The document discusses the evolving landscape of consumerism in 2017, highlighting the decline of traditional demographics in favor of self-constructed identities leading to new consumption patterns. It emphasizes the importance of storytelling versus storymaking in marketing, the growth of AI and IoT technologies, and their integration into consumer experiences. Key trends such as increased video content, live engagement, and participatory strategies for customer interaction are also addressed.

1. THRIVING
ON THE
DIGITAL
TRENDS
OF 2017
H A N N A E L F V I N / K R I S T O F F E R Å K E S S O N / M A R C U S H O L S T E I N

2. BUT NOTHING IS THE SAME.EVERYTHING IS AS USUAL.

3. 3

4. EXPERIENCE
ECONOMY

5. / COMMODITY
0,2 -0,8 KR
/ GOODS
2-4 KR
/ SERVICE
20-30 KR
/ EXPERIENCE
30-50 KR

6. / GOODS
2-4 KR
/ SERVICE
20-30 KR
/ EXPERIENCE
30-50 KR
/TRANSFORMATION
X

7. EXPERIENCE
ECONOMY

8. ”POST-DEMOGRAPHIC
CONSUMERISM”

9. ”POST-DEMOGRAPHIC
CONSUMERISM”

10. ”POST-DEMOGRAPHIC
CONSUMERISM”
His age?
104

11. DEMOGRAPHICS
ARE DEAD.
“People – of all ages and in all markets – are constructing their own
identities more freely than ever. As a result, consumption patterns
are no longer defined by ‘traditional’ demographic segments such
as age, gender, location, income, family status and more.”
-trendwatching.com

12. SALES
MARKETING
COMMUNICATION
DIGITAL
PHYSICAL
DATA
SERVICES
BRAND

13. SALES MARKETINGCOMMUNICATIONDIGITAL PHYSICALDATASERVICES BRAND
IT IS A BLUR, RIGHT?

14. 14
H E R E A N D N O W / THE GIVEN ONES
A R O U N D T H E C O R N E R / KEY TRENDS
T R E N D S

15. VR WILL
SPREAD.
NOT EXPLODE.
PURCHASE IN,
NOT VIA, SOCIAL
MAKING
STORIES.
LIVE.
HERE AND NOW

17. THE FILTER
BUBBLE
HERE AND NOW

20. “The future of storytelling isn't about telling anyone
anything. Storytelling is the epitome of the old one-
way, broadcast mindset that so many of us in
marketing are trying to leave behind.
Storymaking, by contrast, is far more fulfilling, and
exactly what will matter to the people all of our
brands are trying to reach.”
David Berkowitz, Ad Age

21. Consumers don’t always
want to know about your
company history and
traditions.
They don’t want to feel
like they’re pushing your
brand’s agenda.
They’re interested in
telling their own story.

22. KEY TRENDS 2017

23. MACRO
MICRO

24. 1
AI /
MACHINE
LEARNING

25. is the science of getting
computers to act without
being explicitly programmed.
is a branch of computer science
attempting to build machines
capable of intelligent behavior.
ARTIFICIAL INTELLIGENCE /
MACHINE LEARNING /
ALGORITHMS, HERE WE GO AGAIN…

26. 26
BACK TO
THE FUTURE
MACRO

27. MACHINE
LEARNING
ON TAP
MACRO
(or on a more professional note: MLaaS…)

28. CHATBOTS
MICRO

29. MESSAGING APPS
ARE BOOMING

31. “It’s pretty ironic: To order from 1-800-
Flowers, you never have to call 1-800-
Flowers again.”
- Mark Zuckerberg

32. DAILY BITS OF…
Bit-size training sessions.

33. 2INTERNET
OF THINGS

34. Physical devices and other items
— embedded with electronics,
software, sensors and network
connectivity that enable these
objects to collect and exchange
data.
INTERNET OF THINGS /

35. In 2018, mobile phones are
expected to be surpassed
in numbers by IoT devices.
Around 29 billion connected
devices are forecasted by
2022, of which around 18
billion will be related to IoT.
MACRO
IoT IS
BOOMING

36. THE BEST
INTERFACE IS
NO INTERFACE
B E Y O N D T H E S C R E E N

37. 37
IS THIS
REALLY
THE BEST WE
CAN DO?

38. SENSORS
VOICE CONTROL
SMART MATERIALS
HOME APPLIANCES
SYSTEM-ON-A-CHIP
PRODUCT-AS-A-SERVICE
GOOGLE
IBM
TESLA
APPLE
FACEBOOK
MICROSOFT
FITBIT
AI
AMAZON
?
”HOW MANY DIFFERENT SYSTEMS, HUBS
AND HARDWARE GADGETS WILL I NEED?”

39. SMART (ASS) ASSISTANTS

40. SMART HOME

41. SMART CITIES

42. MACRO
IN EVERYTHING

43. APP
CONTROLLED
DEVICES
MICRO

46. 46

48. 3EVERYTHING
CONNECTED

49. Application Programming
Interface is a set of clearly defined
methods of communication
between various software
components.
API /

50. THINK CONTEXT.
DO NOT EXPECT USERS TO COME TO YOU.
REACH OUT.
C O N N E C T E D M I N D S E T

51. SMOOTH
ONBOARDING

52. MACRO
CONNECT
WITH FAANG.
AND OTHERS.
FAANG. FACEBOOK / APPLE / AMAZON / NETFLIX / GOOGLE

53. 53
THE ELEPHANT
AND THE ANT
MACRO

56. CONNECTED
SERVICES
MICRO

57. THENTHATIFTHIS

59. IFTHISTHENTHAT
IF THEN

63. + =

64. THIS
YEAR
TAKEAWAYS
o More video. More live.
Authentic & raw
o Filter bubbles debated
o More connections & integrations.
AI/ML, IoT, API
o FAANG will hold their position

65. FOR
YOUR
BRAND
TAKEAWAYS
o Talk with, not to your customers
Participatory story making
o How can you your customers
benefit from AI/ML?
o Join an IoT eco system
o If you don’t drive this development
– someone else will

66. YOU
DO
THIS
TAKEAWAYS
o Break out of your bubble -give
Snapchat a try.
o Use IFTTT to try something new
o You will meet the chatbots during
2017 – Will your customers meet
yours?

67. WE
DO
THIS
TAKEAWAYS
o Embracing the Experience economy
together with our clients
o Challenging ourselves and our
clients on content tactics – flexible
and fluid
o Concepting & trying out chatbots
and IoT applications
o Challenge platform choices to find
best solutions for services & content
o Increased focus on film/moving
media, innovation hub & analysis

68. YOU WILL HEAR IT. A LOT. THANKS 2017.
companies believes that customer experience will be their primary
basis for competition by 2016, versus 36% four years ago.
- Gartner
9/10
CUSTOMER EXPERIENCE
more likely to buy
with a positive
emotional experience
more likely to
recommend the
company, and
more likely to
forgive a mistake.6x 12x 5x
– Temkin Group

69. EXPERIENCE
ECONOMY

70. THANKS FOR LISTENING
K A N . S E / K O N T A K T
H A N N A E L F V I N / K R I S T O F F E R Å K E S S O N / M A R C U S H O L S T E I N
T H R I V I N G O N T H E
D I G I T A L T R E N D S
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