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!

‘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.

omnichannel

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?

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.

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.

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.

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?

96% of enterprise businesses ‘feeling the pressure’ of digital transformation

In terms of their markets and their business models, the vast majority of companies surveyed are under significant pressure from the shift to digital.

This comes from our brand new report Leading a Digital Marketing Evolution, produced in association with Epsilon, in which we exclusively surveyed companies with over $1.5bn in annual revenues, roughly in alignment with the top 1,000 global organisations.

The report looks at how Global 1,000 enterprises are remaking themselves to deal with the modern, always-on and mobile shopper. It explores the challenges that large companies face in being responsive, efficient and innovative. It asks how and why some businesses excel and others lag behind. 

Using industry leaders for comparison, this report offers dozens of measures that marketers can use for education, benchmarking and inspiration.

The landscape for brands has been fundamentally altered. The rise of the mobile-first, always-online consumer has meant companies have had to adapt or in many cases completely relearn what they previously knew about marketing.

How can Pharma organize for agility in the digital age?

As pharma and healthcare companies embrace the need for digital transformation, how can they ensure that they are set up for success?

I was recently invited to speak at a Brand Innovation Summit in Princeton NJ. Senior representatives from a number of large Pharma and healthcare companies attended the session co-hosted by Hale Advisors and eXL Pharma.  

Attendees were looking for answers to key questions such as: “what makes a company nimble and able to embrace digital transformation?” and “What types of organizational structures are best for pharmaceutical and healthcare companies looking to build digital marketing capabilities?” 

Evaluating change: How data must lead decision making

We need to measure what matters and steer clear of the things that don’t, so we all need a little bit of Mr Spock in us when it comes to digital marketing.

I have been talking a lot recently about measurement and evaluation, and there are three things that I ask delegates to take away with them: