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Object marketing-digital-twin-v14-teaser

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Approach on how a blockchain based digital twin can support marketing activities and enable the role out of object-orientated services. Establishing a lost connection between manufacturers and their users.

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Object marketing-digital-twin-v14-teaser

  1. 1. Revolutionizing Digital Marketing by introducing a new unique channel: Object Marketing innogy Innovation Hub · Machine Economy Lighthouse Dr. Carsten Stöcker · Dr. Michael Rüther · Nicole Reinhold · Marius Goebel August 2017 · V 1.4
  2. 2. innogy SE – innogy Innovation Hub · Object Marketing - Copyright: innogy Innovation GmbH 2 Low customer loyalty In today’s overcrowded markets, it is difficult to create deep customer product identification and form sustainable brand loyalty. Low brand trust Users do not trust brands and manufacturers about sourcing and manufacturing. Even certificates do not provide enough transparency. Bought recommendations and followers are forcing this distrust. Low involvement Online marketing and advertising struggle to reach out to potential customers and create meaningful conversations with users. Today digital marketing is inefficient and overwhelming due to ad fraud and fake news.
  3. 3. VOLUME We see that we are on a tipping point of digital marketing innogy SE – innogy Innovation Hub · Object Marketing - Copyright: innogy Innovation GmbH 3 Digital marketing today Globaly $6.5 billion will be lost due to ad fraud in 2017. White Ops – May 2017 Digital is the least trusted media channel among consumers. Marketing Week – June 2017 UK marketers are struggling to reach their desired audiences online, with just 47% of campaigns seen by their target audience. Nielsen – December 2016 Procter & Gamble cut approximately $140 million in digital advertising spend because of brand safety concerns and ineffective ads. Procter & Gamble – July 2017 Value
  4. 4. 4innogy SE – innogy Innovation Hub · Object Marketing - Copyright: innogy Innovation GmbH A Digital Twin is a digital model of a real life process, product or service with a unique, immutable identity. Digital Twins are bridging the spheres between the physical and digital worlds. The data gathered by Digital Twins helps companies better understand customer interactions and needs, enabling a more focused development of products and services while driving business innovation. DIGIT AL TWIN
  5. 5. Direct. Immutable. Value based. innogy SE – innogy Innovation Hub · Object Marketing - Copyright: innogy Innovation GmbH 5 Digital Twins cutting out intermediaries in supply chain, financing, marketing and retail Object Marketing Refers to all activities related to the Digital Twin of a product in the consumer domain. • Direct interaction and sales channel GDPR complied • Unique product lifecycle record • Contextual interaction and new business models Electronic Health Record DIGITA L TWIN Product Lifecycle Data Crypto Wallet Unique Identities Digital Twins having impact to many of todays processes and industries. What will be the benefit for digital marketing?
  6. 6. Interact object based Receive feedback, give vouchers, provide product information and services to object’s users. innogy SE – innogy Innovation Hub · Presentation Guidelines 6 Unique identity Each object has a unique identity attached. (e. g. smart tag) Scan Digital Twin Download the Digital Twin app, scan the object and add it to your collection. 1 2 3 innogy SE – innogy Innovation Hub · Object Marketing - Copyright: innogy Innovation GmbH
  7. 7. 4 interaction levels of object marketing 7 Object marketing is branded interaction Interaction Transactional Object Marketing Shared Value Object Marketing Personal Object Marketing Public Object Marketing Unique Product information Relational Information App releated servcies Insentivation of users and influencers direct sales channel Transforming: Hotlinks to direct purchasing Transforming: Cash Back to loyalty activities Transforming: One time interaction to digital personal user docu. and pay by use Transforming: Influencer marketing to incentivizes for referrals Direct communication channel Proof of provenance Trusted recommendations Mass customization Proof of ownership Document personal usage Wallet Business Model Innovation Selling additional services Predictive maintenance Affiliation & incentivation Shared ownership Self ownership innogy SE – innogy Innovation Hub · Object Marketing - Copyright: innogy Innovation GmbH Trusted user feedback
  8. 8. 8innogy SE – innogy Innovation Hub · Object Marketing - Copyright: innogy Innovation GmbH DIGIT AL TWIN Overcoming the challenge of GDPR Opportunities of object marketing Customer centric marketing is based on gathering personal data while privacy concerns are growing. FOCUS IS ON OWNING & CONSUMING PRODUCTS TODAY Object centric marketing is based on usage data which leads to precise, valuable and privacy secure user interaction. FOCUS IS ON EXPERIENCING & MEANING TOMMOROW • From 2018 onwards the GDPR will have a deep impact in nowadays practice in digital marketing • Consumers seek for immersive user experiences customized to their personal context
  9. 9. What do you want to do with your Digital Twin? Get in touch … 9 Dr. Carsten Stöcker Dr. Michael Rüther Machine Economy Evangelist and Lead carsten.stoecker@innogy.com Platform Development Lead m.ruether.extern@innogy.com innogy SE – innogy Innovation Hub · Object Marketing - Copyright: innogy Innovation GmbH Nicole Reinhold Marius Goebel User & Market Insights nicole.reinhold@innogy.com Service Experience Design marius.goebel.extern@innogy.com

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