Five Big Trends (October 2013)


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Atlanta’s week long Digital Atlanta event brings together entrepreneurs, local leaders and digital experts to explore every facet of how the internet, mobile, social and digital are re-shaping business and society. I had the opportunity to kick off the week with a keynote presentation on five big trends that are transforming the offline and online world.

The five trends are:

Bits to Atoms
Products to Experiences
Channels to Pockets
Audiences to Individuals
Cyberspace to Real Places

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  • parents taught us the most powerful lessons of our lives when we were growing up. Don’t steal. Don’t lie. I remember one in particular – don’t judge a book by its cover. My parents taught me never to stereotype. Just because people might look the same or have similar attributes, I should never lump them together. I was taught that everyone was unique and my responsibility was to look past their superficial similarities and see them as individual people. ***Isn’t it ironic that despite being told not to steretype our entire lives, that is exactly what we do as marketers every day. We look for common attributes between people and then treat them all the same identical way. We call the process segmenting. We call those customers audiences.
  • In short, never stereotype. I bet nearly every one of you heard the same thing from your parents and are probably passing that lesson on to your own children.
  • Here’s the irony. We, as marketers; everyone of us in this room; stereotype our customers. We are experts at looking across our customers and finding superficial similarities so we can organize them into convenient groups.In fact, we even have a word for the groups – we call them “audiences”.
  • But you can’t really blame us. There are only a handful of us but there are thousands or even millions of our customers. It is kind of like looking at our customers from a long distance through a pair of binoculars. You can sort of make out some of the details but you certainly can’t tell much about any inidividual or hear what they are saying.
  • Here’s the best part, when we find a convenient way to stereotype them into a group, we market to them as an audience. We end up saying the exact same thing to every one of them.Because we don’t know much about them as individuals, we make sure to share our message loudly and repeatedly in hopes that we might grab their attention for a moment or two.But there’s a problem.
  • We aren’t the only ones shouting at them. Every other marketer, whether it’s our competitor or just a bunch of other companies, is bombarding our customer. All these other marketers are shouting at the same group of customers make it harder and harder for you to be heard above the noise.
  • But there is hope. <we don’t need to give Amazon a brand logo here – I can just speak to them>
  • Some of you have started to separate your individual customers from the group. One of my favorite examples of great individual marketing comes from Amazon. <including some of you as our customers>A few years ago, I stumbled across a few of Clint Eastwood’s spaghetti Westerns. I loved them. So I purchased another one on Amazon. It was great. The next thing I know, Amazon is sending me emails and displaying offers on their site about more Clint Eastwood Westerns. You know what, I purchased every single one of them. What might have been a passing fancy on a few movies turned into a series of purchases over an entire year. Amazon nailed it.
  • Five Big Trends (October 2013)

    1. 1. Trends Bill Nussey, CEO Silverpop Digital Atlanta 2013 October 7, 2013 Bill Nussey @bnussey
    2. 2. Me
    3. 3. Big Trends
    4. 4. 1. Bits to Atoms 2. Products to Experiences 3. Channels to Pockets 4. Audiences to Individuals 5. Cyberspace to Real Places
    5. 5. 1 Silverpop’s Platform Bits to Atoms
    6. 6. Radical innovation happens when things get inexpensive  In 1998, it to cost $10,000,000 to get a software startup off the ground.  In 2013, it’s a few thousand dollars  Hardware is following the same trajectory
    7. 7. Factory 2.0
    8. 8. The Hottest New Companies Create “Things” Pebble watch (Kickstarter) Nest Thermostat Tesla Model S
    9. 9. 2 Silverpop’s Platform Products to Experiences
    10. 10. This my mom, Joyce. She called last week.
    11. 11. “My 8 year-old computer has died.” “What should I do?”
    12. 12. I said, “You need a Mac”
    13. 13. Apple Store, Raleigh $99 Airport Extreme
    14. 14. Apple has revolutionized customer experience
    15. 15. It is more about your mission than your size Anyone can elevate products into experiences
    16. 16. 3 Silverpop’s Platform Channels to Pockets
    17. 17. Great brands used to be built across channels The best brands in the future will start in your pocket
    18. 18. This is the new face of brands
    19. 19. Starbuck’s is the #1 mobile commerce solution - $500 million in 2012 alone The very best brands will have the privilege of being carried in their customer’s pocket – one touch anywhere anytime
    20. 20. 4 Silverpop’s Platform Audiences to Individuals
    21. 21. Remember the great lessons our parents taught us as kids?
    22. 22. Don’t lie. Don’t steal. Treat others as you’d like to be treated. Never stereotype Stereotype
    23. 23. Here’s the irony. This is exactly what we do as businesses. We even have a word for it: “Audiences”
    24. 24. Can you blame us? There are thousands of them and only a handful of us.
    25. 25. We find an easy way to stereotype them… … and we blast all of them with the same message. Over and over.
    26. 26. We call this marketing. It works. But there’s a growing problem…
    27. 27. More and more businesses are doing the same thing.
    28. 28. But there is hope. Some companies are reinventing marketing.
    29. 29. Most businesses today treat their customers like tourists at giant attractions – big crowds all experiencing the same thing at the same time. Great businesses go one step further. The put their customers in smaller groups and take them through a series of different experiences. It’s like a virtual tour bus that drives tourists around a city to a predefined sequence of attractions.
    30. 30. Amazing businesses build experience roadmaps for their customers – it’s like hiring a personal tour guide for each customer. Before the tour, each customer can share their interests, their budget and their pace. This lets each unique customer’s experience unfold as they follow their own path at their own pace.
    31. 31. At Silverpop, we call this The Revolution of One…
    32. 32. 5 Silverpop’s Platform Cyberspace (back) to Real Places
    33. 33. “You Are Here” Is happening Faster than most people think
    34. 34. Is this some wicked new NSA iPhone App? No. (buried deep in the settings menu)
    35. 35. Proximity is the new GPS Think feet, not miles It is two-way You can authenticate You can pay Apple’s Worldwide Developers Conference 2013 Paypal wireless payment – Beacon (totally different than iBeacon)
    36. 36. Silverpop’s Platform What Does All This Mean?
    37. 37.  Place awareness increases personal security  Stolen cell phones, live broadcasting of video  The more businesses work to individualize your experience, the less anonymity you have  We are used to this in the real world but it’s an entirely different thing in the digital world  The biggest opportunities are the unintended consequences of the trends we’ve only just started to observe
    38. 38. Questions? Bill Nussey @bnussey