Digital At Our Core
By Claudia Sestini, Gain Theory — November, 2016
It’s a theory that has been around for almost a century: there are no more than six degrees of separation between any two people on the planet. But as the world goes online, the degrees of separation between people is shrinking. According to a Facebook study, there are only 3.57 degrees of separation between you and the 7.9 billion other people on the planet.
People today are more closely connected than ever before and we live in uncertain times, where every sector is disrupted and the outcomes we want are far from guaranteed. Consumers are looking for purpose and meaning and their expectations are fuelled by disruptors like uber. The rules of play have changed.
We need to re imagine business in a new context to be more relevant to the customer in their journey. This requires a bold approach.
It was with this background that a stellar cast for this year’s thought-provoking Marketing Society Global conference was curated. Once again the team who organised the event have surpassed themselves.
An astronaut, a TED speaker, two Olympians, CMOs and a CEO on stage.
Aviva talked about transforming their brand, McDonald's talked about innovation, RBS talked about re-inventing the Natwest brand and Aviva's CEO talked about turning a 320 year old company into a fintech.
As Nick Milne, Head of Marketing Effectiveness from O2 told me, “I found the whole day pretty inspirational. From hearing about trips into space, how McDonalds are embracing digital, or how Team GB set up a culture of performance, the content was spot on”.