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![Frankly Partners future leadership is the only growth driver
Hmm, okey. Good to know.
[What I was doing before being disturbed…?]
Hey, I’ve forecasted that next week
there’s less demand than normally!](https://image.slidesharecdn.com/digitalizationperspectiveslideshare-140319062040-phpapp02/85/Digitalization-A-perspective-25-320.jpg)
Uploaded byRoope Ruotsalainen
Digitalization. A perspective.
Digitalization is transforming structures and industries in unseen ways. While 92% of data has been created in the last two years, digitalization is about more than just data and retargeting. Technology now serves as the dominant media, exemplified by a Swedish gamer receiving more online views than a major Finnish television show. This has led to new demand patterns as behaviors and ways of thinking change. Only by creating new categories to meet evolving needs can businesses thrive. Though data provides insights, future leadership through asking the right questions will be the key driver of growth. Digitalization follows customers across analog and digital realms.
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Similar to Digitalization. A perspective.
Digitalization. A perspective.
- 1. Digitalization. A perspective. RoopeRuotsalainen Chief Digital Officer
- 2. Digitalization is everywherein marketing. Frankly Partners digitalization
- 3. 92 % ofall data in the world has been saved during last two years. Frankly Partners digitalization
- 4. Frankly Partners digitalization Digitalizationand data does not equal to re-targeting.
- 5. Digitalization changes structures, weare incapable to see. Frankly Partners digitalization
- 6. No candle-maker hasbecome bulb manufacturer. No carriage-maker has become car producer. The post office did not invent the email. Frankly Partners digitalization
- 7. Frankly Partners digitalization Technology isthe media New demand patterns will emerge Future leadership is the only growth driver
- 8. Frankly Partners technologyis the media technology is the media Since Gutenberg and 1450’s, printing press was the core of media. Now,
- 9. Frankly Partners technologyis the media President Roosewelt begun his famous Fireside Chat radio speeches in 1940’s. President Obama continued the tradition, but not in radio. Technology, Google Hangouts replaced the media.
- 10. Frankly Partners technologyis the media Putous (most watched TV show in Finland, week 5) 1 931 000 viewers Pew Die Pie (random Swedish game geek, one clip, week 5) 6 225 000 views (and 20M YouTube followers)
- 11. Frankly Partners technologyis the media Sanoma (content) 10 000+ employees 1081 M€ market value Instagram (platform) 16 employees 730 M€ market value
- 12. Frankly Partners technologyis the media If the content is the king, technology is King Kong.
- 13. Frankly Partners technologyis the media However, the content is only as good as people sharing it, not as good as people making it.
- 14. new demand patterns will emerge FranklyPartners new demand patterns will emerge Technology has changed how people behave and think. In business,
- 15. Frankly Partners newdemand patterns will emerge 1992 MP3-‐standard 2003 iTunes 2008 Spo3fy
- 16. Frankly Partners newdemand patterns will emerge 1992 MP3-‐standard 2003 iTunes 2008 Spo3fy 1995 Consumer priced CD-‐R recorder 1999 Napster & peer-‐to-‐peer networks
- 17. Frankly Partners newdemand patterns will emerge “The only thing keeping most big companies from creating new categories is their lack of imagination - to see beyond what they’re selling today” Eddie Voon & Linda Deeken Harvard Business Review 03/2013
- 18. Frankly Partners newdemand patterns will emerge “People tend to visit same sites, watch the same videos, read the same articles, and eventually, think the same thoughts.” Internet = Xerox?
- 19. Frankly Partners newdemand patterns will emerge Within the endless loop of sharing and curating, winners are those creating new categories, thus new demand. Technology has changed travel & booking. But not yet the cruise industry.
- 20. Frankly Partners newdemand patterns will emerge Create a new category. Create new demand.
- 21. Frankly Partners newdemand patterns will emerge Customer centricity “What causes the customer behavior?” “From the age of the mass to the age of the individual.” Source: Helge Tenno NEW VALUE PROPOSITIONS NEW BUSINESS MODELS NEW JOBS- TO-BE-DONE NEW CUSTOMER JOURNEY NEW MARKETS NEW RELATIONSHIPS NEW MEETING PLACES
- 22. Frankly Partners futureleadership is the only growth driver Data and analytics changed already the game. But the future leadership is the only growth driver
- 23. Frankly Partners futureleadership is the only growth driver “With data-driven insights, companies can achieve 10 % to 30 % improvements in marketing performance, yet maintain their existing budgets.” - Nichols, on Harvard Business Review
- 24. Frankly Partners futureleadership is the only growth driver REVENUE MARKET SEASON UNEMPLOYMENT CONSUMER INDEX GAS PRICE ONLINE DISCUSSIONS COMPETITORS PRODUCT LAUNCHES PRICING ADVERTISING PROMOTIONS ACTIVATION REVENUE SOLD ITEMS MARGIN MARKET SHARE CLIENT LIFE-TIME VALUE PRINT ADS TV COMMERCIALS SO-ME DIRECT MAIL SEARCH (SEM/SEO) MARKETING PR DIALOGUE MOBILEAP PS CLIENT SERVICE PROMOTIONS POINT OF SALE EARNED MEDIA PRICING DIGITAL SERVICES MARKETING BUSINESS SEARCH BEHAVIOUR SOCIAL RECOMMENDATION SERVICE USAGE VISITS TO BRICK&MORTAR Source: Harvard Business Review
- 25. Frankly Partners futureleadership is the only growth driver Hmm, okey. Good to know. [What I was doing before being disturbed…?] Hey, I’ve forecasted that next week there’s less demand than normally!
- 26. Frankly Partners futureleadership is the only growth driver Measurement, data, analytics and insights are nothing, without re-thinking leadership. It’s about asking right questions. It’s about asking “why”, not “what”.
- 27.
- 28. Frankly Partners digitalization Wheneverything is digital, digital commerce follows clients to analogic.
- 29. Frankly Partners digitalization Newspaperpublished by MrPorter.com online fashion shop
- 30. Frankly Partners digitalization Thankyou! Roope Ruotsalainen Chief Digital Officer