer service. More importantly, companies that achieve Digital Excellence are 26% more profitable (source: Capgemini Consulting and MIT Centre for Digital Business). However, building a Roadmap for Digital Transformation requires not only successful collaboration between the CMO and the CIO, it also demands a strong customer-focused orientation and digital culture. During this presentation, John Sinke will share insights from leading marketers and his personal experience of turning Resorts World Sentosa into a “digital business”.
Transcript of Developing a Roadmap for Digital Transformation
John Sinke
July 2014
John Sinke CMO Summit, 11th July 2014
The views expressed are mine and not necessarily those of Resorts World at Sentosa Pte Ltd
Developing a Roadmap for Digital Transformation
Insights from leading marketers…
Source: Buzzfeed
Real-time marketing?
Six Hotels
Adventure Cove Waterpark
S.E.A. Aquarium
Meetings & Events
Shows & Concerts
ESPA Luxury Spa
50 F&B Outlets
Luxury Retail
Weddings
Casino
John Sinke
November 2012
Can you come and fix our website?
Can you come and
fix our website?
John Sinke
November 2012
This is where we are now…
John Sinke
November 2012
Still a long way to go…
John Sinke
November 2012
Good progress in Search, Analytics, Display and
Social…
Why focus on Digital?
• Follow your audience…
• Better Customer Experience…
• Lower Cost Per Acquisition…
•Higher margins…
Digital Excellence…
Digital Transformation…
What is Digital Excellence?
What is Digital Excellence?
Marketing leadership in the strategic deployment of digital channels and
business processes
“Digirati” are 26% more profitable
Enjoy a 12% higher market valuation
Generate 9% more revenue
Drive more efficiency
Source: Cap Gemini and MIT
Why is Digital Excellence important?
Insights from leading marketers…
Source: Accenture Interactive
Confidence in Digital Channels…
Source: Accenture Interactive
Confidence in Digital Channels…
Source: Accenture Interactive
Lack of confidence in Digital Future…
Source: Accenture Interactive
Customer experience across channels lags behind…
Source: Accenture Interactive
Consistent Customer Experience across all channels
Insight: today’s digital customer expects a relevant and delightful customer experience
at all times and across all channels
Source: Accenture Interactive
Opportunities and threats are all
about the customer & the brand…. No one should have the pulse of that
better than the CMO?
Who’s driving Digital transformation?
35% CEO
23% CTO
22% CIO
1% CMO
19% Other
Source: Accenture Interactive
Biggest barriers to Digital Integration?
Source: Accenture Interactive
External agencies are doing a better job
Brands continue to hire Digital Talent
Not able to hire enough experienced Digital Marketers…
Solution is to strive for “Digital Excellence”
Don’t make everyone a digital guru
Give everyone a degree of digital literacy
Train Offline Marketers in Digital Marketing....
Educate Digital Marketers in Offline Marketing....
Marketing Silos Integrated Marketing
From Marketing Department to
INTEGRATED MARKETING COMMUNICATIONS
Digital
Excellence
In eight steps!
Step 1. Understand where you are now
Foundation Intermediate Advanced World Class
Emergent Managed Optimised
Pioneers, driven by personal interest
Transformed
Companies that
achieve Digital
Excellence out-
perform their peers
in innovation,
agility and
responsiveness
People
Process
Technology
Inadequate measurement,
ineffective control and direction
Legacy systems, poorly designed, difficult to
operate
All necessary people knowledgeable and
engaged
Strategic direction in silos, some identified targets, some form of
measurement
Some integrated systems part-managed or auto-
mated , fit--for -purpose
All necessary people knowledgeable, engaged
directed and managed
Fully integrated systems, designed to specification and fully fit-for -purpose
Strategic direction, targets, planned
measurement and response
Source: Econsultancy
DIGITAL ROADMAP
Source: CapGemini
Step 2. Define excellence for your business
Identify gaps in knowledge
Source: Econsultancy
Step 3. Map against competency frameworks
Source: Econsultancy
Step 4. Understand that skills alone don’t achieve digital excellence
Do you have access to the right tools and networks?
Are the tools fit for purpose and have
they been correctly installed?
Digital marketing relies on agility, testing and the ability to fail.
Senior management
needs to have a real understanding
of digital.
Can your organisation
execute?
Skill are important, but are not the
only piece of the puzzle.
Skills Process Tools Culture
Source: Econsultancy
Step 5. Ensure support staff have the skills to recruit and manage
Cartoon by SocMedSean.com Source: Econsultancy
Step 6. Ensure Senior Executives understand the business environment
needed
Source: Martin Sorrell, LinkedIn
Don Draper Wouldn’t Recognise 75% of What We Do
Step 7. Digital marketing is digital business
“Are you a digital business or
a business that does digital?”
“Do something different” Step 8. Change isn’t easy…
Do something different
DIGITAL ROADMAP
Source: CapGemini
Beware of the myths…
Digital Roadmap - People
Digital Expertise
Digital Education
Senior Management Emersion
Training on the Job
Digital WIPs
External Speakers
Digital Roadmap - Processes
Digital & Mobile First
Google Analytics (e-Commerce)
DoubleClick (e-Commerce)
Review Management System
Digital Roadmap - Technology
Alipay
Content Management System
Responsive Design
Review Management System
Eat2Eat
Google Indoor & StreetView
Mobile Apps
Cashless Wristband
John Sinke
November 2012
DIGITAL BUSINESS?
HIJACK MEAT PACK GUATEMALA
http://www.youtube.com/watch?v=yH8Br_f3p9E
