Marketing Convergence Across Digital and Physical, Anthony Mullen

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Anthony Mullen looks at the Marketing Convergence across digital and physical, the view from 2012 and beyond at the iCrossing 2012 Client Summit UK

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Marketing Convergence Across Digital and Physical, Anthony Mullen

  1. 1. Sense, Think, Act – moving towards 2015Anthony Mullen, Senior Analyst17th May, 2012@ant_mull © 2009 Forrester Research, Inc. Reproduction Prohibited
  2. 2. • 1.5 hours travel time• 15 mins standing still• 60 miles – heading South• From Commuter Belt -> Urban• 8 postcode areas• 2000 steps• Inside 2 shops, outside 150 shops• 3 trains• 300 billboards• 4 swipes
  3. 3. but the Digital and Physical are mostly unconnected
  4. 4. A future-proof framework for Intelligent Marketing Agents …..across physical and digital
  5. 5. Sensing Direct & Indirect Interaction Emotional Social Environmental External Future Future Past Present Present Volume view Value viewPast
  6. 6. Sensing : from Segments to Individuals and Groups
  7. 7. Sensing from the environment isn’t just a numbers game
  8. 8. PHYSICAL 3D chips Hyper accurate location Indoor Maps Private & Public Smart Objects Local Social Always on Augmented RealityDIGITAL
  9. 9. Covert Maturing GreaterAdvertising – no Legislation & Public Automation & real public Privacy 2.0 Awareness Transparency awareness pre 2009 - 2012 - 2015+ 2009 2011 2014 The Privacy Debate is the trade for always-on data
  10. 10. More accurate andplentiful data is nothing without intelligence
  11. 11. Alan Turing – born June 1912
  12. 12. Natural Language / Text AnalyticsTraining and Simulation + SimulexIncremental LearningMachine created content.
  13. 13. The SensingAnalytics Space is fragmented But some are working on the whole environment
  14. 14. Sensing - Video Analytics
  15. 15. Investment Returns
  16. 16. Move Towards • Real time sensing, thinking and acting • Richer social and environmental dynamicsBy Doing• Give consumers control - be transparent• Identify the holes in your digital/physical view• Move intelligence in house• Adopt Agile innovation practises 2015 Campaigns Advertising Marketing Hidden
  17. 17. Thank youAnthony Mullen+44 (0) 20 7323 7733amullen@forrester.com@ant_mullwww.forrester.com © 2009 Forrester Research, Inc. Reproduction Prohibited

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