marketing convergence across digital and physical, anthony mullen
DESCRIPTION
Anthony Mullen looks at the Marketing Convergence across digital and physical, the view from 2012 and beyond at the iCrossing 2012 Client Summit UKTRANSCRIPT
© 2009 Forrester Research, Inc. Reproduction Prohibited
Sense, Think, Act – moving towards 2015
Anthony Mullen, Senior Analyst
17th May, 2012
@ant_mull
• 1.5 hours travel time • 15 mins standing still • 60 miles – heading South • From Commuter Belt -> Urban • 8 postcode areas • 2000 steps • Inside 2 shops, outside 150 shops • 3 trains • 300 billboards • 4 swipes
but the Digital and Physical are mostly u n c o n n e c t e d
…..across physical and digital
A future-proof framework for Intelligent Marketing Agents
Sensing Direct & Indirect
Emotional
Social
Environmental
External
Past Present
Future Volume view Value view Present
Past Future
Interaction
Sensing : from Segments to Individuals and Groups
Sensing from the environment isn’t just a numbers game
3D chips
Hyper accurate location
Indoor Maps
Private & Public Smart Objects
Local Social
Always on Augmented Reality
PHYSICAL
DIGITAL
pre 2009
2009 -2011
2012 - 2014
2015+
Covert
Advertising – no
real public
awareness
Maturing
Public
Awareness
Legislation &
Privacy 2.0
Greater
Automation &
Transparency
The Privacy Debate is the trade for always-on data
More accurate and plentiful data is nothing
without intelligence
Alan Turing – born June 1912
Natural Language / Text Analytics
Training and Simulation
Incremental Learning
Machine created content.
+ Simulex
The Sensing
Analytics Space is fragmented
But some are working on the
whole environment
Sensing - Video Analytics
Investment Returns
Move Towards
• Real time sensing, thinking and acting • Richer social and environmental dynamics
• Give consumers control - be transparent • Identify the holes in your digital/physical view • Move intelligence in house • Adopt Agile innovation practises
By Doing
Advertising
Marketing
Hidden
Campaigns 2015
© 2009 Forrester Research, Inc. Reproduction Prohibited
Thank you
Anthony Mullen
+44 (0) 20 7323 7733
@ant_mull
www.forrester.com