Open Brand Summit: Kelly Mooney

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Open Brand Summit: Kelly Mooney

  1. 1. ME
  2. 2. PERSONALIZATIONIt should be every company’s goal.
  3. 3. You will likeDear David,
  4. 4. PERSONALIZATIONis individualizing forcompetitive advantage
  5. 5. COMMUNICATIONPRODUCTSERVICEEXPERIENCE
  6. 6. vPRODUCTSERVICEEXPERIENCECOMMUNICATIONEVOLUTION OF PERSONALIZATONDRIVEN BY THE MACRO TREND OF DEMASSIFICATION
  7. 7. vBroadcast to massmarket with non-specific messageProducts made enmasse at producer’sdiscretionUniform in person,toll-free numbersPhysical only(product useand in-store)PRODUCTSERVICEEXPERIENCECOMMUNICATIONMASSPRODUCTIONMASS MARKETSHOW WECONSUMEHOW WEMAKE STUFF
  8. 8. vBroadcast to massmarket with non-specific messageProducts made enmasse at producer’sdiscretionUniform in person,toll-free numbersPhysical only(product useand in-store)Narrowcast to largeconsumer segmentswith tailored messageSpecific productmade for a segmentEasier, faster throughweb sites, emailPhysical and digitalseparate channels(web)PRODUCTSERVICEEXPERIENCECOMMUNICATIONLEANPRODUCTIONMARKET SEGMENTSMASSPRODUCTIONMASS MARKETSHOW WECONSUMEHOW WEMAKE STUFF
  9. 9. vBroadcast to massmarket with non-specific messageProducts made enmasse at producer’sdiscretionUniform in person,toll-free numbersPhysical only(product useand in-store)Narrowcast to largeconsumer segmentswith tailored messageSpecific productmade for a segmentEasier, faster throughweb sites, emailPhysical and digitalseparate channels(web)Narrowcast to smallconsumer segmentswith triggered messageSmall-batch products,and finite set ofcustomizable featuresTailored through CRM,live chat and onlinecommunitiesPhysical and digitalcomplementary(social, apps, SMS)PRODUCTSERVICEEXPERIENCECOMMUNICATIONLEANPRODUCTIONCRAFTPRODUCTIONMARKET NICHESMARKET SEGMENTSMASSPRODUCTIONMASS MARKETSHOW WECONSUMEHOW WEMAKE STUFF
  10. 10. vBroadcast to massmarket with non-specific messageProducts made enmasse at producer’sdiscretionUniform in person,toll-free numbersPhysical only(product useand in-store)Narrowcast to largeconsumer segmentswith tailored messageSpecific productmade for a segmentEasier, faster throughweb sites, emailPhysical and digitalseparate channels(web)Narrowcast to smallconsumer segmentswith triggered messageSmall-batch products,and finite set ofcustomizable featuresTailored through CRM,live chat and onlinecommunitiesPhysical and digitalcomplementary(social, apps, SMS)Integrated, closed-loop content streams,co-created anddistributed sociallyConnected productsand spontaneousbuild-to-ordermanufacturingSelf-managed andrewarded in real time,use of predictiveanalyticsPhysical and digitalintegrated (context-aware devices,mobility)PRODUCTSERVICEEXPERIENCECOMMUNICATIONLEANPRODUCTION CO-CREATIONMICRO NICHESCRAFTPRODUCTIONMARKET NICHESMARKET SEGMENTSMASSPRODUCTIONMASS MARKETSHOW WECONSUMEHOW WEMAKE STUFF
  11. 11. vBroadcast to massmarket with non-specific messageProducts made enmasse at producer’sdiscretionUniform in person,toll-free numbersPhysical only(product useand in-store)Narrowcast to largeconsumer segmentswith tailored messageSpecific productmade for a segmentEasier, faster throughweb sites, emailPhysical and digitalseparate channels(web)Narrowcast to smallconsumer segmentswith triggered messageSmall-batch products,and finite set ofcustomizable featuresTailored through CRM,live chat and onlinecommunitiesPhysical and digitalcomplementary(social, apps, SMS)Integrated, closed-loop content streams,co-created anddistributed sociallyConnected productsand spontaneousbuild-to-ordermanufacturingSelf-managed andrewarded in real time,use of predictiveanalyticsPhysical and digitalintegrated (context-aware devices,mobility)Biodata-driven, contentvia wearable tech,implants, screens& Internet of ThingsGRIN technology-based,adaptive productionBot-based, predictiveoptimizationDigital, physical,neurophysiologicalintegrated(AI, mind uploading)PRODUCTSERVICEEXPERIENCECOMMUNICATIONLEANPRODUCTIONSMARTPRODUCTIONMARKETS OF ONECO-CREATIONMICRO NICHESCRAFTPRODUCTIONMARKET NICHESMARKET SEGMENTSMASSPRODUCTIONMASS MARKETSHOW WECONSUMEHOW WEMAKE STUFF
  12. 12. vBroadcast to massmarket with non-specific messageProducts made enmasse at producer’sdiscretionUniform in person,toll-free numbersPhysical only(product useand in-store)Narrowcast to largeconsumer segmentswith tailored messageSpecific productmade for a segmentEasier, faster throughweb sites, emailPhysical and digitalseparate channels(web)Narrowcast to smallconsumer segmentswith triggered messageSmall-batch products,and finite set ofcustomizable featuresTailored through CRM,live chat and onlinecommunitiesPhysical and digitalcomplementary(social, apps, SMS)Integrated, closed-loop content streams,co-created anddistributed sociallyConnected productsand spontaneousbuild-to-ordermanufacturingSelf-managed andrewarded in real time,use of predictiveanalyticsPhysical and digitalintegrated (context-aware devices,mobility)Biodata-driven, contentvia wearable tech,implants, screens& Internet of ThingsGRIN technology-based,adaptive productionBot-based, predictiveoptimizationDigital, physical,neurophysiologicalintegrated(AI, mind uploading)PRODUCTSERVICEEXPERIENCECOMMUNICATIONLEANPRODUCTIONSMARTPRODUCTIONMARKETS OF ONECO-CREATIONMICRO NICHESCRAFTPRODUCTIONMARKET NICHESMARKET SEGMENTSMASSPRODUCTIONMASS MARKETSHOW WECONSUMEHOW WEMAKE STUFF CO-CREATIONMICRO NICHES
  13. 13. LEANPRODUCTIONSMARTPRODUCTIONMARKETS OF ONECO-CREATIONMICRO NICHESCRAFTPRODUCTIONMARKET NICHESMARKET SEGMENTSMASSPRODUCTIONMASS MARKETSHOW WECONSUMEHOW WEMAKE STUFF
  14. 14. LEANPRODUCTIONSMARTPRODUCTIONMARKETS OF ONECO-CREATIONMICRO NICHESCRAFTPRODUCTIONMARKET NICHESMARKET SEGMENTSMASSPRODUCTIONMASS MARKETSHOW WECONSUMEHOW WEMAKE STUFFSMARTPRODUCTIONMARKETS OF ONE
  15. 15. MOBILITYSOCIALDISCOVERYBIG DATACONNECTEDPRODUCTS
  16. 16. Smartphones now contain as many as18 SPECIALIZED SENSORSProximity SensorGSM/CDMA CellularWi-FiThree-Axis GyroAccelerometerDigital CompassBarometerAltimeterThermometerRear CameraFront Facing CameraAmbient Light SensorMulti-Touch DisplayBluetooth 4.0Assisted GPSGLONASSNFCDual-Sensor Microphone Array
  17. 17. WEAPON OF PERSONALEMPOWERMENTProximity SensorGSM/CDMA CellularWi-FiThree-Axis GyroAccelerometerDigital CompassBarometerAltimeterThermometerRear CameraFront Facing CameraAmbient Light SensorMulti-Touch DisplayBluetooth 4.0Assisted GPSGLONASSNFCDual-Sensor Microphone Array
  18. 18. of ecommercetraffic is mobile.MOBILITYMobile mediaconsumption sharehas tripled since2009 – contentconsumption upacross the board3xMobile devicesoutsold PCs in2012 globally.$ 20%
  19. 19. SOCIAL DISCOVERY
  20. 20. CONNECTED PRODUCTS2006 2007 2008 2009 2010 2011 2012 2013 2014 201516 BILLON DEVICES WILL BE CONNECTED TO THE INTERNET BY 20150246810121416NUMBEROFDEVICESINBILLIONSAutomotive,Marine & AviationCommunicationsConsumer &EntertainmentIndustrial & MedicalAutomationComputers
  21. 21. BIG DATAVOLUME VELOCITY VARIABILITY
  22. 22. By 2017, the CMO will spendmore on I.T. than the CIO.“ ”Laura McClellan, Gartner Analyst
  23. 23. 1900 1920 1940 1960 1980 2000 2020 2040PERSONALIZATION IS AT A TIPPING POINTMASS PHENOMENATECHNOLOGYADVANCEMENTMASSPERSONALIZATION
  24. 24. Bob McDonald, P&G CEOOur vision is to build lifelong oneto one relationships in real timewith people around the world.“”
  25. 25. Personalization can deliverfive to eight times the ROIon marketing spend and liftsales 10% or more.Josh Leibowitz,McKinsey Partner
  26. 26. IT’S PERSONALSURPRISE& DELIGHTAT SCALEBETTERCORPORATECITIZENSHIPCONSUMERDECISION-MAKINGSHIFTSBREAKINGDOWNTHE SILOS
  27. 27. ONE SIZE FITS ALL
  28. 28. ONE SIZE FITS ONE

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