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Technology meets Strategy – Digitale Trends 2017 Hartmut König | Director Specialist Sales | Marketing Cloud

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Page 1: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

Technology meets Strategy – Digitale Trends 2017Hartmut König | Director Specialist Sales | Marketing Cloud

Page 2: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7

12 Monate

Page 3: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8

Page 4: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9

Page 5: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11

Page 6: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12

Page 7: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13

Page 8: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Page 9: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15

Page 10: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16

Nein, nicht längerkann ichs lassen;will ihn fassen.Das ist Tücke!Ach! nun wird mir immer bänger!Welche Miene! welche Blicke!

Herr, die Not ist groß!Die ich rief, die Geisterwerd ich nun nicht los.

Goethe, Der Zauberlehrling

Page 11: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17

… Facebook has focused on connecting friends and families. With that foundation, our next focus will be developing the social infrastructure for community -- for supporting us, for keeping us safe, for informing us, for civic engagement, and for inclusion of all.

Mark Zuckerberg, 16.02.2017

Page 12: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18

Trends

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© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19

Anything that is in the world when you’re born is normal and ordinary and is just a natural part of the way the world works.Anything that's invented between when you’re fifteen and thirty-five is new and exciting and revolutionary and you can probably get a career in it.

Anything invented after you're thirty-five is against the natural order of things.

Page 14: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Medienkonsum

In der Altersgruppe 16 – 44 übersteigt die tägliche

Nutzungsdauer des Smartphones die Nutzung

aller anderen Medien

95% Prozent der Jugendlichen besitzen einSmartphone, 55% einen

Fernseher

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© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Soziale Netzwerke

Facebook zählt in 2016 1,79 Mrd aktive Nutzer

Jugendliche finden Sie beiSnapchat, WhatsApp & Co

Page 16: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Digitalisierung

„Die Digitalisierung ist einsolcher Umbruch wie die

Zeit des Buchdrucks und die Zeit von der Agrarwirtschaft

zur Industrialisierung“

Fertigungsprozesse

Industrie 4.0

Internet of ThingsDigitales Marketing

Avatare

Künstliche Intelligenz

Machine Learning

Bots

Individual Products

Digital Enterprise

Digitale Geschäftsmodelle

eCommerce

Wachstumsfokus - Optimierungsfokus

Digitale DNA

Bi-modale IT

Technologietrends

Experimentieren mit dem Unbekannten

Cloud

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© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Digitalisierung

Customer Experience ist nur für 28% der Top Manager eine Priorität

Customer Experience

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200.000,00

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© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Digitalisierung

„ Uber, the world’s largest taxi company owns no vehicles, Facebook, the

world’s most popular media owner creates no content, Alibaba, the most valuable

retailer has no inventory and Airbnb, the world’s largest accommodation provider

owns no real estate.“

Experience is the Business

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© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.25

Medienkonsum Soziale Netzwerke Digitalisierung

Customer Experience

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© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26

Studie

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© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27

Digital Intelligence Briefing2017 Digital Trends

Page 22: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Soziale Netzwerke

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© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.29

Medienkonsum

Page 24: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Digitalisierung

Customer Experience

Customer Experience: Einflussfaktoren (Auswahl)

Page 25: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Digitalisierung

Customer Experience

Data

Strategy

Process

Technology

Skills

Collaboration

World

Bedeutung der Einflussfaktoren für die Customer Experience

Page 26: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Digitalisierung

Customer Experience

Bedeutung der Einflussfaktoren für die Customer Experience

Data

Strategy

Process

Technology

Skills

Collaboration

Germany

Page 27: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Digitalisierung

Customer Experience

Bedeutung der Einflussfaktoren für die Customer Experience

Data

Strategy

Process

Technology

Skills

Collaboration

World Germany

Page 28: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Digitalisierung

Customer Experience

Schwierigkeit, die Einflussfaktoren zu beherrschen

Strategy

Skills

Data

Collaboration

Process

Technology

World Germany

Page 29: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35

Fazit

Page 30: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.36

Medienkonsum Soziale Netzwerke Digitalisierung

Customer Experience

Page 31: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.37

Agilität und Kundenfokus sind entscheidend für den Erfolg von Unternehmen

Page 32: Technology meets Strategy – Digitale Trends · PDF fileTechnology meets Strategy – Digitale Trends 2017 ... Digitales Marketing. Internet of Things. ... Henkel. Fresenius. Deutsche

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 38

Werbung

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© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Customer ExperienceMedienkonsum Soziale Netzwerke

39

Adobe Sensei

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© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

@1000koenige

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