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DIGITAL MARKETING IS DEAD 
@cillian
@cillian 
DIGITAL MARKETING - THE DEFINITION 
Promote products or services through digital channels 
APPS, DISPLAY ADS, QR CODES, INFLUENCERS
@cillian 
APPS, DISPLAY ADS, QR CODES, INFLUENCERS 
The problem 
BROADCAST PERSPECTIVE ON A NEW WORLD
DIGITAL CHANGE
@cillian 
HOW DO WE BECOME DIGITAL BUSINESSES?
@cillian 
STOP THINKING IN SILOS 
DIGITAL 
MARKETING 
DIST. SALES 
IT 
SUPPLY 
CHAIN 
ADMIN 
LOG. 
DIGITAL 
MANUFACTURING 
DIGITAL 
CONSUMER GOODS BRAND
@cillian 
DigitasLBi 
MANAGEMENT 
CONSULTANTS 
CREATIVE 
AGENCIES 
TECHNOLOGY 
& STARTUP 
DIGITAL TRANSFORMATION
@cillian 
WHAT WE BELIEVE 
MANUFACTURING LOGISTICS SUPPLY CHAIN DISTRIBUTION ADMIN IT MARKETING SALES 
DIGITAL EXCELLENCE 
DIGITAL TECHNOLOGY MUST BE DEVELOPED HORIZONTALLY ACROSS BUSINESS UNITS 
AND DELIVERED TOP DOWN STARTING AT THE EXECUTIVE LEVEL.
@cillian 
CHANGE IS HARD. 
some help 
7 APHORISMS FOR DIGITAL TRANSFORMATION
@cillian 
#01 
NEVER FEAR (FAILURE) 
be willing to 
BREAK WITH YOUR INDUSTRIES BEST PRACTICES
@cillian 
#02 
ASSUME NOTHING 
remember 
QUESTION EVERYTHING AROUND YOU
@cillian 
#03 
FORGET ABOUT CONSUMERS 
instead 
REMEMBER REAL PEOPLE. HUMANS
@cillian 
#04 
SOLVE A PROBLEM 
remember 
BE AN ENGINEER. MAKE TRULY USEFUL THINGS
@cillian 
#05 
USER EXPERIENCE IS LIKE FAIRY DUST 
liberally 
SPRINKLE IT ON EVERYTHING
@cillian 
#06 
TEST AND LEARN. FAST. 
think of it as 
RINSE, WASH. REPEAT. RINSE, WASH. REPEAT. QUICKLY.
@cillian 
#07 
TAKE (SMALL) SMART RISKS 
take 
10% OF YOUR BUDGET FOR AGILE EXPERIMENTATION
@cillian 
WHAT IS YOUR REAL COMMERCIAL CHALLENGE? 
we believe 
THAT’S THE PROBLEM WORTH SOLVING
CILLIAN KIERAN 
CEO CKSK 
CK@CKSK.COM 
@cillian

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Websummit 2014 - Digital Marketing is Dead