The document discusses several technology trends that will define the economic future by 2025, including digital Velcro to connect different screen experiences. It emphasizes engagement over exposure and highlights the importance of creation, curation, connection and community. The summary also notes that innovation is now the new creative function for brands, and that content has become a new form of creative. Customer experience must be considered across bricks-and-mortar, desktop, wearable, mobile and other channels.

1. Email: icampbell@golinharris.com Phone: 312 804 5749
Digital Velcro
Trends Creative Commerce

2. The technology trend
The 12 technologies that
will define our economic
future (2025)
“The real economic benefits of
innovation, at least over the
near term, come not from the
flashy, mind-blowing ideas, but
from clever combinations of
technologies that are just
maturing with those that have
been around for ages.”

3. Finally, an educated consumer
• The ‘how’ of engagement. Being relevant to the moment is where
marketing power – and consumer expectations – now lie.
• In the accelerating swirl of chaos, excitement, and yes, sometimes
fear, the brands that win will prioritize engagement over exposure.
• Creation, curation, connection and community
The Engagement Project: Connecting with Your
Consumer in the Participation Age
Generation C: A generation that has grown up living digital lives

4. Customer experience strategy
BRICKS
-AND-
MORTAR
DESKTOP WEARABLE
MOBILE
“In a world where, according to Google’s Multiscreen Report, more than 90
percent of people use more than one screen to accomplish a single task, brands
need to focus on the “digital Velcro” to connect these screen experiences + In-
store behavior.”
TVPRINT /
CATALOG

5. What lanes do we swim in?

6. Innovation is the new creative
• A future with a primary focus on mobile, social, content and
measurement
• Broaden creative roles and titles (business function) to
encourage creative thinking
• Commit to innovative thinking by hosting brand experience/
tech jams, creating branded content, and working closely with
strategic partnerships, participation at industry events, etc.
• Does it work? Needs to be a prominent role for measurement
(social, customer service, etc.)
Do agency’s get it?

7. The creative team
• Mix of diverse experts, multi-taskers and junior team members
• Drive collaboration and an open mind to new kinds of deliverables (Lean UX)
• What’s next? NUI, service design? Think broadly and let’s make it happen
• Use insights and data to discover and how creative extends beyond UI/UX
(Content, In-store, etc.)
• Portfolio love: 65% / 35% rule
• Embrace user centered design and build products with both emotional
(content) and functional (product) considerations
• ‘Production efficiencies’ are a way for staff to innovate

8. Things are changing
• Content is the new creative
• A new kind of retailer
• Context for commerce

9. CONTENT IS THE NEW CREATIVE

10. Sharing what you like is a component
of your social profile

11. Live, exclusive and most popular

12. Empowered and knowledgable
consumer

13. Branded
content

14. Storytelling

15. Advocacy & live curation

16. A NEW KIND OF RETAILER

17. The jump to being a mobile company

18. The advantage of starting in digital

19. New formats for media

20. 3D printing … in Brooklyn

21. CONTEXT FOR COMMERCE

22. LIFEKRAZE
Post your accomplishments.
160-characters posts with the
things you achieve
throughout the day.
Each day you have 300 points
to distribute to the best
accomplishments.
Turn your points into rewards
GAMIFICATION

23. SNAPGUIDE
Snapguide is a
simple, beautiful way to
share and view step-by-step
how to guides. Discover new
things to
cook, build, wear, play and
more. Create your own
guides and share what you
love making with your friends
on Twitter, Facebook and
more. Discuss your interests
with other people who share
your passions.
NICHE SOCIAL NETWORKS

24. TINDER
Tinder anonymously finds out
who likes you nearby, and
connects you with them if
you’re also interested.
MOBILE DATING

25. APPENDIX

26. MOBILE

27. INDUSTRY SETTING

28. INDUSTRY SETTING