Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

DIGITAL TRANSFORMATION & DISRUPTION 2016 - Understanding digital landscape & marketing

1,097 views

Published on

Brief overlook on digitalization and digital marketing trough statistics and forecasted trends in 2016 and 2017, focusing on EU area. Data gathered on various sources. Sources mentioned on presentation.

Published in: Internet
  • Be the first to comment

DIGITAL TRANSFORMATION & DISRUPTION 2016 - Understanding digital landscape & marketing

  1. 1. DIGITAL TRANSFORMATION & DISRUPTION 2016 Understanding digital landscape & marketing 1 Lassi Nummi 10/2016
  2. 2. Digital transformation maturity stages of organizations 2
  3. 3. Most digitally disrupted industries • The most disrupted organizations were B2C, with media being the most disrupted and telecoms and consumer financial services close behind. • The most disrupted industries typically suffer from a perfect storm of two forces. • low barriers to entry into these sectors lead to more agile competition. • they have large legacy business models which often generate the majority of their revenue. • May result to cultural and organizational challenges when it comes to changing at the pace required. 3 https://hbr.org/2016/03/the-industries-that-are-being-disrupted-the-most-by-digital
  4. 4. Digital transformation & marketing statistics 2016 4
  5. 5. Google Controls 12 Percent of All Global Media Spend • Five digital players—Google (est. 1998), Facebook (2004), Baidu (2000), Yahoo (1995) and Microsoft—collectively generated 19 percent of all global ad budget • Digital ad spend has grown 18 % every year for the past five years while spend across all other types of media has grown 0.6%. 5 59,62 22,45 19,7218,67 11,4910,04 9,61 9,57 7,895 6,86 6,42 6,12 6,11 4,83 4,62 4,57 4,58 4,12 4,08 0 10 20 30 40 50 60 70 Wordl’s largest media companies 2015 By revenue BILLION $
  6. 6. Media investments going digital 6
  7. 7. And here’s why 7
  8. 8. How digital transformation impacts business – the most common examples 8
  9. 9. Disruptive business models are attractive to investors 9 http://fortune.com/2015/06/17/airbnb-valuation-revenue/
  10. 10. And to Global Brands 10
  11. 11. New opportunities of employment ”gig economy” © F-Secure Confidential 11
  12. 12. Not only delivering food to your door
  13. 13. How we are connected? World of internet 2016 © F-Secure Confidential 13
  14. 14. 14Source: http://www.slideshare.net/wearesocialsg/digital-in-2016
  15. 15. © F-Secure Confidential 15
  16. 16. © F-Secure Confidential 16
  17. 17. © F-Secure Confidential 18
  18. 18. © F-Secure Confidential 19
  19. 19. © F-Secure Confidential 20
  20. 20. © F-Secure Confidential 21
  21. 21. E-commerce statistics 22
  22. 22. © F-Secure Confidential 23
  23. 23. © F-Secure Confidential 24
  24. 24. 25
  25. 25. EU digital single market © F-Secure Confidential 26
  26. 26. 27 EU digital single market digital economy and society index (desi) 1. Connectivity 2. Human Capital 3. Use of Internet 4. Integration of Digital Technology 5. Digital Public Services 6. R&D Research & Development https://ec.europa.eu/digital-single-market/en/digital-scoreboard
  27. 27. 28
  28. 28. Digital marketing megatrends by Smart Insights 2016 29
  29. 29. Megatrend 1. Smartphone usage skyrocketing 30
  30. 30. Megatrend 2. Soaring messaging app popularity • There is a continued and growing wish for consumers to communicate directly outside of public social network pages. • This the last frontier for social media monetisation, so we can expect to see some major changes here in 2017 with new options for paid media on messaging apps, although this will be limited since the app owners have committed in the past to keeping messaging ad free. • Reaching and influencing consumers as they move from public social media to messaging will remain a challenge to businesses 31
  31. 31. Megatrend 3. Applying Artificial Intelligence to engage and service customers • Artificial Intelligence is now starting to deliver on its promise and have now developed to the stage where brands are developing bots that give consumer assistance. • Likely you’ll know about Apple’s Siri, Microsoft’s Cortana, IBM’s Watson, and the latest addition, Facebook’s Bot Engine for Messenger, which went live in April this year. Google too announced its assistant service at Google I/O 2016. • https://events.google.com/io2016/ 32
  32. 32. Marketing Technology trends • Marketing technology landscape getting organized, consolidated and more mature. • Low-cost, could based applications help marketers to automate routine tasks and enable real-time communications across different channels. 34
  33. 33. Megatrend 4. The rise of the Marketing Clouds including Automation and Programmatic • The biggest new trends in Martech surfacing in 2016 and important into 2017 as applying artificial intelligence and predictive analytics • There will be more consolidation as the marketing cloud build out their services and integrate different technology better. • Within marketing cloud solutions, there will be more emphasis on a newer approach to consolidate customer data from different first-party and third-party sources across the customer lifecycle. Related to this is exploiting this data through customer data platforms, predictive analytics. 35
  34. 34. Megatrend 5. Growth in Customer Data Platforms and Predictive analytics • Marketing techniques in digital marketing are quite established, and unlikely to change in coming 2 years. • Marketing automation services move to more use of automated lead scoring and grading based on algorithms rather than human-defined rules. • Combining 1st and 3rd party data and delivering relevant messages to right audience together with eliminating loss of inventory in paid advertising becomes important. 36
  35. 35. Megatrend 6. Mobile marketing and cross- device optimisation 37
  36. 36. Megatrend 7. Content and Inbound Marketing • We have seen an ongoing popularity of content marketing as an activity businesses are focusing on to achieve growth. • Within content and inbound marketing, the ongoing discussions will be around getting the right balance of content quantity, frequency and quality and of course, measuring the Return-on-Investment of Content Marketing. • Less is more – longer in depth content? • http://www.smartinsights.com/content- management/managing-content-marketing/competing- content-marketing-infographic/ 38
  37. 37. Megatrend 8. Lifecycle Marketing Optimisation • Lifecycle Marketing Optimization describes an integrated, data-driven approach to improve the effectiveness of interactions with customers on different devices and in different channels. • This marks a move away from optimising individual touchpoints such as Paid Search or Media, landing pages, emails and conversion pages in isolation, but instead views them as a multi-step, multichannel process. 39
  38. 38. Bonus: future? © F-Secure Confidential 40 • The latest Gartner 2016 Technology Hypecycle highlights many innovations which the mega platforms like Google and Facebook, are working on to integrate to their services • for example: • Augmented Reality • Cognitive Expert Advisors (described above as AI Chatbots) • Smart Data discovery (of which Predictive Analytics is one approach) • IoT integration including the Connected Home.

×