digitalization. a perspective
Post on 22-Oct-2014
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Digitalization. A perspective.
Roope Ruotsalainen Chief Digital Officer
Digitalization is everywhere in marketing.
Frankly Partners digitalization
92 % of all data in the world has been saved during last two years.
Frankly Partners digitalization
Frankly Partners digitalization
Digitalization and data does not equal to re-targeting.
Digitalization changes structures, we are incapable to see.
Frankly Partners digitalization
No candle-maker has become bulb manufacturer.
No carriage-maker has become car producer.
The post office did not invent the email.
Frankly Partners digitalization
Frankly Partners digitalization
Technology is the media
New
demand patterns
will emerge
Future leadership is the only growth driver
Frankly Partners technology is the media
technology is the media
Since Gutenberg and 1450’s, printing press was the core of media. Now,
Frankly Partners technology is the media
President Roosewelt begun his famous Fireside Chat radio speeches in 1940’s. President Obama continued the tradition, but not in radio. Technology, Google Hangouts replaced the media.
Frankly Partners technology is the media
Putous (most watched TV show
in Finland, week 5)
1 931 000 viewers
Pew Die Pie (random Swedish game geek, one clip, week 5)
6 225 000 views
(and 20M YouTube followers)
Frankly Partners technology is the media
Sanoma (content)
10 000+ employees 1081 M€ market value
Instagram (platform)
16 employees 730 M€ market value
Frankly Partners technology is the media
If the content is the king, technology is King Kong.
Frankly Partners technology is the media
However, the content is only as good as people sharing it, not as good as people making it.
new
demand patterns
will emerge
Frankly Partners new demand patterns will emerge
Technology has changed how people behave and think. In business,
Frankly Partners new demand patterns will emerge
1992 MP3-‐standard
2003 iTunes
2008 Spo3fy
Frankly Partners new demand patterns will emerge
1992 MP3-‐standard
2003 iTunes
2008 Spo3fy
1995 Consumer priced CD-‐R recorder
1999 Napster &
peer-‐to-‐peer networks
Frankly Partners new demand patterns will emerge
“The only thing keeping most big companies from creating new categories is their
lack of imagination - to see beyond what they’re selling today”
Eddie Voon & Linda Deeken Harvard Business Review 03/2013
Frankly Partners new demand patterns will emerge
“People tend to visit same sites, watch the same videos, read the same articles, and eventually, think the same thoughts.”
Internet = Xerox?
Frankly Partners new demand patterns will emerge
Within the endless loop of sharing and curating, winners are those creating new categories, thus new demand.
Technology has changed travel & booking. But not yet the cruise industry.
Frankly Partners new demand patterns will emerge
Create a new category. Create new demand.
Frankly Partners new demand patterns will emerge
Customer centricity
“What causes the customer behavior?”
“From the age of the mass to the age of the individual.”
Source: Helge Tenno
NEW VALUE PROPOSITIONS
NEW BUSINESS MODELS
NEW JOBS- TO-BE-DONE
NEW CUSTOMER JOURNEY
NEW MARKETS
NEW RELATIONSHIPS
NEW MEETING PLACES
Frankly Partners future leadership is the only growth driver
Data and analytics changed already the game. But the
future leadership is the only growth driver
Frankly Partners future leadership is the only growth driver
“With data-driven insights, companies can achieve 10 % to 30 % improvements in marketing performance, yet
maintain their existing budgets.”
- Nichols, on Harvard Business Review
Frankly Partners future leadership is the only growth driver
REVENUE
MARKET
SEASON
UNEMPLOYMENT
CONSUMER INDEX
GAS PRICE
ONLINE DISCUSSIONS
COMPETITORS PRODUCT LAUNCHES
PRICING
ADVERTISING
PROMOTIONS
ACTIVATION
REVENUE SOLD ITEMS MARGIN MARKET SHARE CLIENT LIFE-TIME VALUE
PRINT ADS
TV COMMERCIALS SO-ME
DIRECT MAIL
SEARCH (SEM/SEO)
MARKETING
PR DIALOGUE
MOBILEAPPS
CLIENT SERVICE
PROMOTIONS
POINT OF SALE
EARNED MEDIA
PRICING
DIGITAL SERVICES
MARKETING BUSINESS
SEARCH BEHAVIOUR SOCIAL RECOMMENDATION SERVICE USAGE VISITS TO BRICK&MORTAR
Source: Harvard Business Review
Frankly Partners future leadership is the only growth driver
Hmm, okey. Good to know. [What I was doing before being disturbed…?]
Hey, I’ve forecasted that next week there’s less demand than normally!
Frankly Partners future leadership is the only growth driver
Measurement, data, analytics and insights are nothing, without re-thinking leadership.
It’s about asking right questions. It’s about asking “why”, not “what”.
Frankly Partners digitalization
Finally…
Frankly Partners digitalization
When everything is digital, digital commerce follows clients to analogic.
Frankly Partners digitalization
Newspaper published by MrPorter.com online fashion shop
Frankly Partners digitalization
Thank you!
Roope Ruotsalainen Chief Digital Officer