Fantastic whitepaper detailing the key takeaways from the Bazaarvoice Summit a few months ago - "changing the world, one authentic conversation at a time"
Free download at: http://vint.sogeti.com/downloads/
In the past few years, information technology has become increasingly personal and social and has made its presence very much felt. The emergence of wearable computing and other forms of empathic ‘things’ seems a logical further step: even more intimate, more human-oriented, and ubiquitous. There are more and more devices that count our steps, take our blood pressure or measure the indoor temperature, track our location or conversations.
We are witnessing a computer boom in terms of kinds, shapes and sizes – around, on or inside the body – that behave increasingly smart and link up more and more intuitively with man’s extremely personal and natural interface.
In the next decade Personal Computing will become really personal: inside, on and around the person with attention for the context of the individual. In this study we explore this development and present seven manifestations that can define the impact on business, such as the ‘quantified employee’ and the ‘body as the new password’
Free download at: http://vint.sogeti.com/downloads/
In the past few years, information technology has become increasingly personal and social and has made its presence very much felt. The emergence of wearable computing and other forms of empathic ‘things’ seems a logical further step: even more intimate, more human-oriented, and ubiquitous. There are more and more devices that count our steps, take our blood pressure or measure the indoor temperature, track our location or conversations.
We are witnessing a computer boom in terms of kinds, shapes and sizes – around, on or inside the body – that behave increasingly smart and link up more and more intuitively with man’s extremely personal and natural interface.
In the next decade Personal Computing will become really personal: inside, on and around the person with attention for the context of the individual. In this study we explore this development and present seven manifestations that can define the impact on business, such as the ‘quantified employee’ and the ‘body as the new password’
2008 annual report for Absolute Software Corporation (TSX: ABT), the leader in computer theft recovery, data protection and secure IT asset management solutions. Absolute Software provides organizations and consumers with solutions in the areas of regulatory compliance, data protection and theft recovery. The Company's Computrace software is embedded in the firmware of computers by global leaders, including Acer, ASUS, Dell, Fujitsu, General Dynamics Itronix, HP, Lenovo, Motion, Panasonic and Toshiba, and the Company has reselling partnerships with these OEMs and others, including Apple. For more information about Absolute Software and Computrace, visit www.absolute.com and http://www.absolute.com/blog.
There is no escaping the "bring your own device" trend, but organizations need to chart a middle path to strike a balance between employee freedom and corporate control over technology.
Using graphics to maximize your businessalveeferdous
Introducing Using graphics to maximize your business. Enhance your business superior Graphics. Inside this e-book, you will discover about quality of graphics and your business, does your company marketing plan include the use of graphics logo, why you should use graphics design company for your business, how exhibition graphics can promote your company, the of graphics in your online business, top tips for using graphics for your business publicity, how to images to tell your story and so much more!
http://www.hcltech.com/ -
As CIOs and business leaders try to create a modern infrastructure that can support today’s challenging IT environment, they may find themselves taking wrong turns or pursuing approaches that lead to dead ends. Here’s a technology roadmap for 2012 — one that highlights useful landmarks and identifies areas to steer clear of – that you can refer to as you explore today’s challenging IT environment. Read Now.
There are five things I usually hear when talking to clients about social media and marketing. These are only 5 of 10 myths. I'll release a part II in the coming months.
FTC Internet of Things Report
The report includes the following recommendations for companies developing Internet of Things devices:
build security into devices at the outset, rather than as an afterthought in the design process;
train employees about the importance of security, and ensure that security is managed at an appropriate level in the organization;
ensure that when outside service providers are hired, that those providers are capable of maintaining reasonable security, and provide reasonable oversight of the providers;
when a security risk is identified, consider a “defense-in-depth” strategy whereby multiple layers of security may be used to defend against a particular risk;
consider measures to keep unauthorized users from accessing a consumer’s device, data, or personal information stored on the network;
monitor connected devices throughout their expected life cycle, and where feasible, provide security patches to cover known risks.
Harbor Research - The Internet of Things Meets the Internet of PeopleHarbor Research
We have entered an era where people, businesses and social organizations are beginning to understand the profound impacts awareness, collaboration, and intelligence will bring. In the not too distant future, hundreds of millions, then billions, of individuals and businesses, with billions, then trillions, of smart, communicating devices, will stretch the boundaries of today’s business and social systems and create the potential to change the way we work, learn, entertain and innovate.
Jason Brenier's Presentation "Principles of Conversational Business" - Activa...mPulse Mobile
Jason Brenier of Georgian Partners presents on how conversational and natural language interfaces, including chatbots, are rapidly becoming a way to engage consumers in consumer-focused industries outside of healthcare. Jason introduces the trends driving this change and a framework of principles for adopting it successfully in your organization.
Probably you have heard about some cases where chatbots failed miserably in delivering any actual business benefit. Our experience cooperating with the biggest companies in the world like Elisa, Veon, and Swedbank has taught us some interesting aspects we are about to share in this presentation
Originally published at https://mindtitan.com/resources/guides/chatbot/benefits-of-chatbots/
Accenture publishes its technology vision annually. It is a distillation of our extensive research over the course of the previous 12 months, the experiences of our research teams and the input of our clients. In it, we outline the emerging technology trends that forward-thinking CIOs will use to position their organizations to drive growth and high performance, rather than just focusing on cost-cutting and efficiency improvements.
Business leaders now accept that their organizations’ future success is bound up with their ability to keep pace with technology. CIOs have to play a key role in helping these business leaders recognize and seize the opportunities enabled by new trends—but the price of progress will have to be paid, along with new risks assumed.
We believe six technology trends will influence business over the next three to five years:
Context-based services. Where you are and what you are doing will drive the next wave of digital services.
Converging data architectures. Successfully rebalancing the data architecture portfolio and blending the structured with the unstructured are key to turning data into new streams of value.
Industrialized data services. The ability to share data will make it more valuable—but only if it is managed differently.
Social-driven IT. Realize that social is not just a bolt-on marketing channel. It will have true business-wide impact.
PaaS-enabled agility. The maturing platform-as-a-service (PaaS) market will shift the emphasis from cost-cutting to business innovation, supporting rapid evolution for business processes that need continuous change.
Orchestrated analytical security. Organizations will have to accept that their gates will be breached and begin preparing their second line of defense—data platforms—to mitigate the damage caused by attacks that get through.
Vidizmo EnterpriseTube - Enterprise Video Streaming SolutionNadeem Khan
A perfect Enterprise Video Streaming Platform and Portal. Setup unlimited YouTube /Vimeo Style video channels, fully branded with corporate look and feel, each channel may use its own authentication system to authenticate users such as Enterprise AD, SAML-P, Google ID, Facebook ID or Microsoft ID or VIDIZMO ID or anonymous access.
2008 annual report for Absolute Software Corporation (TSX: ABT), the leader in computer theft recovery, data protection and secure IT asset management solutions. Absolute Software provides organizations and consumers with solutions in the areas of regulatory compliance, data protection and theft recovery. The Company's Computrace software is embedded in the firmware of computers by global leaders, including Acer, ASUS, Dell, Fujitsu, General Dynamics Itronix, HP, Lenovo, Motion, Panasonic and Toshiba, and the Company has reselling partnerships with these OEMs and others, including Apple. For more information about Absolute Software and Computrace, visit www.absolute.com and http://www.absolute.com/blog.
There is no escaping the "bring your own device" trend, but organizations need to chart a middle path to strike a balance between employee freedom and corporate control over technology.
Using graphics to maximize your businessalveeferdous
Introducing Using graphics to maximize your business. Enhance your business superior Graphics. Inside this e-book, you will discover about quality of graphics and your business, does your company marketing plan include the use of graphics logo, why you should use graphics design company for your business, how exhibition graphics can promote your company, the of graphics in your online business, top tips for using graphics for your business publicity, how to images to tell your story and so much more!
http://www.hcltech.com/ -
As CIOs and business leaders try to create a modern infrastructure that can support today’s challenging IT environment, they may find themselves taking wrong turns or pursuing approaches that lead to dead ends. Here’s a technology roadmap for 2012 — one that highlights useful landmarks and identifies areas to steer clear of – that you can refer to as you explore today’s challenging IT environment. Read Now.
There are five things I usually hear when talking to clients about social media and marketing. These are only 5 of 10 myths. I'll release a part II in the coming months.
FTC Internet of Things Report
The report includes the following recommendations for companies developing Internet of Things devices:
build security into devices at the outset, rather than as an afterthought in the design process;
train employees about the importance of security, and ensure that security is managed at an appropriate level in the organization;
ensure that when outside service providers are hired, that those providers are capable of maintaining reasonable security, and provide reasonable oversight of the providers;
when a security risk is identified, consider a “defense-in-depth” strategy whereby multiple layers of security may be used to defend against a particular risk;
consider measures to keep unauthorized users from accessing a consumer’s device, data, or personal information stored on the network;
monitor connected devices throughout their expected life cycle, and where feasible, provide security patches to cover known risks.
Harbor Research - The Internet of Things Meets the Internet of PeopleHarbor Research
We have entered an era where people, businesses and social organizations are beginning to understand the profound impacts awareness, collaboration, and intelligence will bring. In the not too distant future, hundreds of millions, then billions, of individuals and businesses, with billions, then trillions, of smart, communicating devices, will stretch the boundaries of today’s business and social systems and create the potential to change the way we work, learn, entertain and innovate.
Jason Brenier's Presentation "Principles of Conversational Business" - Activa...mPulse Mobile
Jason Brenier of Georgian Partners presents on how conversational and natural language interfaces, including chatbots, are rapidly becoming a way to engage consumers in consumer-focused industries outside of healthcare. Jason introduces the trends driving this change and a framework of principles for adopting it successfully in your organization.
Probably you have heard about some cases where chatbots failed miserably in delivering any actual business benefit. Our experience cooperating with the biggest companies in the world like Elisa, Veon, and Swedbank has taught us some interesting aspects we are about to share in this presentation
Originally published at https://mindtitan.com/resources/guides/chatbot/benefits-of-chatbots/
Accenture publishes its technology vision annually. It is a distillation of our extensive research over the course of the previous 12 months, the experiences of our research teams and the input of our clients. In it, we outline the emerging technology trends that forward-thinking CIOs will use to position their organizations to drive growth and high performance, rather than just focusing on cost-cutting and efficiency improvements.
Business leaders now accept that their organizations’ future success is bound up with their ability to keep pace with technology. CIOs have to play a key role in helping these business leaders recognize and seize the opportunities enabled by new trends—but the price of progress will have to be paid, along with new risks assumed.
We believe six technology trends will influence business over the next three to five years:
Context-based services. Where you are and what you are doing will drive the next wave of digital services.
Converging data architectures. Successfully rebalancing the data architecture portfolio and blending the structured with the unstructured are key to turning data into new streams of value.
Industrialized data services. The ability to share data will make it more valuable—but only if it is managed differently.
Social-driven IT. Realize that social is not just a bolt-on marketing channel. It will have true business-wide impact.
PaaS-enabled agility. The maturing platform-as-a-service (PaaS) market will shift the emphasis from cost-cutting to business innovation, supporting rapid evolution for business processes that need continuous change.
Orchestrated analytical security. Organizations will have to accept that their gates will be breached and begin preparing their second line of defense—data platforms—to mitigate the damage caused by attacks that get through.
Vidizmo EnterpriseTube - Enterprise Video Streaming SolutionNadeem Khan
A perfect Enterprise Video Streaming Platform and Portal. Setup unlimited YouTube /Vimeo Style video channels, fully branded with corporate look and feel, each channel may use its own authentication system to authenticate users such as Enterprise AD, SAML-P, Google ID, Facebook ID or Microsoft ID or VIDIZMO ID or anonymous access.
Sistem Cold Chain Management adalah sebuah bidang ilmu multidisiplin yang belum banyak dikenal tetapi memiliki potensi yang besar untuk pengembangan teknologi dan perekonomian Indonesia
Digital Brands & Live Experiences: Connecting with Your Audience IRLPBJS
For brands that exist solely in the realm of zeros and ones, connecting with users in real life can seem like a big leap – one digital brands must take if they want to build lasting consumer relationships. Why? With a fresh awareness of the consequences of ultra-personalized media “bubbles,” consumers are grappling with their digital choices, which also affects their perception of brands they only interact with through digital devices. The result is an environment where the pull of live experiences, where digital brands can hybridize their consumer relationships, is becoming stronger -- and more important than ever.
In this paper, we outline and explore:
- The cultural landscape digitally native brands inhabit
- Consumer, tech and marketing trends
- The benefits digital brands can gain through meeting their audiences offline
- How digital brands can make meaningful real-life connections
Dallas retail Summit - Succeeding in the Infinite Marketing Future Mathew Sweezey
This is a variation of the Infinite marketer series specifically tailored to retail marketers, and presented at the Texas A&M Retail Summit 2015. This is a forward to the upcoming book Infinite Marketer to be published in 2016
Face of Today's Consumer: 2010 Trend ReviewK Anggakara
What drives consumer to go wow nowadays? Business must acknowledge that in 2010, the face of consumer has changed in an extent never seen before!, the presentation offer a view on the consumer trend and how business gel-in to the matter.
Success at retail is about creating great experiences. Just like dating.
Sources:
1. 2011 Rightnow Customer Experience Impact Report
2. Harbor Industries: Industry Trends and Insights
3. Kissmetrics - The Price of Bad Customer Service
4. Forrester / The Business Impact of Customer Experience, 2012
5. Dr4ward / What is Social Currency and How Does it Effect Social Commerce? Infographic
12th Alex Marketing Club (What's Next in Marketing) by Dr.Ahmed Shama'aMahmoud Bahgat
12th Alex Marketing Cub (Public Relations Management) by Dr. Ahmed Saleh
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ZenithOptimedia is championing a new strategic approach to communications planning that sees a radical rethink of the way clients prioritise and allocate resources across paid, owned and earned media.
Advertising Week is known as the premier event for marketing, brand, advertising, and technology professionals spanning across six major cities around the globe. During the course of four days, our teams attended countless talks from some of the industry's best at Advertising Week NY.
11 Trends in the Future of Retail According to Brian SolisBrian Solis
Brian Solis Keynotes Acosta Leadership Symposium 2015: The concept of future retail is constantly evolving. But what isn't evolving as quickly is the understanding and widespread experimentation to bring the future to life today by mainstream retailers. Leading digital analyst, futurist and author Brian Solis shares his most important trends for retailers to embrace now. And, the good news is that no matter the date on this video, his words are as true today as they were then. Video Here: https://youtu.be/62OogreQpZA
In this article, we will gain a better understanding of this mode of Social Commerce: 1. The Continuous Rise 2. How It Works? 3. The Role of Influencers 4. Benefits for Consumers and Businesses 5. The Rise of the Entrepreneur 6. Future and Challenges 7. What It Means for You? 8. The Role of AR, VR, and AI
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
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Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
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➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
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➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
2. Social Trends Report 2013
Table of Contents
Thriving in the connected economy...................... 3
The four P’s of marketing are rewritten................... 4
Data-literate companies thrive in the face of
consumer change ............................................. 9
Paid, owned,and earnedmedia drive each
other’s success..................................................13
Consumers require relationships,
not transactions.................................................17
Connected is better (for all)................................ 20
3. Thriving in
the connected
economy
Consumers’ demands are getting
louder, bolder, and more specific.
Digitally, they share knowledge and
self-organize, seizing more collective
power than ever. They have become
the innovators, trendsetters, and
advocates that companies cannot
succeed without.
This is the connected economy, where
consumers rule, and the marketplace is
defined by four critical trends.
The four P’s of
marketing are rewritten
The connected economy is boundless,
transparent, and democratic. The classic
pillars of marketing – price, place,
promotion, and product – take on
new meanings, and with them come
new strategies. Read more
Data-literate companies
thrive in the face of
consumer change
Every consumer action is becoming
quantifiable, leaving a massive trail of data
containing everything needed to deliver
exactly what consumers want. Brands that
boil data into these insights the quickest
will win. Read more
Paid, owned, and
earned media drive
each other’s success
Social lets consumers discuss and share
all brand-created content. Smart brands
encourage this conversation, and work
it back into paid and owned content – a
combination of media more powerful
than any single medium. Read more
Consumers require
relationships, not
transactions
Brands’ dealings with consumers
can’t begin and end with purchase.
Consumers look for brands that share
their passions, create conversations,
and – most importantly – prove their
feedback is valued. Read more
“This is a time of
collaboration where
people can now
participate like never
before. They can
scrutinize products
or services. They
can form collective
responses to
anything, from a
product they don’t
like to a government
they don’t like.”
Don Tapscott
author and consultant
Social Trends Report 2013
33
4. The four P’s
of marketing
are rewritten
In the connected economy, says Jez
Frampton, CEO of Interbrand, it’s no
longer B2C – it’s now “B and C.” Social
creates a transparent marketplace
where consumers control the message.
And digital gives them that power
everywhere they shop across a
combination of channels, each channel
influencing the next. The classic four P’s
of marketing – price, product, place,
and promotion – must be rewritten.
Product: Brands defined
by touch points, not
ownership
A consumer’s relationship with a
brand used to be defined by product
ownership, but no longer. Brands live
in every interaction consumers ever
have with them, not just with their
products. Today’s brand must deal in
experiences, says John Battelle, author
and founder of Federated Media:
“Every single company that exists is an
experience creation company … The
experience that someone has of your
brand is your company. And companies
tend to see marketing as a vertical
silo, but I think marketing should be
everybody’s job.”
Businesses must make the experiences
that surround their brand and products
helpful, entertaining, educational,
and unique. And those experiences
can’t be locked in a single brand site.
Consumers expect brands to be there
for them, regardless of the touch point
– whether they’re just browsing, or they
already own the product.
@Bazaarvoice: “Every company that exists is an experience
company. Marketing should be everybody’s job.” @johnbattelle
John Battelle discusses how unlimited consumer
data changes everything.
Social Trends Report 2013
44
5. Samsung has brand reps answer
consumer questions on retailer sites
under the moniker “Mr. Samsung.”
Sten Hallock, senior manager, online
marketing for Samsung, describes
the importance of being present
throughout the consumer’s journey –
from pre- to post-purchase:
“When [shoppers] get to that point
where they want to know how a
current TV interacts with a Blu-ray
player from two years ago, or which
apps work on this version of the smart
television, that’s not something that
[retailer reps] are going to know.
Especially when it gets even more
complex … When your toddler gets
hold of the remote control and gets the
settings — through a couple of quick
clicks — somehow so confused that
you can’t get anything to work … That
gives us a chance to bring some value
into that process. And really helps us
to connect with that consumer, both as
a brand and as a partner.”
Samsung is also taking this approach in
the physical world, opening up brand-
staffed boutiques within Best Buy brick-
and-mortar locations.
“Brands are
the interface
between
businesses and
human beings.”
Jez Frampton, CEO, Interbrand
Social Trends Report 2013
55
6. Promotion: From control
to conversation
In the past, promotion consisted of
brand-created messages, with every
brand claiming its products were
the best. But today, a brand is what
consumers say about it. Federated
Media’s Battelle asserts that brands
must stop “yelling,” and start having
conversations:
“Let’s talk about how we marketed
before the era of conversation economy
dawned in the last five years. We
yelled. Right? We yelled a lot. We
bought interruptive advertising, and
we tried to get people’s attention. But
creating experiences is where we’re
going in the future … And experiences
are the things you have when you’re in
a conversation.”
Consumers can find opinions from real
product owners online at any time, and
no amount of marketing can cover up
this first-person transparency. Instead
of merely promoting a message, the
most successful brands today get
consumers to promote it for them by
first delivering great experiences, then
encouraging and enabling consumers
to talk about them.
One way to unlock that authentic
consumer voice is through reviews.
Invite customers to review products,
and let their authentic feedback define
your brand. Today’s consumers demand
these opinions, says Faisal Rangwala,
Senior Manager, eCommerce and
Interactive Marketing for Johnson
& Johnson:
“Consumers are expecting to find this
information on our websites. They’re
expecting to interact and engage with
this information. And if they don’t find
it, they’re going to go other places to
look for it.”
John Battelle explains that great experiences and conversations
around them define future marketing.
@AnneRipley: “It’s fascinating that reviews are really the new
media, that 3rd party unbiased voice.”
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7. Place: The information
consumers need before
buying must now be
available everywhere
Consumers bounce between what
used to be well-defined channels while
shopping and buying. They research a
product on their PC at home, head to a
store to handle it, scan its barcode with
their smartphone, and start reading
reviews and checking competitors’
prices in the aisle. There are no more
channels – there is only the omnichannel.
Author Don Tapscott sums it up well:
“The physical and digital worlds are
now coming together. So it’s not
about place; it’s about any place.”
Brands must venture beyond their
websites and connect with consumers
on social networks, on retailer sites,
in the aisles via mobile and store
displays – everywhere. Make every
piece of information a consumer needs
available everywhere they shop, says
Neville Letzerich, EVP of product
management for Bazaarvoice:
“We sell our products in many
channels, yet we keep so much
information locked up on our own sites
… Aren’t we forcing the consumers to
adapt to us? To hunt a little too hard for
what they might need or want?”
Retailers and brands alike must
blend channels to create truly helpful
omnichannel experiences. Some of
the most innovative are bringing the
best of brick-and-mortar stores online
by offering Q&A with brand and
retailer reps who can answer shopper
questions, filling those information
gaps that may keep shoppers from
buying. They’re offering delivery
options like ship to store, ship from
store, pay online and pick up in-store,
and pay in-store for home delivery.
Anu Saha, senior product manager
for mobile at Bazaarvoice, suggests
arming retail associates with iPads
to bring online experiences and
knowledge into the store. Associates
can pull up product videos and reviews,
and email a shopper all of the items
they discussed together so he or she
can pick up where they left off later,
at home.
@ashfoer: “The power of multichannel social is not what channel
gets the sale, but that the customer is happy”
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8. Price: From product
value to brand value
As previously mentioned, a brand is
defined by every experience aroundit,
notjustbyproducts. Absent alternatives,
consumers have traditionally settled
for products and brands that don’t fully
meet their needs. But “good enough”
products are no longer good enough,
because consumers have more choice
than ever before. In the transparency
created by consumer usurpation of
promotion, only truly valuable brands
(as defined by consumers) can charge
a premium. Author Tapscott explains:
“The idea around transparency is
that companies, governments,
organizations are becoming naked.
People can now find out what’s going
on. They can rate things. They can
scrutinize companies. And if you’re
going to be naked, you’d better be
buff! Meaning, you need to have good
value. Value is evidenced like never
before. If you say you have the best
product or service, you’d better have
the best product or service, because
people can find out. They can rate you.
They can tell others. They can organize
collective responses.”
In a transparent marketplace with unlimited choices, only brands that consumers say have the most value can charge more.
@txTDM: “If you’re gonna be naked, you need to be buff! Meaning,
[Brands] must have real value in a transparent world.” @dtapscott
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9. Data-literate
companies thrive
in the face of
consumer change
The connected economy gives
consumers the power to self-organize
at a massive scale, and a self-organized
world can create change in an instant.
They can tell businesses, governments,
and organizations what they want, and
they can come together, digitally, to
make it happen. Tapscott explains:
“This economic change is not cyclical
like the past, but rather secular, or a
true sea change. Humanity is building
a machine (the social web), and it
enables us all to collaborate, to judge
things, to co-innovate, to co-create.
What used to take place over millennia
can now happen on a single day.”
In short: Consumers are changing the
world more quickly than businesses
can keep up. The only way to keep
pace with consumers is to learn from
their data, anticipate trends, and act
on insights more quickly than
the competition.
Data draws the maps,
brands must learn to
navigate
Every connected person on Earth
is generating an ocean of data.
Everything people do is becoming
quantifiable and trackable through
connected devices – where they go,
what they eat, whom they know, what
they buy, what they like, what they
don’t – everything. And slowly but
surely, every single device on Earth is
connecting to this data ocean, too.
Not just phones and tablets; think
Internet-connected cars, refrigerators,
watches, shoes, everything.
“We are
becoming data.
So we have
to become
good at it.”
John Battelle, CEO, Federated Media
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10. This ever-increasing scale underlines
a pressing need for every brand – data
literacy. A brand’s future rests on its
ability to distill that data to constantly
improve every aspect of the consumer
experience and increase efficiency.
Battelle underscores this imperative:
“You can’t hide from your
customers’ data. Get in front of it.
When everything is lit by data, we
need to understand how to converse
with that data if we’re going to do
our jobs as marketers. Having a
conversation with our customers’
data will become all of our jobs.”
The only way to try to keep pace with
the shifting marketplace is to observe
and listen to customers, spread the
lessons through every department,
and act on the trends revealed – as
quickly as possible.
Consumers will soon
demand a return on
their data
Consumers are realizing the value
of their data. Their willingness to
share that data (and what they expect
in return) will define future brand-
consumer relationships. The brands
that get consumers to hand over
data will be the brands that give
them something valuable in return,
like personalized experiences.
Lisa Pearson, CMO for
Bazaarvoice, explains:
“People are waking up to the power
of their personal data. They’re not
going to be content to let businesses
profit on their data without something
in return — and that seems fair. The
new ROI is really going to become
ROD: People are going to demand
a return on their data.”
Brands must use consumers’
data to transparently deliver highly
relevant, helpful experiences. In
return, consumers will choose to
share with the brands that use their
data to make their lives easier, better.
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11. Today’s personalization tactics are
laying the groundwork for the seamless
personalization we will see in the next
five years. Data literate companies
will tie together seemingly unrelated
data on purchases, sentiment, social
networks, demographics, interests,
and more into a holistic “data self”
that predicts our preferences – perhaps
even better than we can, says Pearson:
“Five years from now, you’re never
going to get a present you don’t want.
My husband will pull up an app that
pulls together all of my favorite things
from all of my favorite stores into one,
awesome, just-for-me capsule. But it’s
even better than that: The app knows
things I’ll like that I don’t even know
I’ll like. Because it can recommend
clothing for me based on songs I like,
and restaurants I’ve been to, and
films I love.”
Lisa Pearson imagines a future where our data predicts
products we’ll love – before we know we want them.
@StephanieA7: “How much of your behaviour data are you willing
to give to corporations to have a quick, easy personal shopping
experience?”
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12. Data crowdsources RD
for faster, more efficient
innovation
Don Tapscott shared a story of a
friend who owned a gold mine.
Despite all the geodata on his mine,
geologists couldn’t locate any gold.
His friend took a radical approach: He
publically released the data online and
crowdsourced the geology in a contest
– find the gold and win $500,000.
Seventy-seven submissions found
$3.5 billion dollars in gold.
Open customer conversations are
a mine of product insights – and the
data-literate brands that aggregate
and distill feedback will effectively
crowdsource their RD, marketing,
and more, says Stephen Collins,
CEO for Bazaarvoice:
“Reviews are the voice of the
marketplace. An individual review
is certainly important, but the
aggregation of millions and millions
of reviews, over a period of time, can
truly represent a very detailed and
specific reflection of how consumers
think about products and the brands
that they’re loyal to.”
Invite customers to review products
and brand experiences, then analyze
this data for trends. What’s the one
feature or improvement four-star
reviewers say would make a product
five-star? No more guessing: Insights
straight from product owners tell your
teams exactly what to build in their
next iteration.
Tim Lakin, Ecommerce Merchandising
Manager for Skechers, relays a common
customer complaint found in reviews
for the shoe manufacturer’s line of
light-up children’s sneakers: Parents
lamented that schools wouldn’t allow
their kids to wear the shoes, calling
them a distraction. New editions of
the sneakers now include an on/off
button, so kids can turn them off
while at school.
Stephen Collins says trends in customer feedback
drive smarter decisions across the entire business.
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13. Paid, owned,
and earned
media drive each
other’s success
But in the connected economy, no
content exists in isolation. Viewers
discuss TV ads (paid media) on Twitter.
People share branded YouTube videos
(owned media) on Facebook. Print
ads tout star ratings and snippets of
reviews (earned media) right alongside
professional ad copy. Rebecca Leib,
Digital Advertising Media Analyst
for The Altimeter Group, sums up
this media convergence:
“Paid, owned, and earned media are
flowing together into just ‘media.’”
Successful campaigns
unify media
Social lets people celebrate great
branded content – and condemn the
disappointments. This earned media
democratizes ad spending for brands
who measure and learn from it,
says Lieb:
“It starts with content strategy, not with
paid media. Campaigns used to start with
advertising; now content is the test bed
from which you get around and restructure.
You know [from earned media] what’s
resonating with consumers, and you put
what works in the paid media because
that’s the most expensive. You keep
analyzing it, and you lather, rinse,
repeat. This cycle doesn’t end.”
The best campaigns go further,
building owned, earned, and paid
media into each other. Lieb shares
a campaign by Nike to illustrate. A
Nike billboard in Times Square (paid)
encouraged people to visit a mobile
site (owned). On the site, visitors could
design their own Nike shoe (earned)
and share it on the billboard itself.
Seeing their own design displayed in
this massive and public space created
an instant photo op – which they
further amplified by sharing pictures
of themselves with the billboard on
their social networks.
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14. Fancy Feast cat food likewise features
earned media in their paid and owned
content by using consumer-written
feedback in multi-page paid magazine
ads, and even creating shelf tags to
display star ratings next to their products
in retail aisles. The brand also uses its
owned Facebook page to encourage
earned media by dedicating an entire
tab to reviews. Laura Lee, Social Media
Mobile Marketing Brand Manager
for Purina, says letting fans write
reviews without leaving Facebook
attracts even better content:
“It’s nice because the reviews people are
writing on your own properties tend
to be a little higher [rated] — because
they’re on your properties, they’re
already fans of your brand — than what
you would get at retail. So we think
that there are some benefits to that.”
Bazaarvoice’s Pearson looks even
further ahead to a future where,
she says, earned media will become
integrated will all other media – even
with media we don’t yet have:
“We are conditioned to rely on the
opinions of other people to help us
make informed decisions. What’s
going to change are the places where
all these opinions are. They’re going
to be diverse, and dispersed, and
scattered, and they’re going to be
in things that we’re not currently
anticipating. So people are going to
want to be able to access real authentic
opinions inside their Google Glass.
And on their car windshield. And in
the mirror of a fitting room. And on the
side of a bag of Fritos. And overlaid on
top of a commercial, giving them the
real skinny on the products being
marketed to them.”
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15. Television (and TV
advertising) has become
irreversibly social
The merging of TV and social is a perfect
illustration of media’s convergence.
Deb Roy, co-founder and chairman of
Bluefin Labs, likens the convergence
of social – most notably Twitter – and
TV to the disruptive equivalent of
“talkies” and soundtracks, which
led to the death
of silent films. Just as those iconic
tuba tones affect the emotions you
feel while watching Jaws, our
perception of TV is now influenced
just as strongly, says Roy, by what
he calls the “social soundtrack”:
“It’s changing how people decide what
to watch, so it’s actually affecting
tune-in behavior. And perhaps more
powerfully, and more subtly, it’s
affecting how we interpret what
we’re watching. What arguments
are candidates making? What was
the biggest play of that game we just
watched? Was that ad I just saw
slightly racist? Was that product cool,
should I try it? All of those interpretive
elements are being affected by the
social soundtrack…”
“[Twitter] creates a
kind of virtual living
room of people
who are physically
apart, but because
of the social
soundtrack, are
now able to watch
together.”
Deb Roy, co-founder and chairman,
Bluefin Labs
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16. In the second quarter of 2012, viewers
made 255 million social comments
about live TV in the US alone, says
Roy. This social chatter changes what
we watch and what we think about
it, and that applies to commercials
and brand placement as much as
programming. That means successful
TV advertising won’t be defined by the
number of eyeballs reached – it will be
defined by the conversations around it,
and by who’s having them, says Roy:
“[Viewers] aren’t just quietly absorbing
impressions. They’re turning around
and expressing themselves through
social networks. Measuring and
analyzing those expressions: What
if that replaces, or combines with, the
counting of impressions to change the
whole flow of decision making — and,
therefore, of [ad] dollars? That would
literally reshape the industry.”
Roughly 10% of the 35 million tweets
about Super Bowl XLVII were about
the commercials, generating 14.8
billion potential social impressions.
The most tweeted-about ad was
Dodge’s “Farmer” ad, with 352,000
tweets generating 100 million potential
impressions. Bluefin found that the
Dodge ad resonated most with
Twitter users who are country music
lovers, politically engaged viewers,
sports fans, and/or retirees. With this
knowledge, Dodge can better target
their ad buys to programs that appeal
to the same audience.
Roy explains how this analysis can
reach far beyond a single airing of
a single ad:
“Imagine doing the analysis we
just stepped through for the same
creative every time it airs, anywhere
on television … Imagine doing an
analysis within a certain programming
and viewing context, on every ad
that’s ever run. As you do this kind of
analysis not for one ad or one program,
but you do it at scale, you can start
getting systematic insights into
how commercials, marketing efforts,
programs, and audience response
all bind together.”
@brookehovey: “@dkroy at #bsocial13, borrowing from a Coke exec:
Don’t measure mktg solely based on consumer IMPRESSIONS;
measure consumer EXPRESSIONS.”
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17. Consumers require
relationships, not
transactions
Consumers today look for businesses
that treat them as more than markets.
They look for brands that reflect their
personalities and value their input.
They’re willing to explore new ways
to work with businesses beyond the
transactional relationship – and smart
businesses stand to benefit.
Millennials are
the blueprint for near-
future consumers
Millennials (also known as Generation
Y) bring a new set of demands to the
marketplace. Their preferences affect
how they shop – and brands must
adapt. Says author Tapscott:
“There’s no more powerful force to
change every institution than the
first generation of digital natives...
They’re the first ever global generation,
and they’re a generation of actors,
initiators, participators, collaborators.”
Much of what Millennials look for in
shopping has already been addressed
in this piece. They’re technology
dependent and hypersocial, requiring
brands to create robust omnichannel
experiences filled with consumer-
created content. Before ever entering
a store, 62% of Millennial shoppers
already know what they want to buy
through prior online research, says
Tapscott. Eighty-four percent of them
say consumer-written content on brand
sites influences what they buy.1
This dovetails with the most important
Millennial characteristic: They’re
accustomed to speaking their minds.
They do so often. They expect brands
that listen and respond. And they want to
form relationships with brands that do.
Older generations are already
adopting many of their preferences,
and future generations will build upon
this new way of buying. Businesses that
adapt to Millennials’ brand relationship
needs now will build a loyalty loop for
current and future shoppers that keep
them engaged beyond a transaction,
forming lasting relationships.
Don Tapscott on Millennials’ need to share: “This is the first
generation to grow up interacting and collaborating, as
opposed to being the passive recipients of TV.”
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18. Create enduring obsession
by connecting to fan
passions
Millennial and non-Millennial
consumers alike want to express
themselves and receive social
validation. By providing a place for
consumers to do just that, brands can
build association with passion points
and grow loyal. Measurement tools
manufacturer Fluke hosts a community
on its brand site where contractors
and do-it-yourselfers can ask questions
and share knowledge around projects.
Marie Langhout-Franklin, Strategist,
Social Media for Fluke, sees the
benefit daily:
“We recognize the opportunity to let
the user talk to the user. They’re the
experts, they’re the ones who use
our tools every day … A lot of our
marketing activity is driven around
that really strong advocacy.”
Recognize specific moments of
excitement when consumers are
most willing to join such a community.
Ryan Brockington, Executive Director
of UX and Product Design for Clinique,
says the brand times its invitations
for reviews with specific points in
a customer’s product lifecyle. For
example, Clinique knows that four
weeks into her purchase of a dark
spot remover, a customer should
start to notice her blemishes fading –
and that’s when Clinique invites her
to share:
“Those very, very specific moments
are the moments when she will react,
and she will share a story. And she
will then go online and start to search
for other stories. And that’s our next
challenge, is to really connect her with
stories of women who are telling a very
similar story.”
Leaders from Clinique, Fluke, Nationwide, Step 2, and
Helzberg discuss creating “customer obsession.”
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19. Consumers demand brands
that listen and respond
To keep consumer relationships strong,
it’s no longer enough to listen passively
on social networks. Brands must
demonstrate that they’re listening,
and not just with friendly tweets
from employees with no decision-
making power.
One way to show responsiveness is
to make changes based on trends in
feedback data, as previously discussed.
When these changes are made, let
consumers know – they’ll appreciate
being heard, and will feel compelled
to contribute more. Another way to
illustrate responsiveness, though, is
simply to respond to their questions
and feedback, especially when that
feedback is negative. Brands shouldn’t
fear this poor feedback, they should
warmly embrace it, says author Tapscott:
“Open yourself up, baby! Sunlight is
a great disinfectant! You’re going to
learn from all that rating that’s going
on about how to be a better company.”
And by responding, brands can
not only resolve whatever issue the
consumer faces, but can turn their
negative experience into a delightful
one that brings them back, says
Patrick Duncan, SVP eCommerce
for Helzberg Diamonds:
“At the end of the day, we have one rule:
Make the customer happy. Take care of
the problem. And I think when you’re
that open and honest and transparent
about trying to resolve an issue, you
immediately turn a customer into an
advocate.”
If a brand has taken the time to
build a community of advocates, a
branded response may not always be
necessary. Those advocates may craft
that response for you, adds Tena Crock,
Online Marketing Director for toy
manufacturer Step2:
“If we’re getting a negative critique,
we’re not having to go out there and
defend ourselves. Our customers are
actually coming to our rescue for us.”
@emilykok: ”Addressing reviews are more about brand
engagement than questions. It shows that the brand cares
about the end experience”
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