Richard Murton: How to win in digital

Over the last decade, marketing as a discipline has taken steps to become a more strategic and value-added organizational function. It is, after all, the second or third largest cost next to cost of goods sold. At the same time, the digital world has exploded into hundreds of micro channels with few boundaries and greater interdependencies between online and offline channels. The digital challenge ups the ante for marketing, making it even more critical for the function to unify data, provide continuous decision support capabilities and enable real time adjustment of programs to meet changing competitive circumstances. While the digital era presents significant opportunities, it also poses serious threats, especially to companies that remain mired in analogue mindsets. Companies of all types that survive and thrive will be those able to engage customers with relevant information and offers, encouraging long-term dialogue and deeper relationships. In this session Richard Murton from Accenture Interactive, a group focused on helping clients achieve agile intelligent marketing, will share his insights from talking to global companies on the challenges that the digital era has brought with it. He will offer his 5 point theory on what leading organisations are doing to prepare themselves for the continued evolution in digital, maximize return on investment and ensure they are equipped to be successful.