Why are agencies struggling to drive digital business strategy?
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Why are agencies struggling to drive digital business strategy? IPA Strategy Group 11/3/2014 @iancrocombe
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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.
Transcript of Why are agencies struggling to drive digital business strategy?
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 InnovationAmerican Express
CSO POSSIBLE
Context
1995 2000 2005 2010 2015
ACCESS INFORMATION EXPRESSION CONVERSATION CONTEXT
CONNECTING PEOPLE
CONNECTINGPRODUCTS
CONNECTING EMOTION
CONNECTING INFORMATION
CONNECTING COMPUTERS
We are leaving the age of conversation
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 leadersBusiness 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
