Andy Iddon, Co-Founder at digital agency Building Blocks, will be among the speakers at Figaro Digital Marketing Conference in London on 26 November 2015. We asked Andy for a quick preview of some of the issues he’ll be discussing at the event
What will you be discussing at the Figaro Digital Marketing Conference?
There’s a lot of noise out there about digital transformation. If you strip out all the buzzwords, business digital transformation is a foundational change of operations, infrastructure and culture. It focuses on the adoption of digital technology and automation in order to gain competitive advantage and gain differentiation in a market segment.
It refers to the streamlining of business process through digital technology adoption to achieve enhanced collaboration and interaction between partners, employees and customers.
In order to achieve transformation and develop into an organisation with a digital DNA, there are five key foundational pillars that need to be considered: people, process, performance, platform and prospects. Underpinning all of these is a need for a robust digital governance framework.
Why does this matter to marketers right now?
The digital marketing landscape within which we work is at a major crossroads. We’re moving towards a digital landscape where everything is connected and delivered through an optimised, omnichannel customer experience that yields tangible, predictable results to the customer and the enterprise.
As a result of this shift in market focus, the demand in the market will move from the ‘art of possible’ to ‘enablement’ – the implementation and integration of comprehensive and capable marketing ideas, strategies and technologies. To remain competitive and successful, organisations must move towards this enablement, and transform into an organisation with a digital DNA.
Can you give us one takeaway from your presentation now?
In order for digital transformation to be successful, organisations must commit to change. It requires continuous review and optimisation; you cannot click the back button and you must not stop after phase one.
Any other thoughts on the issues likely to drive your digital sector in 2016?
I believe we will see the re-emergence and explosive growth of best-of-breed technologies, offering the enterprise more innovation, more functionality, more autonomy and more flexibility for change, all at a lower total cost of ownership. Achieving an omnichannel, personalised customer experience will become more of a reality, as organisations equip themselves with the right technology and the right capabilities.