PRSA Digital Impact - Does Your Brand Have ESP? Experience Styling Professionals

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In a hyper-connected world, people experience your company in many ways, at many points in time. Traditional media, digital, and influencers all play a part. Meet the new Experience Styling Professionals – it’s not just about website design anymore.

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PRSA Digital Impact - Does Your Brand Have ESP? Experience Styling Professionals

  1. 1. Katrina Klier Managing Director, Accenture @KatrinaKlier ESP – Meet the Experience Styling Professionals
  2. 2. Copyright © 2013 Accenture All rights reserved. 2 Find out about Accenture: www.accenture.com or @Accenture or on LinkedIn Find out about me: @KatrinaKlier or LinkedIn Blog and Other Good Stuff: http://katrinaklier.com #PRSADIConf
  3. 3. Copyright © 2013 Accenture All rights reserved. 3 Sources: Facebook, TechCrunch, Pingdom, Washington Post, Nielsen, Radicati Group It’s a Mad, Mad Digital World #PRSADIConf @KatrinaKlier
  4. 4. Copyright © 2013 Accenture All rights reserved. 4 People Use Digital Channels Differently Source: Accenture: From Marketing Communications to Experience Engineering Website Call center Store Widgets Email Organic search Mobile Paid search Print Social Lead gen Blogs Rating sites TV Video Banner Direct mail Games IP TV #PRSADIConf @KatrinaKlier
  5. 5. Copyright © 2013 Accenture All rights reserved. 5 Everyone and Everything is Mobile Sources: Reuters, Career- Advice, emarketer, Pew Research , Comscore On average people change jobs every 3 years and have 5-7 careers in their lifetime In 2009 only 2% of US adults owned a tablet or e- reader, now more than a third do 81% of Americans live in Urban Areas which grew 3 points faster than the total population 91% of Americans own a cell phone and 56% own a smartphone Less than 59% of Americans live in the state where they were born Over 10% of global Internet traffic is via phones Over 80% of people in North America have access to the Internet #PRSADIConf @KatrinaKlier
  6. 6. Copyright © 2013 Accenture All rights reserved. 6 Which means… People know more people… they experience more of the world… and they seek, consume and share content at a rapid pace #PRSADIConf @KatrinaKlier
  7. 7. Copyright © 2013 Accenture All rights reserved. 7 Source: Nielsen http://blog.nielsen.com/nielsenwire/media_entertainment/consumer-trust-in- online-social-and-mobile-advertising-grows/ Building Trust is More Complex Online VideoAds OnlineBanner& MobileDisplayAds TextAdson theirPhones SponsoredSocial MediaAds TelevisionAds MagazineAds NewspaperAds 92% 70% 58% 36% 33% 29% 36% 47% 47% 46% #PRSADIConf @KatrinaKlier
  8. 8. Copyright © 2013 Accenture All rights reserved. 8 People expect brands to provide… Expectations Have Changed #PRSADIConf @KatrinaKlier
  9. 9. Copyright © 2013 Accenture All rights reserved. 9 People expect brands to provide… Expectations Have Changed #PRSADIConf @KatrinaKlier
  10. 10. Copyright © 2013 Accenture All rights reserved. 10 People expect brands to provide… Expectations Have Changed #PRSADIConf @KatrinaKlier
  11. 11. Copyright © 2013 Accenture All rights reserved. 11 The Traditional Sales Funnel is Dead Source: Accenture, Serving the Nonstop Customer, 2012 • All about closing a sale • Once the customer started to use the product, the conversation stopped • Little to no incentive for repeat purchase • No way for a customer to be an active fan of the brand or products #PRSADIConf @KatrinaKlier
  12. 12. Copyright © 2013 Accenture All rights reserved. 12 The New Experience Model Open Content or Channels: Reality, Delivery Brand-Controlled Content or Channels: Expectation, Promise Accenture, Serving the Nonstop Customer, 2012 #PRSADIConf @KatrinaKlier
  13. 13. Copyright © 2013 Accenture All rights reserved. 13 CMOs are Shifting Their Talent Mix Accenture: Turbulence for the CMO % of Marketing Employees dedicated to:33 32 33 28 35 33 30 31 35 36 29 28 Next year This year Direct Marketing/ Campaign Management Marketing Operations Mass Media/ Advertising Marketing & Media Analytics Digital Marketing Customer Analytics #PRSADIConf @KatrinaKlier +1 +5 +2 -1 -1 +1
  14. 14. Copyright © 2013 Accenture All rights reserved. 14 You need a new approach to content and experiences and that requires a new breed of marketer… The Talent Mix Change Is Not Enough #PRSADIConf @KatrinaKlier
  15. 15. Copyright © 2013 Accenture All rights reserved. 15 Analytics Science Accenture: From Marketing Communications to Experience Engineering DATA SOURCE INTEGRATED ANALYTICS AND INSIGHTS Data Backbone / Context Engine Social CRM DIsplay Search Site Interests Product or service Behavioral Search Analytics Activity Expressed via social graph Expressed through customer profile Expressed through browsing history cookies Expressed through keywords Expressed via my actions on site #PRSADIConf @KatrinaKlier
  16. 16. Copyright © 2013 Accenture All rights reserved. 16 Art Form of Emotional Connection #PRSADIConf @KatrinaKlier
  17. 17. Copyright © 2013 Accenture All rights reserved. 17 A Great Experience Stylist is… #PRSADIConf @KatrinaKlier
  18. 18. Copyright © 2013 Accenture All rights reserved. 18 The Mad-Man + Math-Man Team The Creative Mastermind The Data Guru The Foundational Analyst The Integration Maven The Amplification Ninja The Big Thinker The Conversationalist The Travel Guide #PRSADIConf @KatrinaKlier
  19. 19. Copyright © 2013 Accenture All rights reserved. 19 An example – Accenture Outlook Pilot case for experience styling… • Industry leading print publication • Thought leadership content • Well known in client base Opportunity… • Create more conversations • Take thought leadership to new audience • Enrich experiences #PRSADIConf @KatrinaKlier
  20. 20. Copyright © 2013 Accenture All rights reserved. 20 The Outlook customer experience Social Media Website iPhone App iPad App #PRSADIConf @KatrinaKlier
  21. 21. Copyright © 2013 Accenture All rights reserved. 21 Experience Styling as DNA Retrofit Pilot Scale Measure Refine #PRSADIConf @KatrinaKlier
  22. 22. Copyright © 2013 Accenture All rights reserved. 22 Join the conversation. Find out about Accenture: www.accenture.com or @Accenture or on LinkedIn Find out about me: @KatrinaKlier or LinkedIn Blog and Other Good Stuff: http://katrinaklier.com #PRSADIConf @KatrinaKlier

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