The Agricultural Revolution took thousands of years to run its course.

The Industrial Revolution required a few centuries.

The Information Revolution, propelled by mobile technology is reshaping our world on the order of decades.

13501300 1400 1450 1500 1550 1600 1650 1700 1750 1800 1850 1900 1950 2000 2050

Printing Press Steam EngineLight BulbTelephone

Electronic Computer

Car

Digital CameraPersonal Computer

World Wide WebCell Phone

Moon Landing

Smartphone

Driverless Car

e-Commerce

Social Networks

Drones

2045: The Singularity - Computing Power / Artificial Intelligence

Surpasses Brain Power Human

Regulated Electric Utilities

Source: Harvard Business Review, “Big Bang Disruption” March 2013

Technology adoption has dramatically increased in the past decade

Source: credit picture AP.

With digital transformationthe consumer, rather than the technology, is in the driver's seat, and this matters. Digital transformation is forcing businesses to rethink what their customers value and how to meet those needs. – Forbes

Digital is changing the user experience

Digital is changing our buying behavior

Source: http://blog.appinions.com/2013/05/01/from-touchpoints-to-trust-points/

Old: New:

Source: CEB, Customer Purchase Research Survey, 2011.

This is not only happening in B2C

With up to 60% of B2B customer buying decisions being completed before engaging with your sales teams, customer insight, mobile, and integrated digital marketing executions are key priorities to establish brand preference and accelerate purchase decisions.

Source: Harvard Business Review

Source: http://www.microsoft.com/enterprise/enterprise-social/articles/a-new-age-of-selling.aspx#fbid=6Ib3qqUu7pR

Our Approach: Marketing Audit Framework

360° Situation Analysis

Describe what is currently being done

Evaluate Marketing Mix

Identify new opportunities in the

buyer’s journey

Prioritize Change AreasRecommend what should be done in

the future

Marketing Mix Optimization

Execute, measure & fine-tune

1.Understand your current and future business model based on a company SWOT & global trend analysis (Cloud, mobile, big data, social media, IoT, ...)

2.Analyze your product and services portfolio: stars, cash cows, dogs & question marks (BCH-matrix)

3.Identify where your profit is coming from: 80-20 rule (pareto principle)

4.Define your unique selling propositions based on customer feedback

5.…

1.Understand your buyer’s journey: how customers are informing themselves at which stages in their buying cycle vs how your company is addressing these customer touchpoints today

2.Get insight on your brand equity in the market, your customer experience (contextual, anticipatory & frictionless) & your customer satisfaction

3.Analyze your current marketing spending and ROI

4.Benchmark your offline vs online marketing spending against your peers and industry best practices

5.…

1.Define & prioritize a roadmap of change areas2.Benchmark the performance of your current

marketing suppliers3.Identify knowledge gaps in your marketing

organization & introduce subject matter experts where needed

4.Synchronize your marketing plan with your business objectives and define measurable KPI’s

5.…

1.Execute your marketing plan2.Measure the outcome against your KPI’s3.Fine-tune your marketing plan based on your

KPI performance4.Go back to step one, because this isn’t a one-

stop journey

10 key takeaways for doing business in the digital age

1.Re-envision your current business model in order to meet and exceed the digital customer experience

2.Digitization isn’t a one-stop journey but a continuous process to create competitive advantages

3.The sales funnel is dead and has become non-linear

4.Media consumption changed – Google is the new Yellow Pages

5.75% of users never scroll past the first page of search results

6. Identify the customer experience gaps by taking a user-centered approach to understand the customer needs and behaviors

7. The most urgent place to apply digital thinking is through mobile devices - increasingly the entry point to a business

8. Use data to fuel real-time contextual marketing engine

9. Most trustworthy sources are the ones you don't own

10.Don’t just look to your own industry for ideas