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You Need An Experience Plan.
 

You Need An Experience Plan.

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A speech I\'ve delivered to the ACA\'s digital marketing conference. An earlier version was delivered to the Internationalist\'s Global CMO conference. It focuses on using Experience Planning to solve ...

A speech I\'ve delivered to the ACA\'s digital marketing conference. An earlier version was delivered to the Internationalist\'s Global CMO conference. It focuses on using Experience Planning to solve for the challenges of 21st century digital marketing.

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    You Need An Experience Plan. You Need An Experience Plan. Presentation Transcript

    • HELLO. Text PROPRIETARY AND CONFIDENTIAL CREATIVE REALITIES INC. 2011Tuesday, October 18, 11
    • WE’RE A CREATIVE TECHNOLOGY COMPANY SPECIALISING IN DIGITAL EXPERIENCES FOR PHYSICAL SPACES.Tuesday, October 18, 11
    • Tuesday, October 18, 11Experiences like this digital wayfinding unit we built for 150 malls.
    • Tuesday, October 18, 11Or multi-media interactive experiences like this one we created for 500 bank of america branches.
    • :) Creative Realities Proprietary And ConfidentialTuesday, October 18, 11Our vision for marketers is premised on a very important insight into the evolving nature of the digital era- as this headline marked - the web is not dead ....
    • MOBILE SOCIAL GAMING WEB In Life In Home In PlaceTuesday, October 18, 11... but it’s just one of many experiences of the Internet: now a pervasive pipeline on multiple platforms creating digital experiences at home, in life, inplace.
    • ONE-WAY ANY-WAYTuesday, October 18, 11A revolution in the way consumers and brands engage empowered by the internet platforms they can use to engage brands any way they want to.
    • SUPERCOMPUTER SIMPLETuesday, October 18, 11The digital revolution is no longer topdown - it’s been democratised by access to cheap abundant computing enabled by simple, user-friendly platforms.
    • CODE CREATIVITYTuesday, October 18, 11Further enabling the greatest diffisuion of creativity in history and the greatest shift in the way we go to market since the marketing concept was born.
    • :) REDEFINE YOUR DEFINITIONS. Creative Realities Proprietary And ConfidentialTuesday, October 18, 11So It’s time to start redefining your definitions.
    • DEMOGRAPHIC TECHNOGRAPHICTuesday, October 18, 11What are the digital behaviours of your consumer that characterise their relationship with your brand? Start defining their technography: their digital profile and the way they areusing digital platforms to make decisions about your brand and competitors.
    • SEGMENTATION COMMUNITIESTuesday, October 18, 11Stop assuming your static segmentation models are keeping up with the growing numbers of communities forming on the social layer.
    • MARKETS GEOGRAPHIESTuesday, October 18, 11Why do we continue to market to political/social boundaries definied centuries ago? Geographers note the rise of megaregions like BosWash (boston-dc): 50million people $2 trillion economy; SoCal 21 million, 1.25 trillion; shanghai, tokyo, mumbai, london other hubs for them.
    • FOCUS GROUPS ETHNOGRAPHIESTuesday, October 18, 11Put strangers in a strange room and you’ll get strange results. Start using more initimate research techniques to get to the true meaning behind their relationship with your brand.
    • SURVEYS SEMIOTICSTuesday, October 18, 11Stop wasting time with surveys and start getting fresh insights from advanced research techniques like Semiotics which studies the science of our symbols and signs and theirmeaning in our culture.
    • PSYCHOGRAPHICS CULTURETuesday, October 18, 11Go beyond psychographics and start paying attention to the power of culture to change markets and create movements.
    • BENEFITS DREAMSTuesday, October 18, 11It’s not enough any more to simply convey benefits and expect engagement: successful brands engage consumers by helping to appeal and fulfill their dreams.
    • 5 1. INTERNET OF THINGS. 2. PREDICTABLE PREDICTABILITY. 3. SOMOLO 4. SUPERCHARGED SOCIAL WEB. 5. VIRTUAL CURRENCY. TOP 5 Creative Realities Proprietary And ConfidentialTuesday, October 18, 11Here are 5 Digital Trends you should either know about now or quickly get to know for their impact on your business. These aren’t in any order because each ofthem is equally powerful, pervasive and potentially life-threatening to any business that ignores them.
    • 1. INTERNET OF THINGSTuesday, October 18, 11The internet of things is about machines talking to machines: in 2008 the number of devices connected to the internet exceeded the number of people.
    • 1. INTERNET OF THINGSTuesday, October 18, 11Such as cars telling each other their average speed and slowing down to reduce congestion
    • 1. INTERNET OF THINGSTuesday, October 18, 11Or plants telling irrigation systems their thirsty and saving megalitres of water.
    • 1. INTERNET OF THINGSTuesday, October 18, 11Here’s Hitachi’s Smart Windshield: an Augmented Reality application sharing simultaneous feeds of data from inside and outsideyour car as you drive.
    • 2. PREDICTABLE PREDICTABILITYTuesday, October 18, 11The corrolary of internet of things is explosion of datapoints triangulating where, who, when, what and how things, humans andthe virtual world are behaving.
    • 2. PREDICTABLE PREDICTABILITYTuesday, October 18, 11When IBM’s Watson won jeopardy AI made a tremendous leap in its ability to convert data into knowledge.
    • 2. PREDICTABLE PREDICTABILITYTuesday, October 18, 11Recommendation engines like Glue, Amazon, Netflix help us choose what we want to buy.Recommendation engines are the no.1 driver of change in marketing today. Consumers trust their peers and themselves a greatdeal more than anything else and as they increasingly rely on these algorithims to make choices, “push” marketing tactics likeadvertising will become increasingly less effective.
    • 1. INTERNET OF THINGSTuesday, October 18, 11TripAdvisor makes travel recommendations from over 50 million reviews; It’s the best Augmented Reality application i’ve foundso far helping tourists make choices and business earn revenue from its multi-million memberships recommendations.
    • 2. PREDICTABLE PREDICTABILITYTuesday, October 18, 11Imagine as a retailer being able to give your customers in-store a selection of more things they’d like with their purchases: howmuch more revenue could you generate.
    • 3. SoMoLoTuesday, October 18, 11SoMoLo is not a cute new name for another NYC neighborhood.
    • 3. SoMoLoTuesday, October 18, 11There are more mobiles than toothbrushes - becoming the bridge to billions of people on social platforms exchanging ideas,opinions, likes/dislikes.
    • 4. SoMoLoTuesday, October 18, 11Increasingly our mobile and social behaviour are being geo-triangulated adding another important dimension to ourunderstanding of consumer behaviour. FourSquare just celebrated a billion checkins globally from its 10 million members.
    • 3. SoMoLoTuesday, October 18, 11Search is key: Over 60% of all search is now taking place on mobile. Google is now running a separate mobile search engine whichbiasses search results in favor of mobile optimised websites. Have you got a mobile optimised website?
    • 3. SoMoLoTuesday, October 18, 11Fcommerce is relevelling the playing field: I predict a resurgence in small businesses that get micromarketing; social shoppingfrom sites like facebook is already $5bn.
    • 4. SUPERCHARGED SOCIAL WEBTuesday, October 18, 11The good news is the social web is going to become even more supercharged.
    • 4. SUPERCHARGED SOCIAL WEBTuesday, October 18, 11Not keith urban the country and western singer: Keith Urbahn the Dept of Defense staffer who tweeted OBL’s death and thepattern of social connections stemming from it before President Obama announced it.
    • 4. SUPERCHARGED SOCIAL WEBTuesday, October 18, 11DellOutlets says they earn $25,000 every tweet - what sort of ROI would you get if you opened your own outlet channel ontwitter?
    • 4. SUPERCHARGED SOCIAL WEBTuesday, October 18, 11The daily deals market is exploding. 50k a day from $4k a day same time last year. But watch out for Some of the data from thismarket: 30% coupons aren’t redeemed; activation is on average around 6 months.
    • 4. SUPERCHARGED SOCIAL WEBTuesday, October 18, 11I predict it will continue to be more fragmented as communities and cultures draw people and brands together in different waysall of them enabled on this incredible new technology we are only just beginning to understand
    • 4. SUPERCHARGED SOCIAL WEBTuesday, October 18, 11One of the most important developments on Social is Gaming Platforms like MMOG’s such as World of Warcraft: 22 million onlinesimultaneous players; 200m and growing population; Gears of War 3 just sold 3 million copies in a week and is now worth of onebillion in sales;
    • 5. VIRTUAL CURRENCYTuesday, October 18, 11
    • 5. VIRTUAL CURRENCYTuesday, October 18, 11This is a Square credit card reader for iPhone. You can buy it at Best Buy for 9.99. There’s another more advanced cardless Squareplatform that combines tablet and mobile that’s readerless and sets up a complete POS/CRM integrated system.
    • 5. VIRTUAL CURRENCYTuesday, October 18, 11Here’s Google wallet: already throughout Macy’s.
    • 5. VIRTUAL CURRENCYTuesday, October 18, 11Isis is the name of a consortium of handset makers and networks embedding NFC chips allowing tap to pay which will be anothermobile wallet offering. it plans to launch 2012.
    • 5. VIRTUAL CURRENCYTuesday, October 18, 11There are even more iterations of virtual currency.
    • 5. VIRTUAL CURRENCYTuesday, October 18, 11How much will your Facebook like be worth?
    • 20TH CENTURY 21ST CENTURY MARKETING MODEL EXPERIENCE MODEL The 4/6/8 P’s Experiences USP Stories Communications Platforms Benefits Dreams Mass Media Massive Micro Marketing Creative Realities Proprietary And ConfidentialTuesday, October 18, 11It’s time to stop working with out-dated models and frameworks in an era characterised by such dramatic change in the ways andmeans consumers are engaging with consumers.
    • DANGEROUS ASSUMPTIONS Creative Realities Proprietary And ConfidentialTuesday, October 18, 11
    • Tuesday, October 18, 11
    • :) Consumer Behaviour Hot Spots Brand Portfolio Digital ExperiencesTuesday, October 18, 11Start reframing how you want consumers to behave as a result of the digital experiences they encounter at whatever hot spots you identify across your brandportfolio.
    • MY MARKETING BUDGET HAS TO GROW. Creative Realities Proprietary And ConfidentialTuesday, October 18, 11
    • REMEMBER METCALFE AND MOORE Creative Realities Proprietary And ConfidentialTuesday, October 18, 11The inverse of both Metcalfe’s and Moore’s law is reducing cost or exponential improvement in efficiency.
    • MY CONSUMER SEGMENTATION RIGHT. STRATEGY IS Creative Realities Proprietary And ConfidentialTuesday, October 18, 11
    • DANGEROUS ASSUMPTIONS MY CONSUMERS MORE. CAN SPEND Creative Realities Proprietary And ConfidentialTuesday, October 18, 11Reflect on how many more ways your consumers are tempted to spend money on items that didn’t exist 5 years ago.
    • Creative Realities Proprietary And ConfidentialTuesday, October 18, 11The old marketing model was characterised as constantly replenishing an empty bucket on the premise you can “push” customers into the bucket using the 4P’s.
    • Creative Realities Proprietary And ConfidentialTuesday, October 18, 11I prefer to think of today’s marketing model as a virtuous cycle of experiences inspiring consumers to enter and expand into a growing relationship.
    • :) YOU DON’T NEED A MARKETING DEPARTMENT. YOU NEED AN EXPERIENCE DEPARTMENT. Creative Realities Proprietary And ConfidentialTuesday, October 18, 11
    • paul.price@cri.com @paulnprice All content proprietary and confidential Creative Realities 2011Tuesday, October 18, 11