Notes from Digistrategy 2017

Notes from Digistrategy 2017

Digistrategy 2017 was last week in London and it was excellent. The focus of the conference was on uniting like-minded digital leaders, generating unrivalled learning experiences, creating passionate discussion and actual transformation. We heard from specialists from brands such at Google, Twitter, Microsoft, Eurostar, The Economist, GSK, BBC, and Unilever..

The topics discussed included:

  • Digital Transformation
  • Digital Disruption
  • Audience Growth
  • Content Strategy
  • Social Strategy
  • Creating A Multi-Platform Organisation
  • UX Strategy
  • Data For Digital Growth

Here are my notes from the day:

  • “Recipe for sustainable digital growth is right people, right culture, meaningful purpose, good communications, and embedding digital into people’s roles and providing the right, useful tools to do it.”

  • “If we’re not having fun at work, we’re not being creative at work” - Bruce Daisley, Twitter

  • “Competitors these days aren’t always traditional ones – it’s about innovating around your own strengths” says Cyrus Saihan of the BBC. (Apple’s cash reserves are equivalent to 50 years of BBC license fees)

  • BBC thinks VR is the next big consumer platform; lots of experiments in immersive experiments going on
  • Re: Digital Transformation: “When change feels like it’s being done to us there’s a feeling of loss. That is a stronger emotional pull than excitement about gain.”

  • Household penetration of voice-controlled devices, such as Amazon Echo, could hit 40% by 2020.

  • “I have a food blog, but not because I want to be a famous blogger, but because I love creating content, understanding it… That’s my passion.” - Wayne Morgan, Archant Digital

  • “Anyone creating content has 3 bosses: the advertiser, the audience, your own brand”, says Ali Gray of Hearst.

  • Hearst are now looking at engaged view rates on their articles (time spent on page + scroll rate)

  • “Don’t just target Millennials - what does an 18yo have in common with a 32yo? It’s all about their interests

  • 79% of millennials prefer to purchase products from a company that operates with a social purpose

  • 77% think brands are reliable sources of information on social; 56% like brands who ‘teach’ them. Trust is established if the research or data is credible

  • “Audiences are becoming more discerning, they are expecting more from us as brands. As marketers, we hold a lot of power to influence. Let’s use that power for good, and not just fill the internet with more sh*t.”, says Angela Everitt of the Economist

  • “You can’t innovate supply chain optimisation if all you think about is supply chain optimisation, says Jaya Deshmukh of Microsoft. Go in other direction first, explore a bit to help you find your destination. This is where innovation happens. Think differently.”

  • It’s about integrity, says Cristy Garratt. CNBC Digital takes quality over quantity - take time to verify information, give context, then get it out. You don’t have to be first if you add value.”

  • “Keep an agile mindset around your strategy”, says Hilary Knight of Tate. That’s how you remain flexible and responsive to needs.

  • 90% of Shelter’s digital revenue comes in at Christmas.

  • Vast majority of people when booking a holiday start with transport and how they will get there, so Eurostar are starting to create curated “Eurostar Collection” of properties and experiences. Also using AI and predictive analysis to become relevant in customers’ choices.

  • We’re hero-worshipping the wrong people, says Bruce Daisley. It shouldn’t be those who cultivate overwork and “hustle, hustle”; instead, look at those who have productive outputs. Charles Dickens didn’t work afternoons!

What CNBC Digital have learned:

  • stay true to what makes your brand unique

  • push the boundaries

  • develop a distinct look and feel

  • engage with your audience

  • use gut instinct and data as you evolve

What Barclays have learned from co-creating experiences with their customers:

  • Security: Customers want to be reassured that their data is anonymized and handles with care

  • Understand the How: Insights are great but what’s the data behind them?

  • Personalization: They appreciate the freedom to play around with data and tailor the information provided

  • Less is more: Card-style designs, visual cues and easily digestible snapshots help simplify complexity, make sense of data and identify patterns

  • Love to be educated: Editorial content and access to knowledge is important

  • Setting goals: Customers want to get help in organizing their priorities

Neil Berry

Senior UX Designer @cafonline. Previously Senior Designer @newsfromfta. I blog about UX, design, and the latest tech.

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