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Digital Transformation Festival Technology

Digital Transformation Festival: 8 things we learned from week 1


By The Drum Reporters, Editorial team

March 20, 2020 | 5 min read

As the curtain falls on the first week of The Drum’s Digital Transformation Festival, here are some of the most interesting and insightful things we have learned so far.

digital transformation

8 things we learned from week one of the Digital Transformation Festival

1. Brands and broadcasters will need to embrace digital in "all its glory" as the coronavirus crisis progresses.

Unit 9’s head of client partnerships, Tariq Duff, said that “lots of brands speak a lot about digital transformation and embracing all these different kinds of technology", but wondered whether they are practising what they preach. "I question whether that’s true as the coronavirus has shown how so many businesses have struggled just with the idea of working from home. There is an opportunity here."

Hear more from Duff and others on our panel, Digital Transformation - no longer a buzzword.

2. Media will have to act responsibly as engagement increases due to quarantines and social distancing.

BBC News is assessing its role in covering the coronavirus pandemic, weighing up how to make good on the public's trust and balance fair criticism of government health policies without hindering its general public health objectives.

Find out how the BBC is responding to the global pandemic here.

3. Technology has been crucial in enabling the industry to come together over the last few weeks, and will be even more important going forward.

As most of us retreat into our homes to work remotely for the foreseeable future, technology will be more important than ever in opening up new avenues for us to work, interact and stay safe as we distance. It'll also be essential for keeping teams functioning.

“Then there’s the shift in mindset – it’s about having that trust with your people that they can work remotely and that we can trust them to be productive and efficient and collaborate with their wider colleagues," said Beta Media group chief executive Robin Gadsby.

You can watch our panel on the future of remote working here.

4. Creativity and technology can and will need to work hand in hand.

“I’ve always seen technology as an enabler rather than the answer,” ex-Grey chairman and co-founder at Been There Done That, David Alberts told The Drum.

“Technology removes friction, allowing information to get to creative thinkers as quickly and as simply as possible.”

Listen to the full conversation here.

5. The current moment is an opportunity for influencer marketing to prove its value.

Businesses large and small are grappling with how to navigate the coming months as the impact of the coronavirus is felt globally.

Warnings have been made on the effect this will have on the ad industry as marketers pause, pull or shift spend. But influencer marketing is one area that could stand to benefit.

Find out more on the subject here.

6. L'Oréal is looking to use influencers as a commerce channel.

Chief digital officer for L'Oréal, Lubomira Rochet, spoke to The Drum about how "digital itself keeps evolving" within the beauty giant.

"For example, e-commerce, we invested a lot into building new partnerships but we also see the rise of new forms of e-commerce, like social commerce from influencers and their capacity to sell online. We see some becoming super-sellers. So, this has stretched our capabilities again! It’s an ongoing transformation."

Read the full interview here.

7. Accenture has named its first CXO

Accenture Interactive is planning to gradually pivot its business to work predominantly with clients aligned to a wider social purpose.

To do so, global chief executive Brian Whipple has hired the group’s first chief experience officer in Olof Schybergson

Listen to the full conversation here.

8. Women's sports clubs will need to start acting like brands to gain support

Former England star Eniola Aluko told us: "Women's clubs must start using data to identify who their fans are and creating content that brings the fandom along, we need to get people who are used to watching their local men's team every week to support the women's game too, there's a great power in bringing both sides together."

Hear more from Anuko here.

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