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Since the birth of the modern economy, the death of once-successful companies has been a fact of life. Limited by their ability to respond to disruptive change, only a select few companies have managed to survive and remain dominant in their industries over the last 50 years. Today, the key determinant of whether any established business will survive is its ability to adapt to the changes brought on by digital.
Despite the knowledge that innovation is urgent and essential, most businesses find themselves trapped by their responsibility to uphold existing business models and make next quarter’s numbers. Marketers, who have done a good job talking about and experimenting with embracing digital technology often find that they are prevented from effecting further change by structural impediments in the organization, limited budgets and uncertain results.
In this presentation, Kate Watts, Managing Director at Huge DC, will show how marketers can overcome these challenges and create a future for their companies in the new digital economy. Watts will outline the principal changes in technology, demography, and consumer behavior that will shape marketing over the next decade, the key steps required to successfully transform any organization to succeed in digital, and how marketers can use digital to drive overall performance in the organization.