Since the start of 2016 we’ve hosted three events on the challenge established brands have in tackling the increasing need for digital innovation across their organisations. Keen interest from senior brand marketers across all verticals, from Vodafone to Unicef, has confirmed that this is a critical business requirement many are struggling to implement effectively. Innovation is a multifaceted practice and there is no one size fits all solution.
By providing them with a neutral forum to share the barriers they face, however, e3 has managed to gain valuable insight into common issues and methodologies they are employing and advise on effective approaches to help them move their strategies forwards. We will be publishing a white paper on our findings in August.
Meanwhile you can read our round-ups of these events below:
Food for Thought
“Digital is not owned by individuals anymore; it’s owned by everyone” stated Nicola Hinds, e3’s Head of Strategy, getting e3’s recent Working Lunch session in London underway. She took our senior brand guests, including Lloyds, HMV Digital, Orange, Penhaligon’s and Yodel, on a journey through four innovation models currently being practiced by our clients, giving examples along the way.
Taking ‘internal competition’ as a common approach to fostering a culture of constant disruption, Nicola warned that “innovation cannot be a singular event, something that only happens in short bursts”. Using the famous example of ‘Share a Coke’ personalisation campaign, which was devised in a small Sydney coke office from a 151-word brief, she highlighted how great ideas can come from anywhere.
Next she touched on the ‘Individual catalyst’ model but warned that whilst mavericks coming up with disruptive ideas was a popular method of innovating, “somebody has to own the process within an organisation, otherwise it falls by the wayside”.
For Starters, Mains and Sweets
A common theme shared by these senior innovation directors over a delicious lunch at Finsbury Square’s famed Modern Pantry, was the challenge to explain to other senior executives in their organisations what innovation in practice actually looks like and how it can help deliver results for the company, whether through traffic, leads or engagement. The attendees knew where their customers’ pain points were, but they were having difficultly fully realising an innovation strategy to overcome them.
Delivering effective digital transformation within their large organisations was a key topic of discussion. Attendees agreed that, despite excellent personal teams, implementing innovation strategies for multiple shareholders and across territories was difficult. As one eloquent attendee put it, “it’s like we’re on a football team, we’ve got great players but nobody can score a goal”.
The desire to personalise engagement and create impactful customer journeys both in digital and physical markets resonated as a common theme. Due to the hype of personalisation, some delegates felt that it tended to raise expectations too high and they were then disappointed with the lack of exciting data it returned.
The Inside Look
e3 client, David Ward, Yodel’s Marketing and Innovation Director, graciously joined us on the day to discuss how Yodel has tackled the innovation hurdle with as few scraped knees as possible. He gave the delegates a quick fire round on some of the do’s and don’ts of implementing an innovation strategy, one of the first things is don’t use the word innovation!
Our thought leadership events are not only amazing learning experience for brands, big or small, but also help us to understand how client-side marketers are addressing the challenges of innovation. These insights will be thoughtfully compiled in a whitepaper due to come out soon. This will be emailed personally to all delegates who have attended this series, and hosted on the e3 site. We’ll also be inviting senior brand marketers to more events in the upcoming months as follows:
22 JUNE: SPONSORING LONDON TECHNOLOGY WEEK OFFICIAL PARTY
14 JULY: EXPERIENCING CHARITY: SUMMER LUNCH
15 AUG: INNOVATION WHITE PAPER
14 SEPT: CYBER SECURITY SEMINAR
2 OCT: ARTIFICIAL INTELLIGENCE WHITE PAPER
27 OCT: ARTIFICIAL INTELLIGENCE SEMINAR
23 NOV: CONTENT STRATEGY SEMINAR
The entire presentation deck from the day is hosted on Slideshare below if you wanted to capture any snippets from the day.