Email: icampbell@golinharris.com Phone: 312 804 5749
Digital Velcro
Trends Creative Commerce
The technology trend
The 12 technologies that
will define our economic
future (2025)
“The real economic benefits of
innova...
Finally, an educated consumer
• The ‘how’ of engagement. Being relevant to the moment is where
marketing power – and consu...
Customer experience strategy
BRICKS
-AND-
MORTAR
DESKTOP WEARABLE
MOBILE
“In a world where, according to Google’s Multiscr...
What lanes do we swim in?
Innovation is the new creative
• A future with a primary focus on mobile, social, content and
measurement
• Broaden creati...
The creative team
• Mix of diverse experts, multi-taskers and junior team members
• Drive collaboration and an open mind t...
Things are changing
• Content is the new creative
• A new kind of retailer
• Context for commerce
CONTENT IS THE NEW CREATIVE
Sharing what you like is a component
of your social profile
Live, exclusive and most popular
Empowered and knowledgable
consumer
Branded
content
Storytelling
Advocacy & live curation
A NEW KIND OF RETAILER
The jump to being a mobile company
The advantage of starting in digital
New formats for media
3D printing … in Brooklyn
CONTEXT FOR COMMERCE
LIFEKRAZE
Post your accomplishments.
160-characters posts with the
things you achieve
throughout the day.
Each day you hav...
SNAPGUIDE
Snapguide is a
simple, beautiful way to
share and view step-by-step
how to guides. Discover new
things to
cook, ...
TINDER
Tinder anonymously finds out
who likes you nearby, and
connects you with them if
you’re also interested.
MOBILE DAT...
APPENDIX
MOBILE
INDUSTRY SETTING
INDUSTRY SETTING
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Digital Velcro

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I've been thinking about the changing world of eCommerce recently. How to assemble the troops? What's important and what kinds of creative deliverables should you offer?

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  • Source: http://www.washingtonpost.com/blogs/wonkblog/wp/2013/05/24/these-12-technologies-will-drive-our-economic-future/?hpid=z9
  • The Engagement Project: Connecting with Your Consumer in the Participation Agehttp://www.google.com/think/articles/engagement-project-new-normal.html#utm_medium=email&utm_campaign=2013-may-think-letter&utm_source=bdm&utm_content=engagement-project-new-normal
  • “Digital Velcro” - http://www.mobilecommercedaily.com/adapting-to-consumers%E2%80%99-multiscreen-behavior
  • Making sense of what clients wanthttp://www.phenomblue.com/work/
  • 50 percent of its 5.5 million members joined from social sharingMore than 20 percent of Fab’s daily traffic comes from socialThe live feed, which is one of the most popular features on Fab, is one of the biggest conversion drivers from visit to purchasePeople who use social features on Fab continue on to purchase more than twice as much as Fab members who don’t use social features30 to 40 percent of Fab’s daily visits come from mobile apps on iOS  and AndroidFab mobile users convert to purchase more than twice as often as web-only users, and they purchase twice as often
  • Digital Velcro

    1. 1. Email: icampbell@golinharris.com Phone: 312 804 5749 Digital Velcro Trends Creative Commerce
    2. 2. The technology trend The 12 technologies that will define our economic future (2025) “The real economic benefits of innovation, at least over the near term, come not from the flashy, mind-blowing ideas, but from clever combinations of technologies that are just maturing with those that have been around for ages.”
    3. 3. Finally, an educated consumer • The ‘how’ of engagement. Being relevant to the moment is where marketing power – and consumer expectations – now lie. • In the accelerating swirl of chaos, excitement, and yes, sometimes fear, the brands that win will prioritize engagement over exposure. • Creation, curation, connection and community The Engagement Project: Connecting with Your Consumer in the Participation Age Generation C: A generation that has grown up living digital lives
    4. 4. Customer experience strategy BRICKS -AND- MORTAR DESKTOP WEARABLE MOBILE “In a world where, according to Google’s Multiscreen Report, more than 90 percent of people use more than one screen to accomplish a single task, brands need to focus on the “digital Velcro” to connect these screen experiences + In- store behavior.” TVPRINT / CATALOG
    5. 5. What lanes do we swim in?
    6. 6. Innovation is the new creative • A future with a primary focus on mobile, social, content and measurement • Broaden creative roles and titles (business function) to encourage creative thinking • Commit to innovative thinking by hosting brand experience/ tech jams, creating branded content, and working closely with strategic partnerships, participation at industry events, etc. • Does it work? Needs to be a prominent role for measurement (social, customer service, etc.) Do agency’s get it?
    7. 7. The creative team • Mix of diverse experts, multi-taskers and junior team members • Drive collaboration and an open mind to new kinds of deliverables (Lean UX) • What’s next? NUI, service design? Think broadly and let’s make it happen • Use insights and data to discover and how creative extends beyond UI/UX (Content, In-store, etc.) • Portfolio love: 65% / 35% rule • Embrace user centered design and build products with both emotional (content) and functional (product) considerations • ‘Production efficiencies’ are a way for staff to innovate
    8. 8. Things are changing • Content is the new creative • A new kind of retailer • Context for commerce
    9. 9. CONTENT IS THE NEW CREATIVE
    10. 10. Sharing what you like is a component of your social profile
    11. 11. Live, exclusive and most popular
    12. 12. Empowered and knowledgable consumer
    13. 13. Branded content
    14. 14. Storytelling
    15. 15. Advocacy & live curation
    16. 16. A NEW KIND OF RETAILER
    17. 17. The jump to being a mobile company
    18. 18. The advantage of starting in digital
    19. 19. New formats for media
    20. 20. 3D printing … in Brooklyn
    21. 21. CONTEXT FOR COMMERCE
    22. 22. LIFEKRAZE Post your accomplishments. 160-characters posts with the things you achieve throughout the day. Each day you have 300 points to distribute to the best accomplishments. Turn your points into rewards GAMIFICATION
    23. 23. SNAPGUIDE Snapguide is a simple, beautiful way to share and view step-by-step how to guides. Discover new things to cook, build, wear, play and more. Create your own guides and share what you love making with your friends on Twitter, Facebook and more. Discuss your interests with other people who share your passions. NICHE SOCIAL NETWORKS
    24. 24. TINDER Tinder anonymously finds out who likes you nearby, and connects you with them if you’re also interested. MOBILE DATING
    25. 25. APPENDIX
    26. 26. MOBILE
    27. 27. INDUSTRY SETTING
    28. 28. INDUSTRY SETTING
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