Presentation TitlePresentation Sub TitleName & Date

Jonathan Allan, Sales DirectorChannel 419th September 2012

Digital Transformationad:tech

Chris Schaumann, Global DirectorDigital/Social Capability Development, Global Marketing

10 April 2023 © Nokia 2012

The World is changing…fast

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6 © Nokia 2012

10 April 2023

210 Years of Information

Source: http://www.baekdal.com/articles/management/market-of-information/

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Change!

Slide 7

10 April 2023 © Nokia 2012

Change needs to be framed as incremental & logical, rather than disruptive.

- Tamar Kasriel, FutureScaping Book

Slide 8

Behavior

Culture

Strategy(incl. KPIs)

Organisation Talent

Ways of Working Competencies

Mission: Building competitive Advantage to drive Growth

Marketing Capabilities Levers

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Contact

• Chris SchaumannDirector, Expertise and Capability Development, Digital & Social, Global Marketing

• Mobile +44 7912 552 726• Emailchris.schaumann@nokia.com• Workspace

https://in.nokia.com/sites/InnovationTransformation/capability/digital

• Blog http://advertising3.wordpress.com/ • Twitter @Chriss35

Innovation & Transformation

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10 April 2023 © Nokia 2012

Thank you!

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Hi….

Lionbridge SnapshotThe Market Leader in Global Marketing Operations, Translation & Content Solutions

$420M Public Company with

Un-Matched Global Scale & Expertise

• 15+ years experience translating and adapting our clients’ business-critical products and content

• 4,500 employees in 38 offices worldwide

• Dedicated teams of vertical market experts

500+ clients each year rely on Lionbridge• 96% of revenue comes from recurring clients of 1+ years

• Superior CSAT ratings

Proven Crowd in the Cloud

Delivery Platform

Proven model for optimum speed, quality & efficiency• Experience: In-house program management in 26 countries• Scale: Global pre-qualified “crowd” of 140,000 + translators,

raters and transcribers • Innovation: The world’s first cloud-powered solution for

effective translation management

Recurring Base of

Global 1000 Customers

Why digital?

Why Digital?

• Reach

• Flexibility

• Innovation

• Targeted

• Cost effective

• Scalable

• Interactive

• Speed

Where are most companies at?

Where are most companies at?

• Confused!

• Dabbling - with no strategic direction

• Unconvinced – no obvious initial ROI

• Traditional ways too imbedded in culture

• Digital teams still separate from other functions

• Resource issues – not enough investment in people and skills

Why?

Marketing No Longer in Control

Source: McKinsey

Execution Ownership Shifts in Digital/Social

CreativeBrief

CampaignMedia Mix

Companies Agencies

TV

Broadcast

Print

Radio

Outdoor

• No direct company interaction with prospects• Manage all execution• Capture all analytics• Determine airing times of ads• No feedback from audience

Broadcast Marketing Model

CreativeBrief

CampaignAssets

Companies AgenciesPPC

Digital/Social

Email

Display

Social

• 1:1 company interaction with people• Company owns all execution• Must capture own analytics• Audience determines interaction times• Constant feedback to monitor / respond

Digital/Social Marketing Model

Blogs

Reviews

Mobile

Most Companies Still in Functional Solos

ProjectManager

ProjectManager

ProjectManager

ProjectManager

ProjectManager

Design/Content Marketing PR IT Branding

How could this change?

How could this change?

• Integrate teams

• Invest in technology - SaaS

• Outsource specialist functions or invest in the right resource

• Strategic Marketing integration not as an ‘add on’

• Take chances!

• Listen & learn from customers & peers

• Welcome technology & watch out for the future

• Reduce cycle times – less internal politics and more action!