Getting The Right Digital Leadership by Nigel Fenwick
It's clear that digital leadership is needed to achieve the transformation to a digital business. But does a company need a single digital leader, or do all executives need to become digital leaders?
Last month I published a report on digital leadership that examined the DNA of early digital executives. From this research, we learned that all digital leaders must be able to deliver on digital competencies across three dimensions: strategic, transformational, and operational. The degree to which digital leaders need to emphasize each depends upon the organization's digital maturity (see figure).
What is clear from our research into digital business is that your business needs both the CIO and the CMO to join forces to enable the transformation to a digital business. In conjunction with Forrester's Forum For Technology Management Leaders, we'll be revealing a new piece of research on digital business in 2014. This research digs into the data to reveal that state of digital business across a range of industries — identifying who is currently leading digital initiatives. As well as delivering a keynote at the Forum based on "Unleash Your Digital Business," I'll also be presenting a track session that gets deeper into the question of digital leadership to help you answer the question of who should really lead digital business transformation.
I hope to see you in Orlando or London at an upcoming Forum.
Facebook's Audience Network: What It Means For Mobile Ads by Jennifer Wise
Facebook, the social media giant that has already made a large dent in the mobile ad ecosystem, today showed it has no plans to stop the momentum: Welcome, Audience Network.
Before today, there were already several factors working in Facebook’s favor: its reach among avid social users, its engaged and captive audience, and its trove of affinity data, which my colleague Nate Elliott talks more about in his blog post here.
After its Audience Network announcement today, Facebook is breaking the application of its tools and its data out of its own silo, and this could benefit several players:
Other developers and publishers could make more money by offering Facebook data-infused mobile ads.
Advertisers can dip into Facebook’s rich affinity data to target their ads across other mobile properties.
And of course, Facebook itself just extended its potential revenue base and faces a new competitive set with the likes of Google AdMob and MIllennialMedia.
What could make this Audience Network important in the mobile ad world? It has the potential to execute against the integrated formats and personalized targeting required for mobile ads to succeed. Specifically, it touches on both by:
Offering the option for a better ad format experience. While standard ads are still offered here, and we all know customers don’t love (or even like, or even tolerate) them, Facebook announced it will also allow developers and publishers to offer customizable native ad formats to be filled through the network. If developers and publishers go with these native ad formats – they could boost that mobile user’s ad experience and see results.
Providing data for more personalized targeting. We all know this by now: Mobile tracking and targeting is tough today, yet your customers expect a high degree of relevancy and personalization in all of their mobile experiences – including their experience with ads. Facebook was succeeding with its mobile ads in large part because it had that unique login and that rich affinity data that it could use to target ads and boost ad relevancy. Applying this affinity data to more mobile ads now across apps? Big potential.
We see a lot of opportunity here for Facebook in the mobile ad tech space, but the jury is still out as we wait to see this in action. Still to be seen from the ad experience side: How many marketers will take advantage of custom ad formats to reduce disruption? And how customized and tailored will (and can) these ads get? Still to be seen from the data side: How can this data be integrated with other data sources to create true personalization? Will this data bring in the ad results be worth the cost for marketers? And, will these ads bring in enough results for developers and publishers to give Facebook a piece of their revenues? And then there are other industry players out there working on native ads, dynamic customization, and enhanced mobile targeting, so the end result here for the mobile ad tech industry is TBD.
What do you think?