This document summarizes Thorsten Sachtje's presentation on strategizing in an increasingly complex digital marketing world. Some key points: - Marketing is facing accelerating creative destruction and disruption from digital technologies, requiring dual transformation of both daily and future business. - Consumer expectations have been set by technology-powered brands like Amazon, Netflix and Airbnb that offer frictionless, personalized experiences. All brands must meet these new standards. - Amazon's strategy is to become "Earth's biggest store" through continuous improvements using digital tools, data and AI to better understand and serve customers. - Effective marketing in today's digital world is not just about "digital marketing" but using the right insights from data

1. Strategizing in an
increasingly complex
digital marketing world
Marketing Club Ruhr, 25.02.2019

2. , , , ,
Sr Consultant Digital Strategy
• Strong background in Marketing Strategy
and Customer Management
• Experience from Corporations and Agency
• Diplom-Kaufmann
• Find me online:
Thorsten Sachtje

3. A squad operating
on all marketing
needs
Technologies
Our highly accredited experts have 20
years experience in leading award-
winning global digital marketing
campaigns.
Business oriented, data raised, digital
native, marketing minded and IT
trained unicorns, they live to put
together the perfect team of our in-
house talents.
First class data experts from the largest
pool of giant tech certified marketing
data scientists in France.
Our Full-stack Engineers will set-up
end to end DataLake, with the right
trade-off between speed and
reversibility
AI specialists with PhDs in Machine
Learning developing unique
proprietary solutions to fit our clients’
needs and optimise in-house
processes.
Media & Activation
Creation
DataLake
Ecosystem
Artificial IntelligenceStrategic Consulting
Data Science
Award-winning creatives, able to design
concepts from branding to performance
based on data.
Marketing
Consulting

4. Retail
Bank /
Insurance
Travel Real Estate /
Automotive
Fashion
Telecoms /
High Tech
NGO / Energy
A few of our customers

5. Netherlands
30 Employees
Switzerland
10 Employees
Dubai
30 Employees
South Africa
15 Employees
APAC
10 Employees
France
250 Employees
UK
160 Employees
Italy
15 Employees
Spain
30 Employees
Germany
190 Employees
Nordics
55 Employees
China
90 Employees
Our Offices

6. Setting the scene

7. Unsere Dienstleistungen
7
• @tsachtjeSource: Tom Fishburne.
Strategy first

8. Thermostat
8
Who are you?
• @tsachtjeSource: Nest, Pollin Electronic.
Thermometer

9. Creative Distruction
Process of industrial mutation that incessantly revolutionizes the
economic structure from within, incessantly destroying the old one,
incessantly creating a new one.
Joseph Schumpeter
Political Economist (1883 - 1950)
in „Capitalism, Socialism, and Democracy“ (1942)
9
• @tsachtje

10. 10
Creative Destruction is accelerating
• @tsachtjeSource: Innosight, 2018.

11. 11
Even the
digital space
is in motion
• @tsachtjeSource: Visual Capitalist, 2019.

12. 12
Source: IMD Global Center for
Digital Business Transformation, 2017.
Supplier or
Competitor?
• @tsachtje

13. 13
The way out of Digital Disruption:
Dual Transformation
• @tsachtje
Daily Business
Future Business
Source: Following Innosight, April 2017.

14. Consumers have embraced
technology-powered brands
A new breed of brands such as Google, Amazon, Netflix and Airbnb have
captured consumers’ hearts & minds by disrupting the status quo across all
sectors. These brands have defined higher standards of customer experience
by continuously improving their products and services through digital, data &
AI. All brands must now live up to these new standards.

15. 15
Amazon Strategy 101
Source: CB Insights, January 2018. • @tsachtje
Amazon‘s goal:
„Earth‘s Biggest Store“
« Bezos‘ ability to paint an extraordinary vision
and register steady progress against that
vision is rewarded with the cheapest capital in
the history of businesses. […]
And… Cheap. Capital. Is. Awesome. »
Scott Galloway, NYU business professor

16. 16
Profit vs No Profit
• @tsachtjeSource: excitingcommerce.de, March 2017.

17. „ If you make things easier,
people will do more of it. “
Jeff Bezos
Founder/CEO @ Amazon
17
• @tsachtje

18. 18
Frictionless interaction wherever you are
• @tsachtje
#1 CES 2017 Quote: „It works with Alexa“
Source: CB Insights, January 2018.

19. Confrontation
Cooperation*
19
* As Vendor/Seller, via Amazon Marketing Services,
offering Alexa skills, integrating Alexa in own devices, etc.
Confrontation vs Cooperation.
• @tsachtje

20. Confrontation
Cooperation*
20
* As Vendor/Seller, via Amazon Marketing Services,
offering Alexa skills, integrating Alexa in own devices, etc.
Confrontation vs Cooperation.
• @tsachtje

21. Clothing, Shoes & Jewelry
206 Collective
7Goals
A for Awesome
Amazon Essentials
Arabella
Buttoned Down
Cable Stitch
Camp Moonlight
Clifton Heritage
Coastal Blue
Comfort Denim Outfitters
Core 10
Crafted Collar
Daily Ritual
…
Denim Bloom
Emma Riley
21
Source: Recode, April 2018.
The underlying issue
• @tsachtje
David Kahan, CEO of
Birkenstock Americas:
„Birkenstock does NOT
sell [via] Amazon“.
Amazon Private-Label
Brands:

22. 22
Considering Amazon? Things to keep in mind
• @tsachtje
Go or no go on Amazon?
STRATEGIC
CHALLENGES
ORGANIZATIONAL
CHALLENGES
PERFORMANCE
CHALLENGES
With which operating model ?
Marketplace or vendor?
With which assortment?
Complete or specific one?
How can I build my brand on
this ecosystem?
What is the best governance
between the commercial and
the marketing team?
What should I run internally or
externally?
How to pilot my business?
How can I increase my visibility?
How can I increase my media
campaign performances?
How can I reduce my
Out of Stock rate?

23. „ It is not about ‚digital marketing‘, it is about
marketing effectively in a digital world. “
Ivan Mezenes
CEO @ Diageo
23
• @tsachtje

24. Product . Price . Place . Promotion
Marketing
has not changed!
24

25. Data . Analytics . Insights
Right Product:
100% fit!
25

26. Unsere Dienstleistungen
26
Right Product: The one I like!
Analyze Data
e.g. data insights from website
analytics, SEO, SEA, Facebook, …
Target People
• @tsachtje
„ The aim of marketing is to know and understand the customer so well
the product or service fits him and sells itself. “
Peter Drucker (1909 - 2005), Management Thinker
e.g. via Retargeting, Programmatic,
Lookalikes, …

27. Unsere Dienstleistungen
27
Cisco
Digital Engagement
Tech Stack 2018
• @tsachtje
Source: The Stackies 2018 –
Marketing Tech Stack
Awards, April 2018.
Generating and making use
of insights from:
 CRM
 DMP
 DSP
 3rd Party Data
 Mobile & Web Analytics
 Marketing Automation/
Lead Management
 …

28. Unsere Dienstleistungen
28
• @tsachtje
Source:chiefmartec.com,April2018.
Enough options to gather data: “MarTech 5000”

29. Channels . Touchpoints . Targeting
Right Place:
Everywhere!
29

30. German Army
30
Decline in number of troops from
198.000 (2013) to 179.000 (2017).
Missing recruits in IT, engineering,
medical care. Increasing budget for
employer branding: 35.3 m €.
Snapchat
… and Facebook
… and Social TV via Youtube
… and Chatbot on Facebook
Messenger
Reach & Engagement
Audience / Target Group: age 17 – 25.
On Snapchat:
2.1 m unique filter users
7.5 m filter impressions
15.1 m ad impressions
Right Place to market: Where my attention is!
+
• @tsachtjeSource: W&V, October 2017 and March 2018.

31. Google?
Amazon?
YouTube?
LinkedIn?
Pinterest?
Others?
Where do you search for information?
31
Search Engine of Choice depends on context
• @tsachtjeSource: Survata, 2017.

32. Automation . Personalization . Precision Marketing
Right Time:
Anytime, real-time!
32

33. 33
Right Time: When I want/need it!
Image Source: Google, May 2016.
Micro Moments and Moments of Truth: Be there when it matters!
• @tsachtje

34. 34
Be there when you are needed
Source: MetricTheory, June 2017. • @tsachtje
Website
Passive user not knowing brand
Capture emotionally via video
and/or display/social
Active user not knowing brand
Unspecific search (e.g. SEA,
retargeting on various channels)
Active user knowing brand
Specific brand search (e.g. SEA)
Purchase / Filling lead form /
Time on Site

35. 35
Very exact: Precision Marketing
• @tsachtjeSource: Artefact Germany.
1. Target Group Analysis
Which people do we want to target?
2. Touchpoints/Trigger
Which triggers enable a
precise targeting?
3. Activation-Channels
Which media channels let us reach
the customer in an optimal way?
4. Data Signals
Which data sources are available?
5. Analytics
How can we measure the success of
the approach and optimize accordingly?

36. 36
I want to buy! How do I get it right now?
Source: Google, May 2014.
?
Local Search:
Consumers search for a variety of local information:
Research Online,
Purchase Offline (ROPO):
Consumers would buy in-store
instead of online knowing they:
• @tsachtje

37. So how do I start?
37

38. 38
How digitally mature are you?
Source: SmartInsights, January 2019. • @tsachtje

39. 39
Source: based on PR Smith. • @tsachtje
Where are we now?
Ways of customer interaction, tech stack, data assets,
processes, performance analysis…
Where do we want to be?
Vision/KPIs/Business Cases/Use Cases
based on company objectives
How do we get there?
Positioning, data, processes
(e.g. integrated customer journey), …
How exactly do we get there?
Digital marketing mix, tech stack, marketing plans,
campaigns, targeting, …
Who does what when and how?
Responsibilities, systems,
checklists, execution/
implementation …
How do we know we will get there?
KPIs, analytics, reporting, …
Situation
Analysis
Objec-
tives
Strategy
Tactics
Actions
Control S
O
S
T
A
C
Moving forward step by step

40. Thermostat
40
Not GAFAx? Digital Transformation needed!
• @tsachtjeSource: Pollin Electronic, Xiami, Nest.
Thermometer

41. Questions?