The document discusses the impact of digital disruption on businesses, emphasizing that everything that can be disrupted will eventually be disrupted. It highlights key historical shifts in the business landscape and marketing challenges, focusing on the importance of customer-centricity and the need for companies to adapt to changing customer expectations and behaviors. The essential takeaway is for businesses to embrace innovation and prioritize customer experience in order to thrive in a rapidly evolving digital environment.

1. How to thrive and survive
in the age of
digital disruption
UGent – 4 May 2015
Ann Galland

2. “eMail is for
old people”

3. “Answers are instantaneous”

4. “A magazine is
an iPad
that doesn’t work”

5. Today’s agenda
1 Disruption is of all times
2 How digital changed business: a short history
3 Major challenges for marketing
4 The customer journey
5 The coming of age of Customer centricity
6 Conclusions

6. Disruption is of all times:
Everything that can be disrupted will be disrupted
ONE

8. "There is no reason for any individual to have
a computer in his home." —
Ken Olsen, co-founded Digital Equipment
Corporation, 1977
“There’s no chance that the iPhone is going
to get any significant market share. No
chance. … It’s a $500 subsidized item.” —
Steve Ballmer (CEO Microsoft), 2007

9. Disruptive innovation vs Digital disruption

10. Source: Forrester Research
Better, stronger, faster

11. “If a company is going to
cannibalize your business, you will
almost always be better off if that
company is your own.”
Clayton Christensen

12. How digital changed business:
15 to remember
TWO

13. 1. Past success is no guarantee for future success

14. 2. The middleman is doomed

15. 3. Irrelevance of being “the world's largest”

16. 4. The long tail
Source: Chris Anderson - blog

17. 4. Customer service to the extreme

18. 5. Freemium

19. 6. Inverted auctions

20. 7. Word of mouth 2.0

21. 8. The sharing economy

22. 9. Peer-to-peer commerce

23. 10. “Using” prevails over “owning”

24. 11. Creativity of the crowds

25. 12. Crowdfunding

26. 13. Internet of things

27. 14. Mass personalization

28. 15. 3D Printing

29. “Have you bought it or have
you made it?”

30. The question no longer is
whether your business will be
disrupted or not.
The question is when.

31. Google’s self-driving car will not only disrupt the
way we travel, but…

32. If your business is threatened…
 What are you good at?
 What is your business really about?
 Differentiating?
 Relevance?
 Customer value?
Focus on strengths to find new ways to do business

33. How digital changed business - 15 to remember
1. Past success is no guarantee for future success
2. The middleman is doomed
3. Irrelevance of being the world’s largest
4. Customer service to the extreme
5. Freemium
6. Inverted auctions
7. Word of mouth 2.0
8. The sharing economy
9. Peer-to-peer commerce
10. “Using” prevails over “owning”
11. Creativity of the crowds
12. Crowdfunding
13. Internet of things
14. Mass personalization
15. 3D printing

34. How digital changed business:
major challenges for marketing today
THREE

35. Today’s marketing challenge
When people have less
and less time to
consider options,
their own criteria will
help them to make the
decision
Choice
Time
Needs
Values
Experiences
Word of mouth
Recommendations

36. “People trust their own ideas
& experiences from friends,
rather than
any type of push mass media”
36

38. The ‘Mad Men’ days are over
The MADMEN days are over

39. "There is only one boss. The customer. And
he can fire everybody in the company from
the chairman on down, simply by spending
his money somewhere else.”
Sam Walton

40. “We fly exactly the same planes as everybody else. If we get our customers off
the plane happy, and they go on to talk about that and get others to come and
then come back again themselves - that’s a huge marketing tool.”
Steve Ridgway, Virgin Atlantic Airways chief executive

41. “A product or a service
becomes meaningful
when users want to share
their experience with others”
41

43. “No one owns the customer,
but
someone always owns
the moment”
Scott Hudgins,
VP Customer managed relationships,
Walt Disney Company

49. How digital changed business:
the customer journey
FOUR

50. The new shopping experience: 24/7 ww

51. “If you’re not the customer, you’re the product.”

52. “If you’re not the customer, you’re the product.”
 Essentially, if you’re not paying to use a
service, you can expect that your data will be
used to make money in some way
 For a long time, this business model focused on
using your data to target ads
 Search for a certain keyword, and you’d see ads
for related products

53. You’re the Ad!

54. You’re the Ad!

55. Source: TechCrunch

56. Retargeting

57. “There is an inverse
relationship between
control and trust”
David Weinberger

58. Source: Flowtown

61. “Your customers are your
ad agency”
Jeff Jarvis

62. “A happy customer
tells 3 friends,
an unhappy one tells
Google”

63. Source: Keepify.com

64. “55% of the current marketing budget
is spent on new customer acquisition
and only 12% on customer retention”
McKinsey

65. Source: slicktext.com

66. Turn your
WORST
customer
into
your
BEST
friend

67. How digital changed business:
the Telenet customer journey
FOUR - Case

70. How digital changed business:
the coming of age of Customer Centricity
FIVE

71. Source: shankmanhonig.com

72. Footprints are everywhere

73. One-on-one is back !

74. Consumer data: the coming of age
 Consumers have become influencers
 Empowered
 Leave traces everywhere
 Not only in your databases
 Massive unstructured external data
 Twitter, FB, Industry, Wesite logs, statistics, …
 The era of Big Data

75. How digital changed business:
conclusions
SIX

76. Release the disruptor inside you
 Disruption is of all times
 The question is not “whether” but “when”
 Cannibalize yourself before someone else does
 Disrupt the process (rather than the product)
 Believe in “customer first”
 Create experiences that last
 Always compete on value, not on price
 Innovate, test, accept failure, learn, improve
 Don’t try to do everything on your own

77. Q & A

78. Strategy - Identity & Branding - Digital marketing

79. More info
@anngalland
ann@galland.be