The document discusses digital marketing and building brands with digital at the core. It introduces the digital value model, which helps build value propositions for the future by evaluating a company's "state of digital." It also discusses how the relationship with customers will change in the future, with both digital and human relationships becoming important - the digital relationship provides automation and data while the human relationship provides empathy, creativity and passion. The ultimate customer relationship of the future will combine both digital and human relationships for maximum customer intimacy.

1. Digital Marketing
Building brands with digital in the core

2. Tom Fleerackers
tom.fleerackers@kdg.be
www.flatworldbusiness.wordpress.com

3. Digital Marketing
based on books from Steven Van Belleghem
www.stevenvanbelleghem.com
@stevenVBE

4. But let’s start, where we left of…

5. But let’s start, where we left of…
Value Proposition
check!
…your

6. Value Proposition
check!
source: Strategyzer - Value Proposition Canvas
Characteristics of a great VP
…your

7. Digital Value
Model
source: Strategyzer - Value Proposition Canvas
Building brands with
digital in the core
The digital value model helps you
build your day-after-tomorrow value proposition
tell the story of your value proposition
Evaluate your ‘state-of-digital’ of your value proposition
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8. ExtremeCustomerCentricity
Technologyasafacilitator
ContextChannels
Data
Intelligence
Augmented
User
Interface
Emotional
Connection
Operational
Excellence
+
Company
Date
Version
Tom Fleerackers - www.flatworldbusiness.wordpress.com
flatworldbusiness@gmail.com
DIGITALVALUEMODEL
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Earned
Media
Owned
Media
Paid
Media
Shared
Media
Location
Device
Proflle
Describe your
value proposition

9. welcome to
the new world

10. Phase 1 Phase 2 Phase 3
web 1.0 web 2.0 web 3.0
web 4.0

11. Time
Attention
Budget
Talent
Value
Creation
To
morrow
To
day
Day
After
Tomorrow
current
value
future
value
Long-term
value

12. To
morrow
To
day
Day
After
Tomorrow
current
value
future
value
Long-term
value
SOY

13. Time
Attention
Budget
Talent
Value
Creation
To
morrow
To
day
Day
After
Tomorrow
current
value
future
value
Long-term
value
Dear to
dream

14. Time
Attention
Budget
Talent
Value
Creation
To
morrow
To
day
Day
After
Tomorrow
current
value
future
value
Long-term
value
Dear to
dream
Driverless cars
AI personal assistant
No queuing
Automatic ticket control

15. Time
Attention
Budget
Talent
Value
Creation
To
morrow
To
day
Day
After
Tomorrow
current
value
future
value
Long-term
value
Dear to
dream
Driverless cars
AI personal assistant
No queuing
Automatic ticket control
Dream Flight
VR
Virtual queue
for Python

16. welcome to
the new world
where tech shapes our way of living

17. where tech shapes our way of living
welcome to
the new world
from healing people
to preventing to becoming ill

18. welcome to
the new world
this vending machine will deny you a snack
based on your medical record
where tech shapes our way of living

19. welcome to
the new world
with a changed customer relation

20. welcome to
the new world
Hype Cycle
Marketing

21. welcome to
the new world
with a changed customer relation
on-
demand
services &
products
ultimate
convenience
the most
personal
experience
awesome
companies
to buy
from

22. welcome to
the digital world

23. welcome to
the digital world
digital offline + digital online

24. where you only have one
customer relationship

25. where you only have one
customer relationship

26. where you only have one
customer relationship

27. when offline and digital are not viewed as
two seperated worlds, you create one
customer relationship

28. welcome to
the digital world
combine old philosophies with new
technologies

29. combine old philosophies with new
technologies

30. combine old philosophies with new
technologies

31. as a customer you only have one
relationship with Apple, online and offline
customer relationship

32. welcome to
the digital world
with a digital first customer relationship

33. welcome to
the digital world
with a digital first customer relationship
but

34. when every
relationship
becomes digital

35. when every
relationship
becomes digital
digital becomes a commodity

36. 73%
want real people to deal with

37. when something
becomes scarce
it becomes valuable

38. so people will
become scarce
but valuable

39. Die Fast
Digital Transformation
HumanTransformation

40. Die Fast
Fighter
markets
Digital Transformation
HumanTransformation

41. Die Fast
Strong today,
not enough
tomorrow
Digital Transformation
HumanTransformation

42. Die Fast
Fighter
markets
Strong today,
not enough
tomorrow
When digital
becomes human
Digital Transformation
HumanTransformation

43. customer relationship
of the future

44. customer relationship
of the future
1. create a digital first relationship
with your customer

45. customer relationship
of the future

46. customer relationship
of the future
Citizin M hotel has no reception

47. customer relationship
of the future
Citizin M hotel has small, connected
and design rooms

48. customer relationship
of the future
1. create a digital first relationship
with your customer
2. rethink the human side of
business

49. customer relationship
of the future
Citizin M hotel has the biggest bar
and living room to meet people

50. 73%
people love people

51. 2013

52. 2017
Creative proces is all about
experimenting over and over.
One thing computers can do
better and faster.

53. humans
add value

55. no computer ever
invented a better computer

56. computers personalize
humans make it personal

57. computers predict
humans surprise

58. computers confirm
humans smile

59. computers deliver
humans over-deliver

60. customer relationship
of the future
the ultimate digital relationship

61. customer relationship
of the future
the ultimate digital relationship
+ the ultimate human relationship

62. customer relationship
of the future
the digital
relationship
adds
automation + data
operational
excellence
on-
demand
services &
products
ultimate
convenien
ce

63. customer relationship
of the future
the human
relationship
adds
empathy + creativity + passion
emotional
connection
the most
personal
experience
awesome
companies
to buy
from

64. customer relationship
of the future
the digital
relationship
adds
the human
relationship
adds
automation empathy + passion
operational
excellence
emotional
connection
on-
demand
services &
products
ultimate
convenien
ce
the most
personal
experience
awesome
companies
to buy
from

65. customer relationship
of the future
the digital
relationship
adds
the human
relationship
adds
automation + data empathy + creativity + passion
operational
excellence
emotional
connection
on-
demand
services &
products
ultimate
convenien
ce
the most
personal
experience
awesome
companies
to buy
from
customer
intimacy

66. she understood
what I was talking about

67. she didn’t!