multichannel innovation-royalmail

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Are we really Innovating? Twitter:- @Zohe Wannabe Futurist ;-)

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Royal Mail Multichannel innovation presentation for Ecom UK

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Page 1: Multichannel innovation-royalmail

Are we really Innovating?

Twitter:- @ZoheWannabe Futurist ;-)

Page 2: Multichannel innovation-royalmail

Innovation in digital marketing & ecommerce touchpoints is occurring at an unprecedented pace

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Virals

SEM

SEO

Blog Search Engines

Market Research

Own Websites

Blogs Photo Blogs

Forums /IM

Meetups/ RFID

Blogger Outreach

Social EcosystemsFacebookTwitter

Google

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

Email

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

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The marketing technology ecosystem to manage communications on these touchpoints is mindblowing!

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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.

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Touchscreens are awkward to use

Past Present

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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!

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So, have we really innovated? Its more like Web 1.5. Consumers will Innovate, even if we don’t!

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Multi-screen consumer behaviour becomes mainstream

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Google Multi-Screen Exec Summary

Source: Google Multiscreen World

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90% of media interactions involve a screen.

Source: Google Multiscreen World

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We are moving between 4 devices

Source: Google Multiscreen World

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Smartphones are most common device when multi-screening

Source: Google Multiscreen World

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We Multi-task across Multi-Channels via Multi-Screens

Multi Multi MultiConsumers’ new version ofVeni Vidi Vici ?!?

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Clearly there is some Innovation

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Things they are a Changing: Classrooms

Past Present

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Things they are a Changing: Maps

Past Present

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Things they are a Changing: Grocery shop

Present Future

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What's the common denominator?

SCREENS

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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

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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

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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

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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

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And, in the UK, Pay TV subscriptions are flatlining

As are the numbers of hours spent viewing TV.

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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

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If you think advertising & marketing have changed in the last 10 years….

You haven’t seen anything yet

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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

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Source: http://envisioningtech.com/envisioning2012/

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The web as we know it, is changing profoundly

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Smartphone sales have overtaken PC Sales. Tablets will be next

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Within 10 /15 years touchscreens as we know them will be obsolete and the digital advertising / ecommerce dynamic will shift again

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Gesture Recognition – Nissan Pathfinder Kinect Experience

Source: http://www.youtube.com/watch?v=rQVycUmeqB4

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Speech Recognition – Mindmeld Conference Call App

Source: http://www.youtube.com/watch?v=5NGGSBt0hkw

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Haptics – Disney Touche Capacitive Sensing

Source:http://www.disneyresearch.com/research/projects/hci_touche_drp.htm

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Holograms – Apple / Nokia Hologram technology patents

Source:http://www.businessweek.com/articles/2012-08-07/why-apple-will-turn-to-holograms

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Eyewear Embedded Screens – Google Project Glass

Source: http://www.youtube.com/watch?v=D7TB8b2t3QE

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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

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Microsoft Vision of Future

Source: http://www.youtube.com/watch?v=a6cNdhOKwi0

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Corning Day Made of Glass

Source: http://www.youtube.com/watch?v=6Cf7IL_eZ38

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Thank you.