Introducing TRANSIENT IDENTITI, INC.CMR as the Future of CRM

“The most important skill set of the New Marketer is intellectual curiosity”

Our Sole Premise

Transient Identiti is a strategic innovation shop where strategy meets design.  The core business focus is to help clients rethink facets of their go-to-market approach for connecting products with desired target audiences from ideation to execution.

Through our exploratory approach centered around design thinking, Transient Identiti infuses innovation across a series of Marketing functions ranging from communications planning to customer strategy .

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CUSTOMER Managed Relationships

+ From CRM to CMR+ Any Marketing professional will talk about the role of

CRM and it’s ability to move consumer across a brand portfolio and drive business across the bottomline.  Primarily executed in a “push” Marketing fashion, this framework fast becoming obsolete.  

+ Social connectivity means that a brands existence within the social construct or social fabric of the consumer’s everyday life is far more pertinent.  Exit CRM and enter CMR, customer-managed relationships.  

+ This term witnesses the emergence of platforms that are user driven where the brand provides tools that allow the consumer to more effectively make purchase decisions.  

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WHY CMR

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New era of Brand Management means that product design and development has to create “listening brands.”

The Dawn of the Social Consumer…gave birth to Social CRM

+ The most success brands and services are the ones that are differentiated by the networks they create, and the relationships they create with users and between users. It has a lot to do with human behavior and motivation.

WHY CMR

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WHY CMR

+ The advent of the “social layer” rewrote the framework for Relationship Marketing.

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RETHINKING CRM

FUTURE OF BRAND STRATEGY

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RETHINKING Consumer Identity

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+ CRM will have to content with management of ID shifting to the consumer side as the debate moves from privacy to personal data control.

RETHINKING The Experience

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+ Nike + iPod gave birth to a runners community that matches virtual interaction and physical meet ups with the product as the central theme where technology was the breakthrough.

+ CRM goes from pushing products to capturing aspects of the “experience economy.”

RETHINKING Package Design

+ CRM must now be “skinned” onto any surface that’s a consumer touch point.

+ 2D Barcodes to connect consumers via package labeling from everything to sweepstakes to product tutorials.

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RETHINKING The Crowd

+ CRM must now harness the dynamics of the crowd

+ Nikeid and RYZ Footwear were launched under the notion that the most successful product sell is the one in which the consumer creates the finished product.

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RYZ FootwearNikeid

RETHINKING Complexity

+ The Technology is to allow the seamless transition between home and car in terms of computing utility.

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+ On-board Driving Monitors evaluate driver behavior, customers can receive up to 30% in discounts for save driving.

+ From Dodge to OnStar, automakers have created the ultimately utility in car apps that will fuel the era of the smart car revolution where diagnostics goes beyond the dashboard.

+ CRM now has to be agnostically mobile in plug-in-play fashion.

RETHINKING Proximity

+ Companies are tracking user’s Foursquare activity to compare the spending per transaction.

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+ Google’s Mobile Wallet is powered by NFC (Near Field Communication)

+ Geo-fencing is an emerging retailer tactic to market to the physical “in-market” consumer.

+ CRM now has to be location-aware

MARKETPLACE DISRUPTIONS

WHY INNOVATE NOW

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DISRUPT Your CRM Planning

These “movements” will forever reshape the way brands are

created from the inception because they are driven byconsumer behavior, consumer preference, or consumerexpectations.+ Digital Intuition+ The Human Cloud (based on Cloud Computing)+ Marketing as a Service (Service Design) + Gamification (Game Mechanics)

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CMR: Emergence of Digital Intuition

+ Entering the marketplace are a series of technologies that in artificial intelligence like fashion will begin to make decisions regarding our preferences for us.

+ CRM was designed to be the data-driven environment behind customer intelligence; not a portable app.

+ My6Sense as a leading indicator of self profiling.+ This app works by building up a ‘Digital Intuition’

about your tastes. Give it your Twitter, Facebook and Google Buzz accounts, along with any RSS feeds that you follow, and over time you’ll discover that My6Sense really is starting to learn about the kinds content you’re most interested in.

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CMR: Emergence of Human Cloud

+ Everyone forms their own cloud (curating our lives)+ From Linkedin to FB to

Twitter to personal trainers, there is a movement to create our own walled gardens.

+ Walled gardens personify consumer control.

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CMR: Emergence of Gamification

+ Bluefly introduces Game Mechanics+ Shopping site Bluefly partners with Badgeville and

adds badges to make online shopping more like games

+ The more badges shoppers earn, the more they will be rewarded with early access to products, special deals and discounts. 

+ The technology creates a new value system for shopping.

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CMR: Other Drivers

Customer Experience+ Push for greater customer intimacy+ Amex’s Social Currency Program

Advancements in Marketing Strategy+ Social Sampling+ Social Segmentation+ Proximity Marketing

Emerging Platforms+ Whrrl’s Geo-Social interest groups+ Syndeck’s use of cell-phone behavior to book travel+ GroupMe’s group texting

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CMR: Emergence of MaaS

+ Marketing as a Service+ With Marketing evolving from being “seen” to being

“shared” the new expectation is that Brand Marketing carry some form of utility within the product offering.+ Nike Plus Runners community.

+ Call it engagement or service, experience is the basis from what all “social currency” bears its roots.

+ CRM’s value proposition has always been to “display a brand’s value” as the driver for relationship building; not facilitating consumer connectivity.  

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THANK You

The Future Marketing rests on its ability to display the right ad in the right place in proper context across the appropriate

touch point.

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CONNECT With Us

Dynamic customer experiences centered around content, applications, and communications relevant to the social

relationship being cultivated will be the new sell-through approach.

Transient Identiti, Inc.