This document discusses how digital is disrupting industries and provides opportunities for companies. It emphasizes that while people embrace digital technologies, they still live in the real world. Effective digital strategies require using insights about people to tell relevant stories through content across multiple channels. Data and understanding people holistically across touchpoints are important to remain ready for the future.

1. HELP SARAH
Empowering people through
the best possible care
Copenhagen - 08/06/2015

2. Per A. Knudsen
Digital Strategist
DigitasLBi
@peraknudsen

3. Today
• Mega trends
• Companies and the digital approach
• Digital vs. real life
• Content requires insights

4. MEGA TRENDS
THAT SHOW
THE ROLE OF
DIGITAL TODAY

5. 5
The digital evolution
The internet is no longer people exclusive
Light bulb Phone Internet Social Web
Internet
of ThingsElectricity

6. Industries are
being disrupted,
adopt change now

7. 93 years
610.000 rooms
88 countries
4 years
650.000 rooms
192 countries
Why buy, when
you don’t need
it all the time

8. 8
1 + 1 = 11Going from
Mad Men
to Math Men

9. 9
The tech giants are fighting
Maps App
stores
Mobile
Search
Social
Augmented
Intelligence
E-commerce
TV
Content
Hardware
RFID
Games
SaaS/
PaaS
HEALTHCARE
& PHARMA

10. 10
Making the
human body
searchable

11. Wearables are
becoming more
integrated in our
surroundings

12. 12
Technology as
an integrated
part of us

13. 13
Project soli is
redefining
how we use
everything

14. DIGITAL CONTINUES
TO EVOLVE
HOW COMPANIES
COMMUNICATE AND
GO TO MARKET

15. 10 years ago

16. Today

17. DATA INSIGHTS CONTEXT CONTENT
Brand
Relevance bridge
I
LOVE
HATE
THINK
BELIEVE
FEEL
WISH
Brand &
Products

18. 18
Relevance can be
enhanced through a
simplified approach,
to yield results
$

19. 19
Sales channels – which to choose
E-commerce
Pharmacies
Retail
Call centers
Franchisees
Affiliates
Partners
CLASSIC CHANNELS DIGITAL CHANNELS

20. 20
Maybe you need
to simplify the
approach, to solve
the actual problem

21. 21
PILL
PACK

23. PEOPLE
EMBRACE
DIGITAL, BUT
LIVE IN THE
REAL WORLD

24. I like
I am
I’m
watching
Here
I am
I use
Look
at me
I’m
listening
to
I search
Welcome
to
My life
My brand
My journey
I live
WELCOME TO
THE MIND OF
PEOPLE TODAY

25. DISPLAY
APP
WEBSITE
EMAIL
MOBILE
SOCIALSEO
Just give me
what I want!
People don’t focus on disciplines or touchpoints
- But they go through them

26. Why would people
engage with brands?

27. “I wonder if my favorite
brand of toilet paper has a
twitter profile I can follow.”
- No one ever

28. Relevant storytelling
is the way forward

29. People trust people,
so let’s enable them
in our storytelling

30. People are becoming their own company, bypassing those that don’t meet their needs

33. Carrot
hunger
Storytelling can
also be used to
set you apart,
- We are different,
just like you

34. CONTENT IS
STILL KING, BUT
INSIGHTS
ARE THE PEOPLE

35. The noise on
digital platforms
is overwhelming

36. 36
9 seconds
You have
6 seconds

37. THINK
FIRST

38. “I try to share only
information that will
reinforce the image I'd
like to present:
thoughtful, reasoned,
kind, interested and
passionate about
certain things.”
Source: NY Times
“The Psychology of Sharing:
Why Do People Share Online”

39. WHY AM I GETTING THIS AD?

40. MALE
BRITISH
OVER 60
DIVORCED
REMARRIED
HIGH INCOME
CHILDREN LEFT HOME
Are these the same people?

41. MALE
BRITISH
OVER 60
DIVORCED
REMARRIED
HIGH INCOME
CHILDREN LEFT HOME

42. INTERESTS
& HABITS
CONSUMPTION
PATTERNS
LOCATION
& DEVICE
BRAND
AFFINITIES
SOCIAL
BEHAVIOUR
DEMOGRAPHICS
& LIFESTYLE

45. “IF YOU UNDERSTAND
THE CONNECTED HUMAN
ACROSS EVERY TOUCH
POINT, IT DOESN'T MATTER
WHAT THE FUTURE BRINGS;
YOU WILL BE READY FOR IT.”
Avinash Kaushik,
- Google digital marketing evangelist

46. TODAY’S TAKE AWAYS
• Digital is disrupting industries & creating great opportunities
• Digital allows companies to solve problems, simpler
• People embrace digital, but still live in the real world
• Content is still key, but it requires insights and a story

47. 47
Q&A
@peraknudsen
Per A. Knudsen
Per.knudsen@digitaslbi.com
Let’s talk digital