Last Thursday I spoke at the KPMG Luxembourg event around their recently published and very interesting "Digital Marketing Survey".
The survey gives an in depth analysis of the Luxembourg market - cross industry - and distills the challenges most companies face when it comes to using their online channels for client outreach.
I was asked to comment the findings with a keynote presentation at the KPMG headquarters during a client event.
Here's what I covered (in broad lines) with regards to the main challenges:
- Strategy: I see this time and time again - companies who suddenly realise that the online world has changed and start by "jumping the gun" and create channels on LinkedIn, Twitter, Facebook (the usual suspects) without a clear strategy.
- Resources: a lack of skilled professionals, investment in training and a murky operational set up. Who owns digital marketing ? Who will manage our social media channels ? My point here was that - as long as we compartiment "Marketing" - "Public Relations" and other communication functions we will never use online's potential at its fullest.
- Return on Investment: the "killer" question... how can you prove the return of online ? By clearly stating and researching realistic objectives, integrating on and offline tactics and focusing on the right metrics. I often see very elaborated tactics while a good cleanup (and professional use) of an email database could bring direct ROI.
While I heard some people say that these challenges are maybe related to the market in Luxembourg I do think that the top challenges are international and definitely European.
We still have a long way to go but I do feel a shift in many companies and with clients recently. Maybe 2014 will the "break through" year ?
This was a very interesting piece of research and a great event as well.
And euh... KPMG... for when a similar study in Belgium ?
Just wanted to let you know about these two conferences - hope to see you there.
I'll be speaking at the Enterprise 2.0 Summit on 20/03 at 11:30 in Paris and will try to answer the following questions:
- What are the challenges for defining the project objectives and project scope for Enterprise 2.0 & Social Enterprise initiatives ?
- What are the arguments and good practices to drive the project assessment ?
These two full days are the highlight of the year when it comes to using social technologies within the enterprise !
I'll be joined by other great speakers such as Dion Hinchcliffe, Senior Vice President, Dachis Group, ex-colleague Luis Suarez, Social Computing evangelist, IBM Software group, Euan Semple, Independent Advisor, euansemple.com and many others...
If you're interested in government and institutional communication strategies then this conference organized by the European Council could be of interest.
This seminar will focus on how public organisations should increasingly update their strategies to meet the new digital trends.
Again great speakers and 2 panel sessions with specialists I have the honor to moderate...
See you in Brussels on March 22 ?