Evolving Skillsets in a Changing World
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This document discusses how evolving skillsets are needed in a changing world driven by digital transformation. It notes that new technologies often have effects in the long run that are underestimated in the short run. Brand building models may need to change as digital communication channels continue growing but people's time remains limited. New models are disrupting markets as companies own no physical assets but are still dominant. The fundamentals of brand communication may change as new technologies create new behaviors. Marketers will face the challenge of cutting through increasing complexity.
Evolving Skillsets in a Changing World
- 1. EVOLVING SKILLSETS IN A CHANGING WORLDOctober 2015
- 2. “We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run.” AMARA’S LAW
- 3. THIS IS A TRUTH IN BRAND BUILDING.
- 4. IT’S ALL ABOUT KEEPING SHAREHOLDERS HAPPY EVERY QUARTER
- 5. BRANDS ARE MORE VALUABLE TO BUSINESSES THAN ANY TIME IN HISTORY. Currently 84% of market capitalization is intangible. Source: Ocean Tomo, 2015
- 6. BUT PEOPLE THINK LESS OF BRANDS THAN ANY TIME IN HISTORY. Source: Edelman Trust Barometer, 2015
- 7. AND THE LIFESPAN OF COMPANY IS SHORTER THAN ANYTIME IN HISTORY.
- 8. NEW SKILLSETS SHOULD NOT BE ABOUT DOING JUST DIGITAL BETTER, THEY SHOULD BE USING THE OPPORTUNITIES THAT DIGITAL WILL CREATE TO BUILD LONG TERM VALUE FOR ORGANIZATIONS.
- 9. THIS IS NOT LONG TERM VALUE. (JUST BECAUSE YOU CAN MEASURE IT DOESN’T MEAN IT’S IMPORTANT)
- 11. NEW MODELS ARE DISRUPTING MARKETS. “Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns no real estate. Something interesting is happening.” TOM GOODWIN
- 12. IS FMCG IMMUNE?
- 13. PROBABLY NOT.
- 14. CLOSING THE GAP BETWEEN DEMAND AND FULFILMENT.
- 15. ESTABLISHED THEORIES… BRAND BUILDING AS MERE SALIENCE AND A MEANINGLESS DISTINCTIVE.
- 16. /Mental and physical availability /Penetration driven /Reach /Memory structures WILL THE FUNDAMENTALS OF BRAND COMMUNICATION CHANGE?
- 17. PEOPLE ARE ADOPTING QUICKER BUT…
- 18. NOW…NEW TECHNOLOGY, THE SAME BEHAVIOURS.
- 20. ALL DIGITAL COMMUNICATION CHANNELS GRAPHS POINT UPWARDS. Source: ITU, eMarketer and Pwc, 2015
- 21. NUMBER OF HOURS IN A DAY. (THIS ONE DOESN’T) 1800 2015 Hours per day 24h 30h
- 22. MORE OPPORTUNITIES TO TALK TO PEOPLE DOES NOT MEAN MORE EFFECTIVE COMMUNICATION – AT SOME POINT THE MODEL WILL HAVE TO CHANGE
- 23. Moore’s Law Declining Storage CostKoomey’s Law MACRO DRIVERS OF CHANGE (THE DIGITAL TRANSFORMATION HAS BARELY BEGUN)
- 27. FOLLOWED BY THE BREAKDOWN OF CHANNELS.
- 28. The rise of ARTIFICIAL INTELLIGENCE
- 29. GROWN UP Augmenting Reality Virtual Reality
- 30. A “rebalanced” economy A “REBALANCED” ECONOMY.
- 31. FOR MARKETERS… THE BIGGEST CHALLENGE WILL BE CUTTING THROUGH THE COMPLEXITY.