Marketing Convergence Across Digital and Physical, Anthony Mullen

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Anthony Mullen looks at the Marketing Convergence across digital and physical, the view from 2012 and beyond at the iCrossing 2012 Client Summit UK

Anthony Mullen looks at the Marketing Convergence across digital and physical, the view from 2012 and beyond at the iCrossing 2012 Client Summit UK

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  • 1. Sense, Think, Act – moving towards 2015Anthony Mullen, Senior Analyst17th May, 2012@ant_mull © 2009 Forrester Research, Inc. Reproduction Prohibited
  • 2. • 1.5 hours travel time• 15 mins standing still• 60 miles – heading South• From Commuter Belt -> Urban• 8 postcode areas• 2000 steps• Inside 2 shops, outside 150 shops• 3 trains• 300 billboards• 4 swipes
  • 3. but the Digital and Physical are mostly unconnected
  • 4. A future-proof framework for Intelligent Marketing Agents …..across physical and digital
  • 5. Sensing Direct & Indirect Interaction Emotional Social Environmental External Future Future Past Present Present Volume view Value viewPast
  • 6. Sensing : from Segments to Individuals and Groups
  • 7. Sensing from the environment isn’t just a numbers game
  • 8. PHYSICAL 3D chips Hyper accurate location Indoor Maps Private & Public Smart Objects Local Social Always on Augmented RealityDIGITAL
  • 9. Covert Maturing GreaterAdvertising – no Legislation & Public Automation & real public Privacy 2.0 Awareness Transparency awareness pre 2009 - 2012 - 2015+ 2009 2011 2014 The Privacy Debate is the trade for always-on data
  • 10. More accurate andplentiful data is nothing without intelligence
  • 11. Alan Turing – born June 1912
  • 12. Natural Language / Text AnalyticsTraining and Simulation + SimulexIncremental LearningMachine created content.
  • 13. The SensingAnalytics Space is fragmented But some are working on the whole environment
  • 14. Sensing - Video Analytics
  • 15. Investment Returns
  • 16. Move Towards • Real time sensing, thinking and acting • Richer social and environmental dynamicsBy Doing• Give consumers control - be transparent• Identify the holes in your digital/physical view• Move intelligence in house• Adopt Agile innovation practises 2015 Campaigns Advertising Marketing Hidden
  • 17. Thank youAnthony Mullen+44 (0) 20 7323 7733amullen@forrester.com@ant_mullwww.forrester.com © 2009 Forrester Research, Inc. Reproduction Prohibited