marianne otterdahl møller - multinational and multichannel market communication
DESCRIPTION
This speech was given at the eZ Conference 2011. More details : http://london2011.ez.noTRANSCRIPT
![Page 1: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/1.jpg)
![Page 2: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/2.jpg)
![Page 3: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/3.jpg)
Who are Making Waves?
08.04.2023 © MAKING WAVES 3
![Page 4: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/4.jpg)
Tech
The evolution of Making Waves
Design
Awesome website
2001
![Page 5: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/5.jpg)
Tech
The evolution of Making Waves
Design Awesome experience
201120102009
Strategy
![Page 6: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/6.jpg)
We believe multidisciplinary teams are needed to drive
innovation
![Page 7: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/7.jpg)
Multidisciplinary teams -> Innovation
Teknologi
Strategi-rådgivning
Design
Strategyconsulting
Design Technology
“magic”
![Page 8: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/8.jpg)
Making Waves has close to 200 enthusiastic people who
embrace this multidisciplinary approach
![Page 9: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/9.jpg)
Business“viability”
Technology“feasibility”
User needs“desirability”
We always focus on real user needs
![Page 10: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/10.jpg)
«Multiple touchpoints
and over time»
![Page 11: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/11.jpg)
Norwegian SeafoodIn context
08.04.2023 © MAKING WAVES 11
![Page 12: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/12.jpg)
Norwegian Seafood Council promote Norwegian seafood on behalf of the seafood industry
![Page 13: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/13.jpg)
Marketing
Market intelligence
Communication
Norwegian Seafood Council THE CUSTOMER
08.04.2023 © MAKING WAVES 13
![Page 14: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/14.jpg)
6.8 billion EUR export value in 2010 Seafood is Norway’s third largest export item
Norway is the second biggest seafood exporter in the world
Norwegian seafoodMASSIVE INDUSTRY!!
08.04.2023 © MAKING WAVES 14
![Page 15: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/15.jpg)
The seafood goes where…?
08.04.2023 © MAKING WAVES 15
![Page 16: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/16.jpg)
37 millionMeals of Norwegian seafood served - every day!
Norwegian seafoodEAT MORE FISH!
08.04.2023 © MAKING WAVES 16
![Page 17: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/17.jpg)
The challenge
08.04.2023 © MAKING WAVES 17
![Page 18: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/18.jpg)
• Consistent market communication
• Multilocation and multilanguage
• Multi-platform output
The challenges
08.04.2023 © MAKING WAVES 18
![Page 19: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/19.jpg)
• Vision :• People from around the world shall know that the best
seafood comes from Norway
• Values :• Norwegian seafood is natural, safe and a source to
excellent food experiences
Consistent market communicationTHE CHALLENGE
08.04.2023 © MAKING WAVES 19
![Page 20: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/20.jpg)
![Page 21: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/21.jpg)
Multi-location and multi-languageTHE CHALLENGE
08.04.2023 © MAKING WAVES 21
![Page 22: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/22.jpg)
Multi-platform outputTHE CHALLENGE
08.04.2023 © MAKING WAVES 22
![Page 23: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/23.jpg)
08.04.2023 © MAKING WAVES 23
![Page 24: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/24.jpg)
08.04.2023 © MAKING WAVES 24
![Page 25: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/25.jpg)
MULTI-SITE AND MULTIPLATFORM
08.04.2023 © MAKING WAVES 25
![Page 26: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/26.jpg)
MULTI-SITE AND MULTIPLATFORM
08.04.2023 © MAKING WAVES 26
![Page 27: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/27.jpg)
MULTI-SITE AND MULTIPLATFORM
08.04.2023 © MAKING WAVES 27
![Page 28: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/28.jpg)
MULTI-SITE AND MULTIPLATFORM
08.04.2023 © MAKING WAVES 28
![Page 29: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/29.jpg)
Multi-platform outputTHE CHALLENGE
08.04.2023 © MAKING WAVES 29
![Page 30: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/30.jpg)
The solution
08.04.2023 © MAKING WAVES 30
![Page 31: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/31.jpg)
• Different websites for different target groups
• One content can easily be published on several digital platforms
• Easy access to content from other countries
• Easy handling of multilanguage websites
The solution
08.04.2023 © MAKING WAVES 31
![Page 32: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/32.jpg)
• Mobile-adapted website
• Further integration with social media
• Analysis
• Keep training the organization to use digital channels
The future
08.04.2023 © MAKING WAVES 32
![Page 33: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/33.jpg)
Customers
Organization Se
rvic
es
![Page 34: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/34.jpg)
The future
08.04.2023 © MAKING WAVES 34
![Page 35: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/35.jpg)
![Page 36: Marianne Otterdahl Møller - Multinational and multichannel market communication](https://reader035.vdocuments.us/reader035/viewer/2022062614/5468b3d9af7959a75e8b4ec6/html5/thumbnails/36.jpg)