<ul><li>Marketing in an age of Magic </li></ul><ul><li>SIPA UK Congress </li></ul><ul><li>London, July 2010 </li></ul><ul>...
<ul><li>Making and Measuring Marketing Magic </li></ul><ul><li>Epiphenomenology and Magic </li></ul><ul><li>Point of Sale ...
Number of freely connected nodes where exchange cost is near zero
Number of freely connected nodes where exchange cost is near zero Hyperdata Metadata Data Endodata Hypodata 0 1 3 10 100 1...
Number of freely connected nodes where exchange cost is near zero Hyperdata Web2.0 Social Metadata Data Endodata Hypodata ...
When the network knows more than anyone
Number of freely connected nodes where exchange cost is near zero When the network knows more than anyone Hyperdata Web2.0...
<ul><li>Over 100 million customers profiled </li></ul><ul><li>40% active across multiple retailers </li></ul><ul><li>117 b...
Number of freely connected nodes where exchange cost is near zero When the network knows more than anyone Hyperdata Web2.0...
Hypodata
“ Brain Scanners can predict a decision up to 10 seconds before a person is aware of making that decision” Nature Neurosci...
“ ABSTRACTA headphone-type gaze detector for a full-time wearable interface is proposed. It uses a Kalman filter to analyz...
Hypodata - MIT’s “Sixth Sense” http://www.flickr.com/photos/whiteafrican/3253881037/ Pattie Maes’s TED talk on MIT’s “Sixt...
Augmented and supplemented Reality University of Washington, 2008:  http://uwnews.org/article.asp?Search=contact+lens&arti...
Any sufficiently advanced technology is indistinguishable from magic
Nodes Open Structured Data Business Web 2.0 Social Network Phenomena Epiphenomena ESP?
“ They’re ‘doing’, not just ‘viewing’ – appropriation, not passive “use”  <ul><li>With us everywhere </li></ul><ul><li>Acc...
“ They’re ‘doing’, not just ‘viewing’ – appropriating the digital domain
Augmented Reality - brands and interaction http://www.metroparisiphone.com/index_en.html
The “Outernet” – Marking and spraying… http://www.junaio.com / <ul><li>Mobile device </li></ul><ul><li>Screen </li></ul><u...
 
<ul><li>Have value, but limit our thinking. </li></ul><ul><li>Modal rather than linear </li></ul><ul><li>Customers don’t s...
A different paradigm: modal and contextual
Price-comparison
Place
 
<ul><li>“ Concept Store” – taking control of the brand image, ambiance and merchandising </li></ul><ul><li>Training the cu...
Performance With thanks to Michael Ross, eCommera. Bad analogy is not his responsibility though... KPI type What Example V...
eCommerce metric Sales/Square foot?
eCommerce metric π/εs
π/εs Profit per engagement second. http://www.internetretailing.net/news/editorial-video-on-profit-per-pixel-second
π/εs Profit per engagement second. http://www.internetretailing.net/news/editorial-video-on-profit-per-pixel-second   <ul>...
π/εs Profit per engagement second. http://www.internetretailing.net/news/editorial-video-on-profit-per-pixel-second
Thank you
www.ianjindal.com www.internetretailing.net www.innoparticularorder.com www.europeanecommerceforum.org   http://twitter.co...
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"Marketing in an age of Magic" - Keynote presentation to the SIPA Annual Conference

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The closing keynote at the SIPA UK (Special Interest Publishers Association) Annual Conference.

Building on the them of epiphenomenology and magic, I discussed the impact of increased customer expectations when mobile, games, industry leaders have trained them to expect nothing short of magic. What are the business models? the metrics? the performance measures and of course the role of print and web in this customer-centred world?

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  • Also mention the DunnHumby Tesco.com viral mobile voucher project.
  • BUT depends upon knowing your details from your web activities – ie regisration, card details, previous orders etc.
  • Transcript of ""Marketing in an age of Magic" - Keynote presentation to the SIPA Annual Conference"

    1. 1. <ul><li>Marketing in an age of Magic </li></ul><ul><li>SIPA UK Congress </li></ul><ul><li>London, July 2010 </li></ul><ul><li>www.ianjindal.com </li></ul>
    2. 2. <ul><li>Making and Measuring Marketing Magic </li></ul><ul><li>Epiphenomenology and Magic </li></ul><ul><li>Point of Sale </li></ul><ul><li>Metrics </li></ul>
    3. 3. Number of freely connected nodes where exchange cost is near zero
    4. 4. Number of freely connected nodes where exchange cost is near zero Hyperdata Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+
    5. 5. Number of freely connected nodes where exchange cost is near zero Hyperdata Web2.0 Social Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+ Business analysis Services Mashups Responsive and self-configuring Responsive; ‘agents’ APML Microformats
    6. 6. When the network knows more than anyone
    7. 7. Number of freely connected nodes where exchange cost is near zero When the network knows more than anyone Hyperdata Web2.0 Social Network Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+ Business analysis Services Mashups Responsive and self-configuring Responsive; ‘agents’
    8. 8. <ul><li>Over 100 million customers profiled </li></ul><ul><li>40% active across multiple retailers </li></ul><ul><li>117 billion reviews served </li></ul><ul><li>2,300 reviews served each second </li></ul><ul><li>575 retailers (October 2009) </li></ul><ul><li>http://www.texastechpulse.com/bazaarvoice_releases_traffic_stats/s-0021683.html </li></ul>When the network knows more than anyone
    9. 9. Number of freely connected nodes where exchange cost is near zero When the network knows more than anyone Hyperdata Web2.0 Social Network Phenomena Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+ Business analysis Services Mashups Responsive and self-configuring Responsive; ‘agents’ Predictive
    10. 10. Hypodata
    11. 11. “ Brain Scanners can predict a decision up to 10 seconds before a person is aware of making that decision” Nature Neuroscience, April 2008 Hypodata
    12. 12. “ ABSTRACTA headphone-type gaze detector for a full-time wearable interface is proposed. It uses a Kalman filter to analyze multiple channels of EOG signals measured at the locations of headphone cushions to estimate gaze direction. Evaluations show that the average estimation error is 4.4® (horizontal) and 8.3® (vertical), and that the drift is suppressed to the same level as in ordinary EOG. The method is especially robust against signal anomalies. Selecting a real object from among many surrounding ones is one possible application of this headphone gaze detector.” http://portal.acm.org/citation.cfm?doid=1125451.1125655 via http://liftlab.com/think/nova/2006/06/09/wearable-gaze- detector-in-the-form-of-headphones/ Hypodata
    13. 13. Hypodata - MIT’s “Sixth Sense” http://www.flickr.com/photos/whiteafrican/3253881037/ Pattie Maes’s TED talk on MIT’s “Sixth Sense”: http://www.youtube.com/watch?v=blBohrmyo-I Mashups Responsive and self-configuring Responsive; ‘agents’
    14. 14. Augmented and supplemented Reality University of Washington, 2008: http://uwnews.org/article.asp?Search=contact+lens&articleid=39094 <ul><li>Easy to dismiss as hacked-up geekery... </li></ul><ul><li>But - contact lenses with LEDs being developed </li></ul><ul><li>Even without 3D AR, even coloured ‘confirmation lights’ could have impact. </li></ul>
    15. 15. Any sufficiently advanced technology is indistinguishable from magic
    16. 16. Nodes Open Structured Data Business Web 2.0 Social Network Phenomena Epiphenomena ESP?
    17. 17. “ They’re ‘doing’, not just ‘viewing’ – appropriation, not passive “use” <ul><li>With us everywhere </li></ul><ul><li>Accesses data </li></ul><ul><li>Interlinking </li></ul><ul><li>Connected </li></ul><ul><li>Visualisation </li></ul><ul><li>Touch interface... </li></ul><ul><li>Location (GPS) </li></ul><ul><li>Direction (compass) </li></ul><ul><li>Image processing... </li></ul>
    18. 18. “ They’re ‘doing’, not just ‘viewing’ – appropriating the digital domain
    19. 19. Augmented Reality - brands and interaction http://www.metroparisiphone.com/index_en.html
    20. 20. The “Outernet” – Marking and spraying… http://www.junaio.com / <ul><li>Mobile device </li></ul><ul><li>Screen </li></ul><ul><li>GPS </li></ul><ul><li>Gameplay overlays </li></ul><ul><li>Personal scores </li></ul><ul><li>Network scores </li></ul><ul><li>Network-invoked events </li></ul><ul><li>‘ hearts’ and ‘kisses’ left for others... </li></ul><ul><li>Oh, and SMS </li></ul>
    21. 22. <ul><li>Have value, but limit our thinking. </li></ul><ul><li>Modal rather than linear </li></ul><ul><li>Customers don’t sit at computers “completing tasks”. Unless we make them! </li></ul>http://www.kaushik.net/avinash/wp-content/uploads/2007/11/coradiant_reports.png A different paradigm: modal and contextual
    22. 23. A different paradigm: modal and contextual
    23. 24. Price-comparison
    24. 25. Place
    25. 27. <ul><li>“ Concept Store” – taking control of the brand image, ambiance and merchandising </li></ul><ul><li>Training the customer </li></ul><ul><li>Vendor Relationship Management and live prototyping opportunities </li></ul><ul><li>Direct brand engagement - what about the retailer? What’s their value? </li></ul>What’s the point of a store?
    26. 28. Performance With thanks to Michael Ross, eCommera. Bad analogy is not his responsibility though... KPI type What Example Volume Feed the machine Site visitors, viewers Margin Extract maximum nutrients. Chew well. Profit per visit, per session, per episode Minimise waste Don’t dribble; don’t leave the stalks Minimise out-of-stock visits Return on capital employed Calories in > effort to eat. ie “no salad” ;) Return on inventory, return on equipment, return on staff Retention Eat again, more easily (remember the potato patch) Customer satisfaction, order frequency, churn.
    27. 29. eCommerce metric Sales/Square foot?
    28. 30. eCommerce metric π/εs
    29. 31. π/εs Profit per engagement second. http://www.internetretailing.net/news/editorial-video-on-profit-per-pixel-second
    30. 32. π/εs Profit per engagement second. http://www.internetretailing.net/news/editorial-video-on-profit-per-pixel-second <ul><li>Customer-focused </li></ul><ul><li>Limits are attention and display-space </li></ul><ul><li>Pan-channel </li></ul><ul><li>Commercial </li></ul><ul><li>Cross-functional </li></ul>
    31. 33. π/εs Profit per engagement second. http://www.internetretailing.net/news/editorial-video-on-profit-per-pixel-second
    32. 34. Thank you
    33. 35. www.ianjindal.com www.internetretailing.net www.innoparticularorder.com www.europeanecommerceforum.org http://twitter.com/ianjindal Thank you

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