Helge Tennø

The Next 80% (Part 1. Introduction)

According to Microsoft people have moved on, they have explored and adopted online communication / connected technologies to such a degree that they are almost unrecognizable compared to only five years ago.

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Measuring Our Way to Future Success (video)

The following is a video of my presentation Measuring our way to future success at the Digital Marketing in 1 day conference in Bussum, the Netherlands.

Thanks to for filming it all on his Flip camera and uploading it to youtube.com.

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The Next 80% - Examples

In a new presentation (soon to be published) I argue that we are only seeing 20% of our online potential (we are at the light bulb stage of broadband), and try through different arguments and examples to show what this means to business and where we could look to find the remaining 80%.

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Rethink This: Brand Currency

Do we build brands based on quantitative or qualitative measures? Are we in the business of spending more time with people or making the time we spend with them that much better?

The following article is published on popsop.com.

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The Game Changer: Presence and Proof

What we have done up till now is limit our thinking of what online can do based on a narrow view of what marketing can do. But what happens when marketing changes?

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Measuring Our Way to Future Success

Are our blinders keeping us from seeing new opportunities, and / or following our customers as they move on online? How are we measuring online activities, and is this limiting our perspective.

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Four Questions for the Next Year?

Working on a theme for a new slideshow I found that the questions I end with on the final slide of my last presentation, Outside – the future is not in front of us, really do make up for some good, albeit simplistic, but foundational questions for forcing new conceptual thoughts.

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How We Think

Has thinking been given the back row seat on the issue of creative thinking?

Creativity has to do with originality; imagining something new. So why is it then that the way companies choose to structure their strategic and creative process stays the same for months or even years?

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Free

“Old marketing” is about to take ownership of both customers’ and investors’ imagination and cash flow in the “connected” space. “Free”, “discounts” and “coupons” seem to be the new digital brand.

Recent examples and experiences from the digital realm presents connected technologies as nothing more than a platform to accelerate companies’ ability to give away their products at a discount – rather than innovate and change business:

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The New Generation of Middle Men

As soon as the Internet made one generation of middle men redundant, it introduced a completely new one – at a great cost to brands.

The first generation of middle men (helping brands and products meet people) was at a cost to the consumers; by adding a premium to the price. The new generation (helping consumers to products) puts the burden on the brands; turning products into commodities and deleting the brand value from the equation.

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