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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 ThingsElectricity
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 = 11Going 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
EMAIL
MOBILE
SOCIALSEO
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
47
Q&A
@peraknudsen
Per A. Knudsen
Per.knudsen@digitaslbi.com
Let’s talk digital

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