![Clothing, Shoes & Jewelry
206 Collective
7Goals
A for Awesome
Amazon Essentials
Arabella
Buttoned Down
Cable Stitch
Camp Moonlight
Clifton Heritage
Coastal Blue
Comfort Denim Outfitters
Core 10
Crafted Collar
Daily Ritual
…
Denim Bloom
Emma Riley
40
Source: Recode, April 2018.
The underlying issue
• @tsachtje
David Kahan,
CEO of Birkenstock:
„Birkenstock does NOT
sell [via] Amazon“.
Amazon Private-Label
Brands:](https://image.slidesharecdn.com/rub180607finalprint-180612180734/75/How-to-Digital-Transformation-for-Marketing-40-2048.jpg)
Uploaded byThorsten Sachtje
How to: Digital Transformation for Marketing
The document discusses digital transformation in marketing, emphasizing the need for businesses to adapt their customer interactions amid rapid technological changes. It highlights the importance of data-driven strategies, emerging technologies like voice search, and the shift towards mobile-first and digital-first approaches. The presentation aims to convey the necessity for companies to rethink their marketing strategies in a digital landscape to effectively engage customers.
More Related Content
Similar to How to: Digital Transformation for Marketing
![Future of Digital Marketing [Free Download]](https://cdn.slidesharecdn.com/ss_thumbnails/future-220420141023-thumbnail.jpg?width=640&height=640&fit=bounds)
How to: Digital Transformation for Marketing
- 1. &Digital Transformation for Marketing MarketingManagement (BSc, English), 07.06.2018 How to:
- 2. Sr Consultant Digital Strategy Thorsten Sachtje metapeople •Strong background in Marketing Strategy and Customer Management • Diplom-Kaufmann • @tsachtje We are metapeople. Marketing Engineers. 2
- 3. Netherlands 30 Employees Switzerland 10 Employees Dubai 30Employees South Africa 15 Employees APAC 10 Employees France 250 Employees UK 160 Employees Italy 15 Employees Spain 30 Employees Germany 190 Employees Nordics 55 Employees China 70 Employees Company Presentation Our Network 3
- 4.
- 5. A squad operating onall marketing needs Technologies Our highly accredited experts have 20 years experience in leading award- winning global digital marketing campaigns. Business oriented, data raised, digital native, marketing minded and IT trained unicorns, they live to put together the perfect team of our in- house talents. First class data experts from the largest pool of giant tech certified marketing data scientists in France. Our Full-stack Engineers will set-up end to end DataLake, with the right trade-off between speed and reversibility AI specialists with PhDs in Machine Learning developing unique proprietary solutions to fit our clients’ needs and optimise in-house processes. Media & Activation Creation DataLake Ecosystem Artificial IntelligenceStrategic Consulting Data Science Award-winning creatives, able to design concepts from branding to performance based on data. Marketing Consulting
- 6.
- 7. „ My goalwith this presentation: make you understand that companies need to rethink the way they interact with customers. “ Thorsten Sachtje Senior Consultant Digital Strategy @ metapeople 7 • @tsachtje
- 8.
- 9. Thermostat 9 Who are you? •@tsachtjeSource: Nest, Pollin Electronic. Thermometer
- 10. Creative Distruction Process ofindustrial mutation that incessantly revolutionizes the economic structure from within, incessantly destroying the old one, incessantly creating a new one. Joseph Schumpeter Political Economist (1883 - 1950) in „Capitalism, Socialism, and Democracy“ (1942) 10 • @tsachtje
- 11. 11 Creative Destruction isaccelerating • @tsachtjeSource: Innosight, 2018.
- 12. 12 The way outof Digital Disruption: Dual Transformation • @tsachtje Daily Business Future Business Source: Following Innosight, April 2017.
- 13. 13 The way outof Digital Disruption: Dual Transformation • @tsachtje Daily Business Future Business Source: Following Innosight, April 2017.
- 14. Guiding the customer 14 InboxAd Logout Video Native Ad Google Search Facebook Instagram Ad Alexa Query Chatbot Support • @tsachtje
- 15. „ It isnot about ‚digital marketing‘, it is about marketing effectively in a digital world. “ Ivan Mezenes CEO @ Diageo 15 • @tsachtje
- 16. Product . Price. Place . Promotion Marketing has not changed! 16
- 17. Unsere Dienstleistungen 17 Right Product:The one I like! Analyze Data e.g. data insights from website analytics, SEO, SEA, Facebook, … Target People • @tsachtje „ The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. “ Peter Drucker (1909 - 2005), Management Thinker e.g. via Retargeting, Programmatic, Lookalikes, …
- 18. German Army 18 Decline innumber of troops from 198.000 (2013) to 179.000 (2017). Missing recruits in IT, engineering, medical care. Increasing budget for employer branding: 35.3 m €. Snapchat … and Facebook … and Social TV via Youtube … and Chatbot on Facebook Messenger Reach & Engagement Audience / Target Group: age 17 – 25. On Snapchat: 2.1 m unique filter users 7.5 m filter impressions 15.1 m ad impressions Right Place: Where my attention is! + • @tsachtjeSource: W&V, October 2017 and March 2018.
- 19. Google? Amazon? YouTube? LinkedIn? Pinterest? Others? Where do yousearch today? 19 Search Engine of Choice • @tsachtjeSource: Survata, 2017.
- 20. 20 Right Time: WhenI want it! Source: Google, May 2016. Micro Moments and Moments of Truth: Be there when it matters! • @tsachtje
- 21. 21 I want tobuy! How do I get it right now? Source: Google, May 2014. ? Local Search: Consumers search for a variety of local information: Research Online, Purchase Offline (ROPO): Consumers would buy in-store instead of online knowing they: • @tsachtje
- 22. Consumer Behaviour & Technology changeall the time! 22
- 23. … and soneeds Customer Interaction! 23
- 24. „ We alwaysoverestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten. “ Bill Gates Founder @ Microsoft 24 • @tsachtje
- 25. Established in 2016(US). Budgets shift. 25 Digital first. • @tsachtje
- 26. Established in 2016(globally). … but not everywhere yet 26 Mobile first. • @tsachtjeSource: StatCounter, November 2016.
- 27. Established in 2015(globally). Messenger: 3 out of Top 5. Facebook: 4 out of Top 5. 27 Messenger first. Facebook, Twitter, LinkedIn, Instagram WhatsApp, Facebook Messenger, WeChat, Viber • @tsachtje
- 28. „ If youthink about it, all computer interfaces have been designed for communication with the computer, not with humans. “ Werner Vogels Chief Technology Officer @ Amazon 28 • @tsachtje
- 29. Coding a brand’svoice pioneering Google Home Major French retail chain Not only did the recommendation algorithm work beyond our expectations but marketers were amazed by the brand’s voice capturing Monoprix’s very own style. As Monoprix aimed to pioneer Google Home services, we gathered data scientists and creatives to identify a valuable use case. They came up with the idea of a predictive shopping list. Yes, please curry on! I think I know what you need: tomatoes !! Add curry to my grocery list Did I forget something ?
- 30. Source: *Voice Labs2017 Voice Report, January 2017. Next: Voice First as the new standard? • @tsachtje * 30
- 31. „ 20% ofmobile queries are voice searches. “ Sundar Pichai CEO @ Google Google I/0 2016 31 • @tsachtje
- 32. 32 Voice Devices aregaining traction … Echo Spot Echo connect Echo Show Home mini Home Max Assistant Siri Alexa HomePod June 2015 Nov 2016 Echo Dot October 2017 Cortana 9 3 2 1 # Products Invoke December 2017 Echo plus July 2017 Echo Look Echo Buttons Echo 2nd gen. March 2016 April 2017 Google Home 4 devices in 2 years 10 devices in 6 months Echo 2011 Siri • @tsachtje
- 33. 33 … and theVoice race is on • @tsachtje Alexa Cortana Assistant Siri
- 34. Source: Barclays ConnectedHome / Ovum Digital Consumer Insights 2017: Smart Living Google Assistant Most common Virtual Assistant Amazon Echo Devices Biggest market share in Voice Devices • @tsachtje 34 The question is: who wins the race?
- 35. 35 Amazon Strategy 101 Source:CB Insights, January 2018. • @tsachtje Amazon‘s goal: „Earth‘s Biggest Store“
- 36. „ If youmake things easier, people will do more of it. “ Jeff Bezos Founder/CEO @ Amazon 36 • @tsachtje
- 37. 37 Frictionless Interaction • @tsachtje #1CES 2017 Quote: „It works with Alexa“ Source: CB Insights, January 2018.
- 38. „ Alexa isprimarily about identifying tasks in the household that would be improved by voice. “ Jeff Bezos Founder/CEO @ Amazon February 2017 38 • @tsachtje
- 39. 39 Why Retail needsa Voice Strategy • @tsachtje Search keywords: toaster Search keywords: WMF toaster No Amazon‘s Choice option? Top ranked on
- 40. Clothing, Shoes &Jewelry 206 Collective 7Goals A for Awesome Amazon Essentials Arabella Buttoned Down Cable Stitch Camp Moonlight Clifton Heritage Coastal Blue Comfort Denim Outfitters Core 10 Crafted Collar Daily Ritual … Denim Bloom Emma Riley 40 Source: Recode, April 2018. The underlying issue • @tsachtje David Kahan, CEO of Birkenstock: „Birkenstock does NOT sell [via] Amazon“. Amazon Private-Label Brands:
- 41. Thermostat 41 Not GAFAx? DigitalTransformation needed! • @tsachtjeSource: Pollin Electronic, Xiami, Nest. Thermometer
- 42.
- 43. Dein Einstieg insDigital Marketing bei metapeople Studentische Aushilfe Trainee-Programm ▪ Unbefristete Anstellung ▪ 6 Monate Training- on-the-job im Fachbereich ▪ Kanalübergreifende Schulungen Keine Ahnung, welcher Bereich zu dir passt? Lass dich von uns individuell beraten. Termine gibt’s bei [email protected] Aktuelle Stellen: www.metapeople.com/karriere
- 44.