PS070 Digital Trends Presentation

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"Digital Trends" presentation given to the first meeting of the eConsultancy.com 'Alumni' evening, with people from the eConsultancy MSc courses and the Graduate Academy and other guests.

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PS070 Digital Trends Presentation

  1. 1. Digital Trends London, January 2009 www.ianjindal.com www.internetretailing.net
  2. 2. Digital Trends London, January 2009 www.ianjindal.com www.internetretailing.net
  3. 3. Digital Trends 1.Context 2.Retail and Christmas 3.Social •Data
  4. 4. 1. Context
  5. 5. 1. Context
  6. 6. 2. Christmas
  7. 7. •£4.7bn online over Christmas: 14% YOY •November - highest YOY of 26% •Growth is slowing in ecommerce but still above offline • eCommerce - 16% for H2 (IMRG) • Offline - 0% for H2 (source: ONS) • Christmas Day: 3.8m (14% down), but sales 21% higher at £102m. • Customers bargain-hunting • Pre-Christmas sales and January started immediately after last posting date! 2. Christmas
  8. 8. Product. Price. Promise 2. Christmas 118%
  9. 9. 3. Social
  10. 10. 3. Social
  11. 11. • Top style-setters become “Mavens” • Based on page views AND product clicks 3. Social
  12. 12. • Configure all panels, materials, colour • Preview your custom shoe • nikeid.nike.com 3. Social
  13. 13. • Configured option • Buy “your” show • Feedback to Nike on trends, colours • May put into production 3. Social
  14. 14. 4. Data • Data evolution – accurate – enriched – meta – actionable – mashed – semantic – autonomous & predictive
  15. 15. 4. Data • Data evolution – accurate – enriched – meta – actionable – mashed – semantic – autonomous & predictive
  16. 16. 4. Data ★ Metadata – Segmentation and metadata for increased relevance.“Behavi our” is useful metadata - if you can capture it - ‘ignore ratio’? Capture offline as well as online - warranties...
  17. 17. 4. Data ★ Metadata – New services – Links to commerce
  18. 18. 4. Data • “Doing” not “viewing” – Making Social Networks “transactional”You can “do”, not just “view”From web to desktopWeb to web
  19. 19. 4. Data • “Doing” not “viewing” – Making Social Networks “transactional”You can “do”, not just “view”From web to desktopWeb to web
  20. 20. 4. Data – Google - hCard format added to Search results.One click to add the result to your address book.Could do the same with calendar items, or recommentations
  21. 21. 4. Data: personal and placeful and propagated
  22. 22. 4. Data – More is More - the network effect – Network ‘knows’ more than any individual component or contributor – ‘ambush’ marketing?
  23. 23. 4. Data – Attention Profiling Markup Language - www.apml.org – Beyond ‘personal’: interchange and exchange value of behaviour
  24. 24. 4. Data Show us some APML!!
  25. 25. 4. Data Location, location, location (and mobile)
  26. 26. 4. Data: epiphenomena and ESP
  27. 27. 4. Data Hyperdata Epidata Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+ Number of freely connected nodes where exchange cost is near zero Business analysis Services Mashups Predictive Responsive and self-configuring ESP?
  28. 28. 4. Data Hyperdata Epidata Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+ Number of freely connected nodes where exchange cost is near zero Business analysis Services Mashups Predictive Responsive and self-configuring ESP? Business Web Social Web 1 Social Web 2 Networked Web
  29. 29. So?
  30. 30. ★Customers - cynical, savvy, disloyal, discriminating, demanding ★Market - slowing, saturated, competitive ★Insights - partial, expensive, temporary ★CRM, VRM - just the start. Rounded behaviour generated rounded, multivariate, multi-co- ordinated, oddly-permissioned data So?
  31. 31. ★Proposition - value, clear, consistent - must “ring true” ★Use don’t own - build on ‘free’ ★Invest in data - create, collect, exchange, borrow, give, sell, rent... combine ★Time and place - every time, every place, everywhere: selling and serving by mobile in time and place ★Look and learn - success is temporary: learn and respond to customers rather than ‘telling them’ to comply So what?
  32. 32. Thank you Digital Trends London, January 2009 www.ianjindal.com www.internetretailing.net

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