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Open Brand Summit: Kelly Mooney
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Open Brand Summit: Kelly Mooney

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  • 1. ME
  • 2. PERSONALIZATIONIt should be every company’s goal.
  • 3. You will likeDear David,
  • 4. PERSONALIZATIONis individualizing forcompetitive advantage
  • 5. COMMUNICATIONPRODUCTSERVICEEXPERIENCE
  • 6. vPRODUCTSERVICEEXPERIENCECOMMUNICATIONEVOLUTION OF PERSONALIZATONDRIVEN BY THE MACRO TREND OF DEMASSIFICATION
  • 7. vBroadcast to massmarket with non-specific messageProducts made enmasse at producer’sdiscretionUniform in person,toll-free numbersPhysical only(product useand in-store)PRODUCTSERVICEEXPERIENCECOMMUNICATIONMASSPRODUCTIONMASS MARKETSHOW WECONSUMEHOW WEMAKE STUFF
  • 8. vBroadcast to massmarket with non-specific messageProducts made enmasse at producer’sdiscretionUniform in person,toll-free numbersPhysical only(product useand in-store)Narrowcast to largeconsumer segmentswith tailored messageSpecific productmade for a segmentEasier, faster throughweb sites, emailPhysical and digitalseparate channels(web)PRODUCTSERVICEEXPERIENCECOMMUNICATIONLEANPRODUCTIONMARKET SEGMENTSMASSPRODUCTIONMASS MARKETSHOW WECONSUMEHOW WEMAKE STUFF
  • 9. vBroadcast to massmarket with non-specific messageProducts made enmasse at producer’sdiscretionUniform in person,toll-free numbersPhysical only(product useand in-store)Narrowcast to largeconsumer segmentswith tailored messageSpecific productmade for a segmentEasier, faster throughweb sites, emailPhysical and digitalseparate channels(web)Narrowcast to smallconsumer segmentswith triggered messageSmall-batch products,and finite set ofcustomizable featuresTailored through CRM,live chat and onlinecommunitiesPhysical and digitalcomplementary(social, apps, SMS)PRODUCTSERVICEEXPERIENCECOMMUNICATIONLEANPRODUCTIONCRAFTPRODUCTIONMARKET NICHESMARKET SEGMENTSMASSPRODUCTIONMASS MARKETSHOW WECONSUMEHOW WEMAKE STUFF
  • 10. vBroadcast to massmarket with non-specific messageProducts made enmasse at producer’sdiscretionUniform in person,toll-free numbersPhysical only(product useand in-store)Narrowcast to largeconsumer segmentswith tailored messageSpecific productmade for a segmentEasier, faster throughweb sites, emailPhysical and digitalseparate channels(web)Narrowcast to smallconsumer segmentswith triggered messageSmall-batch products,and finite set ofcustomizable featuresTailored through CRM,live chat and onlinecommunitiesPhysical and digitalcomplementary(social, apps, SMS)Integrated, closed-loop content streams,co-created anddistributed sociallyConnected productsand spontaneousbuild-to-ordermanufacturingSelf-managed andrewarded in real time,use of predictiveanalyticsPhysical and digitalintegrated (context-aware devices,mobility)PRODUCTSERVICEEXPERIENCECOMMUNICATIONLEANPRODUCTION CO-CREATIONMICRO NICHESCRAFTPRODUCTIONMARKET NICHESMARKET SEGMENTSMASSPRODUCTIONMASS MARKETSHOW WECONSUMEHOW WEMAKE STUFF
  • 11. vBroadcast to massmarket with non-specific messageProducts made enmasse at producer’sdiscretionUniform in person,toll-free numbersPhysical only(product useand in-store)Narrowcast to largeconsumer segmentswith tailored messageSpecific productmade for a segmentEasier, faster throughweb sites, emailPhysical and digitalseparate channels(web)Narrowcast to smallconsumer segmentswith triggered messageSmall-batch products,and finite set ofcustomizable featuresTailored through CRM,live chat and onlinecommunitiesPhysical and digitalcomplementary(social, apps, SMS)Integrated, closed-loop content streams,co-created anddistributed sociallyConnected productsand spontaneousbuild-to-ordermanufacturingSelf-managed andrewarded in real time,use of predictiveanalyticsPhysical and digitalintegrated (context-aware devices,mobility)Biodata-driven, contentvia wearable tech,implants, screens& Internet of ThingsGRIN technology-based,adaptive productionBot-based, predictiveoptimizationDigital, physical,neurophysiologicalintegrated(AI, mind uploading)PRODUCTSERVICEEXPERIENCECOMMUNICATIONLEANPRODUCTIONSMARTPRODUCTIONMARKETS OF ONECO-CREATIONMICRO NICHESCRAFTPRODUCTIONMARKET NICHESMARKET SEGMENTSMASSPRODUCTIONMASS MARKETSHOW WECONSUMEHOW WEMAKE STUFF
  • 12. vBroadcast to massmarket with non-specific messageProducts made enmasse at producer’sdiscretionUniform in person,toll-free numbersPhysical only(product useand in-store)Narrowcast to largeconsumer segmentswith tailored messageSpecific productmade for a segmentEasier, faster throughweb sites, emailPhysical and digitalseparate channels(web)Narrowcast to smallconsumer segmentswith triggered messageSmall-batch products,and finite set ofcustomizable featuresTailored through CRM,live chat and onlinecommunitiesPhysical and digitalcomplementary(social, apps, SMS)Integrated, closed-loop content streams,co-created anddistributed sociallyConnected productsand spontaneousbuild-to-ordermanufacturingSelf-managed andrewarded in real time,use of predictiveanalyticsPhysical and digitalintegrated (context-aware devices,mobility)Biodata-driven, contentvia wearable tech,implants, screens& Internet of ThingsGRIN technology-based,adaptive productionBot-based, predictiveoptimizationDigital, physical,neurophysiologicalintegrated(AI, mind uploading)PRODUCTSERVICEEXPERIENCECOMMUNICATIONLEANPRODUCTIONSMARTPRODUCTIONMARKETS OF ONECO-CREATIONMICRO NICHESCRAFTPRODUCTIONMARKET NICHESMARKET SEGMENTSMASSPRODUCTIONMASS MARKETSHOW WECONSUMEHOW WEMAKE STUFF CO-CREATIONMICRO NICHES
  • 13. LEANPRODUCTIONSMARTPRODUCTIONMARKETS OF ONECO-CREATIONMICRO NICHESCRAFTPRODUCTIONMARKET NICHESMARKET SEGMENTSMASSPRODUCTIONMASS MARKETSHOW WECONSUMEHOW WEMAKE STUFF
  • 14. LEANPRODUCTIONSMARTPRODUCTIONMARKETS OF ONECO-CREATIONMICRO NICHESCRAFTPRODUCTIONMARKET NICHESMARKET SEGMENTSMASSPRODUCTIONMASS MARKETSHOW WECONSUMEHOW WEMAKE STUFFSMARTPRODUCTIONMARKETS OF ONE
  • 15. MOBILITYSOCIALDISCOVERYBIG DATACONNECTEDPRODUCTS
  • 16. Smartphones now contain as many as18 SPECIALIZED SENSORSProximity SensorGSM/CDMA CellularWi-FiThree-Axis GyroAccelerometerDigital CompassBarometerAltimeterThermometerRear CameraFront Facing CameraAmbient Light SensorMulti-Touch DisplayBluetooth 4.0Assisted GPSGLONASSNFCDual-Sensor Microphone Array
  • 17. WEAPON OF PERSONALEMPOWERMENTProximity SensorGSM/CDMA CellularWi-FiThree-Axis GyroAccelerometerDigital CompassBarometerAltimeterThermometerRear CameraFront Facing CameraAmbient Light SensorMulti-Touch DisplayBluetooth 4.0Assisted GPSGLONASSNFCDual-Sensor Microphone Array
  • 18. of ecommercetraffic is mobile.MOBILITYMobile mediaconsumption sharehas tripled since2009 – contentconsumption upacross the board3xMobile devicesoutsold PCs in2012 globally.$ 20%
  • 19. SOCIAL DISCOVERY
  • 20. CONNECTED PRODUCTS2006 2007 2008 2009 2010 2011 2012 2013 2014 201516 BILLON DEVICES WILL BE CONNECTED TO THE INTERNET BY 20150246810121416NUMBEROFDEVICESINBILLIONSAutomotive,Marine & AviationCommunicationsConsumer &EntertainmentIndustrial & MedicalAutomationComputers
  • 21. BIG DATAVOLUME VELOCITY VARIABILITY
  • 22. By 2017, the CMO will spendmore on I.T. than the CIO.“ ”Laura McClellan, Gartner Analyst
  • 23. 1900 1920 1940 1960 1980 2000 2020 2040PERSONALIZATION IS AT A TIPPING POINTMASS PHENOMENATECHNOLOGYADVANCEMENTMASSPERSONALIZATION
  • 24. Bob McDonald, P&G CEOOur vision is to build lifelong oneto one relationships in real timewith people around the world.“”
  • 25. Personalization can deliverfive to eight times the ROIon marketing spend and liftsales 10% or more.Josh Leibowitz,McKinsey Partner
  • 26. IT’S PERSONALSURPRISE& DELIGHTAT SCALEBETTERCORPORATECITIZENSHIPCONSUMERDECISION-MAKINGSHIFTSBREAKINGDOWNTHE SILOS
  • 27. ONE SIZE FITS ALL
  • 28. ONE SIZE FITS ONE