1.
FUTURE OF DIGITAL MARKETING 2013
http://www.flickr.com/photos/83346641@N00/3562071888/
www.onlydeadfish.co.uk
@neilperkin
AGILE MARKETING, ADAPTIVE CULTURE
http://www.flickr.com/photos/16863501@N00/207844624/

2.
FASHIONISTAS DIGIRATI
BEGINNERS CONSERVATIVES
Digirati: 26% more profitable, 12% higher market cap, 9% more revenue from existing assets
Fashionistas: focus on technological innovation without underlying strategies, processes and
team structures to exploit it effectively - actually damages business performance
http://www.capgemini-consulting.com/the-digital-advantage/
CAP Gemini/MIT longterm study of 400 companies

3.
http://www.economist.com/news/21567361-google-apple-facebook-and-amazon-are-each-others-throats-all-sorts-ways-another-game
GAFA

4.
http://www.flickr.com/photos/darwinbell/
GAFA & The Vertical Stack
Hardware
Context (location, social,
identity, advertising,
recommendation)
Messaging
Operating System
Content (Platforms,
Streaming, Cloud)
Access (apps &
browsers)
Payment
ecosystems

5.
Hardware
Messaging
Operating System
Content (Platforms,
Streaming, Cloud)
Access (apps & browsers)
Payment ecosystems
Facetime, Hangouts, Chat, FB Messenger, Skype
integration
Context (location, social,
identity, advertising,
recommendation)
Location, Social graph, identity, personalisation &
recommendation, advertising
Checkout, Wallet, iTunes, NFC, Amazon payments,
Facebook Credits
Chrome, Silk, Safari, Facebook, Apple Android app
ecosystems
AWS, iTunes & iCloud, Facebook content streaming,
storage, Google TV, YouTube, Music
Apple IoS, Android, Facebook as social OS
Chromebook, Motorola, Apple devices, Kindle

6.
Hardware
Messaging
Operating System
Content (Platforms,
Streaming, Cloud)
Access (apps & browsers)
Payment ecosystems
Facetime, Hangouts, Chat, FB Messenger, Skype
integration
Context (location, social,
identity, advertising,
recommendation)
Location, Social graph, identity, personalisation &
recommendation, advertising
Checkout, Wallet, iTunes, NFC, Amazon payments,
Facebook Credits
Chrome, Silk, Safari, Facebook, Apple Android app
ecosystems
AWS, iTunes & iCloud, Facebook content streaming,
storage, Google TV, YouTube, Music
Apple IoS, Android, Facebook as social OS
Chromebook, Motorola, Apple devices, Kindle
Enhance through context
Users at the centre
Deliver value through access
Enhance through context

7.
Ecosystems powered by data and context
“The objective is to index not just the web but the users…Google Plus (is) not a social network
but a unified Google identity to tie all of your search and indeed internet use together”
Benedict Evans
http://ben-evans.com/benedictevans/2013/5/21/google-io

8.
Distributed and Destination thinking
You have to be on our property for us to monetise
We can monetise anywhere

9.
“Users don’t ask for APIs. They want technology that works and integrates well with
other technologies. As the number (of APIs) grows, so do the opportunities to provide
users with those great, workable solutions.”
http://blog.programmableweb.com/2013/04/30/9000-apis-mobile-gets-serious/
Joining stuff up, seamless customer experience

10.
“We needed a bigger boat”
Harper Reed
"We aggressively stood on the shoulders of giants like Amazon, and used technology that was
built by other people. We had a pretty good culture of using not-invented-here technologies.
And we weren't scared about it."
• “Politicians don’t hire
engineers”. Obama did.
• API enabled them to rapidly
execute, ship over 200
products
• Services architecture – apps
connected together, sharing
one common data store

11.
“We needed a bigger boat”
Harper Reed
Advantage from agility and talent: “The platform can only offer a competitive advantage for a
relatively short period of time without the right people to develop it”
• Numbers are everything:
"Groundhog Day is a movie
about multivariate testing”
• Micro-listening as well as
micro-targeting: using the
power of conversation
within small groups

12.
“The Strategy Is Delivery” Mike Bracken
“Government should only do what only government can do. If someone else is doing it — link to
it. If we can provide resources (like APIs) that will help other people build things — do that. We
should concentrate on the irreducible core.”

13.
• Policy as the starting point = overly detailed input
• Digital versions of existing practices
• Lengthy and complex procurement
• Inflexible solutions
• Driven by user need
• Alpha of the service in 12 weeks
• Rapid reaction to user feedback from multiple
sources
• First 10 days after release over 100 changes at
negligible cost.
• In many cases, delivery of services has come
before final strategy work is completed
"In an analogue world policy dictates to delivery, but in a digital world delivery informs policy".

14.
Concept
Detailed
Design
Detailed
Design
Build Build
Detailed
Design
Detailed
Design
Build Build
SPRINT
REVIEW
SPRINT
REVIEW
SPRINT
REVIEW
SPRINT
REVIEW
http://www.slideshare.net/razorfishmarketing/razorfish-ray-velez-and-laura-fraga-ford-motor-on-agile-processes?from=ss_embed
Ford Motor/Razorfish agile principles
Not just the process…but the philosophy
Individuals and interactions > processes and tools
Working software > comprehensive documentation
Customer collaboration > contract negotiation
Responding to change > following a plan
Design with vision, optimise with feedback

15.
“The notion of ideas as this singular thing is a fundamental flaw. There are so many ideas that what you
need is that group behaving creatively. And the person with the vision I think is unique, there are very
few people who have that vision.. but if they are not drawing the best out of people then they will fail.”
Ed Catmull, President of Pixar
Creative process involving a large number of people
Often from different disciplines
Marshalled around a vision
Creative Culture…

16.
• Resourcing for projects is purely voluntary
• Project leaders pitch developers to generate interest
• Engineers decide which projects sound interesting to work on
Engineering Culture…

17.
• A way of remaining agile as the company scales
• Large number of small, multidisciplinary teams, 8-10 people
• Each responsible for a focused area of service
• Customer-centric, focused improvement, speed of innovation
Amazon: Two Pizza Teams

18.
Growth Hacking
Process for acquiring and
retaining users that combines
traditional marketing and
analytical skills with those more
akin to product development

19.
70% of the content should be low risk, bread and butter marketing
20% should innovate off what works
10% should be high risk ideas that will be tomorrow's 70% or 20%

20.
http://pwcinnovate.wordpress.com/2010/08/05/innovation-horizons/
http://timkastelle.org/blog/2010/08/innovation-for-now-and-for-the-future/
The 3 Horizons: innovation as a portfolio
1. Innovations that improve
your current operations
2. Extend your current
competencies into new,
related markets
3. Ones that will change the
nature of your industry

21.
Budget split Life stage Objective KPIs Team
70%
Core/oldest
products
Small growth Maintain profit ‘Rowing team’
20% Young/mid
Increase share and
profit
Profitable growth ‘White water
rafters’
10% New Prove leap of faith
Solving user
problems
‘Diving for sunken
treasure’
http://www.slideshare.net/martinbailie/sxsw-2013-themes-startup-culture-code-and-data
70%... because video didn't kill the radio star
20%... expeditious feedback, test and learn - optimisation and amplification embedded
10%... space for continuous experimentation a necessity
Are you diving for pearls?
A 30 year old startup: a company of entrepreneurs
making new things through constant iteration

22.
Thank you!
www.onlydeadfish.co.uk
@neilperkin