multichannel innovation-royalmail
DESCRIPTION
Royal Mail Multichannel innovation presentation for Ecom UKTRANSCRIPT
Are we really Innovating?
Twitter:- @ZoheWannabe Futurist ;-)
Innovation in digital marketing & ecommerce touchpoints is occurring at an unprecedented pace
Virals
SEM
SEO
Blog Search Engines
Market Research
Own Websites
Blogs Photo Blogs
Forums /IM
Meetups/ RFID
Blogger Outreach
Social EcosystemsFacebookTwitter
Video [e.g.
YouTube],
vlogs
Other Social Networks
Social Enterprise
UGC
In-App Social Integration
Social
Commerce
SMO
Social Media Mgmnt Tools
Social APIsIntegration
Analytics & Social Listening & Monitoring
Blog Aggregators
Interactive & TV
Smart TV
Games Console
DVR / PVR / PTV
In Game
Digital DevicesMobilesNFC / Bluetooth
DVB
Tablet
PC
Online Media
News
SpecialInterest
Portal
Digital POS
In StoreKiosk
DOOHIn-Flight Advertising
In-Car Advertising
ATM Advertising
Micro-Casting
Webcasts
Podcasts
Web Radio
E-CRM
SMS
Onsite Search
Adserver
Mobile Search
Ratings & Reviews
Rich Media
Online Care
Teleweb
Social Computing
Wiki
Social Bookmarking
Folksonomy
Answer Engines
Social Search
Display Advertising
Ad Networks incl. Social
Ad Platforms incl. Social Ad Exchanges
Content Infographics & Memes
Content Curation
Content Syndication
Content Partners
Comscore Nielsen
Hitwise, Quantcast
MobileDevicesOperators
M-Commerce
Mobile Payments
Mobile Ad Networks
Location Based
App Stores / In-App
App Dev Platforms
Mobile OS
ITIT
Content R & D
Propositions
Platforms Testing
Delivery
DevelopersSecurity
Clou
d
The marketing technology ecosystem to manage communications on these touchpoints is mindblowing!
Input method is still Qwerty
• We are only half way there in terms of mass market device innovation and adoption.
• Typing is a skill, which if you don’t have it, can be laborious.
Touchscreens are awkward to use
Past Present
Despite social logins being available many websites still require registration, & form filling, YAWN!
And to do all that registering, logging in & out with a qwerty keyboard, on a touch device, TEDIOUS!
What about multi-user households with multiple devices? Logout one and Login another, YAWN!?
What could be more annoying than another username & password to remember, YAWN!
So, have we really innovated? Its more like Web 1.5. Consumers will Innovate, even if we don’t!
Multi-screen consumer behaviour becomes mainstream
Google Multi-Screen Exec Summary
Source: Google Multiscreen World
90% of media interactions involve a screen.
Source: Google Multiscreen World
We are moving between 4 devices
Source: Google Multiscreen World
Smartphones are most common device when multi-screening
Source: Google Multiscreen World
We Multi-task across Multi-Channels via Multi-Screens
Multi Multi MultiConsumers’ new version ofVeni Vidi Vici ?!?
Clearly there is some Innovation
Things they are a Changing: Classrooms
Past Present
Things they are a Changing: Maps
Past Present
Things they are a Changing: Grocery shop
Present Future
What's the common denominator?
SCREENS
Well, TVs are a lot smarter, a lot more social & a lot more connected
You can control them with a combination of touch, gesture & voice
Smart TV Opportunity
There are several million smart TV’s in the UK, and globally, market research suggests that consumer use of connected TV sets will jump from 82m in 2011 to over 890m by 2016
Mobile and specifically Apple paved the way for consumers to become comfortable with Apps, and there is as big an opportunity for engagement with Smart TV in all industries.
Smart TV presents an entirely new opportunity for brands and it’s time for companies to start to engage with how they’re going to address what will be a new behaviour.
Samsung TV App store already boasts over 2000 Apps
Internet + TV + Ecommerce = Powerful Mix. Add Social then even more stronger
using web, mobile, interactive TV [red button] & normal TV to drive sales as early as 2006
mix of 3% conversion of new visitors & 19% for repeat visitors
secret of success? Rich content on multiple channels
their TV content on Youtube & Facebook. New touchpoint … “Social Infomercials”
QVC
Oct 2012 –Gartner named the poster child of social commerce [i.e. actually driving sales with social]. Guess who? QVC & Home Shopping Network
Despite all the signs & studies that consumer attention isn’t on TV
1
almost never watch tv shows when they are broadcast anymore 2
We are watching a lot more on demand TV and movie content and rarely with ads (We're so used to watching shows via Netflix or iTunes that ads now seem like bizarre intrusions)
3
We hardly watch TV with ads, even on a DVR
4We get our news from the Internet, article by article, clip by clip.
Read more: http://www.businessinsider.com/tv-business-collapse-2012-6
And, in the UK, Pay TV subscriptions are flatlining
As are the numbers of hours spent viewing TV.
Bizarrely, we still seem to be spending lots on TV advertising
In the UK, The TV advertising market is going through a renaissance, with revenues up by 2.2% year on year, a record £4.36bn in 2011. More info here
If you think advertising & marketing have changed in the last 10 years….
You haven’t seen anything yet
Evolution of Input MethodKeypad Touch
GestureVoice
New developments in User Interface & User experience will be mass market before we know itNew developments in User Interface & User experience will be mass market before we know it
•The 5 Billion not on the Internet?
They will be joining us sooner than we think
Source: http://envisioningtech.com/envisioning2012/
The web as we know it, is changing profoundly
Smartphone sales have overtaken PC Sales. Tablets will be next
Within 10 /15 years touchscreens as we know them will be obsolete and the digital advertising / ecommerce dynamic will shift again
Gesture Recognition – Nissan Pathfinder Kinect Experience
Source: http://www.youtube.com/watch?v=rQVycUmeqB4
Speech Recognition – Mindmeld Conference Call App
Source: http://www.youtube.com/watch?v=5NGGSBt0hkw
Haptics – Disney Touche Capacitive Sensing
Source:http://www.disneyresearch.com/research/projects/hci_touche_drp.htm
Holograms – Apple / Nokia Hologram technology patents
Source:http://www.businessweek.com/articles/2012-08-07/why-apple-will-turn-to-holograms
Eyewear Embedded Screens – Google Project Glass
Source: http://www.youtube.com/watch?v=D7TB8b2t3QE
Conclusion: Marketing & Ecommerce in 2025
• Search will still be at the centre of it all, but voice, gesture etc will affect how we search
• New tech will literally bring anywhere, anytime, anyhow to life
• Hyper Personalisation – behaviour, DNA, build/body size
Microsoft Vision of Future
Source: http://www.youtube.com/watch?v=a6cNdhOKwi0
Corning Day Made of Glass
Source: http://www.youtube.com/watch?v=6Cf7IL_eZ38
Thank you.