Commerciële tendensen
The world is moving to fast for
"old school learning"
you have to adopt a
"continuous learning mindset”
@DuvalUnionC Platoward.hemeryck@duvalunion.com

@geworpene
HOW D i g i t a l IS
CHANGING
T H E W O R L D
( AND YOUR COMPANY)

Ward Hemeryck worked as Digital Manager for the federation of the
technology industry Agoria. He started out in data analysis and IT
before joining the marketing and communications team.
He has a profound knowledge of B2B enterprises and making
companies digital to the core.
As a first generation digital native he has a no-nonsense approach to IT
and a focus on helping companies building sustainable digital
strategies. As a trained philosopher, Ward’s focus lays on discovering
problems, demystifying them and redefining them as opportunities.
Ward Hemeryck
Senior Consultant
ward.hemeryck@duvalunion.com
+32 485 20 42 31

Sold in +45
countries!
BUY NOW! www.digitaltransformationbook.com

Expect a smack in the face…
Digital Disruption is real

What do
These 4 have
in common?

Digital Disruption is a story of…
%@geworpene

This is NOT our story
YOU THEM
We are COMPLIANT!
We are a TRUSTED partner!
We have DECADES of experience!
We are on SOCIAL MEDIA!
@geworpene

YOU
We are COMPLIANT!
We are a TRUSTED partner!
We have DECADES of experience!
We are on SOCIAL MEDIA!
THEM
This IS our story
But your
app sucks
I want
experience
Uhh..ok
Hey this
solves my
problem!
I don’t want
to wait a
week
NEW
@geworpene

YOU THEM
The Tipping Point
@geworpene

@geworpene
FROM ... ... TO
The Business
Digital  
(at the
sidelines)
Digital in
the core
2017 2020

@geworpene http://qz.com/548071/apples-tim-cook-says-cash-will-be-dead-for-the-next-generation-of-kids/
Apple’s Tim
Cook says cash
will be dead for
the next
generation of
kids

Are you an active social media user?
Do you embrace new technology?
Who
Are
You?
@geworpene

V A N DIGITALISERING
N A A R TRANSFORMATIE

WE NEED TO IMPACT SEVERAL SEGMENTS
WITHIN THE TARGET AUDIENCE
<<< ‘TRADITIONAL’ CUSTOMERS ‘DIGITAL’ CUSTOMERS >>>
CLASSICS CONVERTED DIGITALS RUPTURED
• Not open for
change
• Only traditional
business model
• Classics getting
involved
• Digital is translation
of classic business
• Knows old way but
prefers the new way
• Prefer digital over
traditional business
• Don’t know old way  
of business
• Generation Swipe:  
digital only

AND CUSTOMERS WALK A
CERTAIN JOURNEY
NEED BUYRESEARCH CONSIDER ACT

APPROACH VARIES PER AUDIENCE (SEGMENTED BY MEDIA CONSUMPTION)
OFFLINE MEDIA ONLINE MEDIA PURCHASE
INFLUENCE: 
95%
INFLUENCE: 
5%
100% OFFLINE 
0% ONLINE
INFLUENCE: 
50%
INFLUENCE: 
50%
80% OFFLINE 
20% ONLINE
INFLUENCE: 
20%
INFLUENCE: 
80%
60% OFFLINE
40% ONLINE
INFLUENCE: 
10%
INFLUENCE: 
90%
40% OFFLINE 
60% ONLINE
“CLASSIC”  
CUSTOMER
“CONVERTED”  
CUSTOMER
“DIGITAL”  
CUSTOMER
“RUPTURED”  
CUSTOMER

awareness attention acquisition retention referral
traditionals
digitals
online POS
ofﬂine POS
Pirate Hybrid Communication Box

@geworpene
The BUZZWORDS merge!!
IoT, VR,
Cloud,
Disruption,
AI, ML &
Big Data
Converge

@geworpene
Artificial Intelligence

Slicing the
Elephant
creates Insight

@geworpene
CUSTOMER RELATION
ORGANISATION
PRODUCT BUSINESS MODEL
The Future
Proof
Organisation

@geworpene
CUSTOMER RELATION
ORGANISATION
DIGITIZATION
The Future
Proof
Organisation

@geworpene
CUSTOMER RELATION
ORGANISATION
TRANSFORMATION
New product - old business model
Old product - new business model
New product - new business model
The Future
Proof
Organisation

@geworpene
10
HYPER
DISRUPTIVE
BUSINESS
MODELS
Subscription
Model
Freemium
Model
Free
Model
Market
Place
Access over
Ownership
Hyper MarketExperience
The
Pyramid
On
Demand
The
Ecosystem
HELLOFRESH DROPBOX
FACEBOOK
ALIBABA
SPOTIFY
ZALANDOTESLA
AMAZON
UBER
APPLE

@geworpene
Start with the
Why!

@geworpene
Subscription model
HelloFresh Pampers?

@geworpene
Free Model
If you’re not paying,
you’re the product!

@geworpene
Access over ownership

@geworpene
Market Place
Alibaba Local food?

@geworpene
On Demand
Uber Laundry?

Disruption of jobs
WHITE COLLAR BLUE COLLAR

@geworpene
Everyone will become a techie

@geworpene https://www.youtube.com/watch?v=NrmMk1Myrxc
Amazon GO - Just walk out technology

Won 40% of the appeals
www.donotpay.co.uk
A 19-year-old made a
free robot lawyer that
has appealed $3 million
in parking tickets

W E ’ R E F U C K E D , I T ' S O V E R
WHAT’S YOUR
WFIO MOMENT?

SO HOW SHOULD WE
TRUMP DISRUPTION?
@geworpene

The Glass House
The Package
The Frog
The GatekeeperThe Traveller
The Participant
The Cyborg
THE WHEEL 
OF CHANGE
Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity
Accountability
Bi-directional
Humanization
From monolithic to atomic
Small & Simple
APPification
Long Tail
Personalized
Real-Time
Utility / Usability
Value for Money
Agile/Cloud/SaaS
By-passing
Virtualization (services, products,
support, distribution, ...)
Distortion of the value chain
Gatekeeper meets the Second Gatekeeper (the power
of social media)
Fragmentation of (communication) touchpoints
Recommendations
Ambassadorship
Mobile technology
Location / Local
Always on / Instant gratification
Decreased mobility (for society)
De-centralized / NWOW
“Good is good enough”
Small Data
Community
Gamification
Co-creation / Collaboration
The power of the crowd
Empowered Self
(Self-)service
Quantified Self
Wearable Computing
Internet of Things
Big Data
Open Data
Monitoring
Even Smaller
@geworpene

The Glass House
The relationship is changing

The Glass
House
Accountability Proximity Responsiveness Bi-directional Humanization AuthenticityTransparency
TRANSPARENCY
Everlane is extremely transparent
about the origine of their products
and use it to their advantage.

The Glass
House
PROXIMITY
Be proactive and lower the threshold
for customers and consumers to
communicate with you. You have to be
in the channels of your clients
Front-end
Back-end

• 56
The Glass
House
HUMANIZATION
Get to know the company AND its
employees. De Boer does a good
job in putting their employees on
the forefront.

Humanization & authenticity
@geworpene
Transparency
Accountability
Proximity
Responsiveness
Bi-directional
Humanization
Authenticity
The Glass House

@geworpene
HAVE DIGITAL  
CRISIS PLAN
LEVEL 1:  
UNSATISFACTION
LEVEL 2:  
MARKETING FAIL
LEVEL 3:  
BAD BUZZ
LEVEL 4:  
CONFIRMED BUZZ
LEVEL 5:  
BLACK SWAN

B2B ≠
BORING 2 BORING- Steven Van Belleghem
@geworpene

The Package
The product is changing

Monolithic vs. Atomic
Digital allows you to present your
portfolio of products in an atomic way.
Offering everything in one place like
we do ofﬂine is not necessary
anymore.
It is also possible to experiment with
online sales with parts of your
portfolio.
The Package APPiﬁcation Long Tail Personalized Experience Speed PriceMonolithic vs. Atomic (Self-)service Scalability

Add services to you package
You can extend your package with
services leveraged by digital. This
allows you to connect with the end
consumer of your product and it
allows you to collect data and
insights.

From products to service
Because of digital, organizations pivot
and transform their product offering in
a service offering to gain a
competitive advantage and stay
relevant in a changing world.

@geworpene
Stop looking for ideas
SO HOW
ABOUT
VIRTUAL
REALITY?
SHOULDN’T
WE  
OPEN A
WEBSHOP?
WHY  
DON’T WE
DO
DRONES?
DON’T WE
NEED A
MOBILE
APP?

@geworpene
Start solving problems

THE BEST SOLUTIONS:
SOLVES MY
PROBLEM
SOLVES YOUR
PROBLEM

Crowd  
control
Anti  
theft
Drinks 
supply
… and a
lot of  
DATA
I hate
entrance lines
I hate
paying with cash/
coins
I forget
people’s names

@geworpene
Map the customer journey.
Try to translate
PAINPOINTS TO TOUCHPOINTS

The Frog
Your position in the value chain is under attack

@geworpene
B 2 B 2 C
B
What can happen in B2B2C?
1. As is situation 2.0.
Hybrid on & ofﬂine top fulﬁllment

@geworpene
B 2 B 2 C
Disintermediation: The Frog
2. Manufacturer cuts out 
the middle man

@geworpene
2. Manufacturer cuts out 
the middle man

@geworpene
B 2 B 2 CB
3. Middle man becomes  
unique seller

@geworpene
unique seller

@geworpene
B 2 B 2 C
B
white label B

@geworpene
white label B

@geworpene
5. Manufacturer builds  
own retail channel
B B 2 CB

@geworpene
5. Manufacturer builds  
own retail channel

@geworpene
BE AWARE OF THIS ;-)
MAYBE JUMP YOURSELF?

@geworpene
Bypassing
Virtualization
Fragmentation of
touchpoints
The Frog
Jumping over the media…

The Gatekeeper
New players and/or opinion makers

The Gatekeeper New Gatekeepers Recommendations “Good is good enough” Ambassadorship
Gatekeepers by content
Organizations can become
gatekeepers by content in a
certain industry if they manage
to attract the attention of the
customer. If you can attract the
customer in early stages of his/
her customer journey, you can
inﬂuence the rest of it.

Gatekeepers by utility
Organizations can become a
gatekeeper in an industry by
unburdening the consumer to an
extent he/she ends up on their
platform ﬁrst. E.g. compare
engines, quote engines, tools…

@geworpene
New gatekeepers
Recommendations
“Good is good
enough”
Ambassadorship
The Gatekeeper
M.Zuckerberg
Started 20 yo.
Student at  
Harvard
T. Kalanick
Started 33 yo.
Founder P2P  
ﬁle sharing
B.Chesky
Started 26 yo.
Designer at  
a publisher
DISRUPTED
MEDIA
DISRUPTED
TAXI’s
DISRUPTED
HOTELS
Disruption comes from
the outside

Gatekeepers by utility
gatekeeper in an industry by
unburdening the consumer to an
extent he/she ends up on their
platform ﬁrst. E.g. compare
engines, quote engines, tools…

Gatekeepers by scale
gatekeeper in your industry by
their scale. Some organization
are so big, they can expand
their activities to other
industries with a speed that is
unheard of. Because of their
scale and name, they become
immediate gatekeepers.

@geworpene
New gatekeepers
Recommendations
“Good is good
enough”
Ambassadorship
The Gatekeeper
Traditional gatekeepers
still have power…
But they need you ;-)

@geworpene
New gatekeepers
Recommendations
“Good is good
enough”
Ambassadorship
The Gatekeeper
New gatekeepers in the media

50,000 FOLLOWERS 1,500 REACHED
3% ORGANIC REACH
5 1,500 REACHED
317 PEERS REACH PER
WHEN YOU SHARE CONTENT ON YOUR SOCIAL MEDIA
WHEN YOUR AMBASSADORS SHARE YOUR CONTENT ON SOCIAL
@geworpene
ACTIVATE AMBASSADORS

@geworpene
MARKETING
TO THE
PEOPLE
MARKETING
THROUGH THE
PEOPLE
>

The Traveler
Mobile solutions for mobile people

The Traveller Place Utility Empowered self Instant gratiﬁcation New way of working Contextual awareness
INSTANT GRATIFICATION
Smart packaging can lead
customers and users to a
designated location e.g.
Webshop or content platform.

EMPOWERED SELF
Salesmen in stores can be
empowered by digital content &
information to guide the
customers in a consistent way.

UTILITY
Apple is launching their new AR
kit which includes this measuring
tool.

@geworpene
The Traveller
Place
Utility
Empowered self
Instant gratiﬁcation
New way of working
Contextual awareness
RESPONSIVE DESIGN

@geworpene
The Traveller
Place
Utility
Empowered self
Instant gratiﬁcation
New way of working
Contextual awareness
MOBILE EXPERIENCE!

The Participant
United consumers and powerful communities

Sharing Expertise
You can harvest the power of
the crowd (stakeholders) by
uniting and sharing expertise.
Working together to establish
innovation in an open
collaborative mindset.
The Participant Community Power of the crowd Sharing economyCollaboration

Sharing Resources
the crowd by uniting idle
resources of stakeholders in
your value chain. Create a
world of abundance facilitated
and made possible by digital
platforms.

notrevache.be is a cow meat
sharing service. Connecting you
to people who are also interested
in buying local meat.
NOTREVACHE;BE

The Cyborg
Expect the unexpected

The Cyborg Wearables Quantiﬁed SelfInternet of Things Robotics Data Monitoring
Sensor technology has
become less expensive over
the years and can be used to
kickstart new services and
revenue models.
Sensors
SENSORS
INTERNET OF THINGS

Drones
The use of drones is increasing at a rapid pace. It is
important for the rooﬁng industry for 3 reasons: (1) it is
used for roof inspections (2) large last mile delivery
companies bet on drone delivery, landing spots will be
needed to pull it off. (3) there is a high need for drone
charging facilities in the private security industry
1

Drones
2

Drones
3

Robotics
Robots are capable to 3D
print constructions. This is still
in its infancy but is maturing
very fast. The example below
was printed in 24 hours.

@geworpene
The Cyborg
Internet of Things
Wearables
Quantiﬁed self
Robotics
Data
Monitoring
SMART “EVERYTHING’

@geworpene
The
Glass
House
Relationship
The
Package
Product,
Service &
Packaging
The
Frog
Position in
the value
chain
The
Gatekeeper
Opinion
making
The
Traveller
Location
& Place
The
Participant
Community
The
Cyborg
Technology
1.  
Start
branding  
your DNA
2.
Branding
through
experience
3.
Own the  
branding  
spaces
& disrupt
yourself
4.
Branding
through  
(not just
to)
the people
5.
Branding  
through
utility
6.
Branding  
through  
participat
ion
7.
Branding  
through  
leadership

@geworpene
“The times
they are
a changin.”

@geworpene
“If you can't understand the new world
of digital, fire yourself.
Build an executive team that is digital-
first. Make sure there is a techie on the
board of directors.
If the board has a low digital IQ,
the company will have a low digital IQ”
George Colony
CEO Forrester Research

@geworpene
YOU CAN TRY TO FIGHT IT

Businesses don’t  
have a clue…
 
YOU SHOULD!

@geworpene
Digital is becoming
Business Critical$
‘Tech’ used to be for nerds… but now

“THAT’S WHY IT
IS INTERESTING
TO YOU!”
@geworpene

@geworpene
"We always overestimate
the change that will occur
in the next two years and
underestimate the change
that will occur in the next
ten. Don't let yourself be
lulled into inaction."
Bill Gates

Mijn slides via
www.speakersbase.com/ward
www.duvalunionconsulting.com
@geworpene
ward.hemeryck@duvalunion.com

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)