Inspiring Route - Always On: people, consumers, companies - Modelli e strategie per le aziende

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"Always On" is a lifestyle characterized by the connectivity shift from a technological service to a personal trait.

This report - part of the "Inspiring Route" project - analyses and understands the main themes related to Always On through stories, examples, numbers, case studies.

Published in: Business, Technology

Inspiring Route - Always On: people, consumers, companies - Modelli e strategie per le aziende

  1. 1. MARKETREVOLUTION.IT @MKTRVLTN ALWAYS ON INSPIRING ROUTE 03/07/2014
  2. 2. WELCOME Thanks for coming ALWAYS ON - INSPIRING ROUTE 2
  3. 3. @MKTRVLTN #INSPIRINGROUTE #ALWAYSON
  4. 4. ALWAYS ON - INSPIRING ROUTE Please turn off all electronic devices 4
  5. 5. Source: Twitter, 2014 ALWAYS ON - INSPIRING ROUTE The first always on world cup Watching the match alone together 5
  6. 6. Where does this story start? ALWAYS ON - INSPIRING ROUTE 6
  7. 7. Source: The Verge, Apr, 2012, The Verge, May, 2013 ALWAYS ON - INSPIRING ROUTE but then ... 7 Meet the guy who left the internet 1st May 2012 P.Miller, senior editor at “The Verge”, decides to leave Internet for one year. His goal is to separate himself from the constant connectivity to explore sans-internet reality. “I thought it was making me unproductive. I thought it lacked meaning. I thought it was corrupting my soul”
  8. 8. Meet the guy who left the internet ... came back 1st May 2013 P.Miller, comes back to the Internet. During his offline year he realized he was wrong: “there's a lot of ‘reality’ in the virtual, and a lot of ‘virtual’ in our reality, so living without Internet is not a real life”. My plan was to leave the internet, find the "real" Paul and get in touch with the "real" world, but the real Paul and the real world are already inextricably linked to the internet. Source: The Verge, Apr, 2012, The Verge, May, 2013 ALWAYS ON - INSPIRING ROUTE 8
  9. 9. “Always ON” is a lifestyle characterized by the connectivity shift from a technological service to a personal trait. ALWAYS ON - INSPIRING ROUTE 9
  10. 10. Source: Path, 2011. ALWAYS ON - INSPIRING ROUTE Path Are you online or are you sleeping? 10
  11. 11. Source: MIT, 2008. ALWAYS ON - INSPIRING ROUTE What drives always on? 2 key factors 11 Psycological “second life” chance uncomfortable feeling of loneliness Technological ubiquity of internet access more mobile devices than people in the world
  12. 12. Source: Sploid, june 2014 ALWAYS ON - INSPIRING ROUTE “This is so tweetable” still online while offline 12 “Social media is a narcissistic playground where the best, the funniest, the most charming aspects of our lives are publicized and the shitty stuff, the boring stuff, the beige almost never gets posted.”
  13. 13. Source: TED Talks, Feb 2012 ALWAYS ON - INSPIRING ROUTE Getting used to a new way of being alone 13 “Being alone feels like a problem that needs to be solved. And so people try to solve it by connecting. We slip into thinking that always being connected is going to make us feel less alone.”
  14. 14. “from a business point of view” models, strategy, consequences ALWAYS ON - INSPIRING ROUTE 14
  15. 15. ALWAYS ON - INSPIRING ROUTE My life as a customer 15
  16. 16. “Wait a sec, let me google it!” At any place and time I have access to all available information about your ALWAYS ON - INSPIRING ROUTE offer, product and company. 16 If knowledge is power, then relationships have just been turned upside down.
  17. 17. Source: Find The Best, jun 2014. ALWAYS ON - INSPIRING ROUTE FindTheBest.com From smartphones to dog breeds to members of congress. 17 A search engine that find, collect and compare any information you need to make the best decision. Just in a click.
  18. 18. “The bottleneck used to be distribution, now it’s attention” Source: Statistic Brain, Jan 2014; Urban Dictionary, jun 2014 ALWAYS ON - INSPIRING ROUTE “Catch me if you can” I am overwhelmed by all kinds of stimuli. I amuse easily, but I get bored even more easily. Even if you manage to catch my attention, you lose it anyway at any moment. 18 The Goldfish Syndrome Today your average attention span is 8 seconds. 1 second less than a goldfish. disclaimer: even if you’re listening to me, during this slide you've probably already checked your phone. twice.
  19. 19. Source: Inc, jan 2014; Inc, jan 2014. ALWAYS ON - INSPIRING ROUTE Superbowl Ads Rented attention has become less and less effective 19 There is nothing like "wait". There’s just “real-time”. 65% aren’t even able to associate the company/product with the ad. 30-sec spot. 4 million dollar pricetag. 56% of viewers don’t recall the ad.
  20. 20. “Multi-if-not-hyper-tasking lifestyle” I research, communicate, interact, purchase, consume, share, all at the same Source: Trendwatch, may 2004; Clickz, jun 2011; Trendwatching, 2013. ALWAYS ON - INSPIRING ROUTE time. All the time. 20 Consumers look to maximize every moment. No amount of (micro) time will be too fleeting, or activity too absorbing, to cram in more content, connection, consumption or simply more fun.
  21. 21. Bet Tracker app Tool to enhance the thrill and excitement watching sport (and betting on it) Source: PR Newswire, 2014. ALWAYS ON - INSPIRING ROUTE Testo slide 21 Check stats, set up alerts to track multiple bets, challenge your friends, track probabilities once the game begins - in real time - and add bets.
  22. 22. “You have no power here” I’m constantly stalked by brands and their offerings (Like! Share! Try! Get!) and all the mocking and debunking of their activities is making me more and more Source: Mediaplanet, sept 2013. ALWAYS ON - INSPIRING ROUTE aware of their strategies & tricks to make me buy. 22 The rise of “marketing immunity”
  23. 23. Source: Adblock, jun 2014. ALWAYS ON - INSPIRING ROUTE Adblock Surf the web without annoying ads. 23 Before After A browser extension that automatically blocks video ads, banner ads, Flash ads, Facebook ads, text ads...
  24. 24. So, what kind of guy is our Always on consumer? ALWAYS ON - INSPIRING ROUTE 24 1 2 Overinformed Hyperactive 3 Multitasker 4 Marketing immune
  25. 25. Source: BBC, aug 2013; Futureberry, jun 2014. ALWAYS ON - INSPIRING ROUTE The “needs” are a-changin' Many new emerging phenomena are changing our needs. 25
  26. 26. Source: BBC, aug 2013; Futureberry, jun 2014. ALWAYS ON - INSPIRING ROUTE The “needs” are a-changin' We also discovered some of them together. 26 But we think always on is not among the key factors La Sharing Economy Makers e la rivoluzione del manufacturing Startup e i nuovi imprenditori Collaboration revolution Quantified Self
  27. 27. ALWAYS ON - INSPIRING ROUTE Not “what” but “how” Always on has a heavy impact on the behavior 27 Then Now
  28. 28. Source: KPMG, feb 2014; WSJ, jun 2014. ALWAYS ON - INSPIRING ROUTE Physical to digital, digital to physical Some examples 28 SHOWROOMING (Research Offline, Purchase Online) ROPO (Research Online, Purchase Offline) People who research online and buy offline spend 3 to 5 times more than when they shop through the website. 1 out of 5 people purchase via mobile from an online competitor while still physically visiting a retailer’s store.
  29. 29. From tablet to laptop to desktop to smartphone Source: Google-Ipsos, aug 2012. ALWAYS ON - INSPIRING ROUTE Some examples 29 30% of researches drive to shopping content. 17% of people who watch a commercial research for it via mobile.
  30. 30. What should a company do? ALWAYS ON - INSPIRING ROUTE 30
  31. 31. “Good ol’ times” The mono-dimensional funnel died a long time ago when the consumer ceased Source: McKinsey, jun 2009; Wikipedia, jul 2014; Adweek, mar 2014. ALWAYS ON - INSPIRING ROUTE to be a purely passive target. 31
  32. 32. “Things just got real” Add a second dimension to frame the enriched customer experience Source: Forrester, feb 2010. ALWAYS ON - INSPIRING ROUTE through customer’s eyes. 32 Aware Research Consider Buy Engage Service Support Loyalty
  33. 33. What if these consumers are adding extra new dimensions ? ALWAYS ON - INSPIRING ROUTE 33
  34. 34. The “always on customer journey” Source: Fitch, sept 2011; Accenture, 2013; Azur Digital, jan 2014; Futureberry, jul 2014. ALWAYS ON - INSPIRING ROUTE Non-linear, continuous and dynamic 34 Each step of the process is bi-univocally connected to each other in a non-sequential way Each touchpoint consumer are exposed to enable countless different scenarios
  35. 35. ALWAYS ON - INSPIRING ROUTE Some inspirational stories 35
  36. 36. ALWAYS ON - INSPIRING ROUTE Viggle Make money watching TV Problem TV shows are a really crowded market and there’s low level of engagement (and thus retention) of the viewers 36
  37. 37. The integrated loyalty program that reward TV watchers. Source: Slate, may 2012; Clairewait, may 2014; WSJ, jun 2014; Viggle, jul 2014. ALWAYS ON - INSPIRING ROUTE Viggle Make money watching TV 37 Solution ‣ Find the perfect show on TV to Viggle ‣ Check-in or Match ‣ Share & follow your favorite shows ‣ Get point for watching show ‣ Redeem points to get real rewards like gift cards (Starbucks, iTunes, Barnes & Noble), free subscription (Hulu, Spotify) or discounts (Kindle Fire, MacBook Air) Simple but somehow enough to affect watchers’ behaviors (with 20.8 million montlhy user)
  38. 38. ALWAYS ON - INSPIRING ROUTE Shopkick Create a seamless digital-to-physical shopping experience Problem Our customer is frustrated by the digital-physical "gap" in his shopping experience. Also, competition by other retailers and from digital channels makes it increasingly difficult for B&M operators to generate in-store traffic. 38
  39. 39. The “ShopBeacon project”: welcome a shopper when she enters a store and show her location-specific deals, discounts, recommendations, and rewards, without even opening the app. Tie at-home browsing to in-store benefit (reminder, suggestion, etc). Deliver department-specific offers throughout the store. Source: Techcrunch, oct 2013; Wikipedia, jul 2014; Shopkick, jul 2014. ALWAYS ON - INSPIRING ROUTE Shopkick Create a seamless digital-to-physical shopping experience 39 Solution ‣ 1 billion in-app deals and offers viewed (2012) ‣ $50 million in measurable incremental revenue for a single retail partner (2013) ‣ 70 brand partners (2013) ‣ 6 million+ shoppers (2014) A co-pilot for the shopping experience: helps to discover the best stores and products
  40. 40. Source: Marketing Magazine, Apr, 2014, Marketing Week, Oct, 2013. ALWAYS ON - INSPIRING ROUTE Tesco MyTesco pilot project 40 Solution Integrated system that help customers navigate the store, gather the shopping lists they have prepared at home and easily locate products “At Tesco, we’re already looking at what the store of the future look like. We’re looking at the customer’s journey, whether they at the home or in-store or out”
  41. 41. Source: Ayantek, aug 2013 ALWAYS ON - INSPIRING ROUTE Ikea A new meaning to the world’s oldest direct marketing tool (makes room design easier) Problem Traditional product communication is losing effectiveness because it is “flat” and so little engaging. 14% of the purchase turn out to be the wrong size for its intended location. 41
  42. 42. The integration of the catalogue with the mobile app that enable customers to view and place selected 3D representations of IKEA products in their own rooms Source: Gizmag, 2013; Ikea, aug 2013; The Verge, aug 2014. ALWAYS ON - INSPIRING ROUTE Ikea A new meaning to the world’s oldest direct marketing tool (makes room design easier) 42 Solution via augmented reality. Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue.
  43. 43. ALWAYS ON - INSPIRING ROUTE Amazon Anytime, anywhere, in a second Problem Very few of the many stimuli that the consumer receives and the actions he takes are translated into real sales opportunities. 43
  44. 44. Source: The Verge, jun 2014; Techcrunch, jun 2014. ALWAYS ON - INSPIRING ROUTE Amazon Anytime, anywhere, in a second 44 Solution The “Firefly” feature of the new Amazon smartphone is a “recognition engine” for both real-world and digital items which the consumer engage and interacts with, that track any research and we send instantly to Amazon store where we can buy. It turns the entire world around you into a showroom
  45. 45. ALWAYS ON - INSPIRING ROUTE Tide Talk like a real person Problem Consumer moves fast, advertising moves slow. Consumer “talks”, brands “communicate”. 45 Source: Cartodb, jun 2014.
  46. 46. Source: Mobile Marketer, Feb, 2014, AdAge, Feb, 2014 ALWAYS ON - INSPIRING ROUTE Tide Talk like a real person 46 Solution During XXLVIII Super Bowl, Tide focused on creating short videos and tweet to join the conversations generated by other brands’ commercials and interact in real-time playfully with them and the consumer 3.6 million impressions genereted saving $4 million dollar
  47. 47. ALWAYS ON - INSPIRING ROUTE ConAgra Foods with Google Imagining the new era of shopping Problem Today the shopping experience is still long and complicated, a task that requires a lot of time and attention. The consumer can distract, bore, change his mind. 47
  48. 48. Source: Mashable, mar 2013 ALWAYS ON - INSPIRING ROUTE ConAgra Foods with Google Imagining the new era of shopping 48 Solution Through the Google Glasses, ConAgra Foods is re-inventing a fast and breathtakingly seamless shopping experience
  49. 49. ALWAYS ON - INSPIRING ROUTE SO WHAT? 49
  50. 50. ALWAYS ON - INSPIRING ROUTE In a survey it was asked to US consumers “What would you give up to mantain Internet access?” 50 Source: Vivaldipartners, Feb, 20140 7% would forgo showering for a year 21% would give up sex 73% would sacrifice alcohol
  51. 51. Perhaps, after all, we are not facing a passing hype but a radical shift that consumers and companies have to face. ALWAYS ON - INSPIRING ROUTE 51
  52. 52. Source: Gizmodo.com, 2014 ALWAYS ON - INSPIRING ROUTE 52
  53. 53. Per scoprire i valori e la dimensione dell’Always On vai alla presentazione di Squadrati
  54. 54. www.marketrevolution.it info@marketrevolution.it

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