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Vad gör man när allt förändras? 
adaptive marketing
Johan Ydring 
HEAD OF MEDIA, ANALYTICS & 
ACTION MARKETING
X
Adaptive Marketing frukostseminarie - kntnt
Adaptive Marketing frukostseminarie - kntnt
Sen kom jag hit…
Adaptive Marketing frukostseminarie - kntnt
Adaptive Marketing frukostseminarie - kntnt
1. VÄRLDEN 
I FÖRÄNDRING
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 
? 
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
NEJ!
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 
Viljan och förmågan att förändra och vara adaptiv 
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
2. MEDIA 
I FÖRÄNDRING
Adaptive Marketing frukostseminarie - kntnt
Adaptive Marketing frukostseminarie - kntnt
…men allt ändrades…
Plötsligt har konsumenten 
makt över… 
! 
HUR NÄR VAR 
VARFÖR 
! 
de engagerar sig i ett 
varumärke
TID 
ANTAL
Adaptive Marketing frukostseminarie - kntnt
Och allt (och alla) är 
sammankopplade
ÖVERALLT! 
HELA 
TIDEN!
Allt vi gör 
kommunicerar…
Adaptive Marketing frukostseminarie - kntnt
3. 4 P 
I FÖRÄNDRING
ADAPTIVE PRODUCTS 
COKE FREESTYLE
ADAPTIVE PRICING 
STAPLES
ADAPTIVE SALES 
TESCO / YIHAODIAN / MATHEM
The New Content Model 
28 
ADAPTIVE ADVERTISING 
KLEENEX
Adaptive Marketing frukostseminarie - kntnt
Tre saker att ta med 
• Var aldrig nöjd - ingen annan är det 
• Säg inte ”nej” - säg ”varför” 
• Alla ”P” går att skruva
TACK! 
Johan Ydring 
Head of Media, Analytics & Action Marketing 
johan.ydring@tuinordic.com

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Adaptive Marketing frukostseminarie - kntnt