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Today
• Mega trends
• Companies and the digital approach
• Digital vs. real life
• Content requires insights
5
The digital evolution The internet is no longer people exclusive
Light bulb Phone Internet Social Web
Internet of Things Electricity
93 years 610.000 rooms
88 countries
4 years 650.000 rooms 192 countries
Why buy, when you don’t need
it all the time
9
The tech giants are fighting
Maps App stores
Mobile Search
Social
Augmented Intelligence
E-commerce
TV
Content
Hardware RFID
Games SaaS/ PaaS HEALTHCARE
& PHARMA
DATA INSIGHTS CONTEXT CONTENT
Brand
Relevance bridge
I LOVE HATE THINK BELIEVE FEEL WISH
Brand & Products
19
Sales channels – which to choose
E-commerce
Pharmacies
Retail
Call centers
Franchisees
Affiliates
Partners
CLASSIC CHANNELS
DIGITAL CHANNELS
I like
I am
I’m watching
Here I am
I use
Look at me
I’m listening
to
I search
Welcome to
My life My brand
My journey
I live
WELCOME TO THE MIND OF PEOPLE TODAY
DISPLAY
APP
WEBSITE
MOBILE
SOCIAL SEO
Just give me what I want!
People don’t focus on disciplines or touchpoints - But they go through them
“I try to share only information that will
reinforce the image I'd like to present:
thoughtful, reasoned, kind, interested and
passionate about certain things.” Source: NY Times
“The Psychology of Sharing: Why Do People Share Online”
INTERESTS & HABITS
CONSUMPTION PATTERNS
LOCATION & DEVICE
BRAND AFFINITIES
SOCIAL BEHAVIOUR
DEMOGRAPHICS & LIFESTYLE
“IF YOU UNDERSTAND THE CONNECTED HUMAN ACROSS EVERY TOUCH POINT, IT DOESN'T MATTER WHAT THE FUTURE BRINGS; YOU WILL BE READY FOR IT.” Avinash Kaushik, - Google digital marketing evangelist
TODAY’S TAKE AWAYS
• Digital is disrupting industries & creating great opportunities
• Digital allows companies to solve problems, simpler
• People embrace digital, but still live in the real world
• Content is still key, but it requires insights and a story