Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
17. Seven out of ten adults track a health indicator.
60% of US adults say they track weight, diet or
exercise.
33% track health indicators like blood pressure,
blood sugar or sleep patterns.
12% track health indicators for a loved one.
56. Digital sales and customer service
Distributed manufacturing and fulfillment
5,000+ local
distribution points
Rapid delivery
Pizza Hut Business Model.
57. Digital sales and customer service
Distributed manufacturing and fulfillment
50+ local distribution
points
Rapid delivery
Amazon Business Model.
74. Yet companies still manage
development from the inside out.
Digital Org
Website
Digital Marketing
Social
Offline Org
Physical Stores
Offline Advertising
Mobile Org
Mobile Web
Apps
76. Defining the right digital organization
has never been easy.
1995 2000 2005 2010 2020
Emerged out of
central IT
Dedicated
Internet BU’s;
marketing led;
Spin-offs Centralized
services
Matrixed &
Fragmented
Integrated
Teams
79. The mix of internal and external
resources adds to complexity.
Front-end
Developers
Back-end
Developers
Platform
SMEs
UX
VD
Analytics
Content
creators
Digital
Marketing
Program
Mgmt.
Mobile
Developers
Offline
Marketing
SEO
Social
Marketing
Product
Managers
Business
Executives
87. Showing the value & ROI of digital
isn’t always straightforward.
• “What is the potential
impact to the business?”
• “What is wrong with the
current site?”
• “Why does it cost so much
to do this?”
• “How will this affect
existing revenues?”
• “Why can’t we add this feature
that I’ve seen on another
website to our site now?”
• “We don’t have enough
resources to support that
update now, it’ll take 12
months to get it in the queue”
Answering
“Why?”
Prioritizing
initiatives
88. Growing digital revenues often requires
cannibalization.
• Pricing
• Channel shift
• Elimination of traditional revenue streams
• Changing expectations of payback period/level of investment required
• Forced realignment of resources