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Managing The Future Expectations Of The Hyper-Connected Consumer

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This was a keynote I gave for Colruyt Group, about the future of retail POS interaction opportunities and behavioral consumer trends. The talk focuses on contextually relevant content delivery, defined by Google as micro-moments.

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Managing The Future Expectations Of The Hyper-Connected Consumer

  1. 1. In The Age Of Consumer Empowerment MIEL VAN OPSTAL | 2016, JANUARY 27 MANAGING THE FUTURE EXPECTATIONS OF THE HYPER-CONNECTED CONSUMER
  2. 2. linkedin.com/in/mielvo @coolz0r Hello! :)
  3. 3. MANAGING THE FUTURE EXPECTATIONS OF THE HYPER-CONNECTED CONSUMER
  4. 4. http://www.bbc.com/news/technology-34066941 IS THERE A LIMIT TO PROCESS AUTOMATION?
  5. 5. SALES STRATEGY AUTOMATION ISN’T A THING
  6. 6. NICHE & CRAFT SKILLS COMPLEMENT AUTOMATED CUSTOMER SUPPORT
  7. 7. WE ARE ARCHITECTS OF OUR OWN DEMISE …and it will push us towards our survival TOOLS DON’T CREATE ACTION, CLEAR STRATEGY AND EFFECTIVE CONSUMER ENGAGEMENT DO
  8. 8. BRAND EXPERIENCE IS MORE IMPORTANT THAN PRODUCTS
  9. 9. A TEAM OF INDUSTRY EXPERTS SUPPORTS A LEANER & MORE AGILE MARKETING DPT
  10. 10. → Data → Data → Personalization 2020 FORECAST OF THE BANKING INDUSTRY’S KEY POINTS OF FOCUS
  11. 11. PERSONAL SERVICE SUPPLY, TALKING TO AND REASONING WITH PEOPLE CAN AND WILL BE PROGRAMMED
  12. 12. Virtual Agents, Video Concierge Services Intelligent Interactive (POS) Connected Displays Smart Display Streaming Networks Universal Language - & Voice Recognition Technologies Deep Learning & Artificial Intelligence THE ALWAYS-ON, INSTANTLY TAILORED AND HYPER-PERSONAL CONCIERGE SERVICE IS THE ULTIMATE PERSONAL CONNECTION
  13. 13. source CONCIERGE SERVICES ARE THE NEXT BIG THING
  14. 14. source VIRTUAL SERVICES GOOGLE NOW AND AMAZON ALEXA ARE CLOSER THAN YOU THINK
  15. 15. source source
  16. 16. The downsides to virtual reality, and the challenges for adoption, are well-documented and completely fair. source
  17. 17. HONEST IMMERSIVE BRAND EXPERIENCES WILL CREATE MORE PROFOUND CONNECTIONS
  18. 18. AMAZON ECHO IS A VIRTUAL CONCIERGE READY FOR E-COMMERCE
  19. 19. EXPECT DASH BUTTONS TO BE BUILT DIRECTLY INTO BRANDS’ OWN HARDWARE.
  20. 20. CONNECTED DEVICES GIVE US CUSTOMIZING POWERS OVER SMALL DETAILS IN OUR DAILY LIVES.
  21. 21. BAIDU’S SMART CHOPSTICKS, ALSO KNOWN AS KUAISOU IN CHINESE, CAN MEASURE THE FRESHNESS OF COOKING OIL, pH LEVELS, TEMPERATURE AND CALORIES, AND EVEN FRUIT SWEETNESS WITH VARIETY AND ORIGIN DATA
  22. 22. THE AMOUNT OF HYPER-PERSONAL DATA PRODUCED BY CONSUMERS IS UNPRECEDENTED AND IMMENSE
  23. 23. MORE THAN 900 SUPPLIERS OF IOT DEVICES WERE PRESENT
  24. 24. WE LIVE IN DIGITAL TIMES
  25. 25. source HONEST IMMERSIVE BRAND EXPERIENCES WILL CREATE EMOTIONAL CONNECTIONS
  26. 26. A SENSORWAKE ALARM CLOCK CAN LITERALLY WAKE YOU UP WITH THE SMELL OF FRESH COFFEE. (BACKED BY GIVAUDAN)
  27. 27. source: linkedin / gaping void WE PAY A LOT FOR A FEW SECONDS OF ATTENTION
  28. 28. With each email, we’re asking people to commit a measure of their time, and we try to be respectful of that. Fabio Carneiro, MailChimp source WE’VE REACHED THE PEAK OF CONTENT MARKETING AND ONLINE ADVERTISING
  29. 29. source INVENTIVE COMMERCIALIZED LEAN & AGILE NICHE SERVICES CAPITALIZE ON SYSTEM GLITCHES
  30. 30. MOTIVATED CONSUMERS ACTIVELY HELP IMPROVE YOUR BUSINESS PROCESSES
  31. 31. FACEBOOK HAS A SOLID BUSINESS MODEL
  32. 32. By the second half of 2015, Snapchat reached 15 percent of US Internet users older than 18, according to ComScore “Youtube, Twitter, email, I was always on those platforms a year before they really exploded and I landgrabbed,” “So why Snapchat? Because my intuition hasn’t failed me that often before.” - Gary Vaynerchuk source SNAPCHAT IS THE TRUE, BARE, HONEST VERSION OF THE FAKE FACEBOOK
  33. 33. http://www.businessinsider.com/snapchat-gets-4-billion-video-views-per-day-2015-9?IR=T POWER OF APPS AND THE IM/CHAT REVOLUTION
  34. 34. The customer journey decentralizes, becoming a series of non-linear mobile-centric micro-moments, mimicking everyday consumer activity and communication. To reach mobile customers in each moment of truth requires new methodologies for search, advertising, content engagement, sales and support. HYPERLOCAL CONTEXTUAL AND CONVERSATIONAL CONTENT WITH LIVE SUPPORT AND CONSUMER JOURNEY GUIDANCE, TO CREATE EXPERIENCES TO PURSUE CONVERSION AND ESTABLISH A SINCERE AND STRONG EMOTIONAL BRAND CONNECTION
  35. 35. Live streaming (video) continues to bring niche moments to life, interrupting streams everywhere, making conversations on demand a valuable form of engagement and entertainment.
  36. 36. THE ON-DEMAND ECONOMY WAS INITIATED BY A MOBILE FIRST APPROACH
  37. 37. Source: Google Belgian Research http://www.thinkwithgoogle.com/tools/mobile-purchase-journey.html MOBILE SEARCH INDICATES URGENCY & DEMAND
  38. 38. Source: http://www.gauc.be/news/detail/cross-device-tracking-with-a-user-id MULTIPLE POCs CONTEXTUAL MICRO MOMENTS
  39. 39. IT’S A CONDITION IT’S FOMO IT’S OPPORTUNITY
  40. 40. TODAY, E-MAIL IS THE BEST MOBILE CONNECTION
  41. 41. Retail beacons have huge potential, but it can only be met when chains move beyond seeing beacons solely as tiny ad broadcasters
  42. 42. Attract Convert Deliver Upsell ReferralEngage Nurture Shift in consumer behavior Problem? Options? Evaluate Choose/Buy Experience Complete Recommend
  43. 43. Attract Convert Deliver Upsell ReferralEngage Nurture Shift in consumer behavior Problem? Options? Evaluate Choose/Buy Experience Complete Recommend
  44. 44. Shift in paid discovery
  45. 45. The retailers who can compete are those which can create value by reducing the stress of the shopping mission. — Steve Mader, Vice President – Digital & Retail Insights at Kantar Retail FRICTION REDUCTION IN EVERY STEP OF THE CUSTOMER JOURNEY
  46. 46. https://www.wish.comsource
  47. 47. http://www.springwise.com/top-10-business-ideas-travel-tourism-12-months/ PEACE OF MIND AS A SERVICE
  48. 48. THERE IS A NEED FOR A UNIVERSAL, PORTABLE, CONNECTED CONSUMER PROFILE THERE IS AN OPPORTUNITY TO OWN THE SPACE BETWEEN BRANDS AND CONSUMERS TO FACILITATE THE IN-APP CONNECTION, ANALYZE AND COLLECT CONSUMER DATA TO OWN THE PLATFORM THAT DISTRIBUTES TAILORED RELEVANT INFORMATION
  49. 49. • Take-Aways for Today • Collecting and processing real-time analytics • Owning the buffer zone between brands and customers • Responsive customer - & conversion journeys • Intelligent Data Management, Smart Data Collection • Inbound marketing strategies • From omni-channel to right-channel • B2B, B2C, C2B & O2O
  50. 50. http://www.nytimes.com/2015/09/02/technology/personaltech/google-says-its-not-the-driverless-cars-fault-its-other-drivers.html?_r=0 HUMANS ARE THE WEAKEST LINK
  51. 51. linkedin.com/in/mielvo @coolz0r +32 472 675 692 miel@wavelab.be MIEL VAN OPSTAL Much obliged!

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