Toys and Trends - Branworks University 2011

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A brief look at what matters and what's coming in the world of consumer trends, and technologies that enable marketers to take advantage of them.

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  • So, this is what is says in your programs, and that’s an awful lot of words for a 30 minute presentation.
  • Toys and. Trends. There are a wealth of toys, new devices, new technologies, new social communities , 542 different ways to use your mobile device and the list goes on all of which can either play a key role in enhancing your marketing efforts and reaching your business goals or can serve as a distraction. A marketer could spend her entire career chasing toys which, to play off a theme, could leave you tied up in knots. Which is why, what is really important is not the toys themselves, but how they can power the trends that are driving the way consumers and customers interact with brands. Many of these “toys” enable marketers to connect with the consumer or customer in some meaningful way when they are used in concert with an overall marketing plan and used to address overall business objectives.
  • And if that’s not enough, you can also tweet your questions through the LSB feed with the #LSBBU hashtag and we can answer them that way as well. So like, I said, we’re going to talk today about how we can use the new technologies and toys available to us to become increasingly relevant to our target, whether it be a consumer or B-2-B audience.
  • The key is going to be to harness their power to enhance your efforts, not detract from them. Because at the end of the day, any one of those items in isolation is simply the newest toy in the toybox and it will soon be forgotten when the next new toy arrives unless it is part of something bigger. Unless it is playing a meaningful role in your marketing plan and your target’s life.
  • The toolset has changed and today, it’s not about having all of them, just having the right onesMany tools, when used in isolation or used un-integrated can actually hurt the effectiveness of the overall brand marketingCost of entry for many tools is going down, but cost of operation and management of the same tools is rising exponentially because more effort is needed for unique content and engaging experiences
  • But it’s not just which tools are used, it’s also who is holding them. And today, that 22 year old out of college “social media expert” is not going to do it to make your digital presence generate real ROI.Business objectives, as well as leading and lagging KP indicators are all driven by new technologiesNot knowing the tools, means that a marketing leader can not make the right strategic decisions and choicesWithout thorough knowledge of tools, strategic decisions are made at the tactical level and become isolated from other parts of the companyBeing hands-on doesn’t mean micromanaging, it means that in the coming years, leaders will have to have deeper, not just wider knowledge to effectively lead integration of branding, social tools, digital integration with traditional tools, learning and integration to product development etc.
  • Today we’re going to focus on the three trends where we are seeing the most innovation and participation – mobile, social and local. But it is important to understand that while these are three separate trends, they don’t work in isolation, nor should they. People are using mobile to be both social and local. Most of the local activity we’ll address is in fact mobile and so on. And we found, not surprisingly, that the most powerful examples were brands that existed at the nexus of the diagram here where all were integrated. And when we are talking about power, we’re really talking about relevance and how each of these trends us powering a marketer’s ability to be more relevant to the target.
  • - We bit off quite a bit and arrived at mobile as the bone in the middle, the great unifier of all the new technologies and techniques of the near future
  • This picture is correct, except in truth, most brands scream in wrong directions and much more angrilyAnd the people getting yelled at are no longer distracted teenagers, but multi-tasking, fully connected income earners, business executives and even retireesMore Smartphones were sold than PCs in Q4 2010; sales should reach 120 billion this year 78% of social media active Smartphone users are over 25 years old!Close to 50% are over 35 years old
  • AMY: Mobile. Being there is an expectation. This projection is barely more than a year old and already way off when you consider the acceleration in mobile web use and Smartphone use. For example, in India, over 50% of internet users are exclusively mobile. And that trend is heading our way fast. According to the Pew internet and American life project, in 2010 38 percent of US cell phone users accessed the internet from their phones. A big jump from 25 percent in 2009 and we’ll continue to see that rise.JIRI: The challenge is, you are not gaining any advantage by just being there. And if you are active in mobile, you better be doing it right. Because the voice of the consumer to call you on your mistakes is also mobile and ready to revolt. So don’t surcome to the calling of “must have” just because mobile is quickly becoming as much of a commodity and cheap entry tool as social. Because jumping in and having nothing to say and nothing to connect to will cost you not just time, but may cost you customers.
  • So what will mobile be? What is the forecast of the future? There are a few things to know about mobile:Mobile is not a strategy, but will become the new primary screenMobile will become the source of most accurate and target-specific source of dataMobile will become the tool that forces the integration of disparate tools and profiles around the web, providing the consumer pressure to move from apps and websites to a singular integrated experience extended and tailored by the consumer themselvesMobile will become, or actually is, the tool that will provide measurability and accountability to all media, including video / TV, print and other traditional tools that will experience massive re-emergence on the back of technology that will let it become measurable and essentially tangible version for digital (I am quite sure that this is the revenge of digital for having to deal with so many ill-fated attempts at simple re-use or off-line ideas on the web.)
  • For now, mobile is a shouting tool. Brands do one of two things: 1. Put out re-skinned versions of their content and call it a day. The ones that work, usually don’t have an app, but actually a good mobile website. It is not easy to make an app stick. 90% are essentially dead or deleted after 3 weeks. 2. Brands that provide some level of engagement, usually games and demos with a few tools to allow consumers to shout a message down the road to their friends and followers.What is coming and is being built today all around us, including by several startups here in Madison, WI, is leveraging the combination of behavior, social data and activity to use mobile as a source of data as well as an outlet for conversations and engagements. And I don’t mean angry birds knowing your social security number.
  • Nop. Not expensive at all. Already today, there are services available to brands letting a simple marketer to create their own apps and mobile website in a matter of minutes. Mobile is becoming what social media was last few years. Cost of entry is becoming minimal, the tools are a commodity. Again proving that just being there is pointless, if you don’t have enough to say and enough to keep your target engaged. Yes. You can build at app for $19.95, but what will it deliver and is it actually a part of your integrated strategy, delivering a conversion of some sort, leveraging content or tools that consumers actually find important? In the end, mobile is quickly arriving where social media has been for a long time. A great tool that can have as much benefit as the amount of damage it can do when not wielded and integrated correctly.AMY: And this brings us back to the need for the toys to be used in service to an overall marketing objective AND there has to be a content strategy that can sustain you overtime and keep your followers/fans/customers engaged…in today’s world, we’re all publishers. Some of our published works may be only 140 characters, but it’s critical that we think like a publisher by establishing editorial calendars, knowing what is going to be relevant to our audience and But is there more to the mobile than content publishing Jiri?
  • Yes. Mobile payment has arrived. Thanks to Starbucks and a few other mass brands, mobile payment has the support it needs to pull enough consumer support in to use it. In the past five months 3 million people are already using their mobile phones to pay for their daily caffeine fix. But in the end, having your credit card information on a phone instead of a piece of plastic is just that. A migration to another form factor. To marketers, that fact itself is useless.What is important to consider about mobile payments, is the fact that your new “mobile” credit card will now be connected to the web in real time and will also be connected to your social footprint. This means that social commerce, as shiny as it is in traditional web today, is actually going to skip over websites quickly and move to mobile. Why? It’s always there. When you buy in a store or when you buy on-line, it will now provide the access for truly socializing consumer purchase behavior. The problem? Brands will have to let go of even more control. Because social commerce is about product and brand agnostic approach to buying, which means that product or brand specific social commerce is out. Just as much as “brand talk only” communities are.Amy: Isn’t social commerce just a bunch of teenage kids texting about where to get a caramel sundae on a Friday night?
  • Social commerce is a shouting tool too today. Somehow, consumer consumption moving to social has been snowed over with yelling to everyone what you are doing. And that may have been OK when social media was for the sup 21 year old crowd. They shouted to their peers only and that was OK. But as social media has moved to mainstream and “adult’ consumers have social networks consisting of highschool buddies, college mistakes, internship contacts and work friends, not to mention family, this first step of socializing behavior by checking in and sharing everything with everyone is a passing nightmare. Using the tools of today means shouting to the web that you bought a pair of high heel red open toes. (Trust me, does not get you the right attention on LinkedIN.)Amy: Jiri. If social networks are a broad foundation of contacts, what will happen to social media technology to avoid an absolute chaos of irrelevant posts from the new social “tools”?The big change in social commerce that will happen in next 12-24 months is the same as the change about to happen is broader social media. We are heading back to narrowed groups and sub segments of consumers. Both segmented by the intelligence of the networks and self-segmented by the consumer. What that will provide is much more relevancy in communications, relief some of the recent indifference epidemic in social media and also provide a platform for consumers to have much more interest based conversations both with each other and brands that they care about.
  • Marry this social commerce with local and the capabilities go even further for consumers to reach eachother on amore targeted level and for brands to reach consumers on a more targeted level.But one to few is not the endgame. One to one. And more importantly, a brand to one. Is the future that we have spent the past wishing for. The now old concept of the longtail is back, but back in a very different way. As we heard Professor Sharp talk about the importance of reaching a broad audience in order to grow your brand. These technologies allow us to reach that mass audience but with messages that are individually relevant to the time, place and profile preferences of the target. Targeting users down to their most granular location is now available to any brand. The challenge? Just going by location and one-to-one target, we can just as quickly get into trouble. CHRIS ANDERSON SPOKE AT BU IN 2007.
  • Jiri: SO for example…Amy: Interrupt…..then “So you are saying that I will get ads, but I will not feel insulted or overwhelmed. I am not going to get 25 free shipping offers in the first 20 minutes of my morning. And I am not going to feel like big brother knows everything?Jiri: Well. Let’s take a sample consumer….let’s call her….AmyShe is having lunch in Grant Park. Throws on twitter that after such a great lunch, she could use a coffee. She pulls up her bus app to see what time next bus comes by so she makes it back in time to her top floor of office. She gets a message from the coffee shop across the street that she has 8 minutes until next bus and based on her favorite coffee, they can have a skim, extra foam, double chocolate, latte with cinnamon drizzle ready for her shortly and she can make the bus.Amy: And this works because we are becoming increasingly comfortable with this little device knowing an awful lot about me.
  • AMY: Ok then, so we’re all desensitized to the privacy issues and have no expectation of privacy – so what’s all the brouhaha of the past few weeks about Apple tracking my every move?JIRI: A much more intimate relationship with the mobile device compared to a desktop is actually helping here. The fact that the device knows much more about you is somehow more OK. Because you notice and see the relevancy change of the messages you receive. Consumers get to select everything from the type of message, to the cadence, timing and topic. In the end, mobile devices actually provide more data to marketers than a desktop or a laptop ever could, yet it is also able to give consumers significantly more control and immediacy of delivery of the benefit based on that knowledge. And that control will demonstrate itself in the near term by desensitizing consumers (most of them) to the fact that devices simply know.
  • Possible? Yup. Right NOW. What’s missing? A one-to-one bid network mirroring paid search platforms such as Google Adwords. But they are on the way. Systems that allow brands from small shops to global brands to address consumers with messages based on their preferences, location, real-time behavior and social media settings / preferences. We can today, and have, databases of information about consumers that combine what they do and say via social media tools, where they are, their demographic information, their purchase history, who their friends are, what their friends do, where they are going and most importantly, what their preferences are and what apps and websites they use….in mobile and on their desktop……
  • Don’t think just text messages and push notifications. Consumers are getting used to and expect single sign-on, so we will know much more than ever about them. This means we will be able to reach them via e-mail (you, still around and very effective) and even by augmented reality. Augmented? Content and value in augmented reality that is….Both in mobile and desktop to deliver enhanced content and experience. And we willsoon be able to reach consumers in a digital, one-to-one level even in most traditional of mediums … radio…via audio (targeted radio – Pandora?) – driving a car, marketer knows direction of travel, location, preferences and can reach the user with a one-to-one served radio ad served directly to them.Amy: Jiri. The challenge for new technologies frequently is how it applies to products that have longer consideration cycle, b-to-b and industries that are just not that cutting edge. Is all this really applicable to anyone?
  • It’s not just about coffee shops.Promote the listings of a real estate firm in the neighborhood?
  • Interface reviews in a b-to-b “Angie’s List” to review law firms, agencies or any other b-to-b service. The application of technology is NOT exclusive to consumer impulse buys! LinkedIN…who in your extended network uses ….. Etc.AMY: So you’ve just married my social contacts to the technology here…let’s talk abit about what this means to social media…
  • Consumers will self select and huddle around interest based communities, rediscovering the appeal of what once were forums and on-line microcommunities in the early 2000s - This trend in users will also enable a significantly more “social” social commerce
  • And brands can no longer just spew social sharing and facebook / twitter links all over their digital assets and call it a day, because as consumers get more targeted in their social media activity, simple broadcasting of content to social media will finally not be enough and not be OK. Marketer will and do today have to think how social media engages on a much more targeted level, how they can enable consumers to share social content on a group, not society wide level and how does social media and mobile integrated brand content and even product. Because there is one place where you already have a firtst step towards a more targeted engagement and that is at the product level.
  • The gold standard is to when consumers are self-selecting based on their use of your product.have a program where your social presence is intrinsicly linked with your product usage that they are in fact, one and the same. For Saris Cycling Group’s Cyclops Line of power meters and cycling training aids, we worked with them to do just that…
  • The gold standard is to when consumers are self-se;ecting based on their use of your product.have a program where your social presence is intrinsicly linked with your product usage that they are in fact, one and the same. For Saris Cycling Group’s Cyclops Line of power meters and cycling training aids, we worked with them to do just that…
  • Relevancy has always been important to brands and we’re not the first people to talk about it. A Google shows millions of entries discussions about the importance of relevance in marketing – what we’re talking about is this relevancy revolution powered by the technology we now have available to us to truly deliver on the promise of delivering hyper-relevant messages without sacrificing reach. Which brings us back to where we started.
  • The intersection of today’s trends of local and social supported by mobile technology and consumers’ increasingly mobile lifestyle is where relevance can be at its peak with the right insight ,the right message and the right supporting cast of marketing activity.And as we close today, I know that you were promised a look into the crystal ball and what the next technology coming down the pike is, so Jiri, what will be talking about next?
  • A little more forward looking…the true intersection of local, social and mobile: facial recognition + attaching to your social profile…Note: talk on IBM facial recognition project, japan bilboard that recognize gender age and race and the fact that we can do all that and more today with mobile behavior without having to wait for user to walk by the bilboard….effectively skipping the technology all together to a degree.Example? Stote lever entry, matching preferences and social activity to messaging about product location and offers. Billboards targeted to can level by matching social media and mobile profiles. This is all possible … and not in years, but months…Today, enabling technologies such as photo facial matching, social media preference extraction and mobile settings will soon enable traditional media to reach mass audiences in a whole new, hyper relevant ways. Only waiting for the right daring marketers to go there…because every piece of this technology exists and is ready to be integrated into a great idea.
  • And before I go any further, we won’t have time for questions today given our abbreviated time, but there aremyriad ways to connect with us. The most efficient might be over cocktails this evening, but if that doesn’t work, all of this contact information is in your textbook. And we hope you’ll use it.
  • Toys and Trends - Branworks University 2011

    1. 1. TWITTER, MOBILE WEB, MOBILE APPS: WHAT WILL LAST? WHAT’S CONVERGING? WHAT’S COMING AND WHY SHOULD YOU CARE?<br />
    2. 2. TOYS AND TRENDS<br />
    3. 3. LSB Twitter: @L_S_B<br />#LSBBU<br />
    4. 4.
    5. 5.
    6. 6. LEADERS TODAY HAVE TO KNOW THE TOOLS<br />
    7. 7. Getting more relevant, actionable info from consumers/ and a means of highly relevant communications to and with consumers<br />The ability to deliver hyper-relevant, actionable info to consumers<br />Consumers sharing relevant info to like-minded members of their social network<br />
    8. 8.
    9. 9. MOBILE = <br />
    10. 10. MOBILE IS A PARITY EXPECTATION<br />
    11. 11. MOBILE WILL BE…<br />
    12. 12. MOBILE WILL BE BOTH A SOURCE AND ACCESS<br />
    13. 13. MOBILE TECHNOLOGY IS A COMMODITY<br />
    14. 14. MOBILE PAYMENT IS A TOOL, MOBILE COMMERCE IS A TREND<br />
    15. 15. FROM CHECKING IN, TO CHECKING OUT<br />
    16. 16. LONGTAIL IS BACK … JUST MUCH LONGER<br />
    17. 17. LOCAL WILL KILL DAILY DEALS???<br />
    18. 18. NEXT IS ON-DEMAND TARGETING INSTEAD OF INVADING CONSUMERS’ PRIVACY<br />
    19. 19.
    20. 20. GOING BEYOND PUSH NOTIFICATIONS AND PICTURES TO …<br />
    21. 21.
    22. 22.
    23. 23. WHAT DOES ALL THIS MEAN TO SOCIAL MEDIA?<br />People will generate more & more published, interest-based and localized activity<br />Their extended friends network will care less and less<br />Social media will need to let consumers fragment social media and their social groups<br />Brands will have the challenge and the opportunity to foster, but remember not to limit, those smaller and more focused communities<br />
    24. 24. SO WHAT ABOUT THE SOCIAL BEAST WE CREATED?<br />
    25. 25. CONSUMER CONTROLLED SELF SELECTION (AND SEPARATION!)<br />
    26. 26. BRAND CONTROLLED INTEGRATION –TOOLS WORKING TOGETHER, NOT ON TOP OF EACH OTHER<br />
    27. 27. EXTEND PRODUCTS, CUSTOMERS AND PROCESSES YOU HAVE<br />
    28. 28.
    29. 29. WHAT’S ALL THIS TO BRANDS?<br />
    30. 30. Getting more relevant, actionable info from consumers/ and a means of highly relevant communications to and with consumers<br />The ability to deliver hyper-relevant, actionable info to consumers<br />Consumers sharing relevant info to like-minded members of their social network<br />
    31. 31. THE NEXT TREND IS …<br /><ul><li>On demand
    32. 32. Integrates location
    33. 33. Integrated product
    34. 34. Knows me, not just </li></ul> my location<br /><ul><li>Integrates into user’s life, does not try to change it</li></li></ul><li>Jiri Marousek,VP, Director Digital and Interactive<br /><ul><li>Twitter: @marousek
    35. 35. LinkedIn: Jiri Marousek
    36. 36. Blog: takingfuel.com, lsb.com</li></ul>Amy Rohn, VP, Director of PR and Social Media<br /><ul><li>Twitter: @arohn
    37. 37. LinkedIn: Amy (Heinemann) Rohn
    38. 38. Blog: lsb.com</li>

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