Mars CDO: We're only halfway through the digital journey

Mars Australia chief digital officer, Chris Riddell, outlines how digital is set to further change the way organisations operate and bring in new levels of sharing and collaboration internally and externally

Digital and technology may have already triggered bucket loads of change within our organisations and transformed our interactions as consumers, but Mars Australia’s chief digital officer claims we’re only halfway into the digital journey.

Speaking at the CeBIT WebForward conference in Sydney, Chris Riddell told attendees that the first half of the digital journey was about becoming digital-led, whereas the second half will be about better utilisation of technology for collaboration, product innovation and inspiration both inside and outside the organisation.

He highlighted various examples of how digital is transforming the way people within organisations communicate and interact, as well as outlined a range of areas and outcomes businesses must focus on if they want to keep on top of the digital curve. Riddell oversees all digital strategy for Mars’ brands including Wrigley, Mars, Maltesers, MasterFoods and Dolmio and was formerly head of IT for Mars Chocolate.

One area being transformed by digital is staffing and talent management. Riddell pointed out that while generation Y were the generation that faced digital disruption and presented a challenge in terms of staff management, the digitally native Z generation coming out of university is rewriting the rules all over again.

“These guys are highly connected and highly social, and this is very much determining the landscape of the business we operate in now,” he commented. “Their view of the world is very different to ours.

“Acquiring talent in this new world is really challenging as well. You can no longer talk about those classic things like superannuation or leave – you have to look at how you are empowering digital and social strategy as an organisation both internally and externally.”

Riddell also predicted the death of email within the next few years in its current format, adding that the power of the crowd and community thanks to digital engagement will become the dominant drivers for communication and corporate intelligence. Leveraging data is how organisations will be able to shift into the new “digital style”, he continued.

“Digital isn’t changing what we have done before, but it’s allowing us to connect in more ways than ever before,” Riddell said. “It’s about doing old things in new ways.

“Email is overloading us right now… we are going to get to a more collaborative world where you’re opting in and opting out of conversations, and joining social groups and platforms like Yammer in your organisation. This is how to get a social business on the inside.

“We’re also moving away from having stuff and owning these things, and moving into a world where you’re bringing in and subscribing to these experiences.”

Related: Why Mars and Qantas are investing into in-house digital skills

According to Riddell, organisations and leaders must become comfortable with volatility, ambiguity, uncertainty and complexity if they want to continue being responsive in the digital economy.

“As organisations, you need to check if your internal and external clocks are going at the same pace,” he said. “If they aren’t, are you keeping up with the changes occurring outside your organisation, and what can you do to match them?”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Setting advertising objectives for financial performance

I’ll often be talking to clients and at some point say, ‘the most important thing is justifying price’. Then moments later, ‘the most important thing is increasing the size of your customer base’.

Kyle Ross

Strategist, TRP

5 common mistakes to avoid in scalable customer experience

CX is about future-proofing your business by ensuring that your commercial model is always looped into your customers' needs, perceptions, values, beliefs, motivators, and detractors.

Tom Uhlhorn

Founder and strategy director, Tiny CX

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Australian Open chalks up strong ticket sales with chatbot

Read more

Hello, where are the explanations of all the levels explained? I'd like to review this with a couple of colleagues. Thanks.

Melinda Gonzalez

CMO launches CMO CX, debuts customer experience maturity assessment

Read more

A great and accurate commentary - today we rarely get true personalisation. On web journeys cookies or logins remember who we are, what w...

Ian Moyse

Salesforce: Personalisation is a long way off what consumers now expect

Read more

Very nice information !! We provide almost every indian satta matka games with fast results. Online Matka play becomes easy with genuine ...

rsgame

Image intelligence:10 must-see infographics for marketers

Read more

One of the best example for email marketing!!This post has completely explained the power of email marketing and how it is beneficial to...

Abhinav Mohan

How email marketing automation is helping this Aussie electrical wholesaler enter the digital age

Read more

Latest Podcast

More podcasts

Sign in