managing the future expectations of the hyper-connected consumer
TRANSCRIPT
In The Age Of Consumer Empowerment
MIEL VAN OPSTAL | 2016, JANUARY 27 MANAGING THE FUTURE EXPECTATIONS OF THE HYPER-CONNECTED CONSUMER
linkedin.com/in/mielvo
@coolz0r
Hello! :)
MANAGING THE FUTURE EXPECTATIONS OF THE HYPER-CONNECTEDCONSUMER
http://www.bbc.com/news/technology-34066941
IS THERE A LIMITTO PROCESS
AUTOMATION?
SALES STRATEGYAUTOMATIONISN’T A THING
NICHE & CRAFT SKILLSCOMPLEMENT AUTOMATED
CUSTOMER SUPPORT
WE ARE ARCHITECTS OF OUR OWN DEMISE …and it will push us towards our survival
TOOLS DON’T CREATE ACTION,CLEAR STRATEGY AND EFFECTIVE
CONSUMER ENGAGEMENT DO
BRAND EXPERIENCEIS MORE IMPORTANT
THAN PRODUCTS
A TEAM OF INDUSTRY EXPERTSSUPPORTS A LEANER &
MORE AGILE MARKETING DPT
→ Data
→ Data
→ Personalization
2020 FORECAST OF THEBANKING INDUSTRY’SKEY POINTS OF FOCUS
PERSONAL SERVICE SUPPLY, TALKINGTO AND REASONING WITH PEOPLECAN AND WILL BE PROGRAMMED
Virtual Agents, Video Concierge ServicesIntelligent Interactive (POS) Connected Displays Smart Display Streaming NetworksUniversal Language - & Voice Recognition TechnologiesDeep Learning & Artificial Intelligence
THE ALWAYS-ON, INSTANTLY TAILORED ANDHYPER-PERSONAL CONCIERGE SERVICE
IS THE ULTIMATE PERSONAL CONNECTION
source
VIRTUAL SERVICES GOOGLE NOW AND AMAZON ALEXA
ARE CLOSER THAN YOU THINK
source
source
The downsides to virtual reality, and the challenges for adoption, are well-documented and completely fair. source
HONEST IMMERSIVE BRANDEXPERIENCES WILL CREATE
MORE PROFOUND CONNECTIONS
AMAZON ECHOIS A VIRTUAL CONCIERGE
READY FOR E-COMMERCE
EXPECT DASH BUTTONS TO BE BUILT DIRECTLYINTO BRANDS’ OWN HARDWARE.
CONNECTED DEVICES GIVEUS CUSTOMIZING POWERSOVER SMALL DETAILS IN OUR DAILY LIVES.
BAIDU’S SMART CHOPSTICKS, ALSO KNOWN AS KUAISOU IN CHINESE,CAN MEASURE THE FRESHNESS OF COOKING OIL,
pH LEVELS, TEMPERATURE AND CALORIES,AND EVEN FRUIT SWEETNESS WITH VARIETY AND ORIGIN DATA
THE AMOUNT OF HYPER-PERSONALDATA PRODUCED BY CONSUMERSIS UNPRECEDENTED AND IMMENSE
MORE THAN 900 SUPPLIERS OF IOT DEVICES WERE PRESENT
WE LIVEIN
DIGITAL TIMES
source
HONEST IMMERSIVE BRANDEXPERIENCES WILL CREATE EMOTIONAL CONNECTIONS
A SENSORWAKE ALARM CLOCK CAN LITERALLY WAKE YOU UP WITH THE SMELL OF FRESH COFFEE. (BACKED BY GIVAUDAN)
source: linkedin / gaping void
WE PAY A LOT FORA FEW SECONDS
OF ATTENTION
With each email, we’re asking people to commit a measure of their time, and we try to be respectful of that.Fabio Carneiro, MailChimp
source
WE’VE REACHED THE PEAKOF CONTENT MARKETING AND
ONLINE ADVERTISING
source
INVENTIVE COMMERCIALIZEDLEAN & AGILE NICHE SERVICES
CAPITALIZE ON SYSTEM GLITCHES
MOTIVATED CONSUMERS ACTIVELY HELP IMPROVE
YOUR BUSINESS PROCESSES
FACEBOOK HASA SOLID
BUSINESS MODEL
By the second half of 2015, Snapchat reached 15 percent of US Internet users older than 18, according to ComScore
“Youtube, Twitter, email, I was always on those platforms a year before they really exploded and I landgrabbed,”
“So why Snapchat? Because my intuition hasn’t failed me that often before.”
- Gary Vaynerchuk
source
SNAPCHAT IS THE TRUE, BARE, HONEST VERSIONOF THE FAKE FACEBOOK
http://www.businessinsider.com/snapchat-gets-4-billion-video-views-per-day-2015-9?IR=T
POWER OF APPSAND THE IM/CHAT
REVOLUTION
The customer journey decentralizes, becoming a series of non-linear mobile-centric micro-moments, mimicking everyday consumer activity and communication.
To reach mobile customers in each moment of truth requires new methodologies for search, advertising, content engagement, sales and support.
HYPERLOCAL CONTEXTUAL AND CONVERSATIONAL CONTENT WITH LIVE SUPPORT AND CONSUMER JOURNEY GUIDANCE, TOCREATE EXPERIENCES TO PURSUE CONVERSION AND ESTABLISH
A SINCERE AND STRONG EMOTIONAL BRAND CONNECTION
Live streaming (video) continues to bring niche moments to life, interrupting streams everywhere, making conversations on demand a valuable form of engagement and entertainment.
THE ON-DEMAND ECONOMY WAS INITIATED BY AMOBILE FIRST APPROACH
Source: Google Belgian Research http://www.thinkwithgoogle.com/tools/mobile-purchase-journey.html
MOBILE SEARCHINDICATES
URGENCY & DEMAND
Source: http://www.gauc.be/news/detail/cross-device-tracking-with-a-user-id
MULTIPLE POCsCONTEXTUAL
MICRO MOMENTS
IT’S A CONDITIONIT’S FOMO
IT’S OPPORTUNITY
TODAY, E-MAIL ISTHE BEST MOBILE
CONNECTION
Retail beacons have huge potential, but it can only be met when chains move beyond seeing beacons solely as tiny ad broadcasters
Attract Convert Deliver Upsell ReferralEngage Nurture
Shift in consumer behavior
Problem? Options? Evaluate Choose/Buy Experience Complete Recommend
Attract Convert Deliver Upsell ReferralEngage Nurture
Shift in consumer behavior
Problem? Options? Evaluate Choose/Buy Experience Complete Recommend
Shift in paid discovery
The retailers who can compete are those which can create value by reducing the stress of the shopping mission.
— Steve Mader, Vice President – Digital & Retail Insights at Kantar Retail
FRICTION REDUCTIONIN EVERY STEP OF THECUSTOMER JOURNEY
https://www.wish.comsource
http://www.springwise.com/top-10-business-ideas-travel-tourism-12-months/
PEACEOF MIND
AS A SERVICE
THERE IS A NEED FOR A UNIVERSAL, PORTABLE, CONNECTED CONSUMER PROFILETHERE IS AN OPPORTUNITY TO OWN THE SPACE BETWEEN BRANDS AND CONSUMERS
TO FACILITATE THE IN-APP CONNECTION, ANALYZE AND COLLECT CONSUMER DATATO OWN THE PLATFORM THAT DISTRIBUTES TAILORED RELEVANT INFORMATION
• Take-Aways for Today
• Collecting and processing real-time analytics • Owning the buffer zone between brands and customers• Responsive customer - & conversion journeys• Intelligent Data Management, Smart Data Collection • Inbound marketing strategies• From omni-channel to right-channel
• B2B, B2C, C2B & O2O
http://www.nytimes.com/2015/09/02/technology/personaltech/google-says-its-not-the-driverless-cars-fault-its-other-drivers.html?_r=0
HUMANS ARE THE
WEAKEST LINK
