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

1. DX3CANADA Conference
A synopsis of the DX3CANADA Event
Toronto, Canada January 25-26, 2012

2. YOU ARE NOT JUST BEHIND
TECHNOLOGY YOU ARE
BEHIND YOUR CUSTOMER’S
TECHNOLOGY.
THERE ARE OVER 1,500
CHANNELS FOR DIGITAL
ENGAGEMENT. ALLOW YOUR
CUSTOMER TO USE ANY
STREAM THEY WISH. AS A
BRAND YOU NEED TO BE A
ENABLER.

3. SHOPPERS WANT TO BE MORE
INFORMED THE JOURNEY
STARTS AT SEARCH
70% OF SHOPPERS
LEARN BEFORE BUYING
www.zeromomentoftruth.com

4. STEP 1. YOU SEE AN AD
STEP 2. YOU SEARCH ONLINE
BUT WHAT HAPPENS IF YOUR
BRAND ISN’T THERE?
www.zeromomentoftruth.com

5. The Plan:
1. ENGAGEMENT
2. TARGETING
3. ROI (MEASURED BY REACH/ADVOCATES)
4. SHARE OF CONVERSATION
IN 2012 A CAMPAIGN DOESN’T
TURN OFF
• 365 DAYS OF PLANNING
• BUDGET FOR ONGOING ENGAGEMENT
• BUDGET FOR TESTING, LEARNING AND
MAKING CHANGES

6. EVERY YEAR PEOPLE SHARE
100% MORE ONLINE THAN THEY
DID THE YEAR BEFORE
ZUCKS LAW
http://www.youtube.com/watch?v=t5cb8mNA6Jk

7. CUSTOMIZED CONTENT. IN THE
FUTURE YOUR TORONTO STAR
WILL BE DIFFERENT THAN YOUR
FATHERS’.
APS LIKE FLIPBOARD AND
PULSE ALLOW YOU TO CUSTOMIZE YOUR NEWS

8. THERE WILL BE MORE SOCIAL
CHANNELS FOR MEDIA
CONSUMPTION THAN EVER
BEFORE WHICH MEANS MORE
OPPORTUNITIES FOR
ADVERTISERS.

9. MOBILE MIGHT SAVE
PUBLISHING
18% OF CANADIANS NOW HAVE
A E-READER.

10. EVERYTHING WILL BE
AN APP
APPS WILL RUN ON TVS,
FRIDGES, IPADS AND
SOCIAL NETWORKS.
SO BUILDING FOR ONE
PLATFORM WILL HOPEFULLY
ROLL OUT TO EVERYTHING ELSE.

11. WHAT WILL CHANGE
MOBILE IN CANADA?
51% SMARTPHONE USERS
HAVE A BLACKBERRY.
29% HAVE A IPHONE.
CANADA NEEDS
MORE
1. TOWERS (SPEED)
2. COMPETITION (ROGERS, TELUS
AND BELL MAKE UP 90% OF MARKET)

12. IT TAKES YOU 1 HOUR
TO REALIZE YOU LOST
YOUR WALLET AND 4
SECONDS TO REALIZE YOU
LOST YOUR PHONE

13. THE MOBILE WALLET WILL
HAPPEN. BUT NOT VERY SOON.
THE CHIP TOOK 10 YEARS TO IMPLEMENT. PAYPAL
PREDICTS 5 MORE YEARS FOR THE MOBILE WALLET.
RETAILERS DON’T CONTROL
CUSTOMERS - THEY MANAGE
EXPERIENCE.
• SECURITY (COMPANIES THAT SEND INFO)
• MEDIA COMPANIES (ROGERS)
• BANKS
• VISA / MASTERCARD ETC.

14. “COMMUNICATIONS
TOOLS DON’T GET SOCIALLY
INTERESTING UNTILL THEY
GET TECHNOLOGICALLY
BORING.”
CLAY SHIRKY
A CHANGE IN BEHAVIOR NOT A CHANGE IN TECHNOLOGY.

15. THE FUTURE OF RETAIL:
THE DESTINATION IS YOU
THERE WILL BE A LAND GRAB
http://www.youtube.com/watch?v=4erNe_NpdyE

16. THE STORE WILL BE A MEDIA
POINT NOT A DISTRIBUTION
POINT.
BRANDS WILL CARE LESS ABOUT IN-STORE SALES AND
MORE ABOUT IMPRESSIONS PER ASSOCIATE.
IF YOU WORK AT APPLE YOU BETTER HAVE A KLOUT
SCORE OF 50+ AND YOU BETTER INFLUENCE PEOPLE.
NEW MODEL
1. IMPRESSIONS START AT STORE
2. CUSTOMERS SEND OUT MESSAGES WITH
THE BRAND’S HELP
3. PURCHASE IS MADE ANYWHERE

17. WHY IS THIS HAPPENING?
I LIKE GETTING STUFF AFTER
I PAY FOR IT.
1. RETAILERS CAN’T GIVE YOU THE BEST PRICES
BECAUSE DISTRIBUTION COST TO MUCH.
2. UNFORTUNATELY IMPULSE PURCHASES ARE NOT
PAYING FOR THE COST OF SHIPPING/DISTRIBUTION.

18. MOBILE DOESN’T ALWAYS
MEAN SHOPPING ON THE
GO. PAYPAL SALES REFLECT
MOBILE SHOPPING AT HOME,
ON THE COUCH. THE MOST
MOBILE TRANSACTIONS ALL
YEAR HAPPENED ONE HOUR
AFTER THANKSGIVING DINNER!

19. SYNCHRONIZING SHOPPING

20. COMPANION APP
FROM GLOBAL

21. WILL PAYPAL WILL CONVERT
YOUR LOYALTY POINTS TO
REAL MONEY?

22. WHAT IS DRIVING SALES?
2011
ONLINE
ROI TRADITIONAL
TV/PRINT
DISPLAY/
BANNERS
ONLINE
SEARCH
SOCIAL
OFFLINE
$1 $6 $36 $108
SALES
ONLINE
$1 $1 $5 $15
SALES

23. IN 2-5 YEARS THERE WILL
BE NO ONLINE OR OFFLINE
(NO MORE E-COMMERCE)
JUST COMMERCE.
FROM A TECHNOLOGY STAND
POINT THERE WILL BE NO
SEPARATION JUST ONE POS
(IN THE CLOUD)
THIS MEANS MORE COLLABORATION WITH “OPEN
SHARING.” EVERYTHING WILL AUTOMATICALLY
CONNECT WITH FACEBOOK, AND OTHER SOCIAL
SITES. STORES WILL NO LONGER CONTROL THE DATA.

24. QR CODES STILL MATTER
IN CANADA 1 IN 5 QR CODES
SCANNED LEAD TO A PURCHASE.
68% FEMALES AND ONLY 32% MALE
SCAN 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 LONGER
BE LUIGI
WITH MOBILE USERS LEAVING
BLACKBERRY IT WILL
ALLOW FOR A MORE
SOCIAL/DIGITAL COMMUNITY,
ESPECIALLY IN- STORE.
THIS WILL LEAD TO ENGAGING,
TARGETED AND SOCIAL
ADVERTISING OPPORTUNITIES

28. SO WHAT?
THE CANADIAN MEDIA
LANDSCAPE WILL CHANGE
THIS YEAR
UNLIKE OUR US COUNTERPARTS,
CANADIAN MEDIA OUTLETS ARE
ALLOWED TO SHARE CONTENT
VIA THEIR APPS. THIS MEANS
THAT ROGERS/BELL WON’T
CONTROL WHAT WE CONSUME
OR HOW WE BUY ADS.
MEANING WE CAN NOW BE
MORE CREATIVE.

29. FLACCAVENTOJ@MARS-PHILTER.CA
167 KING STREET EAST, SECOND FLOOR
TORONTO, ONTARIO, M5A 1J4
416.365.0460
www.mars-philter.ca