How to thrive and survive in the age of digital disruption.
Discover how the digital era changed our way of thinking and acting. Here is what you need to do as a company to stay ahead of competition and create happy customers.
5. Today’s agenda
1 Disruption is of all times
2 How digital changed business: a short history
3 Major challenges for marketing
4 The customer journey
5 The coming of age of Customer centricity
6 Conclusions
6. Disruption is of all times:
Everything that can be disrupted will be disrupted
ONE
7.
8. "There is no reason for any individual to have
a computer in his home." —
Ken Olsen, co-founded Digital Equipment
Corporation, 1977
“There’s no chance that the iPhone is going
to get any significant market share. No
chance. … It’s a $500 subsidized item.” —
Steve Ballmer (CEO Microsoft), 2007
32. If your business is threatened…
What are you good at?
What is your business really about?
Differentiating?
Relevance?
Customer value?
Focus on strengths to find new ways to do business
33. How digital changed business - 15 to remember
1. Past success is no guarantee for future success
2. The middleman is doomed
3. Irrelevance of being the world’s largest
4. Customer service to the extreme
5. Freemium
6. Inverted auctions
7. Word of mouth 2.0
8. The sharing economy
9. Peer-to-peer commerce
10. “Using” prevails over “owning”
11. Creativity of the crowds
12. Crowdfunding
13. Internet of things
14. Mass personalization
15. 3D printing
35. Today’s marketing challenge
When people have less
and less time to
consider options,
their own criteria will
help them to make the
decision
Choice
Time
Needs
Values
Experiences
Word of mouth
Recommendations
36. “People trust their own ideas
& experiences from friends,
rather than
any type of push mass media”
36
37.
38. The ‘Mad Men’ days are over
The MADMEN days are over
39. "There is only one boss. The customer. And
he can fire everybody in the company from
the chairman on down, simply by spending
his money somewhere else.”
Sam Walton
40. “We fly exactly the same planes as everybody else. If we get our customers off
the plane happy, and they go on to talk about that and get others to come and
then come back again themselves - that’s a huge marketing tool.”
Steve Ridgway, Virgin Atlantic Airways chief executive
41. “A product or a service
becomes meaningful
when users want to share
their experience with others”
41
42.
43. “No one owns the customer,
but
someone always owns
the moment”
Scott Hudgins,
VP Customer managed relationships,
Walt Disney Company
52. “If you’re not the customer, you’re the product.”
Essentially, if you’re not paying to use a
service, you can expect that your data will be
used to make money in some way
For a long time, this business model focused on
using your data to target ads
Search for a certain keyword, and you’d see ads
for related products
74. Consumer data: the coming of age
Consumers have become influencers
Empowered
Leave traces everywhere
Not only in your databases
Massive unstructured external data
Twitter, FB, Industry, Wesite logs, statistics, …
The era of Big Data
76. Release the disruptor inside you
Disruption is of all times
The question is not “whether” but “when”
Cannibalize yourself before someone else does
Disrupt the process (rather than the product)
Believe in “customer first”
Create experiences that last
Always compete on value, not on price
Innovate, test, accept failure, learn, improve
Don’t try to do everything on your own