I visit the dmexco this year again (digital marketing exposition & conference in Cologne), and I was very impressed about the opening Keynote from Sir. Martin Sorrell.
“Grey Swans, Disruption & Zero Based Budgeting”
(Background: The founder and CEO of WPP talks about strategies and possible solutions on the road to a new digital era).
He talks about the following 10 Points. I put them in my own words as written below.
- Power Shift (fast grown markets)
- Competitive Factor’s
- Data investment management
- Digital: Disintegrated medial disruption (Time spend vs. investment)
-> Value, Viewability, Validation (Measurements is important)
-> The way me measure and choose for our brand awareness and digital activities are old and don´t fit our targets.
- Balance of power (retailers vs. manufactures)
-> “Direct relationship you can establish with the customers is critical important”
-> “Manufactures have the ability to communicate directly to the consumer”
-> “The thread is Amazon, Alibaba, Ebay -> In terms of them becoming the new Walmart’s, Tesco’s … They could establish that direct relationship with our customers.“
->” Manufacturing + e-retailing + ecommerce = Is critical important!”
- Power of internal communication
-> “Multibranded organizations = trying to face everybody in the right direction, at the right point in time is extremely difficult to do”
- Global and local grows
- Brand investment vs. revenue grows