Posts tagged with Digital Strategy

NTUC Income's Jennifer Villalobos: The definition of brand as we know it "is completely lost"

Jennifer Villalobos is a true 'digital diva'. After a decade of leadership roles at Google, Ms. Villalobos now heads Digital Business & Strategic Partnerships at one of Asia's largest insurance firms: NTUC Income.

For those in the Singapore region, Ms. Villalobos will be discussing some of her experiences, offering insights about the digital landscape and even giving some career advice at our upcoming event 'Digital Divas' on Friday, August 17th.  Click here to find out more and request your seat!

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From growth to soft skills, where professional marketers should focus

Search for 2018 marketing trends and you will find plenty of posts about which social media platforms are on the rise, what SEO factors are most important this year, and how chatbots are 'taking over the world'.

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Four digital transformation secrets, revealed

After years of discussions, digital transformation has finally become a reality at many organisations.

And along with actual transformation projects has come the realisation that digital transformation in practice is quite different than digital transformation in theory.

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How to upgrade pharma brand planning for a multichannel world

It’s brand-planning season in the pharmaceutical industry and therefore a useful time to reflect on how this foundational process can be enhanced to better serve us to deliver on the promises of “customer-centric” and “multichannel” communications. 

Here's a look at the common problems that occur during brand planning, and also some helpful solutions.

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'The Critical Question' to ask when planning a digital campaign

When it comes to kicking off a digital campaign, most advertisers know the importance of setting strategic and well-thought-out goals.

However, in practice, it is extremely common for agencies and advertisers to want to hit the ground running, and rush right into planning.

We start all of our campaign kickoffs with one question that has become the single most important thing we do.

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Why are we still talking omni-bollocks?

Why are we still talking omni-bollocks, when we should be talking retail?

Why all the jargon?

Why all the omni-channel cliches and the multi-channel job titles? Why all the endless debates about whether digital is right for a brand or not, or digital versus in-store?

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Why the digital-only Independent is doomed without drastic change

The Independent recently announced that it will be closing its print newspaper titles and putting all efforts into digital

It spun the move as a positive, proudly declaring that it is the first newspaper to go digital-only, but anyone who has followed Mark Ritson’s posts about this publication will know the move was likely an unavoidable decision.

I applaud The Independent’s bravery in publicly admitting defeat in the print market, but if it thinks it’s going to succeed with its site in its current state it’s dreaming. Drastic changes are needed.

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national trust

How the National Trust replatformed: 500 editors & a 10-year strategy

In November we covered the new National Trust website, a funky, responsive number with bold typography and brilliant imagery.

The Trust obviously has great brand equity because the post was very popular, even attracting some irked Trust members who felt the new site needed work.

So, we thought the digital journey of the National Trust warranted more investigation, and we caught up with Tom Barker, head of digital.

Here's what he had to say.

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The four pillars of marketing: How ANZ Bank goes big in digital

ANZ Bank appointed a new head of marketing for Australia last year and she has implemented a 'four pillar' digital strategy.  

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How is healthcare marketing changing in the digital world?

Healthcare marketing has inherent difficulties. 

In an industry where the product takes centre stage, how can a company create a meaningful corporate brand that adds value? And beyond the product, what go-to-market innovations can be found in a realm where data security is paramount?

These are just two of the questions facing healthcare and pharmaceutical companies as marketers evolve strategy in response to consumer behavior.

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Google result for mobile friendly home page

Mobilegeddon one month on: five rules of thumb

Google's new search algorithm, which has been dubbed 'Mobilegeddon', was feared to bring ruin to businesses without a mobile-optimised site.

One month on, what's actually changed?

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Three key trends from our Financial Services and Insurance Sector report

The financial services and insurance sector is modernising quickly. 

Despite structural, regulatory and technology hurdles, this group of sectors is driving towards digital transformation, but it’s a formidable challenge, especially for industries that are traditionally cautious in their approach.

How are these companies operating in the Financial Services Industry (FSI) sector approaching digital marketing? What are the key trends, opportunities and sector-specific issues shaping their digital strategies?

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