This document discusses how communication and digital platforms have evolved over time. It notes that consumers now share details about their lives, likes, beliefs and feelings online. It also notes that the noise on digital platforms is overwhelming, and content needs to capture attention within seconds. The document then discusses how brands can build relevance by understanding consumer data and insights, sharing content aligned with their values, and using influencer outreach, thought leadership and storytelling to bridge the relevance gap between brands and consumers. It also discusses the importance of trust and influence online.

1. Hello!

2. 2 years
Kristine Kaus
Digital Media
Strategist

3. Kristine Kaus
Digital Media
Strategist
#Digitalstrategy
#Search
#Socialmedia
#Influenceroutreach
#Thoughtleadership
#Data&insights

4. DIGITASLBI

5. 6
We are a global marketing and
technology agency that helps
businesses transform for
the digital age.

6. 7
Complete global offering
40 offices across
26 countries
7,000+ people
China
USA
2850
UK
900
Nordics
250
Germany
450
Europe
West
550 APAC
1100

7. Our competencies
Insight
& strategy
Analytics
Content
Service
innovation
Platforms &
e-commerce
Social Media CRM

8. Global engagements managed out of Nordics

9. COMMUNICATION
WHAT’S DIFFERENT
TODAY?

10. The digital evolution
Electricity Light bulb Phone Internet Social Web
Internet
of Things

11. Communication
15 years ago

12. Today

13. I like
I am
I’m
watching
Here
I am
I’m
Inspired
by
Look
at me
I’m
Listening
to
I search
Welcome to
My life
My brand
My journey
SUPER
STAR
Welcome to the
mind of the
consumer of
today

14. HR
Marketing
PR
R&D
Online
ComsSales
Consistent
experience
People see one brand, not departments and
disciplines

15. The noise on
digital platforms
is overwhelming

16. 17
Quality
vs
Noise

17. 9 seconds
You have
6 seconds

18. THE BRANDS:
MAKING CONNECTIONS
THROUGH RELEVANCE

19. I
LOVE
HATE
THINK
BELIEVE
FEEL
WISH
DATA INSIGHTS CONTEXT CONTENT
Brand
Brand values
& beliefs

20. I
LOVE
HATE
THINK
BELIEVE
FEEL
WISH
DATA INSIGHTS CONTEXT CONTENT
Brand
Brand values
& beliefs
Relevance bridge

21. Data-Driven
Storytelling
Influencer
Outreach
Thought
Leadership
Three trends: How brands gap the
relevance bridge

22. WHY AM I GETTING THIS AD?

23. 90% of consumers
trust peers and
celebrities.
Only 33% trust ads.
Reference: Simplymeasured.com

24. Trust + Reach = Influence

25. 30

26. EVERYONE TALKS ABOUT
BUILDING A RELATIONSHIP WITH
THEIR CUSTOMER - BUT WHAT
IF WE BUILT ONE
WITH OUR EMPLOYEES
FIRST

27. IF YOU CAN TRUST YOUR
EMPLOYEES TO RUN AND HELP
GROW A BUSINESS, SURELY YOU
CAN TRUST THEM TO BE ONLINE

28. Kristine.kaus@DigitasLBi.com
Q&A

29. Thank you