“People – of all ages and in all markets – are constructing their own
identities more freely than ever. As a result, consumption patterns
are no longer defined by ‘traditional’ demographic segments such
as age, gender, location, income, family status and more.”
SALES MARKETINGCOMMUNICATIONDIGITAL PHYSICALDATASERVICES BRAND
IT IS A BLUR, RIGHT?
H E R E A N D N O W / THE GIVEN ONES
A R O U N D T H E C O R N E R / KEY TRENDS
T R E N D S
NOT VIA, SOCIAL
HERE AND NOW
“The future of storytelling isn't about telling anyone
anything. Storytelling is the epitome of the old one-
way, broadcast mindset that so many of us in
marketing are trying to leave behind.
Storymaking, by contrast, is far more fulfilling, and
exactly what will matter to the people all of our
brands are trying to reach.”
David Berkowitz, Ad Age
Consumers don’t always
want to know about your
company history and
They don’t want to feel
like they’re pushing your
They’re interested in
telling their own story.
is the science of getting
computers to act without
being explicitly programmed.
is a branch of computer science
attempting to build machines
capable of intelligent behavior.
ARTIFICIAL INTELLIGENCE /
MACHINE LEARNING /
ALGORITHMS, HERE WE GO AGAIN…
Physical devices and other items
— embedded with electronics,
software, sensors and network
connectivity that enable these
objects to collect and exchange
INTERNET OF THINGS /
In 2018, mobile phones are
expected to be surpassed
in numbers by IoT devices.
Around 29 billion connected
devices are forecasted by
2022, of which around 18
billion will be related to IoT.
B E Y O N D T H E S C R E E N
”HOW MANY DIFFERENT SYSTEMS, HUBS
AND HARDWARE GADGETS WILL I NEED?”
o More video. More live.
Authentic & raw
o Filter bubbles debated
o More connections & integrations.
AI/ML, IoT, API
o FAANG will hold their position
o Talk with, not to your customers
Participatory story making
o How can you your customers
benefit from AI/ML?
o Join an IoT eco system
o If you don’t drive this development
– someone else will
o Break out of your bubble -give
Snapchat a try.
o Use IFTTT to try something new
o You will meet the chatbots during
2017 – Will your customers meet
o Embracing the Experience economy
together with our clients
o Challenging ourselves and our
clients on content tactics – flexible
o Concepting & trying out chatbots
and IoT applications
o Challenge platform choices to find
best solutions for services & content
o Increased focus on film/moving
media, innovation hub & analysis
YOU WILL HEAR IT. A LOT. THANKS 2017.
companies believes that customer experience will be their primary
basis for competition by 2016, versus 36% four years ago.
more likely to buy
with a positive
more likely to
more likely to
forgive a mistake.6x 12x 5x
– Temkin Group
THANKS FOR LISTENING
K A N . S E / K O N T A K T
H A N N A E L F V I N / K R I S T O F F E R Å K E S S O N / M A R C U S H O L S T E I N
T H R I V I N G O N T H E
D I G I T A L T R E N D S
O F 2 0 1 7