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Resource Labs: Digital Trends Innovation CAMP 2013

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Dan Shust (VP of ResourceLab @ Resource: Building Open Brands) shares his thoughts on the future digital trends facing marketers at Innovation CAMP 2013.

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Resource Labs: Digital Trends Innovation CAMP 2013

  1. 1. DIGITAL TRENDS BRIEFING 2013 3.22.2013Thursday, March 28, 13 1
  2. 2. ABOUT RESOURCE Largest independent digital agency in the United States Ad Age A-List and WSJ Best Places to Work 400+ associates Offices in Columbus, San Francisco, Chicago, Cincinnati DAN SHUST Vice President, Innovation TWITTER - @getshustThursday, March 28, 13 2
  3. 3. Image: Copyright © Ben Sandler All rights reserved.Thursday, March 28, 13 3
  4. 4. Image: Copyright © 20th Century Fox All rights reserved.Thursday, March 28, 13 4
  5. 5. RE-IMAGINE EVERYTHING “What we face now is a pace of change that is unprecedented. Major innovations that used to change our lifestyles maybe once or twice in a generation, we’re seeing that now almost on an annual basis.” KIM KADLEC Johnson & Johnson - Worldwide V.P. Global Marketing GroupThursday, March 28, 13 5
  6. 6. RE-IMAGINE EVERYTH ING We Are Here 19OO 192O 194O 196O 198O 2OOO 2O2O 2O4OThursday, March 28, 13 6
  7. 7. DIGITAL TRENDS BRIEFING 2013 The Power of Simple Mass Individuality Simple interfaces, complex functions User-proposed, -customized and -generated Context Not Optional Loyalty Plays Personal, predictive consumer experiences Real-time relevance, tracking and rewards Everywhere Commerce Rebirth of iMedia Shopping anything, anywhere, anytime Native meaningful engagement Retail Rewired Mobile Superpowers Blurred channels, seamless engagements Digitally enhanced senses and insights The Fine-Tuning of Social Tomorrowland Pastime concentration, network calibration Connected, social devicesThursday, March 28, 13 7
  8. 8. WHAT MAKES A TREND? Consumer Behaviors/Drivers Technology Enablers + Early Industry Use & Success Time (months) to Mass Adoption = (DIGITAL)TRENDThursday, March 28, 13 8
  9. 9. MOBILESUPERPOWERS Image: Copyright © 2012 Cable News Network. Turner Broadcasting System, Inc. All rights reserved.Thursday, March 28, 13 9
  10. 10. MOBILE SUPERPOWERS What It Means Drivers - Consumer Consumers will Enablers - Technology Online-Off Expectations increasingly interact Computational Power Mobile Ubiquity with the world around Sophisticated Sensors Social Connections them via the sensors Connection Speeds built into their smart Knowledge Access devices.Thursday, March 28, 13 10
  11. 11. MOBILE SUPERPOWERS ONE BILLION SMARTPHONES The first billion smartphones in use worldwide took 16 years to reach, but the next billion will be achieved in less than 3 years. Strategy Analytics - Worldwide Smartphone Population Tops 1 Billion in Q3 2012Thursday, March 28, 13 11
  12. 12. MOBILE SUPERPOWERS “SUPERMAN COULD FLY. PHONES HELP US DO EVERYTHING BUT.” JOHN D. SUTTER CNN, Writer/ProducerThursday, March 28, 13 12
  13. 13. MOBILE SUPERPOWERS Rear Camera Proximity Sensor Front-Facing Camera Ambient light sensor GSM/CDMA Cellular Wi-Fi Multi-Touch Display Three-axis gyro Bluetooth 4.0 Accelerometer Assisted GPS Digital Compass Barometer GLONASS NFC Altimeter Thermometer Dual-sensor microphone array Smartphones now contain as many as 18 specialized sensors. Icon: Smartphone designed by James Fenton from The Noun Project WSJ Electronics Develop a Sixth SenseThursday, March 28, 13 13
  14. 14. MOBILE SUPERPOWERS CARD.IOThursday, March 28, 13 14
  15. 15. MOBILE SUPERPOWERS WORDLENSThursday, March 28, 13 15
  16. 16. MOBILE SUPERPOWERS BLIPPAR - HEINZThursday, March 28, 13 16
  17. 17. MOBILE SUPERPOWERS MUPPETS - AR BANDAIDSThursday, March 28, 13 17
  18. 18. MOBILE SUPERPOWERS WESTFIELD - VOICE CONCIERGEThursday, March 28, 13 18
  19. 19. MOBILE SUPERPOWERS SHAZAM - PILLSBURYThursday, March 28, 13 19
  20. 20. MOBILE SUPERPOWERS CARDIIOThursday, March 28, 13 20
  21. 21. MOBILE SUPERPOWERS BRAND IMPLICATIONS: Consumers will begin to look down at their mobile devices less One and look through them to learn about the world around them. Technology will enable wearable devices that become nearly invisible Two to the user, outside of the digital layer it places on the world. Impulse purchases will begin to be driven by digital interactions that Three quickly engage and interest consumers. Brands will create point of sale messaging that’s targeted specifically Four to connected customers looking for product details.Thursday, March 28, 13 21
  22. 22. CONTEXTNOT OPTIONAL Image: Flickr - Marcin IgnacThursday, March 28, 13 22
  23. 23. CONTEXT NOT OPTIONAL What It Means Drivers - Consumer Enablers - Technology Increasingly Connected Advanced contextual Big Data Advertising Blindness experiences will Data Analysis Brand Oscillation increase ROI and Mobile Ubiquity customer brand loyalty. Sharing MoreThursday, March 28, 13 23
  24. 24. CONTEXT NOT OPTIONAL THE END OF ASSUMPTIONS There is an “opportunity to deliver services and marketing with unprecedented precision and accuracy, meeting and exceeding customer expectations in extraordinary ways at every turn.” HBR - Use Big Data to Predict Your Customers BehaviorsThursday, March 28, 13 24
  25. 25. CONTEXT NOT OPTIONAL BY 2017, THE CMO WILL SPEND MORE ON I.T. THAN THE CIO. Gartner Analyst Laura McLellan: January 2012Thursday, March 28, 13 25
  26. 26. CONTEXT NOT OPTIONAL Advanced Context Responsive Level of Sophistication Cross Channel Multi Channel Single Channel Evolution of Experiences Over Time Forrester - The Future of Mobile is ContextThursday, March 28, 13 26
  27. 27. CONTEXT NOT OPTIONAL MAKING IT WORTH IT “When you put information about yourself out there, that’s a transaction. But you need to feel that you’re getting something back in return.” MARGARET STEWART Facebook - Director Of Product DesignThursday, March 28, 13 27
  28. 28. THE POWER OF SIMPLE JOSE CUERVO - CUE THE CABThursday, March 28, 13 28
  29. 29. CONTEXT NOT OPTIONAL WALMART - INSTORE MODEThursday, March 28, 13 29
  30. 30. CONTEXT NOT OPTIONAL ABERCROMBIEThursday, March 28, 13 30
  31. 31. CONTEXT NOT OPTIONAL ETSY - GIFT RECOMMENDATIONSThursday, March 28, 13 31
  32. 32. CONTEXT NOT OPTIONAL GOOGLE - NOWThursday, March 28, 13 32
  33. 33. CONTEXT NOT OPTIONAL BRAND IMPLICATIONS: Consumers will expect every brand interaction to be personal and One contextually relevant, based on history, location, and more. Brands will use data quickly and effectively to encourage deeper, Two extended interactions. Technology, such as geofencing, indoor positioning and behavioral Three data tracking will differentiate engagements. Brands will recommend both products and experiences that are Four highly personalized and predictive.Thursday, March 28, 13 33
  34. 34. MASSINDIVIDUALITY Image: Flickr - VlastulaThursday, March 28, 13 34
  35. 35. MASS INDIVIDUALITY What It Means Drivers - Consumer Consumers will expect Enablers - Technology Digital Expectation experiences Flexible Manufacturing Entitlement Culture and products to be Digital Tools Endless Options one-of-a-kind, if not Customer-Facing Tech customizable and Instant Access personalized.Thursday, March 28, 13 35
  36. 36. MASS INDIVIDUALITY “YOU CAN HAVE ANY COLOR AS LONG AS IT’S BLACK” HENRY FORD Founder - Ford Motor CompanyThursday, March 28, 13 36
  37. 37. MASS INDIVIDUALITY 35% OF CONSUMERS WANT TO CUSTOMIZE FEATURES Forrester - Mass Customization Is (Finally) the Future of ProductsThursday, March 28, 13 37
  38. 38. MASS INDIVIDUALITY 2.3X MORE Consumers spent 2.3 times more of their own money innovating products than the total consumer product  R&D amount spent by all firms combined SSRN - Comparing Business and Household Sector Innovation in Consumer Products / Revised 2012Thursday, March 28, 13 38
  39. 39. MASS INDIVIDUALITY NIKEiDThursday, March 28, 13 39
  40. 40. MASS INDIVIDUALITY COKE - FREESTYLEThursday, March 28, 13 40
  41. 41. MASS INDIVIDUALITY CROCK-POT - CREATE-A-CROCKThursday, March 28, 13 41
  42. 42. MASS INDIVIDUALITY SHAPEWAYS - THE VIBEThursday, March 28, 13 42
  43. 43. MASS INDIVIDUALITY MAKERBOT REPLICATOR 2Thursday, March 28, 13 43
  44. 44. MASS INDIVIDUALITY 13:30 PRINTABLE HEADPHONESThursday, March 28, 13 44
  45. 45. MASS INDIVIDUALITY BRAND IMPLICATIONS: Consumers’ desire to develop user-generated content will bleed over One into the desire to generate their own products.  Brands will begin to develop panels of consumer product makers Two who help guide the development and specification of new offerings. Technology will enable a wider swath of consumers to imagine and Three create their own products on par with mass produced items. Interactions between brands and consumers around customized Four products will build and enhance one-on-one relationships.Thursday, March 28, 13 45
  46. 46. THANKS! For more information about the ResourceLAB contact: Dan Shust/ Vice President – ResourceLAB dshust@resource.com twitter: @getshustThursday, March 28, 13 46

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