How digital changes the game?

What is digitalization?

Integration of technologies into everyday life

From ITC to Digitalization

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The change will never be as slow as it is now.

Internet is not channel but a network

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Meeting

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Event

Digitalization means beeing ”always” connected

How fast is internet?

Where are digital natives?

10 20 30 40 50 60 70

Internet  is      good  help?  Digitaliza3on  

Where are digital natives?

10 20 30 40 50 60 70

Internet  is      good  help?  Digitaliza3on  

What  the  hell…  do  they  think?  

Interactive crowds, communities and networks ahead

”"e biggest trend is mixing online and o#ine”

What happens to business?

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What Changed already? Mary Meeker’s list. Must read.

New Business models

Offline investments

Online investments

Profitability?

Brands create ecosystems, one brand, multible business models

Social business trasformation

Interactive innovation and R&D

Marketing becomes a service

①  Brand ecosystems: Integrated products + services through community. Nike, Google, Apple,

②  Holistic Brand experience: Own, Earned, Paid – Marketing as a service

③  Storytelling culture –Integrated communications, pr & marketing

④  Corporate marketing & communications: PR, IR, Marketing, Social Media, Hr.

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Brand becomes ASSET…..

Brands become media; better marketing

COPY JESS3!

What about he consumers?

Connected consumer and decision making

Digital shopping channels…

How to create an online empire?

Draw the perfect world first

2015, 2020

1000 Days Digital Business Mission ①  Set targets, objectives & goals for sales, marketing, E-commerce &

support ②  Crystallize brand strategy – target positioning, competition,

differentation ③  Define digital business culture & organization ④  Strategic choices – What will and will not be done? ⑤  Annual must win battles & clocks ⑥  Development portfolio; projects, tools and organization ⑦  Annual planning; Ideas & Management

1. Set targets, objectives & goals for sales,

marketing, E-commerce & support

Communica3on  

Sales  

Distribu3on  

Marke3ng  

Innova3on  R&D  

Customer  Insight  

Idea  

Companies can ”finally” become customer driven, interact through own media and distribute the most effective ways. Sell direct.

2. Crystallize brand strategy – target positioning, competition AND di$erentation

COMPANY BRAND

MARKET

COMPETITION FUTURE

CUSTOMERS

3. Define digital business culture & organization

How to create future business models today?

4. Strategic choices & Roadmapping

What will and will not be done?

5. Create annual plans, Must Win Battles and Mission.

7. Design action plans and planning, organizing, leading & control of the mission.

Capitalize digital business models.

1080° Business design I. Crystallize II. Organize III. Design

1.  Business Idea 2.  Mission 3.  Vision 4.  Values 5.  Target Position 6.  Competitiveness 7.  Competitive Advantages 8.  Strategy 9.  Action Plan

0. Management system 1.  HR 2.  Processes and Organization 3.  Job Description 4.  Development Portfolio 5.  Annual Plan 6.  Culture 7.  Product Range and Distribution

Value: United and coherent view of the business idea and the steps of development

Value: United and coherent managerial style and process

Value: Strategy based Tools for growth

1.  To Who – segmenting 2.  What – productization 3.  How – marketing strategy 4.  Brand – messages 5.  Marketing Plan 6.  Marketing Organization 7.  Sales Management and Tools 8.  Sales Targets 9.  Sales Material

… And future of retail?

•  Emotional •  Entertaining •  Educational Experiences…. 4E’s

Online + Offline?

The Power in You

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#V www.villetolvanen.com