The Smurfit MBA Thought Leadership Club organised a Digital Leadership Talk to examine digital business strategies adopted by top companies. The event witnessed a stellar lineup of speakers – Mr. JP Donnelly, CEO at Ogilvy & Mather Group; Mr.Kevin McDonald, Country Manager at Zomato and Mr. Gearoid Buckley, Online Marketing Manager at LinkedIn who shared their experiences and valuable insights as industry leaders. The evening brought on endless conversations around how brands attract, interact and maintain engagement with their consumers in today’s technology-filled world.
JP Donnelly’s sleek presentation opened the evening with David Ogilvy’s quote ‘We sell or else.’ He discussed how brands today leverage digital tools to enrich the physical world and how digital transformation has triggered new opportunities for engagement by creating innovative touch points. The mantra is to decipher the customer journey and engage with him on a continuous basis.He also shared the advertising landscape in Ireland. In 2014 out of 30 top advertisers only 6 were indigenous. Out of the top 100 FTSE companies, only 50% of their websites are mobile responsive.
Gearoid Buckley from LinkedIn shared details on an interesting partnership with Mercedes Benz that is actively using LinkedIn to connect directly with customers and potential employees. He reiterated the power of LinkedIn and it’s tools e.g. Pulse – a publishing platform for brands, thought leaders, news peers that influences buyers decision. Gearoid also advised that while digital media is definitely hot however a company should dedicate time to understand demographics and which social media platforms are best fit to reach it’s target audience.
Kevin McDonald gave us a virtual tour of Zomato, one of the most successful food apps in Dublin and world over. He spoke on how the global company has embraced local needs through constant innovation. One such recent accomplishment is ‘Zomato Book’- a table management software. He emphasized that content due diligence is imperative to ensure credibility before users. Kevin also candidly shared how the company has exponentially grown despite initial challenges since its inception last year.
The panelists engaged in an open dialogue and interactive session with the students. The event was moderated by our very own John O’Brien from the Executive MBA batch who never shied away from challenging yet topical questions such as if traditional media is going through a slow death. JP Donnelly shared his perspective that while traditional media is still the voice of brands, digital media provides a one on one interaction opportunity and brands are creating communities by optimizing on a suite of communication available. Kevin McDonald added that Zomato in India is currently heavily advertising in television to engage with the audience. He is also aware of other big online media companies that regularly participate in trade shows globally to connect with their users. Gearoid Buckley stressed that a media plan must also analyse in what ways does marketing in various platforms benefit the company’s business.
On behalf of the Thought Leadership Club and myself, I would like to thank our three speakers for taking out time for this event and sharing their opinions. Last but not the least, thanks to all of the students who made the event a success by joining us last Wednesday evening.
Pooja Dey ~ Full-Time MBA