The Disruptive Digital Marketing Environment

Red Barrington

About Me

• 15+ years in Digital Marketing• Digital marketing consultant, trainer and tutor• Worked with brands such as Vodafone, Dell,

Sky and Sainsbury’s.

Connect with me!@redstar_digitalwww.redstardigital.co.uk

The Power of Social and Mobile

Digital Disruption

“Digital disruption is simply a term used to describe the changes - both positive and threatening - that are

occurring in our world due to advancements in technology”

Dr Ric Simes, Director of Deloitte Access Economics (Cited at Econsultancy.com,

2012) ,

Three Sources Of Digital Power

1. Prevalence of free digital tools and services – enable rapid building of products and services

2. The rise of digital platforms – easily accessible by competitors from all directions

3. Rapid increase of digital consumers who are ready to accept new services

Digital Disruption Has Already Happened

• World’s largest taxi company owns no taxis (Uber)• Largest accommodation provider owns no real estate

(Airbnb)• Largest phone companies own no telecommunications

infrastructure (Skype)• Most popular media owner creates no content

(Facebook)• World’s largest movie house owns no cinemas (Netflix)• Largest software vendors don’t write the apps (Apple

and Google)

The Impact of the Accelerated Digital Environment

• Pace of Innovation• Increased competition• Personalisation of interactions• Speed of interactions• Integration

Six Trends That Are Driving Changes in the Digital Environment

• Device shift – from PCs to mobile/touch devices• Communications shift – from voice to data and video• Content shift – from bundled to fragmented• Social shift – from growth to monetisation • Video shift – from programmed to use-driven • Retail shift – from channel to experience

Monitoring The Environment

• Google trends• Google consumer barometer • SimilarWeb• SEM Rush• Social Mention• Keyhole.co