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11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES

No predictions here...just 11 important trends that are shaping CX and marketing landscape in 2020 and beyond. Leading digital analyst, author and keynote speaker Brian Solis breaks down these trends to help brand executives, consultants and marketers think differently (and holistically) about operational and strategic investments in CX and marketing. Brian admits that there are certainly more than 11 trends to follow, but in the context of this conversation, he focused on the convergence of AI, customer empathy, digital distractions and intentions, and the technology that connects the dots to native, end-to-end experiences. Hire Brian as a speaker: briansolis.com/speaking Work with Brian: briansolis.com/partner About Brian: briansolis.com

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Digital Analyst | Futurist
Anthropologist | Author
Connect with me:
brian@briansolis.com
@briansolis | www.briansolis.com
11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES
11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES
Digital Darwinism
The evolution of
technology and markets
and its impact on norms
and behaviors.
CUSTOMER EXPERIENCE
CUSTOMER’S EXPERIENCE
This is your customer.
This is your audience.
This is your market.
Customer truth requires
every brand to become
a data-centric (and
human) organization.
Execution must be
personal and value-
added and mind the
“creepy” line.
Advertising SearchWeb
Email
Marketing Innovation Must Prioritize
Organizational Collaboration
Marketing Social
TRENDS FOR BRAND INNOVATORS TO…INNOVATE
Position Zero in search is a new Holy Grail, but it isn’t
the only window to discoverability. The key is to be
discoverable via targeted contexts and platforms…then
guide a personalized journey to their desired next-
based action. Think voice (Google Home, Alexa), AR
(Google Lens), Amazon, Youtube
1. The role of search is more important than ever before
An immediate opportunity
exists for marketers to
become the light that
customers crave. Marketers
that create a productive and
gratifying customer journey,
one that prioritizes customer
truth and positive
engagement, will build trust
and meaningful long-term
relationships. #IgniteMoment
2. Ignite Moments become the “embrace” in important
touchpoints and moments of truth.
3. Native UX and UI and customer journeys are
now mission critical in customer experience
5G unlocks new opportunities to design richer, more immersive and personalized
customer experiences. On the back end, 5G also transmits more data than
marketers are prepared to analyze and execute against.
4. 5G offers a new canvas for experience design and analytics
AI and machine learning can identify patterns in customer behaviors to power real-
time and even predictive analytics, but when pointed in the right direction, we can
start to recognize patterns of humanity and aspirations to deliver more meaning.
5. AI and machine learning offer ability to prioritize “humanization”
6. The future of connected TV marketing/advertising is unwritten
The future of TV advertising is an
entirely new ecosystem of planning,
buying, distribution, performance/
influence and measurement. Desired
households and audiences can be
specifically targeted. Ad creative and
placements are data-driven, to be
more effective in connecting with
distracted audiences in new formats.
7. Location intelligence unlocks geospatial data to empower
understanding, insight, decision-making, and prediction
This is next-level, real-
time customer
experience. LI add layers
of data, including
demographics, traffic, and
weather patterns to make
sense of location behavior
to then predict and
optimize physical
experiences, i.e. events,
travel, hospitality, retail.
Innovation, Empathy and AI
Ethics become the
differentiators for #DDNs
(Data Driven Networks).
Prioritize human experiences.
Use clean data, shift from
legacy biases and embrace a
growth mindset will lead to
personalized and innovative
experiences and more
accurately predict what’s next.
8. AI empathy + ethics takes a front and center role in marketing/CX
Programmatic advertising is placing brands in toxic and unsafe (but
popular) environments that affect user experiences (especially youth).
Brands are “guilty by association” just by being present. Brands must
align together to convince platforms to employ AI-driven moderation to
protect the community and the brand experience.
9. Brands will take a stand on ambient
advertising in social media and gaming
Customer
Lifetime
Value
10. Shift from growth and vanity metrics to CLV
Prioritizing retention,
loyalty and advocacy help
brands measure what
matters to customers.
These efforts become
pillars for the BRAND
EXPERIENCE. Growth
and CLV are outcomes.
Customer experience
needs a style guide to
serve as the standard
for excellence,
sentiment and
outcomes, i.e. “the
experience” in each
touch point and
throughout the journey.
11. Experience style guides will complement brand style guides
The On-Demand, Now Economy Where Impatience is a Virtue
1. Choice
2. Time
3. Convenience
4. Accuracy
5. Experience
6. Integrated
7. Personalized
8. Native
When innovation and disruption
succeeds, the client wins.
Better
Experiences -
Emotional
More
Choices
Greater
Transparency
Better
Value
Modernize the Role of
Marketing Around FCX
1 2
3
Invest and Organize
Around Data
Make Data Storytelling
Part of the Process
4
Become the Standout,
Mentally Present Brand
5
Align the Organization
Around Fostering
Loyalty - Measure
Customer-Centric,
Performance Metrics
6Become a Human-
Centered Tech Innovator
6 Pillars for
CX Innovation
Define the
experience!
brian@briansolis.com BrianSolis.com Linkedin.com/in/briansolis @briansolis
facebook.com/thebriansolis BrianSolis.tv briansolis
“Research, thinking and storytelling that make digital trends, disruption and innovation approachable and meaningful.”
Digital Analyst | Anthropologist
Futurist | Author

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11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES

  • 1. Digital Analyst | Futurist Anthropologist | Author Connect with me: brian@briansolis.com @briansolis | www.briansolis.com
  • 4. Digital Darwinism The evolution of technology and markets and its impact on norms and behaviors.
  • 6. This is your customer. This is your audience. This is your market.
  • 7. Customer truth requires every brand to become a data-centric (and human) organization. Execution must be personal and value- added and mind the “creepy” line.
  • 8. Advertising SearchWeb Email Marketing Innovation Must Prioritize Organizational Collaboration Marketing Social
  • 9. TRENDS FOR BRAND INNOVATORS TO…INNOVATE
  • 10. Position Zero in search is a new Holy Grail, but it isn’t the only window to discoverability. The key is to be discoverable via targeted contexts and platforms…then guide a personalized journey to their desired next- based action. Think voice (Google Home, Alexa), AR (Google Lens), Amazon, Youtube 1. The role of search is more important than ever before
  • 11. An immediate opportunity exists for marketers to become the light that customers crave. Marketers that create a productive and gratifying customer journey, one that prioritizes customer truth and positive engagement, will build trust and meaningful long-term relationships. #IgniteMoment 2. Ignite Moments become the “embrace” in important touchpoints and moments of truth.
  • 12. 3. Native UX and UI and customer journeys are now mission critical in customer experience
  • 13. 5G unlocks new opportunities to design richer, more immersive and personalized customer experiences. On the back end, 5G also transmits more data than marketers are prepared to analyze and execute against. 4. 5G offers a new canvas for experience design and analytics
  • 14. AI and machine learning can identify patterns in customer behaviors to power real- time and even predictive analytics, but when pointed in the right direction, we can start to recognize patterns of humanity and aspirations to deliver more meaning. 5. AI and machine learning offer ability to prioritize “humanization”
  • 15. 6. The future of connected TV marketing/advertising is unwritten The future of TV advertising is an entirely new ecosystem of planning, buying, distribution, performance/ influence and measurement. Desired households and audiences can be specifically targeted. Ad creative and placements are data-driven, to be more effective in connecting with distracted audiences in new formats.
  • 16. 7. Location intelligence unlocks geospatial data to empower understanding, insight, decision-making, and prediction This is next-level, real- time customer experience. LI add layers of data, including demographics, traffic, and weather patterns to make sense of location behavior to then predict and optimize physical experiences, i.e. events, travel, hospitality, retail.
  • 17. Innovation, Empathy and AI Ethics become the differentiators for #DDNs (Data Driven Networks). Prioritize human experiences. Use clean data, shift from legacy biases and embrace a growth mindset will lead to personalized and innovative experiences and more accurately predict what’s next. 8. AI empathy + ethics takes a front and center role in marketing/CX
  • 18. Programmatic advertising is placing brands in toxic and unsafe (but popular) environments that affect user experiences (especially youth). Brands are “guilty by association” just by being present. Brands must align together to convince platforms to employ AI-driven moderation to protect the community and the brand experience. 9. Brands will take a stand on ambient advertising in social media and gaming
  • 19. Customer Lifetime Value 10. Shift from growth and vanity metrics to CLV Prioritizing retention, loyalty and advocacy help brands measure what matters to customers. These efforts become pillars for the BRAND EXPERIENCE. Growth and CLV are outcomes.
  • 20. Customer experience needs a style guide to serve as the standard for excellence, sentiment and outcomes, i.e. “the experience” in each touch point and throughout the journey. 11. Experience style guides will complement brand style guides
  • 21. The On-Demand, Now Economy Where Impatience is a Virtue 1. Choice 2. Time 3. Convenience 4. Accuracy 5. Experience 6. Integrated 7. Personalized 8. Native
  • 22. When innovation and disruption succeeds, the client wins. Better Experiences - Emotional More Choices Greater Transparency Better Value
  • 23. Modernize the Role of Marketing Around FCX 1 2 3 Invest and Organize Around Data Make Data Storytelling Part of the Process 4 Become the Standout, Mentally Present Brand 5 Align the Organization Around Fostering Loyalty - Measure Customer-Centric, Performance Metrics 6Become a Human- Centered Tech Innovator 6 Pillars for CX Innovation Define the experience!
  • 24. brian@briansolis.com BrianSolis.com Linkedin.com/in/briansolis @briansolis facebook.com/thebriansolis BrianSolis.tv briansolis “Research, thinking and storytelling that make digital trends, disruption and innovation approachable and meaningful.” Digital Analyst | Anthropologist Futurist | Author

Editor's Notes

  1. The promise of AI is truly realized when we allow ourselves to see new possibilities outside of our own conventions and beliefs to intentionally uncover new insights to deliver new value.