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HELP SARAH Empowering people through the best possible care
Copenhagen - 08/06/2015
Per A. Knudsen Digital Strategist
DigitasLBi @peraknudsen
Today
• Mega trends
• Companies and the digital approach
• Digital vs. real life
• Content requires insights
MEGA TRENDS THAT SHOW
THE ROLE OF DIGITAL TODAY
5
The digital evolution The internet is no longer people exclusive
Light bulb Phone Internet Social Web
Internet of Things Electricity
Industries are being disrupted,
adopt change now
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
8
1 + 1 = 11
Going from Mad Men
to Math Men
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
10
Making the human body
searchable
Wearables are becoming more
integrated in our surroundings
12
Technology as an integrated
part of us
13
Project soli is redefining
how we use everything
DIGITAL CONTINUES TO EVOLVE
HOW COMPANIES COMMUNICATE AND
GO TO MARKET
10 years ago
Today
DATA INSIGHTS CONTEXT CONTENT
Brand
Relevance bridge
I LOVE HATE THINK BELIEVE FEEL WISH
Brand & Products
18
Relevance can be enhanced through a simplified approach,
to yield results $
19
Sales channels – which to choose
E-commerce
Pharmacies
Retail
Call centers
Franchisees
Affiliates
Partners
CLASSIC CHANNELS
DIGITAL CHANNELS
20
Maybe you need to simplify the
approach, to solve the actual problem
21
PILL PACK
PEOPLE EMBRACE
DIGITAL, BUT LIVE IN THE
REAL WORLD
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
Why would people engage with brands?
“I wonder if my favorite brand of toilet paper has a twitter profile I can follow.”
- No one ever
Relevant storytelling is the way forward
People trust people, so let’s enable them
in our storytelling
People are becoming their own company, bypassing those that don’t meet their needs
Carrot hunger
Storytelling can also be used to
set you apart,
- We are different, just like you
CONTENT IS STILL KING, BUT
INSIGHTS ARE THE PEOPLE
The noise on digital platforms is overwhelming
36
9 seconds You have 6 seconds
THINK
FIRST
“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”
WHY AM I GETTING THIS AD?
MALE
BRITISH
OVER 60
DIVORCED
REMARRIED
HIGH INCOME
CHILDREN LEFT HOME
Are these the same people?
MALE
BRITISH
OVER 60
DIVORCED
REMARRIED
HIGH INCOME
CHILDREN LEFT HOME
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
