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ValueTalk: Transformation hits Marketing hits Innovation

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Andreas Weber, Head of Value, talks about his POV and his keynote presentation at The Congresso Internacional de Tecnologia Gráfica hosted by ABTG on 24 August 2017 in São Paulo, Brazil.

At a glance

• Nevertheless, even today printing technology is driving the transformation of our lives, our business world, our society.

• Print technology is a main driver of innovation and transformation.

• The Internet/Social Media and print are best friends. And Internet technologies profited from printing technology inventions

• Some of my favorite print application innovations got developed by Internet and Social Media savvys.

• In the digital age you have to re-position yourself, your business idea and your production capabilities in the right way to be a valuable transformation partner.
• From a holistic point of view printers could become transformers if they are able to convert the outcome and benefit of new technologies into valuable customer solutions to fulfill needs.

• Innovative printing companies need to transform their production business into a sustainable and future oriented marketing solution provider business to hit market and customer needs.

More: https://valuetrendradar.com/2017/08/13/valuetalk-transformation-hits-marketinginnovation/

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ValueTalk: Transformation hits Marketing hits Innovation

  1. 1. I LOVE Brazil! It was the best part 
 of my Print World Tour in 2002!
  2. 2. Transformation hits Marketing+Innovation
  3. 3. Transformation hits Marketing+Innovation If you want to benefit from innovation to strengthen your marketing success you have to be able to understand and to handle transformation in the digital age properly.  That means: Innovative printing companies need to transform their production business into a sustainable and future oriented marketing solution provider business to hit market and customer needs. And they have to understand how to support their customers to transform their marketing as well in a sustainable, profitable way. 
  4. 4. Transformation hits Marketing+Innovation AGENDA • Secrets of Transformation • Impact on Print / Graphic Communications • Learn from the best (selected cases) • Guidelines to create a win-win-win momentum NOTE: Link to Blogpost by Andreas Weber http://bit.ly/2wHQCXp
  5. 5. Transformation hits ANYTHING… … and becomes overwhelming!
  6. 6. Transformation hits ANYTHING… … and becomes overwhelming! OOPS: Where is
 PRINT Technology?
  7. 7. BUT: complexity is a great opportunity 
 for smart marketing solutions providers!
  8. 8. Transformation hits Marketing+Innovation AGENDA • Secrets of Transforma/on • Impact on Print / Graphic Communica3ons • Learn from the best (selected cases) • Guidelines to create a win-win-win momentum NOTE: Link to Blogpost by Andreas Weber hAp://bit.ly/2wHQCXp
  9. 9. Transformation begins in the head. And if the mission is successful, 
 it ends there again. Transformation hits Marketing+Innovation
  10. 10. Secrets of Transformation + In fact it means a smart METAMORPHOSES. (Like MORPHING visuals… — from Greek µεταµόρφωσις, 
 "transformation, transforming",
 from µετα- (meta-), "change" 
 and µορφή (morphe), „form".) + Always related to human culture! ≠ in any case not only a result of 
 technological changes!
  11. 11. + In fact it means a smart METAMORPHOSES. (Like MORPHING visuals… — from Greek µεταµόρφωσις, 
 "transformation, transforming",
 from µετα- (meta-), "change" 
 and µορφή (morphe), „form".) + Always related to human culture! ≠ in any case not only a result of 
 technological changes! Secrets of Transformation
  12. 12. + In fact it means a smart METAMORPHOSES. (Like MORPHING visuals… — from Greek µεταµόρφωσις, 
 "transformation, transforming",
 from µετα- (meta-), "change" 
 and µορφή (morphe), „form".) + Always related to human culture! ≠ in any case not only a result of 
 technological changes! Secrets of Transformation
  13. 13. AGENDA • Secrets of Transformation • Impact on Print / Graphic Communications • Learn from the best (selected cases) • Guidelines to create a win-win-win momentum NOTE: Link to Blogpost by Andreas Weber http://bit.ly/2wHQCXp Transformation hits Marketing+Innovation
  14. 14. Impact on (or: via) Print "Babylonian merchants began producing stone tablets to advertise their products while they were visiting new towns." Source: The History and Psychology of Direct Mail ≠ in any case a natural and cultural 
 phenomenon since thousands of years!
  15. 15. ”Ceci tuera cela!“ — This will kill that! Victor Hugo describes in ’The Hunchback of Notre Dame’ (Paris, 1831) precisely the scenario that we are currently facing: through the innovations in the publishing and print industry, the existing information architecture is collapsing!
  16. 16. Transformation is driven by Print What was the most 
 sustainable step for transformation in the human culture? — Gutenberg's invention for print innovation!
  17. 17. Transformation is driven by Print 09.06.16, 12:05 #drupa2016 #druparedsofa— Lessons learned. Think&Act #beyondtechnology! #Transformation is key to #reinventyourself pic.twitter.com/jG2iftFBUW drupa2016 red sofa — statement by 
 Andreas Weber: ”All about print and transformation, beyond technology!”
  18. 18. Learning: It is all about Human-to-Human
  19. 19. Only H2H leads to Transformation in the Digital Age!
  20. 20. Transformation hits Marketing+Innovation AGENDA • Secrets of Transforma/on • Impact on Print / Graphic Communica3ons • Learn from the best (selected cases) • Guidelines to create a win-win-win momentum NOTE: Link to Blogpost by Andreas Weber hAp://bit.ly/2wHQCXp
  21. 21. What was the most 
 sustainable step for transformation in the 
 Digital Age? Transformation hits Marketing+Innovation
  22. 22. Transformation hits Marketing+Innovation
  23. 23. Transformation hits Marketing+Innovation
  24. 24. „Götterdämmerung!“ | Gods Dawn Transformation hits Marketing+Innovation
  25. 25. Who is #1 among the global brands when it 
 comes to all things multichannel? — APPLE! Main reasons why Apple became 
 a global leader in transformation: • Perfect website and web stores • Best-in-class (physical) flagship stores • High value of PRINT (AirPrint, iPhoto books, premium packaging…) Key: Extraordinary market orientation and performance promise — dedicated to a sustainable digital lifestyle experience!
  26. 26. Who is #1 among the global brands when it 
 comes to all things multichannel? — APPLE! Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty"Source: Apple Confidential. Steve Jobs 23. Sept. 1997 Steve Jobs is my idol forever! Learning: A manifest, a master plan oriented to the past is what is always first needed to define new guidelines for decades to come.
  27. 27. Learning: Global Transformation 
 via Print Innovations. BINGO!
  28. 28. Challenge: Consultancy fails in most cases!
  29. 29. GAFA
(Google, Amazon, Facebook, Apple) OTHERS
  30. 30. #Iot #BigData #Masscustomization #H2H
  31. 31. Let's get disruptive! — Focus on ’Social’ as a resource!
  32. 32. Reminder: H2H leads to Transformation in the Digital Age!
  33. 33. Let's get disruptive! — Focus on Innovation Crucial: Transformation first to be able to innovate! Not vice versa! Transformation begins in the head. And if the mission is successful, it ends there again. Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty"
  34. 34. This sweeps away all those 
 who lead one to believe that salvation lies in the inexhaustible innovative power of the latest technology. 
 That is a fallacy. Salvation lies in thinking 
 based on a sound human understanding that recognizes fundamental needs and anticipates the new! Let's get disruptive! — Focus on Innovation
  35. 35. Let's get disruptive! — Learning from Social Media From Push to Pull to Listen Source: http://startupmywebsite.com/having-a-two-way-conversation-on-social-media/ Source: http://startupmywebsite.com/having-a-two-way-conversation-on-social-media/
  36. 36. Let's get disruptive! — Customer needs/behavior Source: http://startupmywebsite.com/having-a-two-way-conversation-on-social-media/ Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty"
  37. 37. Worst case: false focus leads to bankruptcy!
  38. 38. Let’s get disruptive! — Focus on Transformation “Relive Your Memories. Automagically Created for You!”
  39. 39. Let’s get disruptive! — Focus on Transformation Source: ValueDialog — Great task by PastBook’s CEO Stefano Cutello: “Relive Your Memories. Automagically Created for You!” “We live in an amazing Era of exponential growth. The technology for all of this exists already, it’s not fantasy. I cannot wait to make it part of my life and being able to contribute to it.” —Stefano Cutello, Founder & CEO of PastBook, at “Mobile Photo Connect” in San Francisco end of October 2016.
  40. 40. Let’s get disruptive! — Focus on Transformation
  41. 41. Let’s get disruptive! — Print is Lifestyle SOURCE: https://www.nettl.com/uk/
  42. 42. Let’s get disruptive! — Print is Lifestyle SOURCE: https://www.nettl.com/uk/ Bernd Zipper and Peter Gunning
  43. 43. Best Partner: Print and Multichannel
  44. 44. Transformation hits Technology + Innovation Source: ValueYouTube Channel: https://youtu.be/yDZdGksFoZ8
  45. 45. AGENDA • Secrets of Transformation • Impact on Print / Graphic Communications • Learn from the best (selected cases) • Guidelines to create a win-win-win momentum NOTE: Link to Blogpost by Andreas Weber http://bit.ly/2wHQCXp Transformation hits Marketing+Innovation
  46. 46. Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty" Think different to be disruptive! Think about how to 
 transform yourself to be able to transform established businesses or markets! Guidelines — Focus on Transformation
  47. 47. Guidelines — Focus on Transformation Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty" Create and offer a new way for a smart and seamless customer journey driven by a great customer experience!
  48. 48. Guidelines — Time for a new Thinking Needs are the measure of all things! Source: Value Communication’s MANIFESTO
  49. 49. Guidelines — Time for a new Thinking https://valuetrendradar.com/2014/01/20/needs-are-the-measure-of-all-things-2/ Needs are the measure of all things!
  50. 50. Guidelines & Conclusion 1. Disrupt your mind! 2. Learn from the best! 3. Transform yourself! 4. Identify the relevant technologies plus the right innovation solution partners! 5. De-construct — re-construct your business + go-to-market scenario! 6. Really know your audience 
 (don’t just assume you do)! 7. Keep your message relevant 
 and simple! Via Social Media… Last but not least: Don't miss opportunities!
  51. 51. Transformation hits Marketing + Innovation CONCLUSION Become part of the game. Enable Transformation via Print Communication Innovations — driven by a sustainable Multichannel approach! It’s that simple…
  52. 52. Obrigado! Andreas Weber

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