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

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How can companies deal with the new always on customers? Models, strategies, case histories and new scenarios

How can companies deal with the new always on customers? Models, strategies, case histories and new scenarios

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

  • 1. ALWAYS ON PEOPLE, CONSUMERS, COMPANIES ©2014 FUTUREBERRY MODELLI E STRATEGIE PER LE AZIENDE
  • 2. FUTUREBERRY - INSPIRING ROUTE - Always ON 2 Stefano Daelli @cosesemplici Associate at Futureberry
  • 3. FUTUREBERRY - INSPIRING ROUTE - Always ON My life as a customer 3
  • 4. FUTUREBERRY - INSPIRING ROUTE - Always ON At any place and time I have access to all available information about your offer, product and company. “Wait a sec, let me google it!” 4 If knowledge is power, then relationships have just been turned upside down.
  • 5. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: Find The Best, jun 2014. From smartphones to dog breeds to members of congress. FindTheBest.com 5 A search engine that find, collect and compare any information you need to make the best decision. Just in a click.
  • 6. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: Statistic Brain, Jan 2014; Urban Dictionary, jun 2014 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. “Catch me if you can” 6 disclaimer: even if you’re listening to me, during this slide you've probably already checked your phone. twice. The Goldfish Syndrome Today your average attention span is 8 seconds. 1 second less than a goldfish. “The bottleneck used to be distribution, now it’s attention”
  • 7. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: Inc, jan 2014; Inc, jan 2014. Rented attention has become less and less effective Superbowl Ads 7 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.
  • 8. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: Trendwatch, may 2004; Clickz, jun 2011; Trendwatching, 2013. I research, communicate, interact, purchase, consume, share, all at the same time. All the time. “Multi-if-not-hyper-tasking lifestyle” 8 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.
  • 9. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: PR Newswire, 2014. Testo slide Tool to enhance the thrill and excitement watching sport (and betting on it) Bet Tracker app 9 Check stats, set up alerts to track multiple bets, challenge your friends, track probabilities once the game begins - in real time - and add bets.
  • 10. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: Mediaplanet, sept 2013. 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 aware of their strategies & tricks to make me buy. “You have no power here” 10 The rise of “marketing immunity”
  • 11. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: Adblock, jun 2014. Surf the web without annoying ads. Adblock 11 A browser extension that automatically blocks video ads, banner ads, Flash ads, Facebook ads, text ads... Before After
  • 12. FUTUREBERRY - INSPIRING ROUTE - Always ON So, what kind of guy is our Always on consumer? 12 1 Overinformed Hyperactive 2 Multitasker 3 Marketing immune 4
  • 13. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: BBC, aug 2013; Futureberry, jun 2014. Many new emerging phenomena are changing our needs. The “needs” are a-changin' 13
  • 14. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: BBC, aug 2013; Futureberry, jun 2014,slideshare.net/MarketRevolution We also discovered some of them together. The “needs” are a-changin' 14 But we think always on is not among the key factor
  • 15. FUTUREBERRY - INSPIRING ROUTE - Always ON Always on has a heavy impact on the behavior Not “what” but “how” 15 Then Now
  • 16. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: KPMG, feb 2014; WSJ, jun 2014. Some examples Physical to digital, digital to physical 16 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.
  • 17. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: Google-Ipsos, aug 2012. Some examples From tablet to laptop to desktop to smartphone 17 30% of researches drive to shopping content. 17% of people who watch a commercial research for it via mobile.
  • 18. FUTUREBERRY - INSPIRING ROUTE - Always ON What should a company do? 18
  • 19. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: McKinsey, jun 2009; Wikipedia, jul 2014; Adweek, mar 2014. The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target. “Good ol’ times” 19
  • 20. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: Forrester, feb 2010. Add a second dimension to frame the enriched customer experience through customer’s eyes. “Things just got real” 20
  • 21. FUTUREBERRY - INSPIRING ROUTE - Always ON 21 What if these consumers are adding extra new dimensions ?
  • 22. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: Fitch, sept 2011; Accenture, 2013; Azur Digital, jan 2014; Futureberry, jul 2014. Non-linear, continuous and dynamic The “always on customer journey” 22 Each step of the process is bi-univocally connected to each other in a non-sequential way Each touchpoint consumers are exposed enable to countless different scenarios
  • 23. FUTUREBERRY - INSPIRING ROUTE - Always ON Some inspirational stories 23
  • 24. FUTUREBERRY - INSPIRING ROUTE - Always ON Problem TV shows are a really crowded market a there’s low level of engagement (and thus retention) of the viewers Make money watching TV Viggle 24
  • 25. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: Slate, may 2012; Clairewait, may 2014; WSJ, jun 2014; Viggle, jul 2014. Make money watching TV Viggle 25 Simple but somehow enough to affect watchers’ behaviors ‣ 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) Solution The integrated loyalty program that reward TV watchers (with 20.8 million montlhy user)
  • 26. FUTUREBERRY - INSPIRING ROUTE - Always ON 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. Create a seamless digital-to-physical shopping experience Shopkick 26
  • 27. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: Techcrunch, oct 2013; Wikipedia, jul 2014; Shopkick, jul 2014. Create a seamless digital-to-physical shopping experience Shopkick 27 A co-pilot for the shopping experience: helps to discover the best stores and products Solution The “ShopBeacon project”: welcome a shopper when she enters a store and show her location-specific deals, discounts, recommendations, and rewards, without even open the app. Tie at-home browsing to in-store benefit (reminder, suggestion, etc). Deliver department-specific offers throughout the store. ‣ 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)
  • 28. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: Marketing Magazine, Apr, 2014, Marketing Week, Oct, 2013. MyTesco pilot project 28 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” Tesco
  • 29. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: Ayantek, aug 2013 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. A new meaning to the world’s oldest direct marketing tool (makes room design easier) Ikea 29
  • 30. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: Gizmag, 2013; Ikea, aug 2013; The Verge, aug 2014. A new meaning to the world’s oldest direct marketing tool (makes room design easier) Ikea 30 Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue. Solution 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 via augmented reality.
  • 31. FUTUREBERRY - INSPIRING ROUTE - Always ON Problem Very few of the many stimuli that the consumer receives and the actions he takes are translated into real sales opportunities. Anytime, anywhere, in a second Amazon 31
  • 32. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: The Verge, jun 2014; Techcrunch, jun 2014. Anytime, anywhere, in a second Amazon 32 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
  • 33. FUTUREBERRY - INSPIRING ROUTE - Always ON Problem Consumer moves fast, advertising moves slow. Consumer “talk”, brands “communicate”. Talk like a real person Tide 33 Source: Cartodb, jun 2014.
  • 34. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: Mobile Marketer, Feb, 2014, AdAge, Feb, 2014 Talk like a real person Tide 34 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
  • 35. FUTUREBERRY - INSPIRING ROUTE - Always ON 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. Imagining the new era of shopping ConAgra Foods with Google 35
  • 36. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: Mashable, mar 2013 Imagining the new era of shopping ConAgra Foods with Google 36 Solution Through the Google Glasses, ConAgra Foods is re-inventing a fast and breathtakingly seamless shopping experience
  • 37. FUTUREBERRY - INSPIRING ROUTE - Always ON SO WHAT? 37
  • 38. FUTUREBERRY - INSPIRING ROUTE - Always ON In a survey it was asked to US consumers “What would you give up to mantain Internet access?” 38 Source: Vivaldipartners, Feb, 20140 7% would forgo showering for a year 21% would give up sex 73% would sacrifice alcohol
  • 39. FUTUREBERRY - INSPIRING ROUTE - Always ON 39 Perhaps, after all, we are not facing a passing hype but a radical shift that consumers and companies have to face.
  • 40. FUTUREBERRY - INSPIRING ROUTE - Always ON Source: Gizmodo.com, 2014 40
  • 41. FUTUREBERRY - INSPIRING ROUTE Via RipamOnti, 44 | Milano 20141 T +39 02 36565425 info@futureberry.it www.futureberry.it Fanno parte di FUTUREBERRY 41