Celia Pronto is Group Marketing and Ecommerce Director at Ford Retail, and her expertise is in working with multichannel businesses experiencing vast transformation.
She will be speaking at our JUMP event on October 9, about Ford Retail's digital transformation, and the importance of customer experience.
Here, Celia gives us a taste of the presentation, and some valuable insights into the company's strategy...
Last week I was lucky enough to attend our Digital Transformation: Innovation and Agility Breakfast Briefing, chewing the fat (and some very tasty sausages) with various digital leaders about the actual business implications of digital transformation.
The conversation threw a fascinating light on the organisational challenges businesses are facing. While familiar concerns about technology were mentioned, the group was far more focussed on the day-to-day reality of implementation, looking at people and processes.
Here I’ve collated some of the major points.
One of the key tenets of our Modern Marketing Manifesto is that improving the customer experience must be the relentless focus of modern marketing.
It states that the customer experience is about “customer centricity as evidenced by the service or product that we deliver across channels. It is about respecting the power and importance of great design”.
Digital technologies present a great opportunity for businesses to create personalised customer experiences. However, the proliferation of consumer touch points also makes it increasingly difficult to come up with a coherent strategy across different channels.
To find out more about these challenges, I spoke to Accenture Interactive EMEA managing director Anatoly Roytman.
And to find out more about creating seamless multichannel customer experiences, come to Econsultancy's JUMP event on October 9. Now in its fourth year, JUMP will be attended by more than 1,200 senior client-side marketers. This year it forms part of our week-long Festival of Marketing extravaganza.
In a recent breakfast briefing on digital transformation we discussed staff retention, which remains one of the very biggest issues faced by modern businesses, and is a particular problem within digital teams.
People choose to leave companies for all sorts of reasons. Compensation and career progression concerns are typically at top of the list of reasons to bail out, but there are plenty of underlying issues that affect job satisfaction.
Sometimes the smallest things can have a disproportionate impact on how people feel about where they work. These minor beefs can push people over the edge if left unchecked.
Research conducted for the new Econsultancy Best Practice Guide to Digital Marketing Organisation Structures and Resourcing reveals a new level of maturity in how companies are structuring their digital marketing capability.
Is this another indicator that we have reached the end of the digital beginning?
Digital transformation is one of the key challenges facing businesses in 2013, and the growing importance of digital skills is reflected in the fact that wages in this sector are apparently increasing across the board.
New research by Cranberry Panda shows that the highest salaries on offer in ecommerce and digital marketing roles have increased since last year, with ecommerce directors unsurprisingly earning the most within their sector.
The salary band for ecommerce directors stands at £100k to £200k, up from between £80k and £180k in 2012. Head of ecommerce was the second highest paid role with a salary of between £60k and £100k.
At Econsultancy Singapore, we recently had a good old discussion about the change necessitated by new digital technologies.
I thought I’d allow you to stick your finger into the prevailing winds of this discussion, by listing some of the take-homes.
To keep you interested, at the close I’ve added a couple of brands that seem to be agile and are moving with the marketing times, embodying many of the 12 pillars of the Modern Marketing Manifesto.
This is a summary of the six key points from a talk I made in Shanghai (with Tencent) on behalf of Econsultancy on strategic management issues in digital transformation.
In addition, I've given my first reflections about the Chinese digital market.
Tate has always looked forward in setting its digital strategy and publishing it clearly.
Earlier this year, the strategy was updated, to lead through to 2015. The title of the document couldn’t put it any plainer, ‘Digital as a Dimension of Everything’.
This is a bold claim, and is perhaps more literal a statement than one would think at first glance.
In this post, I share the salient points, for anyone setting their own digital strategy.
Marketers are seeing their organisations undergoing massive transformation from the impact of digital.
Businesses, through marketing and brand departments, no longer have to find a reason to do something digital. This is a change defined by consumer appetite for engagement, with each other as well as with brands and businesses, in ways that suit their needs at that very moment.
Engagement is now characterised by speed, through the use of technology that’s increasingly a part of consumers’ lives.
In this post, I'll look at how agencies need to adapt and evolve in order to help their clients transform their businesses.