Prepared By : Keval M

Patel
Digitalization

• Digitalization means the conversion of

text, pictures, or sound into a digital form
that can be processed by a computer.
• Digitalization is everywhere in marketing.

• More than 92% of all data in the world

has been saved during last two years.
Digitalization

Digitalization changes structures,

we are incapable to see.
Digitalization

Perspective of Digitalization

New

Technology demand patterns Future

leadership
is the media will emerge is the only

growth driver
technology is the
media

Since Gutenberg in 1450’s, printing

press was the core of media.
Now,
Technology is
the new media.
technology is the
media

Prime Minister Narendra Modi and Home Minister Amit Shah during the virtual
inauguration event.
technology is the
media

Putous Pew Die Pie

(most watched TV (random Swedish
show in Finland, week game geek, one clip,
5) week 5)
1 931 000 viewers 6 225 000 views
(and 20M YouTube followers)
technology is the
media

Sanom
Instagram
a
(content) (platform)
10 000+ employees 16
1081 M€ market
value employees
730 M€
market value
technology is the
media

• If the content is the king, technology is

King Kong.
• However, the content is only as good as
people sharing it, not as good as people
making it.
new demand patterns will
emerge

Technology has changed how people

behave and think. In business,

new

demand
patterns
will emerge
new demand patterns will
emerge

1992 1995 1999 2003 2008

MP3-­standa
‐ rd Consumer priced Napster & iTunes Spotify
CD
R-­‐ recorder peert-o­‐‐p-­eer
networks
new demand patterns will
emerge

“The only thing keeping most big companies from creating new categories is their
lack of imagination - to see beyond what they’re selling
today”
Eddie Voon & Linda Deeken Harvard Business Review 03/2013
new demand patterns will
emerge

“People tend to visit same sites, watch the same videos, read the same
articles, and eventually, think the same thoughts.”

Internet =
Xerox?
new demand patterns will
emerge

Within the endless loop of sharing and curating, winners are

those creating new categories, thus new demand.

Technology has changed travel &

booking.
But not yet the cruise industry.
new demand patterns will
emerge

Create a new category. Create new

demand.
future leadership is the only growth
driver

Data and analytics changed already

the game. But the

future leadership
is the only growth
driver
Digitalization

The post office did not invent the email.

future leadership is the only growth
driver

“With data-driven insights, companies can achieve 10 %

to 30 % improvements in marketing performance, yet
maintain their existing budgets.”

- Nichols, on Harvard Business Review

future leadership is the only growth
driver

Measurement, data, analytics and insights are nothing, without re-thinking

leadership.
It’s about asking right questions.
It’s about asking “why”, not
“what”.
digitalization

Thank you!