Michael Cowen “hotting things up” as new Advisory Director at Deloitte Digital
In the fast paced world we live in today, consumers generally make purchasing decisions on the move, being influenced by other people’s opinions, and actively seeking out how other people experience your brand. This means a shift from a functional, big idea product marketing approach to a ubiquitous, mobile, data driven consumer marketing framework that integrates traditional with digital channels. We are living in the age of omnipresent marketing.
Michael Cowen, newly appointed Advisory Director of Deloitte Digital at professional services firm Deloitte, is well versed in this approach, and based on 17 years of brand, marketing and change management experience, he says this kind of interaction is way more complex than just having a Facebook page or Twitter account. It changes everything about business and marketing. Digital is not only a marketing paradigm but a business paradigm.
In his new role, Michael will help companies solve this challenge and master the impending changes that follow. He brings with him an entrepreneurial approach where his strategic objective is to assist clients to lever disruptive digital technologies, enabling them to cost effectively deploy new business models and access new markets or revenue streams.
When asked why he wanted to join the Deloitte Digital team, Michael said that, “Deloitte Digital is approaching ‘digital’ from a completely different perspective and looks to disrupt the current paradigm of digital as we know it. How can one not be excited about this as it is about building digital business solutions?”
“Building a business around a customer is about understanding the consumer and building your business around them. Today's customer won't hesitate to walk away from a relationship with an established company that doesn't meet their needs. It’s about adapting to their requirements and staying relevant while being different from your competition. This is as much an HR, risk, technology, change management process as it is a marketing process. In my opinion, Deloitte Digital is best placed to deliver this.”
Deloitte Digital seems to be continuously notching up a strong team of digital power players to start truly addressing the rise of the post digital enterprise. Michael’s career has spanned over a number of different industries and includes technology, telecoms, automotive, consumer business to name but a few. His experience has focused on the integration of traditional and digital media strategies across all of his clients with an emphasis on the consumer journey. Business today and tomorrow is based on user experience. If that doesn’t feature strongly in your business planning you might be missing a trick.
According to Michael, the market can look forward to seeing Deloitte Digital getting their hands dirty with disruption and challenging the current digital paradigm. “I really do believe that digital is the Y2K of 2020. Consumers are becoming increasingly digitised and by 2020, businesses that have not digitised will be in a crisis. Over the next year we will be laying the foundations to take advantage of this.”