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

5 things marketers need to do to get better in buy in when presenting

Presentations are a marketer’s best friend. They can be a concise, targeted and effective form of communication with the potential to make a real impact on your audience.

Emma Bannister

Founder and CEO, Presentation Studio

How to overcome negative habitual thinking

One of the greatest challenges facing senior leaders today is what’s going on in their own head.

Lisa Stephenson

Author, success coach, consultant

The purpose of purpose

Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

haters gonna hate

David Bentley

The purpose of purpose - Brand science - CMO Australia

Read more

Social Media is platform where people get connected to each other from the world and share their views and thoughts on any product. Socia...

Tejas Potfode

6 Ways to ramp up Social Media to Your Web Design

Read more

We can't overlook mobile. Each passing day people are on their phones more and more

This Is My South Bay

What the 5G revolution will do to mobile marketing

Read more

Latest Podcast

More podcasts

Sign in