Technologie als een competitive advantage Technologie is onmisbaar in alles wat je doet in (digitale) marketing. Maar het is ook erg duur, ingewikkeld en on-transparant. Keuzes uit het verleden kunnen je langzaam maken, terwijl technologie steeds sneller ontwikkeld. Hoe kies je de beste technologie, hoe coördineer je het, en hoe zorg je dat je wendbaar blijft in een organisatie zo groot als Philips? In deze interactieve sessie nemen Joost en Henk-Jan je mee in de wereld van Philips’ marketing transformatie, met specifieke focus op de rol van technologie in de professionalisering van technologie gedreven digitale marketing voor zowel D2B als D2C.
The 10 Most Inspirational Leaders LEADING THE WAY TO SUCCESS, 2024
Nima marketing day-martech-and-tools-track-philips
1. The MarTech engine to support
our digital transformation
Perform and transform
2. Who are talking today?
@JVDDesign
linkedin.com/in/joostvandun
Joost van Dun
Director Experience &
Conversion platforms
44y, married and 2 kids
19 years with Philips
Several roles in content management,
IT, product owner
Henk-Jan ter Brugge
Global martech strategy and
business partner MEC & IT
33y, engaged and a daughter
7 years with Philips
Market, business and global roles
linkedin.com/in/terbrugge
3. The founding fathers of Philips
Frederik Gerard Anton
Philips, a born innovator
For 130 years, we
have been improving
people’s lives with
ground-breaking
innovations
4. Philips has reinvented itself many times
Our journey
continues…
Founded on innovation
and entrepreneurship
Expanding
beyond lighting
Global expansion
post-WWII
Diversified industrial
conglomerate
Strategic portfolio
choices sharpening focus
5. Products come and go...
Technologies change...
But Philips is still about one thing:
Creating meaningful innovation
that improves people’s lives
27. One goal: Democratize marketing technology, true
agile platform planning: Modular approach
Gartner: CMO study 2020
‘’Abandon the idea that Enterprise suites are the one
and only solution. The ecosystems of integrated smaller
tools are here to stay’’ - Frans Riemersma
‘’If Big Data was about a data lake, Big Ops is more
about an interactive data water park’’ – Scott Brinker
Best of Suite
Best of Breed
Increasing demand for helicopter view of how Martech fit in the
processes and how to best manage them.
Was a big
transition
Will be a
bigger
transition
‘Shift in preference to ‘suite’ because customer journeys
need to be orchestrated across marketing, sales, and
customer service’’ - Scott Brinker
More open platforms with ecosystems, not closed suites
behind barricades.