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Help Sarah -Empowering people through the best possible care

• Mega trends
• Companies and the digital approach • Digital vs. real life
• Content requires insights

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Help Sarah -Empowering people through the best possible care

  1. 1. HELP SARAH Empowering people through the best possible care Copenhagen - 08/06/2015
  2. 2. Per A. Knudsen Digital Strategist DigitasLBi @peraknudsen
  3. 3. Today •  Mega trends •  Companies and the digital approach •  Digital vs. real life •  Content requires insights
  4. 4. MEGA TRENDS THAT SHOW THE ROLE OF DIGITAL TODAY
  5. 5. 5 The digital evolution The internet is no longer people exclusive Light bulb Phone Internet Social Web Internet of ThingsElectricity
  6. 6. Industries are being disrupted, adopt change now
  7. 7. 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. 8. 8 1 + 1 = 11Going from Mad Men to Math Men
  9. 9. 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. 10. 10 Making the human body searchable
  11. 11. Wearables are becoming more integrated in our surroundings
  12. 12. 12 Technology as an integrated part of us
  13. 13. 13 Project soli is redefining how we use everything
  14. 14. DIGITAL CONTINUES TO EVOLVE HOW COMPANIES COMMUNICATE AND GO TO MARKET
  15. 15. 10 years ago
  16. 16. Today
  17. 17. DATA INSIGHTS CONTEXT CONTENT Brand Relevance bridge I LOVE HATE THINK BELIEVE FEEL WISH Brand & Products
  18. 18. 18 Relevance can be enhanced through a simplified approach, to yield results $
  19. 19. 19 Sales channels – which to choose E-commerce Pharmacies Retail Call centers Franchisees Affiliates Partners CLASSIC CHANNELS DIGITAL CHANNELS
  20. 20. 20 Maybe you need to simplify the approach, to solve the actual problem
  21. 21. 21 PILL PACK
  22. 22. PEOPLE EMBRACE DIGITAL, BUT LIVE IN THE REAL WORLD
  23. 23. 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
  24. 24. DISPLAY APP WEBSITE EMAIL MOBILE SOCIALSEO Just give me what I want! People don’t focus on disciplines or touchpoints - But they go through them
  25. 25. Why would people engage with brands?
  26. 26. “I wonder if my favorite brand of toilet paper has a twitter profile I can follow.” - No one ever
  27. 27. Relevant storytelling is the way forward
  28. 28. People trust people, so let’s enable them in our storytelling
  29. 29. People are becoming their own company, bypassing those that don’t meet their needs
  30. 30. Carrot hunger Storytelling can also be used to set you apart, - We are different, just like you
  31. 31. CONTENT IS STILL KING, BUT INSIGHTS ARE THE PEOPLE
  32. 32. The noise on digital platforms is overwhelming
  33. 33. 36 9 seconds You have 6 seconds
  34. 34. THINK FIRST
  35. 35. “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”  
  36. 36. WHY AM I GETTING THIS AD?
  37. 37. MALE BRITISH OVER 60 DIVORCED REMARRIED HIGH INCOME CHILDREN LEFT HOME Are these the same people?
  38. 38. MALE BRITISH OVER 60 DIVORCED REMARRIED HIGH INCOME CHILDREN LEFT HOME
  39. 39. INTERESTS & HABITS CONSUMPTION PATTERNS LOCATION & DEVICE BRAND AFFINITIES SOCIAL BEHAVIOUR DEMOGRAPHICS & LIFESTYLE
  40. 40. “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
  41. 41. 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
  42. 42. 47 Q&A @peraknudsen Per A. Knudsen Per.knudsen@digitaslbi.com Let’s talk digital

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