How to thrive and survive in the age of digital disruption
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The document discusses the impact of digital disruption on businesses, emphasizing that everything that can be disrupted will eventually be disrupted. It highlights key historical shifts in the business landscape and marketing challenges, focusing on the importance of customer-centricity and the need for companies to adapt to changing customer expectations and behaviors. The essential takeaway is for businesses to embrace innovation and prioritize customer experience in order to thrive in a rapidly evolving digital environment.
How to thrive and survive in the age of digital disruption
- 1. How to thrive and survive in the age of digital disruption UGent – 4 May 2015 Ann Galland
- 2. “eMail is for old people”
- 4. “A magazine is an iPad that doesn’t work”
- 5. Today’s agenda 1 Disruption is of all times 2 How digital changed business: a short history 3 Major challenges for marketing 4 The customer journey 5 The coming of age of Customer centricity 6 Conclusions
- 6. Disruption is of all times: Everything that can be disrupted will be disrupted ONE
- 8. "There is no reason for any individual to have a computer in his home." — Ken Olsen, co-founded Digital Equipment Corporation, 1977 “There’s no chance that the iPhone is going to get any significant market share. No chance. … It’s a $500 subsidized item.” — Steve Ballmer (CEO Microsoft), 2007
- 9. Disruptive innovation vs Digital disruption
- 10. Source: Forrester Research Better, stronger, faster
- 11. “If a company is going to cannibalize your business, you will almost always be better off if that company is your own.” Clayton Christensen
- 12. How digital changed business: 15 to remember TWO
- 13. 1. Past success is no guarantee for future success
- 14. 2. The middleman is doomed
- 15. 3. Irrelevance of being “the world's largest”
- 16. 4. The long tail Source: Chris Anderson - blog
- 17. 4. Customer service to the extreme
- 18. 5. Freemium
- 20. 7. Word of mouth 2.0
- 21. 8. The sharing economy
- 23. 10. “Using” prevails over “owning”
- 24. 11. Creativity of the crowds
- 25. 12. Crowdfunding
- 26. 13. Internet of things
- 28. 15. 3D Printing
- 29. “Have you bought it or have you made it?”
- 30. The question no longer is whether your business will be disrupted or not. The question is when.
- 31. Google’s self-driving car will not only disrupt the way we travel, but…
- 32. If your business is threatened… What are you good at? What is your business really about? Differentiating? Relevance? Customer value? Focus on strengths to find new ways to do business
- 33. How digital changed business - 15 to remember 1. Past success is no guarantee for future success 2. The middleman is doomed 3. Irrelevance of being the world’s largest 4. Customer service to the extreme 5. Freemium 6. Inverted auctions 7. Word of mouth 2.0 8. The sharing economy 9. Peer-to-peer commerce 10. “Using” prevails over “owning” 11. Creativity of the crowds 12. Crowdfunding 13. Internet of things 14. Mass personalization 15. 3D printing
- 34. How digital changed business: major challenges for marketing today THREE
- 35. Today’s marketing challenge When people have less and less time to consider options, their own criteria will help them to make the decision Choice Time Needs Values Experiences Word of mouth Recommendations
- 36. “People trust their own ideas & experiences from friends, rather than any type of push mass media” 36
- 38. The ‘Mad Men’ days are over The MADMEN days are over
- 39. "There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” Sam Walton
- 40. “We fly exactly the same planes as everybody else. If we get our customers off the plane happy, and they go on to talk about that and get others to come and then come back again themselves - that’s a huge marketing tool.” Steve Ridgway, Virgin Atlantic Airways chief executive
- 41. “A product or a service becomes meaningful when users want to share their experience with others” 41
- 43. “No one owns the customer, but someone always owns the moment” Scott Hudgins, VP Customer managed relationships, Walt Disney Company
- 49. How digital changed business: the customer journey FOUR
- 50. The new shopping experience: 24/7 ww
- 51. “If you’re not the customer, you’re the product.”
- 52. “If you’re not the customer, you’re the product.” Essentially, if you’re not paying to use a service, you can expect that your data will be used to make money in some way For a long time, this business model focused on using your data to target ads Search for a certain keyword, and you’d see ads for related products
- 53. You’re the Ad!
- 54. You’re the Ad!
- 56. Retargeting
- 57. “There is an inverse relationship between control and trust” David Weinberger
- 58. Source: Flowtown
- 61. “Your customers are your ad agency” Jeff Jarvis
- 62. “A happy customer tells 3 friends, an unhappy one tells Google”
- 64. “55% of the current marketing budget is spent on new customer acquisition and only 12% on customer retention” McKinsey
- 67. How digital changed business: the Telenet customer journey FOUR - Case
- 70. How digital changed business: the coming of age of Customer Centricity FIVE
- 73. One-on-one is back !
- 74. Consumer data: the coming of age Consumers have become influencers Empowered Leave traces everywhere Not only in your databases Massive unstructured external data Twitter, FB, Industry, Wesite logs, statistics, … The era of Big Data
- 75. How digital changed business: conclusions SIX
- 76. Release the disruptor inside you Disruption is of all times The question is not “whether” but “when” Cannibalize yourself before someone else does Disrupt the process (rather than the product) Believe in “customer first” Create experiences that last Always compete on value, not on price Innovate, test, accept failure, learn, improve Don’t try to do everything on your own
- 77. Q & A
- 78. Strategy - Identity & Branding - Digital marketing