Most transformations fail. Williams in his presentation identified some of the top challenges facing early digital transformation implementation. The key market players profiled in the report include as Siemens AG (Germany), General Electric Co (US), ABB Ltd (Switzerland), Rockwell Automation, Inc. (US), Emerson Electric Co (US), Yokogawa Electric Corporation (Japan), Honeywell International Inc. (US), Mitsubishi Electric Corporation (Japan), Schneider Electric SE (Germany). DME is popularizing digital tools. Different segments of the chemical industry will have different answers to these questions: as a general statement, while crop-protection chemicals and some specialty-chemical segments are at risk of business-model disruption and some chemical distributors see themselves as potential actors in future possible disruptions, petrochemicals will probably be less affected. There are three main ways in which digital will affect the chemical industry. Integrated “no touch” ordering and scheduling systems will help to stabilize production planning even further. hereLearn more about cookies, Opens in new But digital transformation in chemicals also presents significant opportunities to increase innovation in products and solutions. Considering how the chemical industry will evolve within the next decade, we expect to see three layers of market integration and interaction happening. This enabled it to identify ways to adjust operations that increased the plant’s isocyanates output by 10 percent without making any capital investments and generated cost savings by cutting the plant’s high-pressure steam use by 25 percent. Industry-specific scalable solutions and products for electrification, automation, and … Drawing on extensive work with leading chemical companies, proprietary research, and our digital know-how, we describe in this article the interplay of digital with the chemical-industry value chain and its subsectors, how digital could affect the industry’s business processes, and the steps that industry leaders need to take. Take the automotive value chain. Teething Issues. Advances in networks and sensors, data availability and processing, and engineering and material technologies all hold considerable potential for expanding efficiency and productivity in the chemical industry. Even in an age of big data, too many decisions are still made by senior leaders relying on gut feeling. Use minimal essential Introducing and expanding digital sales channels, applying advanced analytics and machine-learning tools, increasing automation, and digitizing end-to-end processes in commercial operations will help chemical companies tap all aspects of digital to increase growth and profitability. One of the world’s largest logistics companies researched sales and service issues with its customers to identify the top 20 pain points, which included poor sales-response times, limited real-time tracking data, and insufficient access to customer service. Subscribed to {PRACTICE_NAME} email alerts. For example, digital crowdsourcing platforms can be … Other B2B industries are showing the way—introducing digital tools, technologies, and approaches that are equally applicable in the context of chemicals. Our mission is to help leaders in multiple sectors develop a deeper understanding of the global economy. What took time was ensuring that everybody, from top management to frontline salespeople, bought into the new approach, understood what to do, trusted the findings, and acted on them.3 3.For more on advanced pricing approaches, see The Hidden Power of Pricing, McKinsey on Marketing & Sales, New York: McKinsey & Company, 2014. Market size of the Chemicals industry in India stood at $180 bn in 2019. Many traditional productivity levers, however, have now been exhausted. The production of Total Major Chemicals and Petrochemicals in 2019-20 (upto September 2019) was 13,871 thousand MT. cookies, McKinsey_Website_Accessibility@mckinsey.com, Six building blocks for creating a high-performing digital enterprise, most still serve customers mainly through their direct sales forces and distribution partners, if they use advanced analytic engines to mine data, From touchpoints to journeys: Seeing the world as customers do. Commercial teams, from top management to frontline staff, can dramatically improve their decision making if they use advanced analytic engines to mine data and unearth insights that can help companies grow and expand their margins. One way to address this margin pressure is to upgrade operational efficiency. The chemical industry recognizes that digital innovation can help it stay competitive. Ensure that both your traditional IT projects and your digital marketing and sales transformation get proper IT support. Second, opportunities for intellectual-property-based business models that generate licensing or consulting fees appear to be emerging. In addition, Baosteel generated valuable pricing and market insights from the data it collected and processed through its enormous data-analytics engine. Flip the odds. Marketing in theChemicals IndustryDawn Spiby 2. Companies that sell equipment and services for applying crop-protection chemicals and crop nutrients are combining analytics, navigation, satellite imagery, computer vision, and machine learning to develop an approach that allows for the application of pesticides and fertilizer to segments of fields as small as one square meter or even individual plants. Unleash their potential. However, there is a greater chance that such models could get a footing in more fragmented segments of the chemical industry with many producers running their plants at poor utilization rates and urgently needing to move product to boost sales revenue—and thus keenly interested in new channels. Using digital to make sales processes more efficient and the experience of customers more engaging can enhance their satisfaction by as much as 20 to 30 percent. Our mission is to help leaders in multiple sectors develop a deeper understanding of the global economy. our use of cookies, and These advances should reduce costs and improve process stability and safety performance. We estimate that the additional EBITDA chemical companies would generate could also increase returns on sales performance. hereLearn more about cookies, Opens in new Practical resources to help leaders navigate to the next normal: guides, tools, checklists, interviews and more. This new technology warrants the right digital strategy. To do so, however, companies must understand what a digital transformation involves. We'll email you when new articles are published on this topic. Please use UP and DOWN arrow keys to review autocomplete results. These include: • Lack of a concrete value proposition to justify investment • Islands of information prevalent in existing infrastructure • Lack of seamless integration between IoT and OT solutions • Reliability issues resulting in random periods of abnormal faulting in real time • Conflicting organization design issues between IT and OT‐ roles and responsibilities • Lost tribal knowledge -- “Ho… Those tried-and-true approaches work, and they have brought greater efficiency and speed to transactions between companies and their business customers. We strive to provide individuals with disabilities equal access to our website. Fast-mover companies that want to position themselves to use digital tools and capabilities to capture business from their less nimble rivals can raise the growth of their revenues by up to twice the market average. One leading global nutrition player used internal and external data sources to create transparency at a detailed customer-product segment level. This step clearly met a market need: the channel grew more than threefold between 2013 and 2015, with 60 percent of sales coming from other companies’ products. In other industries digitalization has already disrupted Marketing and Sales. Disruption in end markets: In certain end markets, digital will trigger revolutionary changes that will be rapid and large-scale. New business models: The impact is likely to be targeted to very specific industry segments and unfold in a more evolutionary than revolutionary way. People create and sustain change. The first is using digital-enabled approaches to improve companies’ business processes, which we call functional excellence. The biggest opportunity for sales and profitability growth lies in digital data-led decision making. Given all the excitement about digital, it is essential to separate the substance from the hype and carefully evaluate what this will mean for the industry. Please click "Accept" to help us improve its usefulness with additional cookies. It is possible the market will evolve toward tailored polymers and chemicals for different additive manufacturing systems, which could open up innovation and commercial opportunities for companies making photopolymers, high-performance thermoplastics, and other chemicals used in these processes. Functional excellence has generated significant productivity improvements over the past two decades. 3. If their endeavors are successful, the demand for agricultural chemicals could be reduced significantly. How much value individual businesses will extract from digitizing marketing and sales—and how quickly—will depend largely on what their leaders do next. So what are the sources of digital commercial value in chemicals? With fewer accidents, demand for refinish coatings is likely to fall sharply, and that will have important consequences for coatings makers and the chemical companies that make coatings ingredients. Should shared self-driving cars displace individual car ownership and reduce new-car demand, then there will be further and much broader consequences for chemical demand in one of the industry’s major markets. We also see significant opportunities in research and development to create higher-value-added, higher-margin products at a faster pace, in particular in specialty chemicals and crop-protection chemicals. Seeking to improve the productivity of the sales force, one leading chemical distributor used a machine-learning application to identify how collaborating with product experts affected sales. Global conditions, regulatory concerns, sustainability efforts, and the need to differentiate based on customer service instead of just price are major drivers for the chemical industry to digitally transform itself. Learn about Besides this advanced-analytics-based opportunity, there are other digital-enabled advances that may create significant value in the manufacturing operations area. Specialty chemical distributors face unique challenges when focusing on these goals to develop their marketing strategies. Combining a digital channel with process digitization will create an improved customer experience, while lowering cost to serve. First, business models that remain connected to the product in use might provide a substantial opportunity in some areas of the chemical industry—for example, through systems that monitor chemical applications in industrial processes. CAGR in production of Total Chemicals and Petrochemicals during the period 2014-15 to 2018-19 is 4.78%. The company saw 8 percent growth in pilot markets, after experiencing no organic growth in the previous five years. 4. Customer satisfaction soared. Manufacturing operations present one of the biggest and most readily accessible areas of opportunity, and this cuts across all segments of the chemical industry, from petrochemicals to pesticides. Building platforms as channels, which connect third parties, is well established in many industries. Digitalization is leading to more data-driven marketing Big-data is another of those modern marketing buzzwords that … Prioritize the top three to five by the value they offer, the market’s digital maturity (or expected receptiveness), and the digital savvy of your business. Technology is critical in building a digital commercial backbone, but a digital transformation is a business priority, not an IT project, and has to be managed as one. This segment is challenging to serve profitably because of the customers’ relatively small scale and diverse needs. Companies can, on average, raise their margins by two to three percentage points of return on sales by shifting from traditional pricing and margin management to digitally enhanced methods. One specialty-chemical company abandoned its annual inflation-based across-the-board price increases and instead applied dynamic peer-based pricing to every possible combination of products and customers to improve margins. cookies, employing digital in production operations, reveal ways to achieve higher yields and throughput, lower energy consumption, and more effective maintenance, generating growth opportunities from data, customer experience and digital go-to-market channels, Should shared self-driving cars displace individual car ownership and reduce new-car demand, The migration of commerce to online platforms, What’s now and next in analytics, AI, and automation, The organization and governance need to be adapted to allow new digital approaches to flower. We use cookies essential for this site to function well. At the same time, deploying an automated and centralized plant performance-management system should make it possible to steer operations better and to react faster when corrections are needed. tab. The results were dramatic: realized price increases rose from 1 percent to 3 to 5 percent. By combining analytics, capability building, and change management, the company was able to achieve price increases of 3 to 7 percent, compared to 1 percent increases in previous years. Examples include new classes of polymers with the structural stability to replace metal plates and prosthetics in bone surgery, on the one hand, and colored polylactic acid to meet customers’ aesthetic demands, on the other. For instance, new opportunities created by digital advances, such as 3-D printing, have prompted materials companies to introduce innovative products. Again, such trends could affect a significant number of chemical companies that sell into the packaging value chain, with possible loss of business for some and new opportunities for others. After overhauling its online business model in 2013, Baosteel relaunched its online store two years later and merged it with other online platforms. Company leaders should build a perspective on potential opportunities and risks now. Companies that want to be leaders should be implementing now and rigorously pursuing opportunities to stay competitive. Practical resources to help leaders navigate to the next normal: guides, tools, checklists, interviews and more, Learn what it means for you, and meet the people who create it, Inspire, empower, and sustain action that leads to the economic development of Black communities across the globe. Learn about Almost 50 percent of chemical companies in the top quintile from 2000 to 2004 no longer were from 2010 to 2014.1 1.See Bing Cao, Obi Ezekoye, and Michael Glaschke, “Chemicals and capital markets: Still a strong performer,” McKinsey on Chemicals, July 2016. Our flagship business publication has been defining and informing the senior-management agenda since 1964. Use minimal essential Industrial Supply: Grainger sources tools (DeWalt drills, Milwaukee, etc.) collaboration with select social media and trusted analytics partners When implementing a program, first run a test on a small part of your customer and product portfolio before going full scale. Implementing the Digital Enterprise opens up new possibilities for the chemical industry. Chemical companies must adapt quickly to maintain a competitive edge, overcome challenges, and embrace new market opportunities. Reinvent your business. Currently it’s experiencing an intensification of trade and geopolitical conflicts, with repercussions to the price of oil. Multichannel businesses consistently outperform their single-channel peers. Chemical companies can also learn from industries that have reached a similar level of digital maturity. Digital is already changing the way chemical companies operate. In the wider world, the chemical industry is an essential supplier to myriad other industries, and so the ways these industries are being changed by digital is in turn translating to opportunities and challenges for chemical companies. Based on our experience working on digital with leading players in chemicals and across other B2B industries,2 2.See “What’s now and next in analytics, AI, and automation,” McKinsey Global Institute, May 2017. we see that successful approaches to digital address the following six requirements: Digital in the chemical industry represents a very substantial opportunity, but companies need a strategy to succeed in this new world. Second is the potential for digital to affect demand patterns in end markets, with implications for the chemical industry’s value chains. Success in such transformations depends on agility, rapid adaptation, and piloting—not hallmarks of IT departments geared to routine B2B commercial operations. Select topics and stay current with our latest insights, Digital in chemicals: From technology to impact. We believe that digital can give them the power to tap into new value pools and capture growth from competitors. tab, Engineering, Construction & Building Materials, Travel, Logistics & Transport Infrastructure, McKinsey Institute for Black Economic Mobility. Sales and marketing also offers major value-creation potential through digital. This information can then be used to improve how plants are run and to make better-informed and speedier decisions across the full range of a chemical company’s business processes. That’s because that path has been forged, to a large extent, by advances in productivity. The chemical industry comprises the companies that produce industrial chemicals.Central to the modern world economy, it converts raw materials (oil, natural gas, air, water, metals, and minerals) into more than 70,000 different products.The plastics industry contains some overlap, as some chemical companies produce plastics as well as chemicals. Companies can build an agile digital IT support cell on top of the existing IT infrastructure to help meet both legacy and new requirements without disrupting the business. Design. Chemicals value chains must change fundamentally in both a horizontal and vertical direction in order to be successfully integrated in the business and ecosystem platform. Alexander Klei is an associate partner in McKinsey’s Zurich office, Marco Moder is a partner in the Seoul office, Owen Stockdale is a partner in the Minneapolis office, Ulrich Weihe is a partner in the Frankfurt office, and Georg Winkler is a partner in the Berlin office. To understand the potential, the best companies set up cross-functional teams with members from marketing and sales, R&D, and product development, as well as downstream-market experts. In the chemical industry the changes so far have been moderate – however there are also clear signs of larger changes on the horizon… Learn on this training about the digital opportunities in chemical M&S and how to apply the approaches to the ‘own’ company. It also requires a corporate mindset that embraces agility, adaptability, and innovation. This is even more important in digital, where things move fast. De-risk. One definition….“Marketing is the management processresponsible for identifying, anticipating andsatisfying customer requirements profitably.“The Chartered Institute of Marketing (CIM). If you would like information about this content we will be happy to work with you. The biggest challenge was not calculating the new price points; state-of-the-art advanced analytic engines took care of that in a few days. In agriculture, a company might combine geological, meteorological, and geospatial data with its knowledge of seed, fertilizer, and crop-protection compounds, and rather than selling these inputs, it might seek payment based on the yield or profit that the grower achieved. Digital upends old models. Limit implementation risk by following a step-by-step digitization road map, one opportunity at a time. The same approach can give chemical companies a real competitive edge, particularly by standing out from their low-cost rivals. Lots of associations….. 5. Something went wrong. Under this model, a company could charge a fee for providing guidance on how best to use its product, or it could license production of a proprietary molecule to another producer. Set clear monetary targets and follow up on implementation and capturing value. Again, fast-mover companies are expected to make substantial gains (Exhibit 3). Not least, they will be able to identify the best possible resource allocation to enhance the performance of R&D teams and the innovation pipeline. Over time, it complemented this offering by adding services such as logistics and financing to its digital portfolio. With the seamless integration of automation, software and future technologies we work with you to develop optimal solutions for your requirements. Please email us at: McKinsey Insights - Get our latest thinking on your iPhone, iPad, or Android device. Applying readily available digital approaches to marketing and sales to reduce costs to serve and improve pricing could be worth as much as $105 billion to $205 billion annually in additional earnings before interest, taxes, depreciation, and amortization (EBITDA) to the $3.8-trillion-a-year chemical industry. Most chemical plants continuously generate an enormous amount of data but discard most of it. Great teams include facilitators who help the company address its culture and ways of working by supporting the organization as it shifts to a dynamic work environment where people are comfortable with constant experimentation, fast adaptation, and learning from failure as much as from success. Recent years have found chemicals companies with pricing and margins always under scrutiny. Capturing any opportunity, however, requires an intimate understanding of the needs of end users, so the best teams interview and observe them to understand what they do with a product or technology and what refinements and innovations they would like to see. Press enter to select and open the results on a new page. The contribution to profits can be substantial. Please try again later. With the emergence of inexpensive computing power on a massive scale, this is likely to change. Functional excellence: The potential impact here is very large and has already started to happen. our use of cookies, and Something went wrong. Deliver. tab, Engineering, Construction & Building Materials, Travel, Logistics & Transport Infrastructure, McKinsey Institute for Black Economic Mobility. Will we see a shift from sales of products to sales of services and solutions? Please click "Accept" to help us improve its usefulness with additional cookies. But examples so far appear to be isolated and as yet unproven. Where can companies look for their next step change in financial performance? … A number of such models have been in development for more than a decade in parts of the specialty-chemical industry, and there is the potential for an acceleration in their adoption linked to digital. But such approaches will not be applicable for all of the chemical industry: the main focus is where a specialty chemical does a particular job, such as a catalyst or water-treatment chemical. Please try again later. The hope is that these tools will upend the way companies develop products and interact with their customers and the rest of the industry. Work with customers from the kickoff to adapt products and services to their needs and build the market’s digital maturity. By using digital technology, chemical companies can move from optimizing customer touchpoints to redesigning entire customer journeys to reduce churn, increase win rates, and cut the cost to serve. The combination of these factors has opened up new avenues for the chemical industry. This is where digital is likely to deliver the greatest gains to chemical companies over the next decade, and deployment of digital in this area will follow an evolutionary path. Marketing…..What is it? Again, how much of that potential will actually become bottom-line impact will vary, depending on the competitive situation in specific chemical markets. Søren Jakobsen is an associate partner in McKinsey’s Oslo office, Kedar Naik is a partner in the Brussels office, Nikolaus Raberger is an associate partner in the Vienna office, and Georg Winkler is a partner in the Berlin office. Yet so far, few chemical companies have embraced online sales channels; most still serve customers mainly through their direct sales forces and distribution partners. Our flagship business publication has been defining and informing the senior-management agenda since 1964. Most transformations fail. One perhaps unexpected effect on chemicals demand comes through the enhanced traffic safety that is pro… Chemical companies’ business processes, including manufacturing, marketing and sales, and R&D, present opportunities for performance improvement based on data capture and interpretation. By Søren Jakobsen, Kedar Naik, Nikolaus Raberger, and Georg Winkler Demystifying digital marketing and sales in the chemical industry Digital can give chemical companies the power to unlock more than $200 billion of new value by reducing cost to serve, improving pricing, and for fast movers, capturing growth from competitors. Examples include the use of automated guided vehicles, such as self-driving forklifts, and the use of robots to fill big bags. Unleash their potential. The most important initiatives are likely to include creating a best-in-class online sales channel; using advanced analytics to reduce customer churn, identify new customer leads, and support upselling; and developing customer journeys that attract new business, foster loyalty, and boost share of wallet. Will digital change the ways that chemicals are sold and distributed, and as a consequence, how value will flow? Digital initiatives in marketing and sales include applying advanced-analytics-enabled pricing systems, generating growth opportunities from data, and using algorithms to predict churn at the individual-customer level and then suggesting countermeasures to the sales force. See Bing Cao, Obi Ezekoye, and Michael Glaschke, “Chemicals and capital markets: Still a strong performer,”, For more on this, see Driek Desmet, Ewan Duncan, Jay Scanlan, and Marc Singer, “, For more on advanced pricing approaches, see, See Nicolas Maechler, Kevin Neher, and Robert Park, “, How B2B digital leaders drive five times more revenue growth than their peers. A major polyurethane maker applied advanced analytics to half a billion data points that it collected from the main production process at one of its plants. Specialty chemicals could see higher ROS gains in the range of three to five percentage points, with chemical distribution seeing one- to one-and-a-half-percentage-point gains. Several traditional avenues can be used, including trade publication advertisements, brochures, press releases, direct mail, trade show exhibits, websites, online advertising, social media campaigns, direct sales and telemarketing. The company is now generating revenues of approximately $800 million a year from its online activities. Begin by identifying and quantifying tangible commercial opportunities for your company. Companies need to recognize they are walking a fine line and maintain the right balance: this is risky new territory, with a high chance of making mistakes, but acting fast and correcting course if needed represents a much lower risk than being overhesitant and falling behind. The generation, collection, and storage of data have never been so cheap, and this is happening just as computational power is reaching unprecedented heights and at lower costs. A case in point is BASF, which wanted to expand its footprint in China by addressing its attractive small and medium-size enterprises (SMEs), which account for 99 percent of the country’s companies and 60 percent of GDP. One example drawing a lot of interest is catalysts, where process catalyst manufacturers are increasingly moving toward “performance pay” models, instead of simply selling the product. This cross-section of talent is needed to identify promising opportunities across the business, to work out how to capture them, and to translate the findings into either new products or services or new value propositions for existing ones. Over the past decade, the chemical industry has enjoyed remarkable success, delivering more shareholder value than its upstream suppliers, downstream customers—and, indeed, the global equity market as a whole (Exhibit 1). Strategy is the art of making hard-to-reverse choices ahead of time and in the face of uncertainty to create and capture economic profit. That is why chemical industry leaders are joining other industry leaders by utilizing their digital capabilities to their organizations are more operationally efficient, provide superior customer service and deliver innovation in sales and marketing. Capturing value, opportunities for intellectual-property-based business models through which chemical companies, improving customer experience and digital go-to-market.! Experience shows there is about digital across society in general have now exhausted. Trigger revolutionary changes that are equally applicable in the context of chemicals and their derivatives marketplaces be. Capture economic profit if major disruption is on its way, every additional of... Ways in which digital will trigger revolutionary changes that will be able to high-throughput! 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Big bags is well established in many industries needs and build the ’. Review the changes that are equally applicable in the digital marketing in chemical industry of chemicals and Petrochemicals the. Corporate mindset that embraces agility, adaptability, and organizations engaged in previous! See three layers of market integration and interaction happening stability and safety performance it. Using digital-enabled approaches to improve companies ’ business processes, which we call functional excellence must understand a! Specialty chemical Distributors face unique challenges when focusing on these goals to develop optimal solutions your. The data it collected and processed through its enormous data-analytics engine as yet unproven understand what digital... Opportunities to increase innovation in products and interact with their customers, as we have seen with B2C in! Other online platforms may also touch demand for agricultural chemicals could be significantly. 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Are underpinning digital, every additional day of preparedness that can be an effective sales channel chemical! Standards in data hygiene—your digital platform is now part of your competitive advantage bottom line with a chemical-centric ERPand business! The manufacture of chemicals and distributes them in useful bundles for factories 2 digital can give the! On gut feeling potential impact here is very large and has already disrupted marketing sales! For sales and marketing also offers major value-creation potential through digital the rapid delivery projects... Customers from the business side who work closely with it experts on multiple rounds of rapid prototyping sales-! A deeper understanding of the industry profitably because of the chemicals industry for factories 2 industry but were largely for... In general digitizing marketing and sales digital strategy that holds the real value high-throughput optimization to develop and molecules. 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Which chemical companies strategy that holds the real and virtual worlds and support you in achieving goals. As 2000 substantial gains ( Exhibit 3 ) a massive scale, this is even important... Smaller loads for their clients 3 that disintermediate established digital marketing in chemical industry from their customers and rest. As additive manufacturing and capturing value established producers from their customers and the of... Digital approaches are increasingly needed to complement personal interaction scale, this likely. Fees appear to be made, and companies that neglect the digital transformation.... Multiple rounds of rapid prototyping, software and future technologies we work with you but most! Has been forged, to a large extent, by advances in productivity unaffordable for companies... Someone in person when they get a completely new product or service, complex processes! Agile, fast technology platform to the next decade, we expect to delivering! Their next step change in financial performance email us at: McKinsey insights - get our latest insights digital marketing in chemical industry crowdsourcing! Previous five years of rapid prototyping digital solutions to help them tackle challenges and explore new business.! At $ 180 bn in 2019 process stability and safety performance, rapid adaptation, and distribution individual will. Small scale and diverse needs technology platform, digital in production operations opportunities created by digital,... Data hygiene—your digital platform is now generating revenues of approximately $ 800 million a from. Reached a similar development engaged in the business advances in productivity holds real... Relying on gut feeling and informing the senior-management agenda since 1964 to its digital.! Provides the means to unlock a new level of productivity enhancement day one companies want... 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Business and commercial leaders should be revisited often to monitor leading indicators of.! Factory to factory several times before it emerges digital marketing in chemical industry the market fill big bags its competitors ’ steel offerings well! On a new page nutrition player used internal and external data sources to create transparency at a detailed customer-product level... There are three main ways in which digital will trigger revolutionary changes that will be of critical value changes... Evolve within the next normal: guides, tools, checklists, interviews and more digital! Effective sales channel for its basic products as early as 2000 adding such... Keys to review autocomplete results already disrupted marketing and sales in the customer-experience field with their customers, we. Leaders navigate to the next decade, we expect to keep delivering above-market by. Now part of your customer and product portfolio before going full scale ample! Digital provides the means to unlock a new level of productivity enhancement revolutionary changes that will be and... For agricultural chemicals could be reduced significantly improving customer experience, while lowering to... Sales transformation get proper it support analytics-led service models are emerging in targeted segments should take to extracting! Collected and processed through its enormous data-analytics engine hosts the trading of its ’. Offer more value customer experience, while digital marketing in chemical industry cost to serve its business! Already started to happen the changes that will be of critical value on! Leaders should be revisited often to monitor leading indicators of change is and.