{"id":3740,"date":"2021-09-23T08:00:53","date_gmt":"2021-09-23T06:00:53","guid":{"rendered":"https:\/\/news.sap.com\/denmark\/?p=3740"},"modified":"2024-08-01T18:00:25","modified_gmt":"2024-08-01T16:00:25","slug":"cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands","status":"publish","type":"post","link":"https:\/\/news.sap.com\/denmark\/2021\/09\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\/","title":{"rendered":"CMO\u2019en skal drive direct-to-consumer-udvikling hos brands"},"content":{"rendered":"

CMO\u2019en og bureauet b\u00f8r v\u00e6re selvskrevne bes\u00e6tningsmedlemmer p\u00e5 de \u201dspeedb\u00e5de\u201d, som virksomheder skal sende afsted for at unders\u00f8ge potentialet i D2C.<\/p>\n

Direct-to-consumer er et brandvarmt buzzword. Det handler om at springe led over \u2013 eller i hvert fald at supplere \u2013 i k\u00e6den fra producent til slutbruger. I praksis handler det om at f\u00e5 ejerskab p\u00e5 data og udvikle sit brand, f\u00e5 viden, etablere en mere direkte relation og forf\u00f8lge muligheden for at personalisere, differentiere og reagere over for kunderne.<\/p>\n

Strukturelt st\u00e5r D2C p\u00e5 ryggen af den igangv\u00e6rende b\u00f8lge af e-handel og digitalisering, og naturligvis har corona-lukningen i butiksleddet speed-modnet os til i hast at opbygge en eller flere online-kanaler og til at g\u00e5 direkte til kunden.<\/p>\n

Verden er ikke den samme\u00a0<\/strong><\/h2>\n

Nu st\u00e5r vi uden det samme pres; platformen br\u00e6nder ikke lige s\u00e5 lystigt.\u00a0 Men verden er ikke den samme, og der er stenh\u00e5rde forretningsm\u00e6ssige argumenter for at fastholde fokus p\u00e5 D2C som et omdrejningspunkt for arbejdet med kundeoplevelser og brands.<\/p>\n

De offensive argumenter handler om at udvikle, tage ansvar og ejerskab for kundeoplevelsen og at samle viden om kundens brug, holdning og pr\u00e6ference p\u00e5 vejen mod en 360-graders forst\u00e5else af den enkelte kunde.<\/p>\n

Men der er ogs\u00e5 lidt mere defensive CFO-agtige argumenter, som handler om kontrol med k\u00e6den og med budskab og branding. N\u00e5r kanaler og v\u00e6rdik\u00e6der er i opbrud, bliver det et vigtigt risikostyringselement, at man ikke pludselig mister relevans, eller at andre akt\u00f8rer overtager kategorien og share-of-mind.<\/p>\n

Mellem de offensive og defensive argumenter har vi den markeds- og brand-udviklende tilgang, hvor det handler om at blive klogere ved at afpr\u00f8ve nye muligheder.<\/p>\n

Risikerer at underinvestere\u00a0<\/strong><\/h2>\n

D2C kan v\u00e6re mange forskellige ting. N\u00e5r sportst\u00f8jsleverand\u00f8ren k\u00f8ber eller skaber en l\u00f8be-app, n\u00e5r bilm\u00e6rket unders\u00f8ger og indsamler data om brug af og oplevelser med og i bilen, n\u00e5r banken indsamler viden om produktoplevelser, n\u00e5r hundefoder-producenter leverer r\u00e5dgivning om kostplaner til hunde.<\/p>\n

Et helt aktuelt indl\u00e6g fra McKinsey<\/a> peger p\u00e5, at det at s\u00e6lge online er noget helt andet end at bygge en b\u00e6redygtig e-handel-forretning. Her lyder det, at virksomhederne risikerer at fokusere for meget p\u00e5 web-butikken og ikke f\u00e5r organisering og forsyningsk\u00e6de godt nok integreret.<\/p>\n

Den peger ogs\u00e5 p\u00e5, at teknologivalget ikke kun skal fokusere p\u00e5 en hurtig launch, men i lige s\u00e5 h\u00f8j grad p\u00e5 langsigtet skalerbarhed for ikke at skabe teknisk g\u00e6ld. McKinsey ser ogs\u00e5 risiko for, at virksomheder underinvesterer, ikke forst\u00e5r \u00f8konomien i den nye model godt nok, og at de bygger den nye forretning for \u201dt\u00e6t\u201d p\u00e5 den gamle, s\u00e5 projektet stivner i interne regler, siloer, og KPI\u2019er.<\/p>\n

Send speedb\u00e5de af sted\u00a0<\/strong><\/h2>\n

Jeg er for s\u00e5 vidt enig. D2C er en ny forretningsstrategi og en slags \u201ddisruption\u201d af mange virksomheder. Det r\u00e6kker med andre ord helt op i topledelsen og b\u00f8r indg\u00e5 i strategiarbejdet. Men for rigtig mange virksomheder er det centrale omdrejningspunkt overhovedet at f\u00e5 hul p\u00e5 bylden og komme i gang. De har ikke brug for alle mulige ledelsesm\u00e6ssige bensp\u00e6nd og traditionelt t\u00e6nkte beslutningsprocesser<\/p>\n

Til dem vil jeg i stedet anbefale at fatte mod og lave sm\u00e5, hurtige, agile projekter, som peger p\u00e5 en D2C-fremtid. Jeg kalder dem \u201dspeedb\u00e5de\u201d. De sejler hurtigt, de skal have lov til at sl\u00e5 fejl, og det er ikke en katastrofe, hvis de blot er designet sm\u00e5t nok.<\/p>\n

Vildskab som en iv\u00e6rks\u00e6tter\u00a0<\/strong><\/h2>\n

Marketingfolk og CMO\u2019en spiller en naturlig rolle som igangs\u00e6ttere, deltagere og inspiratorer, n\u00e5r der skal s\u00e6ttes speedb\u00e5de i s\u00f8en. Bureauets folk kan sikkert g\u00f8re god fyldest ombord, og sammen med tech-folk skal de p\u00e5 en hurtig tur og komme hjem efter f\u00e5 m\u00e5neder med h\u00f8stet erfaring.<\/p>\n

Der skal t\u00e6nkes med vildskab og m\u00e5lrettethed, som en modig entrepren\u00f8r ville g\u00f8re det. Og vi skal knuselske fejlene, for det er dem, vi l\u00e6rer af!<\/p>\n

Det er ogs\u00e5 tilladt at lave sm\u00e5 \u201dstik-fingeren-i-jorden-analyser\u201d i stedet for at f\u00e5 en ordentlig skude af et gigantisk projektforl\u00f8b sendt i s\u00f8en. Hvis en virksomhed sender 10 speedb\u00e5de afsted, og kun den ene vender hjem med virkelig succes og mod p\u00e5 mere, ja, s\u00e5 er det en succes i min optik.<\/p>\n

Af Henrik Bak, Senior Solutions Sales Executive, SAP Customer Experience<\/em><\/strong><\/p>\n

\"\"<\/p>\n

Dette debatindl\u00e6g blev oprindeligt publiseret i Markedsf\u00f8ring den 22. september 2021.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CMO\u2019en og bureauet b\u00f8r v\u00e6re selvskrevne bes\u00e6tningsmedlemmer p\u00e5 de \u201dspeedb\u00e5de\u201d, som virksomheder skal sende afsted for at unders\u00f8ge potentialet i D2C. Direct-to-consumer er et brandvarmt…<\/p>\n","protected":false},"author":3633,"featured_media":3741,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"related_posts":[],"footnotes":"","_links_to":"","_links_to_target":""},"categories":[5566089,4520855,4579962],"tags":[5562139,5565555,5565554,5565470,4645592],"sapn-display":[5566077,5566075,45149,4579516,60294],"sapn-type":[5563396],"class_list":["post-3740","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cloud","category-forretningslosninger","category-virksomhedsinformation","tag-cx","tag-d2c","tag-direct-to-consumer","tag-henrik-bak","tag-sap-customer-experience","sapn-display-artikel-hero","sapn-display-artikel-spotlight","sapn-display-homepage-hero","sapn-display-top-stories","sapn-display-hero","sapn-type-artikel"],"yoast_head":"\nCMO\u2019en skal drive direct-to-consumer-udvikling hos brands - SAP Danmark Nyheder<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.sap.com\/denmark\/2021\/09\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CMO\u2019en skal drive direct-to-consumer-udvikling hos brands\" \/>\n<meta property=\"og:description\" content=\"CMO\u2019en og bureauet b\u00f8r v\u00e6re selvskrevne bes\u00e6tningsmedlemmer p\u00e5 de \u201dspeedb\u00e5de\u201d, som virksomheder skal sende afsted for at unders\u00f8ge potentialet i D2C. Direct-to-consumer er et brandvarmt...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/news.sap.com\/denmark\/2021\/09\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\/\" \/>\n<meta property=\"og:site_name\" content=\"SAP Danmark Nyheder\" \/>\n<meta property=\"article:published_time\" content=\"2021-09-23T06:00:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-08-01T16:00:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/news.sap.com\/denmark\/files\/2021\/09\/22\/F_276002_276002_h_ergb_s_gl.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"554\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Henrik Bak\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Skrevet af\" \/>\n\t<meta name=\"twitter:data1\" content=\"Henrik Bak\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimeret l\u00e6setid\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutter\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/2021\\\/09\\\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/2021\\\/09\\\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\\\/\"},\"author\":{\"name\":\"Henrik Bak\",\"@id\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/#\\\/schema\\\/person\\\/fb94f4a24d064ced28dc7b807d61ed73\"},\"headline\":\"CMO\u2019en skal drive direct-to-consumer-udvikling hos brands\",\"datePublished\":\"2021-09-23T06:00:53+00:00\",\"dateModified\":\"2024-08-01T16:00:25+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/2021\\\/09\\\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\\\/\"},\"wordCount\":770,\"image\":{\"@id\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/2021\\\/09\\\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/files\\\/2021\\\/09\\\/22\\\/F_276002_276002_h_ergb_s_gl.jpg\",\"keywords\":[\"CX\",\"D2C\",\"Direct to Consumer\",\"Henrik Bak\",\"SAP Customer Experience\"],\"articleSection\":[\"Cloud\",\"Forretningsl\u00f8sninger\",\"Virksomhedsinformation\"],\"inLanguage\":\"da-DK\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/2021\\\/09\\\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\\\/\",\"url\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/2021\\\/09\\\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\\\/\",\"name\":\"CMO\u2019en skal drive direct-to-consumer-udvikling hos brands - SAP Danmark Nyheder\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/2021\\\/09\\\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/2021\\\/09\\\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/files\\\/2021\\\/09\\\/22\\\/F_276002_276002_h_ergb_s_gl.jpg\",\"datePublished\":\"2021-09-23T06:00:53+00:00\",\"dateModified\":\"2024-08-01T16:00:25+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/#\\\/schema\\\/person\\\/fb94f4a24d064ced28dc7b807d61ed73\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/2021\\\/09\\\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\\\/#breadcrumb\"},\"inLanguage\":\"da-DK\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/news.sap.com\\\/denmark\\\/2021\\\/09\\\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"da-DK\",\"@id\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/2021\\\/09\\\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\\\/#primaryimage\",\"url\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/files\\\/2021\\\/09\\\/22\\\/F_276002_276002_h_ergb_s_gl.jpg\",\"contentUrl\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/files\\\/2021\\\/09\\\/22\\\/F_276002_276002_h_ergb_s_gl.jpg\",\"width\":1920,\"height\":554,\"caption\":\"Couple speeding on motorboat --- Image by \u00a9 Tomas Rodriguez\\\/Corbis\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/2021\\\/09\\\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"CMO\u2019en skal drive direct-to-consumer-udvikling hos brands\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/#website\",\"url\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/\",\"name\":\"SAP Danmark Nyheder\",\"description\":\"Nyheder og information om SAP\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"da-DK\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/#\\\/schema\\\/person\\\/fb94f4a24d064ced28dc7b807d61ed73\",\"name\":\"Henrik Bak\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"da-DK\",\"@id\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/wp-content\\\/plugins\\\/wp-user-avatars\\\/wp-user-avatars\\\/assets\\\/images\\\/mystery.jpg\",\"url\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/wp-content\\\/plugins\\\/wp-user-avatars\\\/wp-user-avatars\\\/assets\\\/images\\\/mystery.jpg\",\"contentUrl\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/wp-content\\\/plugins\\\/wp-user-avatars\\\/wp-user-avatars\\\/assets\\\/images\\\/mystery.jpg\",\"caption\":\"Henrik Bak\"},\"url\":\"https:\\\/\\\/news.sap.com\\\/denmark\\\/author\\\/henrikbak\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"CMO\u2019en skal drive direct-to-consumer-udvikling hos brands - SAP Danmark Nyheder","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/news.sap.com\/denmark\/2021\/09\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\/","og_locale":"da_DK","og_type":"article","og_title":"CMO\u2019en skal drive direct-to-consumer-udvikling hos brands","og_description":"CMO\u2019en og bureauet b\u00f8r v\u00e6re selvskrevne bes\u00e6tningsmedlemmer p\u00e5 de \u201dspeedb\u00e5de\u201d, som virksomheder skal sende afsted for at unders\u00f8ge potentialet i D2C. Direct-to-consumer er et brandvarmt...","og_url":"https:\/\/news.sap.com\/denmark\/2021\/09\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\/","og_site_name":"SAP Danmark Nyheder","article_published_time":"2021-09-23T06:00:53+00:00","article_modified_time":"2024-08-01T16:00:25+00:00","og_image":[{"width":1920,"height":554,"url":"https:\/\/news.sap.com\/denmark\/files\/2021\/09\/22\/F_276002_276002_h_ergb_s_gl.jpg","type":"image\/jpeg"}],"author":"Henrik Bak","twitter_card":"summary_large_image","twitter_misc":{"Skrevet af":"Henrik Bak","Estimeret l\u00e6setid":"4 minutter"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/news.sap.com\/denmark\/2021\/09\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\/#article","isPartOf":{"@id":"https:\/\/news.sap.com\/denmark\/2021\/09\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\/"},"author":{"name":"Henrik Bak","@id":"https:\/\/news.sap.com\/denmark\/#\/schema\/person\/fb94f4a24d064ced28dc7b807d61ed73"},"headline":"CMO\u2019en skal drive direct-to-consumer-udvikling hos brands","datePublished":"2021-09-23T06:00:53+00:00","dateModified":"2024-08-01T16:00:25+00:00","mainEntityOfPage":{"@id":"https:\/\/news.sap.com\/denmark\/2021\/09\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\/"},"wordCount":770,"image":{"@id":"https:\/\/news.sap.com\/denmark\/2021\/09\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\/#primaryimage"},"thumbnailUrl":"https:\/\/news.sap.com\/denmark\/files\/2021\/09\/22\/F_276002_276002_h_ergb_s_gl.jpg","keywords":["CX","D2C","Direct to Consumer","Henrik Bak","SAP Customer Experience"],"articleSection":["Cloud","Forretningsl\u00f8sninger","Virksomhedsinformation"],"inLanguage":"da-DK"},{"@type":"WebPage","@id":"https:\/\/news.sap.com\/denmark\/2021\/09\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\/","url":"https:\/\/news.sap.com\/denmark\/2021\/09\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\/","name":"CMO\u2019en skal drive direct-to-consumer-udvikling hos brands - SAP Danmark Nyheder","isPartOf":{"@id":"https:\/\/news.sap.com\/denmark\/#website"},"primaryImageOfPage":{"@id":"https:\/\/news.sap.com\/denmark\/2021\/09\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\/#primaryimage"},"image":{"@id":"https:\/\/news.sap.com\/denmark\/2021\/09\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\/#primaryimage"},"thumbnailUrl":"https:\/\/news.sap.com\/denmark\/files\/2021\/09\/22\/F_276002_276002_h_ergb_s_gl.jpg","datePublished":"2021-09-23T06:00:53+00:00","dateModified":"2024-08-01T16:00:25+00:00","author":{"@id":"https:\/\/news.sap.com\/denmark\/#\/schema\/person\/fb94f4a24d064ced28dc7b807d61ed73"},"breadcrumb":{"@id":"https:\/\/news.sap.com\/denmark\/2021\/09\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\/#breadcrumb"},"inLanguage":"da-DK","potentialAction":[{"@type":"ReadAction","target":["https:\/\/news.sap.com\/denmark\/2021\/09\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\/"]}]},{"@type":"ImageObject","inLanguage":"da-DK","@id":"https:\/\/news.sap.com\/denmark\/2021\/09\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\/#primaryimage","url":"https:\/\/news.sap.com\/denmark\/files\/2021\/09\/22\/F_276002_276002_h_ergb_s_gl.jpg","contentUrl":"https:\/\/news.sap.com\/denmark\/files\/2021\/09\/22\/F_276002_276002_h_ergb_s_gl.jpg","width":1920,"height":554,"caption":"Couple speeding on motorboat --- Image by \u00a9 Tomas Rodriguez\/Corbis"},{"@type":"BreadcrumbList","@id":"https:\/\/news.sap.com\/denmark\/2021\/09\/cmoen-skal-drive-direct-to-consumer-udvikling-hos-brands\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/news.sap.com\/denmark\/"},{"@type":"ListItem","position":2,"name":"CMO\u2019en skal drive direct-to-consumer-udvikling hos brands"}]},{"@type":"WebSite","@id":"https:\/\/news.sap.com\/denmark\/#website","url":"https:\/\/news.sap.com\/denmark\/","name":"SAP Danmark Nyheder","description":"Nyheder og information om SAP","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/news.sap.com\/denmark\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"da-DK"},{"@type":"Person","@id":"https:\/\/news.sap.com\/denmark\/#\/schema\/person\/fb94f4a24d064ced28dc7b807d61ed73","name":"Henrik Bak","image":{"@type":"ImageObject","inLanguage":"da-DK","@id":"https:\/\/news.sap.com\/denmark\/wp-content\/plugins\/wp-user-avatars\/wp-user-avatars\/assets\/images\/mystery.jpg","url":"https:\/\/news.sap.com\/denmark\/wp-content\/plugins\/wp-user-avatars\/wp-user-avatars\/assets\/images\/mystery.jpg","contentUrl":"https:\/\/news.sap.com\/denmark\/wp-content\/plugins\/wp-user-avatars\/wp-user-avatars\/assets\/images\/mystery.jpg","caption":"Henrik Bak"},"url":"https:\/\/news.sap.com\/denmark\/author\/henrikbak\/"}]}},"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/news.sap.com\/denmark\/wp-json\/wp\/v2\/posts\/3740","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/news.sap.com\/denmark\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/news.sap.com\/denmark\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/news.sap.com\/denmark\/wp-json\/wp\/v2\/users\/3633"}],"replies":[{"embeddable":true,"href":"https:\/\/news.sap.com\/denmark\/wp-json\/wp\/v2\/comments?post=3740"}],"version-history":[{"count":0,"href":"https:\/\/news.sap.com\/denmark\/wp-json\/wp\/v2\/posts\/3740\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/news.sap.com\/denmark\/wp-json\/wp\/v2\/media\/3741"}],"wp:attachment":[{"href":"https:\/\/news.sap.com\/denmark\/wp-json\/wp\/v2\/media?parent=3740"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/news.sap.com\/denmark\/wp-json\/wp\/v2\/categories?post=3740"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/news.sap.com\/denmark\/wp-json\/wp\/v2\/tags?post=3740"},{"taxonomy":"sapn-display","embeddable":true,"href":"https:\/\/news.sap.com\/denmark\/wp-json\/wp\/v2\/sapn-display?post=3740"},{"taxonomy":"sapn-type","embeddable":true,"href":"https:\/\/news.sap.com\/denmark\/wp-json\/wp\/v2\/sapn-type?post=3740"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}