The document discusses achieving digital excellence in marketing. It provides information on Econsultancy, a company that offers training, research, and consultancy services to help organizations improve their digital marketing capabilities and competencies. The document outlines an eight step approach to achieving digital excellence, which includes understanding current capabilities, defining excellence, competency mapping, addressing skills and other factors, ensuring support roles have skills, senior management understanding, integrating digital into all business areas, and facilitating change.

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Digital Excellence:
are you a winner or an
average performer?
John Sinke
November 2012

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Why is Digital Excellence important?

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Training, consultancy, events, content and more…

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185,000 members and counting….
• 185,000+ members worldwide
• 52,000 trained/60 countries/6 languages
• London, New York, Dubai, Singapore and Sydney
• 100+ trainer faculty in all regions globally
• Research: best practice/consultancy/training
• 1.2 million reports downloaded
• “About Us” video: www.econsultancy.com/about

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Just a few clients we’ve worked with…

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How to achieve Digital Excellence?
• What is Digital Excellence?
• Research from Econsultancy
• Why is Digital Excellence critical?
• Research from Cap Gemini/MIT and Adobe
• Tools and Case Studies
• How do you develop Digital Excellence (in eight steps!)?
• Resources and bed time reading…

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What is Digital Excellence?
Digital Excellence
Marketing leadership in the strategic deployment
of digital channels and business processes
It is not about making everyone
in the company a digital guru.
It's about giving everyone a degree of digital literacy.

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Is your organisation competent and capable?
Capability
(technology)
(processes)
Competence
(knowledge)
(skills)

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How do you
rate your
understanding
of ROI from
digital?
Source: Econsultancy-State-of-Digital-in-Asia-2012 in association with Campaign Asia Pacific (magazine)
Competent and capable: we’re not so sure?

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What are the
biggest barriers
preventing your
organisation from
investing in
digital marketing?
Source: Econsultancy-State-of-Digital-in-Asia-2012 in association with Campaign Asia Pacific (magazine)
Barriers to digital budget - Asia

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Still not enough digital specialists?
Source: http://econsultancy.com/uk/reports/digital-marketing-organisational-structures-and-resourcing-best-practice-guide

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Digital Excellence according to Google...
Source: http://www.chiefmartec.com/2012/08/the-problem-is-very-rarely-data.html
Business optimisation in the digital world:
1. Influence — reaching the right people at the
right time with the right message
2. Experience — delivering remarkable customer
experiences in all channels
3. Value — recognising the economic value in all
customer interactions
Avinash Kaushik, Google

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“Digirati” are 26% more profitable…

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Digital Excellence creates competitive advantage
Digital Marketing Benefits:
• 93%: creates competitive advantage
• 52%: crucial in forming customer-centric/responsive organisation
• 51%: boosts effectiveness/efficiency of overall marketing programme
Greatest obstacle: low digital marketing investment levels:
• 53%: budget limitations preventing from testing and analysis
• 72%: spends <25% of total marketing budget on digital
• Of that group, 37% spend <10%
Digital Marketing Investment in 2013:
• 47%: increase to 10-24% of total marketing budget
• 22%: increase spend to 25-49% of total marketing budget
Source: APAC Digital Marketing Performance Dashboard 2012, Adobe

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Why is Digital Excellence important?

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Why is Digital Excellence important?
gghh

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Behavioural change= audit, plan, learn, transform
Digital Business Auditing (audit)
• Skills assessment – skills gap analysis
• Digital infrastructure audit – platforms, channels, tools & data
• Organisational benchmarking – team structure & skills strategy review
SkillSet™ planning (plan):
• Capabilities development plan – custom, focused team-learning programmes
• Digital excellence roadmap – strategic, company-wide development planning
Actionable learning™ (learn)
• Custom learning delivery – in-person, online, toolkits, workshops
• Digital excellence portal – a branded content-rich collaboration space
•Digital inspiration events – major team kick-offs and refreshers
•Self learning via membership - > 400 research, reports and guides
Transformation programmes (transform)
• SkillSet transform™ – total capabilities improvement and culture change
• SkillSet academy™ – the 360º digital centre of excellence programme

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Benchmarking
• Self rating statements
• Strategy, process,
tools & technology,
measurement and
best practice
• Benchmark and
identify knowledge
gaps
• Repeat assessment:
assess uplift in
perceived knowledge
Identify gaps in
knowledge

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Philips
Online Sales Strategy
Approach by phases:
• Mapping online effectiveness - scoping and analytical activity
• Benchmarking best practice
• Development and deployment of a 'toolkit‘
• Tuning online presence to the level of best-practice

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Du Pont
Global support to drive change of knowledge
levels and capabilities (digital being the driver)
Deliver digital roadmap and online vision
Solutions:
• guidelines for implementing best practice
across all major digital channel & insights
into digital development and innovation
• training across US, Europe and
APAC/China/India
• ongoing skills gap analysis and
development of sophisticated
competence frameworks
• on-going support for key digital staff

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Sony Mobile
On-going global programme to enhance digital skills and
knowledge
Face-to-face workshop sessions in North & South America, UK &
Europe and Asia.
Advanced workshops and forums to share learnings, inform and
inspire.
Online learning modules and bespoke supporting digital marketing
content (best practice guides, trends, further resources and case
studies).
In-depth digital capabilities & competency skills assessment to
identify significant gaps in digital knowledge.
Advanced workshops, forums and on-going content creation.
Detailed report with recommendations for senior management
team.
Focus on more local digital deep dive workshops in local markets.

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Step 1. Understand where you are now
Foundation Intermediate Advanced World Class
Emergent Managed Optimised
Pioneers, driven by
personal interest
Transformed
Companies that
achieve Digital
Excellence out-
perform their peers
in innovation,
agility and
responsiveness
People
Process
Technology
Inadequate measurement,
ineffective control
and direction
Legacy systems, poorly
designed, difficult to
operate
All necessary people
knowledgeable and
engaged
Strategic direction in silos,
some identified targets,
some form of measurement
Some integrated systems
part-managed or auto-
mated , fit--for -purpose
All necessary people
knowledgeable, engaged
directed and managed
Fully integrated systems,
designed to specification
and fully fit-for -purpose
Strategic direction, targets,
planned measurement and
response
Digital Excellence in eight steps!

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Step 2. Define excellence for your business

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Step 3. Map against competency frameworks

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Step 4. Understand that skills alone don’t achieve
digital excellence
Do you have access
to the right tools
and networks?
Are the tools fit for
purpose and have
they been correctly
installed?
Digital marketing
relies on agility,
testing and the
ability to fail.
Senior management
needs to have a real
understanding of
digital.
Can your
organisation
execute?
Skill are important,
but are not the only
piece of the puzzle.
Skills Process Tools Culture

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Step 5. Ensure support staff have the skills to
recruit and manage
Cartoon by SocMedSean.com

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Step 6. Ensure senior executives understand
the business environment needed

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Step 7. Digital marketing is digital business
“Are you a digital business
or
a business that does digital?”

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“Do something different”
Step 8. Change isn’t easy…

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eLearning and Portal Content
• Market data
• Best Practice Guides
• Template Files
• Buyer’s Guides
• Courses
• Custom Training
• SkillSet™
• Qualifications
• Conferences
• Events
• eLearning Modules
• Etc. Sample online eLearning module

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Digital Excellence brochure
http://files.econsultancy.com/econsultancy-6-digital-imperatives.pdf

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Digital Cream Singapore 2012
Raffles City Convention Centre
29 November 2012
#DCSG
Platinum Sponsors:
Contact:
Jefrey.Gomez@econsultancy.com

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• John Sinke
• Phone: +65 8403 5757
• Email: john.sinke@yahoo.com
• Twitter: @johnsinke
• www.linkedin.com/in/johnsinke
• Econsultancy
• Phone: +65 6809 2088
• www.econsultancy.com
• Twitter: @econsultancy
• www.facebook.com/Econsultancy
Winner or average performer?