Digital Disruption: Marketing

Sean Klunder, a Chief Marketing Officer from Chief Outsiders participates in Risk Roundup with Jayshree Pandya to discuss “Digital Disruption: Marketing”.   Introduction Massive digital disruption is on its way across nations: its government, industries, organizations and academia (NGIOA). With the help of digital infrastructure, digital innovators from across nations: its government, industries, organizations, academia and individuals (NGIOA-I), have begun to bring innovative, intrepid, inspiring and forward-looking ideas and innovations not only in cyberspace, but also geospace and space (CGS). The “CGS Disruption” is at a scale and pace no NGIOA-I is simply prepared for. This is a cause of great concern. For any entity across NGIOA, everything and everyone today can be characterized as disruptive—or, if they aren’t disruptive yet, it’s only a matter of time before it becomes so. This “Disruption Concern” –as to who will disrupt and who will be disrupted, where would the disruption come from and when, is today’s predicament for each decision maker across NGIOA. The digital global age, the rapidly emerging technological super convergence and the move towards “Outcome Economy”, is disrupting each and every entity across NGIOA: its processes, tools and technologies: the way we do things-bank, shop, learn, manage, finance, govern, socialize and so on. This on-going digital disruption is forcing everyone across NGIOA to strategize for its very survival and sustainability in what is shaping to be a “Outcome Economy”. When each entity across NGIOA is facing digital disruption, there is a need to understand the current state of entities, initiatives, products and services in cyberspace-geospace and space (CGS) and what is necessary to reach the desired digital state in CGS: in terms of ideas, innovations, investment, approach, organization, tools, technologies, operations, processes and so on that satisfies the desire to have significant value or outcome out of any product, service, initiative or entity for each and every NGIOA-I. The forces of “Outcome Economy” and digital disruption are bringing down established governance, business and management models, and are magnifying the significance of digital global age, digital competencies, innovations and inner drive, and thereby initiating the “Outcome Economy” that addresses “customer-centric approach.” No matter where we look from and where we look at, digital disruption is inevitable – but different forces within and across NGIOA means the pace of change will vary by nation: its industries and sectors. So how to disrupt? Or how to respond if your entity, sector or industry is being disrupted? Digital Disruption As the digital transformation of an “Outcome Economy” is becoming the ultimate challenge of a digital global age, it impacts not only the current structures of entities across NGIOA and its strategic positioning but all levels of an entity (every task, activity, process, model and its interconnectedness and dependencies) and its extended supply chain and ecosystem. The digital technologies of a digital global age are about survival and sustainability as they help develop much needed alertness, adjustment, and adaptation to create better or new opportunities in cyberspace-geospace and space (CGS). It is the ability to adapt quickly to the changes brought on by digital technologies of the digital global age that emerges as a vital necessity and capability-for digital transformation or digital disruption. How is marketing industry adapting to this new global age reality? Beyond Marketing For a successful digital transformation, for a satisfactory outcome for consumers, each and every entity within and across NGIOA must learn to “forget” old ways of thinking and doing things to uncover how digital technology ...