Meet Kelvin Lee (Singapore / UK) Director Social Media Marketing (Global) at Thomson Reuters | International Speaker | Entrepreneur.
Schooled in Singapore and Rotterdam, I have been based in London and Singapore for the last 15 years, creating a trail of B2B and B2C online and offline customer experiences in the Fintech, Telecomms, FMCG and music industries throughout the world.
Temelko Dechev conducted the following interview, and he got the answer of the 1 million dollar question from Kelvin Lee, check it:
What is the moment you have had in business that you would define as a Business Storm?
That moment was about 5 years ago, when I realized that the existing, more traditional methods of marketing, market education and client engagement will cease to be less effective as digital platforms, content and social media become more prevalent and influential in a B2B selling environment.
Shockingly, even though most (I wouldn’t say all) business leaders know that the direction of this digital tsunami is coming, a recent 2017 report by Harvard Business Review found that less than half of businesses have enacted a digital strategy, let alone a social strategy!
How did you survive that moment and how did you become better after that?
For one to truly declare that he/she has survived that moment I described would be underestimating the breadth and complexity of the required digital and social transformation required for the organization. Digital and social transformation will be an on-going ultra-marathon where the winners will emerge as those who are able to adapt, be nimble and stay above the tide of competitors and start-ups.
The true digital transformation champions are those that can best take advantage of the evolving environment – doing that whilst leading an internal-led, external focused collaborative strategy.
No one person or team can do this alone. However, leading a collaborative approach, across a wider spectrum of external and internal stakeholders, is what I have learnt, to be far more effective in instilling change.
What do you see as a major Disruptive Factor in your industry at the current moment?
The application of artificial intelligence (AI) in the spectrum of marketing and communications is one disruptive factor which I am looking to embrace in the next 6 to 18 months. I strongly believe AI will make marketing, social media, digital communications more effective and arguably, allow humans to be more creative, collaborative and customer-focused.
We have already seen this, to some extent, in programmatic advertising. Dun & Bradstreet reports that nearly 70% of B2B marketers plan to increase their programmatic advertising budget this year.
AI will help marketing leaders to reduce or remove the more mundane and repetitive aspects of marketing. This development might, of course, have implications to workforce reshuffling. if I had to make a bet, I will go short on supply-side ad agencies – this could mean mergers or force them to make bigger investments into AI marketing technologies.
What is the single most important ingredient that keeps businesses running sustainably over time, no matter the circumstances?
Think Google, Tesla, Salesforce perhaps … not Kodak, Blackberry nor Borders.
For me, that is the vision and culture of the firm – what the big, hairy, audacious, 10 to 15-year goal is – and how do we act and behave in the firm in order to help achieve those goals.
It is blindingly obviously that the global market environment, political and economic forces as well as technology advances will continue to accelerate. However, if the ability of the firm is able to show resilience and adapt to the changing environment, the likelihood of survival and prosperity increases significantly.
I am proud and fortunate to work at Thomson Reuters – an environment where a collaborative and innovative culture is encouraged and recognized. It helps me to get things done.
What would be your $1 million question?
Who will win the artificial intelligence and marketing automation battle by 2025 – Oracle, IBM, Salesforce, Google, Amazon, Facebook or a will it be a firm hasn’t been created yet?
Check Kelvin LinkedIn