1. Jsou značky v zajetí Digitálu? Aneb
když ještě stále nejsi paranoidní, tak asi nedáváš pozor…
Josef Havelka / September 2018

2. #jsouznackyvzajetidigitalu?

3. #nejsou

4. #jsou

5. #možnátaktrochu

6. To celé spiknutí je
ještě daleko většíTo celé spiknutí je
ještě daleko větší

7. Gordon Moore

9. “Změny umožněné digitálními technologijemi, které se odehrávají s
takovou rychlostí a v takovém rozsahu, že narušují etablované
způsoby tvorby hodnoty, sociální interakce, toho jak děláme byznys
a více generelně, naše uvažování.
(Riemer, 2013)
Digital Disruption

10. Digital Darwinismus byl definován jako
éra ve které technologije a společnost se
vyvíjejí rychleji než jsou byznysy schopné
se přirozeně adaptovat

11. Technologie a
organizace jsou
asymetrické v jejich
vývoji

12. “There is a widening
gap between the
accelerating
complexity of their
markets and the
limited ability of their
organizations to
respond.”
George S. Day,
Wharton School of
Business

13. A global IBM study identifies four major
challenges for marketing:
1. Explosion of data
2. Social media
3. Proliferation of channels
4. Shifting consumer demographics

14. Předpovědi jsou obtížné. Obzvlášť ty týkající se
budoucnosti.
Niels Bohr

19. Standardy shlédnutí:
Srovnáme li současné chaotické variace
všeho čemu se říká “shlédnutí” na různých
digitálních “místech” tak je to něco jako
fotbalový zápas, ve kterém si každý tým
definuje, co je to gól.

20. Wall Street Journal uvádí, že
600 miliónů plus uživatelů
má nainstalován
Ad Blocking software.

21. “We serve ads to consumers
through a non-transparent media
supply chain with spotty
compliance to common
standards, unreliable
measurement, hidden rebates
and new inventions like bot and
methbot fraud”
Marc Pritchard,
CMO Procter & Gamble.

23. *Adloox, an audit verification company, claims $12.5 billion was siphoned from marketers in 2016.
$12.5
milliardový
podfuck*

24. "75% of marketérů
není přesvědčena o
effektivitě digitálního
marketingu, nicméně
66% bude příští rok
více investovat do
digitálu.
Mark Ritson.

26. Based on the IAB’s numbers and public financial numbers from Google and
Facebook, the two digital giants accounted for about 99% of the $2.9 billion in
advertising growth in the third quarter—with Google making up about 54% of the
total and Facebook about 45%, leaving just 1% for everyone else.
99%

27. Accenture Interactive, IBM Interactive Experience, Deloitte
Digital and PwC Digital Services combined would rank among
the world's 10 largest digital networks.
All four rank among the top 15 of the world's largest agency
companies.

33. Long-term prospects
Immediate prospects
Broad but slower effects, big paybacks
Narrower but earlier effects, smaller paybacks
Existing
customers
Short term
Long term
Sales
Activation
Brand
Building
Source: Les Binet and Peter Field, The Long and the Short of It, IPA, (Figure 22)
A long-term outward focus brings broader and bigger effects

34. “We’re now all about targeting and
retargeting,” said someone “Who’s thinking
about what people are going to be dreaming
about?”

35. Shortterm-ism

38. SALES
ACTIVATION
NEXT
QUARTER
GROWTH
SALES
ACTIVATION
NEXT
QUARTER
GROWTH

39. Brand-building and sales activation work over different timescales
Sales activation / Short-term sales uplifts
Time
Brand-building / Long-term sales growth
Sales uplift
over base
Source: Les Binet and Peter Field, Media in Focus: Marketing Effectiveness in the Digital Era, IPA, (Figure 02)
Short term effects dominate - 6 months
Sales activation
Short-term sales uplifts
Brand building
Long-term sales growth

45. Amazon Echo sales are
actually on pace with 1st-year
iPhone sales, despite being a
household unit, versus a
personal unit.
Michael Wolf, technology strategist, 2016

46. A new Global Digital
Outlook Study
released by digital-
agency society
SoDA and Forrester
found that more than
three-quarters of
client-side marketers
and agency leaders
believe the term
"digital" will
disappear within five
years as a
meaningful
differentiator.

47. I don’t believe we have an online and offline
consumer. Marketing needs to move from having
(separate) digital priorities. We need to stop about
what is the digital strategy. I always smile when
agencies are claiming they are doing digital. Honestly,
may be that was good in 2010 but in 2017 they should
claim they just do marketing. We need to stop talking
about digital - it’s all part of marketing.

49. Thank You for Your Attention

50. The autonomous car dropped Lori at her home and then left for its scheduled service at the
dealership. It would be back in time to take her to the airport the next morning. On the way into
her house, Lori gathered the drone deliveries from the drop box on her stoop. The familiar voice
of Eve, a next-generation smart assistant like Alexa, greeted her in the foyer and gently reminded
her of the travel plans for her upcoming conference in LA. Lori hadn’t bothered to learn the
details, since Eve had taken care of finding the best flight, seat, and hotel room that her
company’s expense policy would allow.
As she unpacked her grocery delivery, Lori saw that Eve had adjusted her weekly purchases,
omitting perishables and adding travel-size toiletries and sunblock. Calculating that Lori was
running low on detergent (and aware she’d be coming home with laundry to do), the bot had
ordered more but switched to a new, less expensive brand that was getting good consumer
reviews. And, knowing that Lori wouldn’t want to cook, it had arranged for her favorite takeout to
be delivered upon her return.
Thank goodness for Eve, Lori thought to herself. In addition to managing her shopping and travel,
the bot tracked her spending and kept her costs down. Each quarter, for example, Eve checked all
the telecommunications plans on the market and compared them against Lori’s projected data
usage. Her current plan gave her the best price for her mostly evening and weekend usage, but
with her brother’s 40th birthday approaching, Eve had anticipated a lot of data traffic among
Lori’s friends and family and found a deal from an upstart firm that would save her money. That
offer was instantly matched by Lori’s current provider, a company that had paid to be featured on
Eve and to have the right to meet competitors’ prices. Lori relied on Eve for similar help with
buying insurance, banking, and investment products, too. Sometimes she had to instruct her bot
about her criteria and the trade-offs she was willing to make (for example, to forgo higher returns
for a greener investment portfolio), but more recently, Eve had begun figuring out what product
attributes she was after—even aesthetic ones—without having to be told.
Lori didn’t know how she had ever coped without Eve. She had come to trust the bot not just for
advice on complex purchases but also to make many of her routine decisions and to introduce her
to new products and services she didn’t even know she wanted.