DX3Canada Conference Synopsis : Toronto

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Dx3 Canada is Canada's first and only trade show dedicated to digital marketing, digital advertising & digital retailing.

Dx3 Canada is Canada's first and only trade show dedicated to digital marketing, digital advertising & digital retailing.

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  • 1. DX3CANADA ConferenceA synopsis of the DX3CANADA EventToronto, Canada January 25-26, 2012
  • 2. YOU ARE NOT JUST BEHINDTECHNOLOGY YOU AREBEHIND YOUR CUSTOMER’STECHNOLOGY.THERE ARE OVER 1,500CHANNELS FOR DIGITALENGAGEMENT. ALLOW YOURCUSTOMER TO USE ANYSTREAM THEY WISH. AS ABRAND YOU NEED TO BE AENABLER.
  • 3. SHOPPERS WANT TO BE MOREINFORMED THE JOURNEYSTARTS AT SEARCH70% OF SHOPPERSLEARN BEFORE BUYINGwww.zeromomentoftruth.com
  • 4. STEP 1. YOU SEE AN ADSTEP 2. YOU SEARCH ONLINEBUT WHAT HAPPENS IF YOURBRAND ISN’T THERE?www.zeromomentoftruth.com
  • 5. The Plan:1. ENGAGEMENT2. TARGETING3. ROI (MEASURED BY REACH/ADVOCATES)4. SHARE OF CONVERSATIONIN 2012 A CAMPAIGN DOESN’TTURN OFF• 365 DAYS OF PLANNING• BUDGET FOR ONGOING ENGAGEMENT• BUDGET FOR TESTING, LEARNING ANDMAKING CHANGES
  • 6. EVERY YEAR PEOPLE SHARE100% MORE ONLINE THAN THEYDID THE YEAR BEFOREZUCKS LAWhttp://www.youtube.com/watch?v=t5cb8mNA6Jk
  • 7. CUSTOMIZED CONTENT. IN THEFUTURE YOUR TORONTO STARWILL BE DIFFERENT THAN YOURFATHERS’.APS LIKE FLIPBOARD ANDPULSE ALLOW YOU TO CUSTOMIZE YOUR NEWS
  • 8. THERE WILL BE MORE SOCIALCHANNELS FOR MEDIACONSUMPTION THAN EVERBEFORE WHICH MEANS MOREOPPORTUNITIES FORADVERTISERS.
  • 9. MOBILE MIGHT SAVEPUBLISHING18% OF CANADIANS NOW HAVEA E-READER.
  • 10. EVERYTHING WILL BEAN APPAPPS WILL RUN ON TVS,FRIDGES, IPADS ANDSOCIAL NETWORKS.SO BUILDING FOR ONEPLATFORM WILL HOPEFULLYROLL OUT TO EVERYTHING ELSE.
  • 11. WHAT WILL CHANGEMOBILE IN CANADA?51% SMARTPHONE USERSHAVE A BLACKBERRY.29% HAVE A IPHONE.CANADA NEEDSMORE1. TOWERS (SPEED)2. COMPETITION (ROGERS, TELUSAND BELL MAKE UP 90% OF MARKET)
  • 12. IT TAKES YOU 1 HOURTO REALIZE YOU LOSTYOUR WALLET AND 4SECONDS TO REALIZE YOULOST YOUR PHONE
  • 13. THE MOBILE WALLET WILLHAPPEN. BUT NOT VERY SOON.THE CHIP TOOK 10 YEARS TO IMPLEMENT. PAYPALPREDICTS 5 MORE YEARS FOR THE MOBILE WALLET.RETAILERS DON’T CONTROLCUSTOMERS - THEY MANAGEEXPERIENCE.• SECURITY (COMPANIES THAT SEND INFO)• MEDIA COMPANIES (ROGERS)• BANKS• VISA / MASTERCARD ETC.
  • 14. “COMMUNICATIONSTOOLS DON’T GET SOCIALLYINTERESTING UNTILL THEYGET TECHNOLOGICALLYBORING.”CLAY SHIRKYA CHANGE IN BEHAVIOR NOT A CHANGE IN TECHNOLOGY.
  • 15. THE FUTURE OF RETAIL:THE DESTINATION IS YOUTHERE WILL BE A LAND GRABhttp://www.youtube.com/watch?v=4erNe_NpdyE
  • 16. THE STORE WILL BE A MEDIAPOINT NOT A DISTRIBUTIONPOINT.BRANDS WILL CARE LESS ABOUT IN-STORE SALES ANDMORE ABOUT IMPRESSIONS PER ASSOCIATE.IF YOU WORK AT APPLE YOU BETTER HAVE A KLOUTSCORE OF 50+ AND YOU BETTER INFLUENCE PEOPLE.NEW MODEL1. IMPRESSIONS START AT STORE2. CUSTOMERS SEND OUT MESSAGES WITHTHE BRAND’S HELP3. PURCHASE IS MADE ANYWHERE
  • 17. WHY IS THIS HAPPENING?I LIKE GETTING STUFF AFTERI PAY FOR IT.1. RETAILERS CAN’T GIVE YOU THE BEST PRICESBECAUSE DISTRIBUTION COST TO MUCH.2. UNFORTUNATELY IMPULSE PURCHASES ARE NOTPAYING FOR THE COST OF SHIPPING/DISTRIBUTION.
  • 18. MOBILE DOESN’T ALWAYSMEAN SHOPPING ON THEGO. PAYPAL SALES REFLECTMOBILE SHOPPING AT HOME,ON THE COUCH. THE MOSTMOBILE TRANSACTIONS ALLYEAR HAPPENED ONE HOURAFTER THANKSGIVING DINNER!
  • 19. SYNCHRONIZING SHOPPING
  • 20. COMPANION APPFROM GLOBAL
  • 21. WILL PAYPAL WILL CONVERTYOUR LOYALTY POINTS TOREAL MONEY?
  • 22. WHAT IS DRIVING SALES?2011 ONLINE ROI TRADITIONAL TV/PRINT DISPLAY/ BANNERS ONLINE SEARCH SOCIALOFFLINE $1 $6 $36 $108 SALES ONLINE $1 $1 $5 $15 SALES
  • 23. IN 2-5 YEARS THERE WILLBE NO ONLINE OR OFFLINE(NO MORE E-COMMERCE)JUST COMMERCE.FROM A TECHNOLOGY STANDPOINT THERE WILL BE NOSEPARATION JUST ONE POS(IN THE CLOUD)THIS MEANS MORE COLLABORATION WITH “OPENSHARING.” EVERYTHING WILL AUTOMATICALLYCONNECT WITH FACEBOOK, AND OTHER SOCIALSITES. STORES WILL NO LONGER CONTROL THE DATA.
  • 24. QR CODES STILL MATTERIN CANADA 1 IN 5 QR CODESSCANNED LEAD TO A PURCHASE.68% FEMALES AND ONLY 32% MALESCAN QR CODES. http://www.youtube.com/watch?v=-i-c-EacEkM
  • 25. QR CODES STILL MATTER
  • 26. QR CODES STILL MATTER
  • 27. SO WHAT?CANADA WILL NO LONGERBE LUIGIWITH MOBILE USERS LEAVINGBLACKBERRY IT WILLALLOW FOR A MORESOCIAL/DIGITAL COMMUNITY,ESPECIALLY IN- STORE.THIS WILL LEAD TO ENGAGING,TARGETED AND SOCIALADVERTISING OPPORTUNITIES
  • 28. SO WHAT?THE CANADIAN MEDIALANDSCAPE WILL CHANGETHIS YEARUNLIKE OUR US COUNTERPARTS,CANADIAN MEDIA OUTLETS AREALLOWED TO SHARE CONTENTVIA THEIR APPS. THIS MEANSTHAT ROGERS/BELL WON’TCONTROL WHAT WE CONSUMEOR HOW WE BUY ADS.MEANING WE CAN NOW BEMORE CREATIVE.
  • 29. FLACCAVENTOJ@MARS-PHILTER.CA167 KING STREET EAST, SECOND FLOORTORONTO, ONTARIO, M5A 1J4416.365.0460www.mars-philter.ca