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Android Contextual Marketing Strategy

Artificial Intelligence is driving contextual marketing automation, but is this really a good evolution? There is need to think about the devolution of our human skills and the trade-offs we need to make in terms of sacrificing our private data in return for a meaningful service.

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Android Contextual Marketing Strategy

  1. 1. MIEL VAN OPSTAL - FEBRUARY, 2017 2020 – ANDROID CONTEXTUAL MARKETING STRATEGY
  2. 2. linkedin.com/in/mielvo @coolz0r MIEL VAN OPSTAL JOIN THE LINKEDIN GROUP: DIGITAL CONTEXTUAL INTELLIGENCE
  3. 3. Today’s Digest: Lifestyle Automation The Battle for The Smart Home Intelligent Algorithms Android Experiences Customer-Centric Content & Data Customer Love Beyond Loyalty Programs
  4. 4. LIFESTYLE AUTOMATION
  5. 5. Personalized & Intelligent Conversational Services
  6. 6. source VIRTUAL CONCIERGE SERVICES ARE COMPETING TO OWN ALL YOUR PERSONAL & INTIMATE DATA
  7. 7. FACEBOOK’S M COULD BE THE PERSONAL ONLINE BUTLER OF 1.5 BILLION PEOPLE
  8. 8. CONCIERGE SERVICES OFFER AN INTERFACE TO MANAGE AND CONNECT YOUR SMART HOME source
  9. 9. viv.ai WHEN INTELLIGENCE BECOMES A UTILITY (ACQUIRED BY SAMSUNG) TO SIMPLIFY YOUR LIFE
  10. 10. OUTSOURCING YOUR PROFESSIONAL TIME-CONSUMING TASKS TO AUTOMATED VIRTUAL ASSISTANTS
  11. 11. AUTOMATED MEDICARE SERVICES CONNECTS WITH WEARABLES SUPPORTED BY VIRTUAL NURSES
  12. 12. ABE, A FINANCIAL CHAT BOT DELIVERS A TAILORED BUDGET BASED ON YOUR LIFESTYLE source
  13. 13. BANKBOT IS INTEGRATED WITH ONLINE RETAILERS, ENABLING IN-APP PAYMENTS source
  14. 14. KLM’S MESSENGER BOT IS YOUR TRAVEL BUDDY, A CONCIERGE SERVICE FOR AUTOMATED ASSISTANCE
  15. 15. source CONCIERGE SERVICES FACILITATE REAL-TIME FULFILLMENT OF URGES, NEEDS OR SUDDEN DESIRES
  16. 16. A CENTRAL COMMAND CENTER FOR ALL SORTS OF TASKS AND SERVICES
  17. 17. ARTIFICIALLY INTELLIGENT MOBILE CONCIERGE ASSISTANTS COMBINE CONTEXTUAL DATA WITH PREFERENCES AND CIRCUMSTANCIAL FACTS
  18. 18. GOOGLE’S ASSISTANT IS CROSS-PLATFORM AND COLLECTS WEARABLES, MOBILE, AND CONNECTED SMART HOME DATA
  19. 19. The Battle For The Smart Home
  20. 20. AMAZON ECHO IS A VIRTUAL CONCIERGE READY FOR E-COMMERCE
  21. 21. AMAZON ECHO IS NOW A SMALL HOME ROBOT THANKS TO OMATE YUMI souce
  22. 22. AMAZON DASH BUTTONS COULD BE BUILT DIRECTLY INTO HARDWARE OR TO BE OFFERED FOR A PRE-SET RECURRING PURCHASE IN EXCHANGE FOR DISCOUNTS
  23. 23. source
  24. 24. By the end of 2017, watch for room-based screenless devices to be in more than 10 million homes. By 2020, 30% of web browsing sessions will be done without a screen.
  25. 25. PRIVACY AS WE KNEW IT FROM AN ANALOGUE PAST HAS VIRTUALLY DISAPPEARED
  26. 26. The camera was the beginning of the end of privacy in the modern world and the Internet and social platforms have exponentially obliterated any concept of privacy. The modern consumer recognizes and embraces the death of privacy and understands that there is inherent value in their data. CONSUMERS SACRIFICE PERSONAL DATA RECKLESSLY IN EXCHANGE FOR FREE ONLINE SERVICES OR OUT OF INDOLENCE
  27. 27. WHO WOULD YOU TRUST WITH YOUR PERSONAL DATA TO MAKE A DIGITAL COPY OF YOURSELF?
  28. 28. There will come a time when many fundamental life skills will devolve and eventually disappear entirely. We can already see evidence of this in today’s education systems, with the rapidly disappearing skill of basic handwriting, which is largely being replaced by typing. What will replace typing? Voice? Gestures?
  29. 29. INTELLIGENT ALGORITHMS
  30. 30. A machine is intelligent if it manages to pass itself off as a human when faced with a human. The Turing test (1950)
  31. 31. TEMPLATED CONVERSATIONS ARE BASED ON REPETITIVE INFORMATION REQUESTS AND PREDICTIVE PROBLEM SOLVING
  32. 32. REAL-TIME SPEAKER STATE CLASSIFICATIONS FROM SPOKEN AUDIO DISCOVERS SENTIMENT, COGNITION, EMOTION, HEALTH & COMMUNICATION QUALITY.
  33. 33. CORTANA CONNECTS BUSINESS APPS TO COLLECTED ANALYTICS
  34. 34. "The more data that is collected and analyzed, the greater the economic value it has in aggregate”
  35. 35. "Data has a shelf-life and the economic value of data diminishes over time."
  36. 36. "The economic value of information multiplies when combined with context, meaning and right time delivery."
  37. 37. Powered by advanced machine learning, deep learning, predictive analytics, natural language processing and smart data discovery, Einstein’s models will be automatically customized for every single customer, and it will learn, self-tune, and get smarter with every interaction and additional piece of data.
  38. 38. Most importantly, Einstein’s intelligence will be embedded within the context of business, automatically discovering relevant insights, predicting future behavior, proactively recommending best next actions and even automating tasks.
  39. 39. ANDROID EXPERIENCES
  40. 40. source HIGHLY CUSTOMIZED INTERACTIONS TOUCHPOINT COMMUNICATION
  41. 41. COMPANION BOTS FOR KIDS AND ADULTS TO FIGHT THE FEELINGS OF DISCONNECTION AND INTERFACE ALL PAIRED DEVICES
  42. 42. TAILORED EXPERIENCES SEMI-AUTOMATED WITH GESTURE-CONTROL
  43. 43. ALWAYS AVAILABLE AND ONLINE EXTENDING STORE-HOURS TO A 24/7/365 EXPERIENCE
  44. 44. INTERACTIVE PRODUCT EXPERIENCES WITH SMART MIRRORS AND INTEGRATED COMMERCE
  45. 45. SELF-SERVICE TO COMBAT WAITING TIME FRUSTRATION AND MAXIMIZE STAFF WORKLOAD
  46. 46. SELF-SERVICE TO STIMULATE CUSTOMER ENGAGEMENT AND COLLECT PERSONAL DATA
  47. 47. source LOWE’S IS AUTOMATING MOST OF THE BASIC COMMON GENERIC EMPLOYEE INTERACTIONS IN FAVOR OF A BETTER CUSTOMER EXPERIENCE
  48. 48. BY 2020, 100 MILLION CONSUMERS WILL SHOP IN AUGMENTED REALITY 1 IN 5 GLOBAL BRANDS WILL USE AUGMENTED REALITY IN THEIR SHOPPING EXEPERIENCE BY Q4 2017
  49. 49. COCA-COLA’S RETAIL LOCATION IN ORLANDO DELIVERS A MAXIMUM IMMERSIVE BRAND EXPERIENCE TO ITS FANS
  50. 50. Customer-Centric Content & Data
  51. 51. USING CRM SOLUTIONS TO CONNECT SMART DATA COLLECTED FROM DIFFERENT DIGITAL TOUCH POINTS
  52. 52. THE NÄRAFFÄR STORE IN VIKEN (SWEDEN) IS FULLY AUTOMATED CUSTOMER ACCESS & INVOICING IS HANDLED VIA THE APP source
  53. 53. The new option will enable users to register their credit card info (or use the credit card info they’ve already listed with Facebook) to make purchases without ever leaving the app. BUY IT FROM WITHIN A CHAT SAY HELLO TO CONVERSATIONAL COMMERCE
  54. 54. IBM BUYS FLUID’S XPS PLATFORM TO HELP PEOPLE DISCOVER AND BUY THINGS THROUGH CONVERSATIONS (XPS: EXPERT PERSONAL SHOPPING) XPS essentially has created what IBM believes will be the future of how people interact with commerce (and other) services in the future.
  55. 55. TO REMOVE FRICTION & FRUSTRATION TO CREATE DELIGHT & SATISFACTION
  56. 56. SOLVE PROBLEMS
  57. 57. SAVE TIME / MONEY
  58. 58. SIMPLIFY
  59. 59. CONNECT
  60. 60. CHALLENGE CONNECT SAVE TIME DISRUPT SIMPLIFY SOLVE PROBLEM
  61. 61. CHALLENGE CONNECT SAVE TIME / MONEY DISRUPT SIMPLIFY SOLVE PROBLEM
  62. 62. DISRUPT SIMPLIFY SAVE TIME CHALLENGE SOLVE PROBLEM Disposable, Instant, One-Time Use, Device Charger
  63. 63. CUSTOMER LOVE
  64. 64. source OUR NEXT GENERATION OF IN-APP EXPERIENCES IS ALREADY HAPPENING IN CHINA
  65. 65. GOGOBOT (TRIP.COM) IS AN ARTIFICIAL INTELLIGENT BOT SERVICE THAT WANTS TO BE YOUR TRAVEL AGENT
  66. 66. http://www.huffingtonpost.com/entry/app-lets-you-buy-leftover-food- from-restaurants-and-its-really-cheap_us_57aa4469e4b0ba7ed23dff1a WASTE MANAGEMENT UPCYCLING AND LOCAL INITIATIVES CREATE DEEPER CONNECTIONS
  67. 67. source INVENTIVE COMMERCIALIZED LEAN & AGILE NICHE SERVICES CAPITALIZE ON SYSTEM GLITCHES
  68. 68. source THERE IS A MARKET FOR CATERING PEACE OF MIND AS A CUSTOMER SERVICE
  69. 69. Outsmart Brands is designed to help you find perfect, money saving alternatives to expensive brand products! It's simple: Get the features you want and save money.
  70. 70. THE OMNICHANNEL SHOPPER ECOSYSTEM IS IN FACT AN EXPERIENCE LIFECYCLE AND NOT JUST A CUSTOMER JOURNEY
  71. 71. https://atlis.me/ ATLIS LETS PEOPLE ASK FOR THE BEST PLACE TO EAT AND PAYS THE RECOMMENDERS WHOSE SUGGESTIONS ARE TAKEN
  72. 72. http://www.feltso.com/ FELTSO’S FAKE REVIEW DETECTOR FILTERS AUTHENTIC CONTRIBUTIONS AND USES AI FOR VISUAL ANALYSIS
  73. 73. THE WISDOC APP TAPS YOUR SOCIAL CIRCLES FOR GOOD RECOMMENDATIONS AND ALLOWS YOU TO SCORE DOCTORS & HOSPITALS
  74. 74. Future brand engagement will be initiated by consumers and the well-crafted AI-powered chatbot responses will make the brand engagement authentic, compelling, relevant and personal.
  75. 75. Stores of the future will emphasize selling experiences and lifestyles over products. The retail model of the future is to provide value- added services attached to a product. source
  76. 76. MEANINGFUL CONTEXTUAL COMMUNICATION REPLACES GENERIC MESSAGES
  77. 77. source
  78. 78. 20% OF TOTAL US SALES ARE GENERATED THROUGH MOBILE ORDERS – THE MOBILE LOYALTY CARD HOLDS A DIGITAL WALLET AND ORDER-AND-PAY-AHEAD SERVICE TO STIMULATE THE APP USE AND PROMOTE THE REWARD SERVICE WITH THESE SPECIAL BENEFITS PAY-AHEAD TRANSACTIONS HAVE CROSSED THE 10% MARK OF TOTAL SALES AND STARBUCKS HAS $1.2 BILLION DOLLAR LOADED IN THE DIGITAL WALLETS
  79. 79. THE MOST IMPORTANT METRICS TO TRACK FOR A LOYALTY OR REWARD PROGRAM ARE THE NUMBER OF PURCHASES MADE AND THE AMOUNT OF MONEY A CUSTOMER SPENT
  80. 80. INCREASED LIKELYHOOD OF SHOPPING AT STORES WITH LOYALTY PROGRAMS
  81. 81. THE LOYALTY PROGRAM IS AN ESSENTIAL PHASE IN THE GLOBAL ACQUISITION STRATEGY
  82. 82. Take-Aways for Today • Collecting and Processing Real-Time Analytics • Owning the Buffer Zone Between Your Brand and Customers • Tailor the Journeys - Evolve to a Lifecycle • Semi-Automation or Contextual Android Marketing is Key • Help, Serve, Cater, Supply, Educate, Share Apply to: B2B, B2C, C2B & O2O
  83. 83. linkedin.com/in/mielvo @coolz0r MIEL VAN OPSTAL JOIN THE LINKEDIN GROUP: DIGITAL CONTEXTUAL INTELLIGENCE

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