@jmacdonald#TWU11
this fluid worldthis fluid world is a business and marketing consultancy thathelps organisations achieve superior performanc...
“this fluid world moved us away from developing just a digitalstrategy for Heineken, and helped us shape the way we plan to...
1. six macro trends2. four effects on digital commerce3. five pieces of advice
1. six macro trends2. four effects on digital commerce3. five pieces of advice
1/6
2/6
3/6
4/6
5/6
6/6
added to by the 7th mass mediathecommunicationideal.com6
1. six macro trends2. four effects on digital commerce3. five pieces of advice
1/4. increasing capabilityfor conversion
progress :-)
Amazon planning to launch mobile   payment as an application
2/4. enhanced accountability
the growing analytics market
Google analytics custom reporting    with e-commerce filters
3/4. growing competition from small           virtual players
right hereright now
4/4. advocacy is now a tradable           currency
the emergence of social shopping
Uniqlo#luckycounter
1. six macro trends2. four effects on digital commerce3. five pieces of advice
1/5. nurture the armies of fanatics
para-social relationships
...remember,  a fan is not   necessarily         a fan
involvism.com
2/5. your ability to beagile is a determiningfactor of success
35% of EU Twitterusers expect aresponse within anhour
3/5. use the new tools, platforms and         channels strategically
Twelpforce - since July of 2009:• responded to over 28,000 customer enquiries• enlisted 2600 employees to share their know...
4/5.   mobiliseexperiences
the research shows the need
vs bol.com: different experiences forbo        different screens
5/5.be brave
jonathan macdonaldjonathan@thisfluidworld.comwww.thisfluidworld.com
Jonathan Macdonald - Keynote Thuiswinkel Update 2011
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Jonathan Macdonald - Keynote Thuiswinkel Update 2011

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Keynote of Jonathan Macdonald @ Thuiswinkel Update on 29 september 2011

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Jonathan Macdonald - Keynote Thuiswinkel Update 2011

  1. 1. @jmacdonald#TWU11
  2. 2. this fluid worldthis fluid world is a business and marketing consultancy thathelps organisations achieve superior performance, and identifynew sources and vehicles of revenue and growth in a changingbusiness worldAlcatel Lucent GSK NokiaAmex Heineken Nuffield HealthAT&T IBM OgilvyBlyk Kodak PhillipsBP Levis PosterscopeBT liveaps QuickTVCisco Loewe SonyClinton Cards Marketing Week TeliaComverse MediaCom TescoDulux Microsoft Turner BroadcastDuracell Mindshare UnileverExpedia Ministry of Sound VodafoneFord Motorola WPP
  3. 3. “this fluid world moved us away from developing just a digitalstrategy for Heineken, and helped us shape the way we plan tobuild the premium credentials of the brand going forward"Bruce Reinders, Brands Director, Heineken
  4. 4. 1. six macro trends2. four effects on digital commerce3. five pieces of advice
  5. 5. 1. six macro trends2. four effects on digital commerce3. five pieces of advice
  6. 6. 1/6
  7. 7. 2/6
  8. 8. 3/6
  9. 9. 4/6
  10. 10. 5/6
  11. 11. 6/6
  12. 12. added to by the 7th mass mediathecommunicationideal.com6
  13. 13. 1. six macro trends2. four effects on digital commerce3. five pieces of advice
  14. 14. 1/4. increasing capabilityfor conversion
  15. 15. progress :-)
  16. 16. Amazon planning to launch mobile payment as an application
  17. 17. 2/4. enhanced accountability
  18. 18. the growing analytics market
  19. 19. Google analytics custom reporting with e-commerce filters
  20. 20. 3/4. growing competition from small virtual players
  21. 21. right hereright now
  22. 22. 4/4. advocacy is now a tradable currency
  23. 23. the emergence of social shopping
  24. 24. Uniqlo#luckycounter
  25. 25. 1. six macro trends2. four effects on digital commerce3. five pieces of advice
  26. 26. 1/5. nurture the armies of fanatics
  27. 27. para-social relationships
  28. 28. ...remember, a fan is not necessarily a fan
  29. 29. involvism.com
  30. 30. 2/5. your ability to beagile is a determiningfactor of success
  31. 31. 35% of EU Twitterusers expect aresponse within anhour
  32. 32. 3/5. use the new tools, platforms and channels strategically
  33. 33. Twelpforce - since July of 2009:• responded to over 28,000 customer enquiries• enlisted 2600 employees to share their knowledge• paid for itself many times, through PR and savings
  34. 34. 4/5. mobiliseexperiences
  35. 35. the research shows the need
  36. 36. vs bol.com: different experiences forbo different screens
  37. 37. 5/5.be brave
  38. 38. jonathan macdonaldjonathan@thisfluidworld.comwww.thisfluidworld.com

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