Rebecca Clyde - Innovate in the Future of Marketing with Real, Attainable Strategies

in the Future of Marketing
with Real, Attainable Strategies

@RebeccaClyde | #DSPDX@RebeccaClyde | #DSPDX

@RebeccaClyde | #DSPDX
THE FUTURE OF MARKETING IS
ENGAGING IN MICRO-MOMENTS
& NON-FICTION

They are intent-rich moments
when decisions are
made & preferences shaped.
MICRO-
MOMENTS

NOOO!

HOW TO CREATE A MICROMOMENT
BE
THERE.
BE
USEFUL.
BE
QUICK.

HOW IS YOUR BRAND LISTENING TO IMPROVE
THE CUSTOMER EXPERIENCE?

MAPPING BEHAVIORAL DATA TO THE CUSTOMER JOURNEY
ACTIONS SPEAK LOUDER
THAN WORDS
• Learn without asking
• Find revenue opportunities
• Anticipate needs
• Create micro-moments
SEARCH
CLICK
DISCUSS
READ
WATCH
LIKE
BOUNCE
REVIEW OPEN
DWELL
RESEARCH
REMIND

THE SOLUTION – CENTRAL INTELLIGENCE ENGINE (CIE)
CRM
MAP
ANA.
CMS
SOCIAL
MICRO-MOMENTS
AD/
DMP
REPORT
CRM
MAP
CIECMS
SOCIAL
MICRO-MOMENTS
REPORT
AD/
DMP
VS.
ANA.
DISORDER CENTRAL INTELLIGENCE ENGINE

THE SOLUTION – CENTRAL INTELLIGENCE ENGINE (CIE)

NETFLIX EXAMPLE – CENTRAL INTELLIGENCE
Personalized Triggered Emails
Curated Recommendations Content Partners, Influencers
Hyper-Personalized Digital Placements

AUTHENTIC CONTENT + MICRO-MOMENTS
Playful Engagement: 360 Video

360 video is one of the
few mediums that keeps
users 100% attention.
You can't multitask while
viewing 360.
A rare commodity.
2017 Vidcon
WHY 360 VIDEO – WHY NOW?
”
”

360 VIDEO SPY EXPERIENCE

360 VIDEO IS ACCESSIBLE & MAINSTREAM
• No headsets needed.
• Available on YouTube, Facebook, Vimeo.
• Accessible to smartphone users.

CARDBOARD VIEWER

360 VIDEO PRODUCTION CHECK LIST
ü Keep it simple
ü Make a shot list
ü Secure the right tools
ü Use stock video (360 available) if needed

Live video
Behind the scenes content
AUTHENTIC
EMOTION –
INSPIRES
ACTION

INSTANT IS THE
EXPECTATION
• Facebook Live
• Snapchat
• YouTube Live
• Instagram Stories

CHIT & CHAT
Micro-moments are crossing channels

WE NOW LIVE IN A
CONVERSATION-DRIVEN ECONOMY.

MESSAGING SURPASSED SOCIAL IN 2015

ORDER A CAB
SEND AND RECEIVE MONEY
WATCH TV
CONSULT A DOCTOR
STUDY ENGLISH
BOOK A FLIGHT
PLAY VIDEOGAMES
RENEW A PASSPORT
THE RISE OF THE
MEGA-MESSAGING APP

WECHAT BY THE NUMBERS
Source: China Internet Watch, 2016
90 MIN
50% of users
use WeChat at
least 90
min/day
74
Average # of
Messages Sent
Per Day
846 M
Monthly Active
Users
28
Monthly
Average # of
Red Packets
sent per
person44
Average # of
Messages Sent
Per Day by
Senior Users

WHAT IF YOU COULD HAVE MILLIONS
OF MEANINGFUL CONVERSATIONS WITH
YOUR CUSTOMERS?

Messaging apps are the
platforms of the future
and bots will be how
their users access all
sorts of services.
PETER ROJAS
Entrepreneur in Residence at
Betaworks
”
”
AI BOTS:
SERVICE
THROUGH
MESSAGING

BOTS GALORE
THERE ARE NOW 35,000
BOTS ON FACEBOOK.

THEY HELP YOU
BOOK TRAVEL
@hipmunk

THEY CONNECT
YOU TO CELEBS
@Redfoo

THEY
KEEP YOU
IN STYLE
@ShopSpring

THEY
KEEP YOU
HEALTHY

SHIFTING MOBILE FIRST TO VOICE/ALN
• Google vision: shift current mobile centric to voice centric
• Smart Assistance and Voice Search will be crucial for any brand/organization going forward.

”
”
THE WEB, REIMAGINED
Web pages are currently obscenely
heavy…with messaging bots, we now
have the ability to discover and request
quick, just-in-time, low-commitment
interactions.
STEPHANIE RIEGER
Social Anthropologist

Bots can take away the
friction of apps and
truly move commerce
to mobile.
SETH ROSENBERG
Facebook
”
”

CHECKLIST FOR A SUCCESSFUL BOT IMPLEMENTATION
Define the purpose desired outcomes
Develop use cases
Build a knowledge base
Design chat scripts & assets
Build a bot discovery plan
Deploy and promote
Analyze & improve

This is 1994 again.
The world of bots
today is what browsers
where in ’94.
ROBERT STEPHENS
Co-Founder Assi.st
and Founder, Geek Squad
”
”

Technology should be used to amplify
your ability to use your heart.
DANNY MEYER
Founder Shake Shack & Union Square Hospitality Group

CONNECT
CASE STUDY & CONTENT SHARE
IDEASCOLLIDE.COM/INNOVATE
@REBECCACLYDE
REBECCA@IDEASCOLLIDE.COM

IDEASCOLLIDE.COM | @IDEASCOLLIDE

Rebecca Clyde - Innovate in the Future of Marketing with Real, Attainable Strategies

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Rebecca Clyde - Innovate in the Future of Marketing with Real, Attainable Strategies