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![It’s just a way to have interactions from far away…We were playing hide and seek
with my Mom [on Skype]…we wouldn’t have if we didn’t have that technology.
– Female Mainstream, 39
“
”Source: Microsoft Digital Trends 2015](https://image.slidesharecdn.com/mscristalfinal-latestversion-150709112039-lva1-app6891/85/Cairo-Cristal-Academy-Katherine-Eills-Microsoft-MENA-13-320.jpg)
![I know what I’m into, but there might be that one time that you might show
me something that I haven’t seen before that I really love…[that’s value].
– Male Gamer, 27
“ ”](https://image.slidesharecdn.com/mscristalfinal-latestversion-150709112039-lva1-app6891/85/Cairo-Cristal-Academy-Katherine-Eills-Microsoft-MENA-19-320.jpg)
Uploaded byCristal Events
Cairo Cristal Academy - Katherine Eills, Microsoft MENA
The document discusses how technology and creativity need to come together to improve digital consumer experiences. As consumers' relationships with data evolves due to proliferation of digital devices, their interest is growing in technologies that can filter content for them and provide personalized recommendations. The document cites consumer opinions that showing them new experiences and connections they may like adds value. It suggests brands work with consumers to build immersive experiences and keep engagement fresh through new offerings, while also encouraging positive sharing.
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Cairo Cristal Academy - Katherine Eills, Microsoft MENA
- 1. THE EVOLUTION OFDIGITAL CONSUMER EXPERIENCES: WHY TECHNOLOGY & CREATIVITY NEED TO COME TOGETHER MICROSOFT ADVERTISING RESEARCH | CAIRO 2015 KATHERINE EILLS | SOLUTION SPECIALIST |
- 3. “…the role ofadvertising continues to become increasingly important as the Microsoft business model shifts – and it’s important that we include advertising in product design.” Satya Nadella, CEO Microsoft Feb 2015
- 4. Consumers’ relationship withdata evolves with the proliferation of digital devices and services v Y AX B $50 $560 $600 add add add Deals for you
- 5.
- 7. " Technology islike a giant puzzle. Every time I add a new device, it gets better. – Male Mainstream, 23 “ ”
- 8. Source: Microsoft DigitalTrends 2015 56 64 74 2013 2015 “How interested are you in future technology and services that automatically filters content/messages so that you only see or hear what you really need to at any one time?” % of consumers who are “very” or “quite” interested 2015 UAE 2015 Global 2013 Global
- 9. Source: Microsoft DigitalTrends 2015 39% | 58% Global Emerging Source: Microsoft Digital Trends 2015
- 13. It’s just away to have interactions from far away…We were playing hide and seek with my Mom [on Skype]…we wouldn’t have if we didn’t have that technology. – Female Mainstream, 39 “ ”Source: Microsoft Digital Trends 2015
- 14. Source: Microsoft DigitalTrends 2015 50 55 68 2013 2015 “How interested are you in digital devices and services in the future that will allow you to experience any place or object online or offline in the same way?” % of consumers who are “very” or “quite” interested 2015 UAE 2015 Global 2013 Global
- 15. Source: Microsoft DigitalTrends 2015 49% | 67% Global Emerging Source: Microsoft Digital Trends 2015
- 16.
- 17.
- 19. I know whatI’m into, but there might be that one time that you might show me something that I haven’t seen before that I really love…[that’s value]. – Male Gamer, 27 “ ”
- 20. Source: Microsoft DigitalTrends 2015 50 55 70 2013 2015 % of consumers who are “very” or “quite” interested “How interested are you in future technology that provides suggestions and recommendations for new experiences, new connections and new things to do that fit your personality and needs?”2015 UAE 2015 Global 2013 Global
- 21. Source: Microsoft DigitalTrends 2015 62% of UAE consumers expect brands to know them and help them discover new products or services that fit their needs Source: Microsoft Digital Trends 2015 48% | 68% Global Emerging
- 22. Working with brandsto build truly immersive experiences.
- 25. “Your demonstrations havehad a big impact on how we think about customer experience. You can’t underestimate the impact, its really significant and is being discussed in the leadership team because of the work you guys have done “ Head of Customer Experience
- 26. Keep things fresh andoffer new ways to engage through new activities, content or products CONSUMER
- 27. Provide seamless connectionsthat encourage positive sharing
Editor's Notes
- #2 Today I am going to talk you through a research study which looks at the evolution of digital consumer experiences and focuses on a number of trends that emerge in relation to consumers relationship with technology . It also offers a prescriptive view of how marketers can activate on the trends. We ran this research back in 2013 so it is also interesting to see how consumers have evolved in the space of 2 years
- #3 People all over the world are living their lives digitally—at work, at home and everywhere in between. The division between the digital and physical worlds is becoming increasingly blurry. Consumers can now connect with loved ones half the world away at the touch of a button and shop from the comfort of their living room Technology is fueling this new duality and there is a great opportunity for advertisers to creatively and seamlessly build themselves into this world.
- #4 Microsoft like every other company has taken this on-board and ensuring that the lines between technology/ products and a dialogue with consumers is becoming blurred like never before
- #5 Data is a fundamental part in this new evolved consumer relationship with technology 1.When consumers first start interacting with digital devices and services, their primary concern is controlling their privacy. 2.As they start to interact with more devices, they start to have fun and recognize that data can be useful. 3.As more devices and services become integrated, consumers start to understand how their information can have real, personal benefits and ascribe a value to data. 4. Finally, as consumers fully realize how technology, services and data can all be seamlessly integrated to make their lives easier, they start to seek a more connected, intuitive world.
- #6 We interviewed 13,200 consumers across the world
- #7 The digital trends study identified 8 trends related to consumers relationship with technology and I am going to look at 3 of these which are most relevant to the subject of Technology and Creativity Intellegently On Real redefined The new age od discovery I will mainly be looking at global data but as the UAE was one of the markets studied and is pertinent to the audience I will also touch on that – sadly EG was not included
- #8 IntelligentlyON is the place where marketers use data and technology in the right place, the right time, and the right screen. Consumers want digital experiences to allow them to be more productive, do more of the things they want to do, and make better decisions. Consumers not only expect technology to anticipate needs, but also to be more mindful, responsive and empathetic. In addition, consumers want a warmer, more human touch to communications – e.g., suggestions vs directions, friendlier language, less jargon.
- #9 One of the questions posed was:
- #10 Consumers’ expectations of technology are growing and so are their expectations for marketing communications. We already see over half of consumers in the UAE being open to data sharing in exchange for better experiences. The more marketers can enable integrated, intelligent services using data, the easier it is to move consumers to a place where they proactively share their information and engage with brands.
- #11 Microsoft if investing in being smarter about our consumers in order to serve up more serendipitous experiences across screens. With Microsoft ID, we are linking intelligence about our consumers across different platforms to drive up higher engagement. With Microsoft ID, marketers can start thinking beyond demographics to target, and can truly think about context and screen, no matter what platform consumers may be using. Our pilot for Lexus used Microsoft ID to serve up connected experiences across Xbox, MSN and Windows, delivering superior performance for Lexus and providing a new way to tell stories with digital.
- #12 At Microsoft we are investing in enabling more seamless, connected experiences for consumers. By utilizing Microsoft ID we are linking up the data we have on our users across our platforms to drive higher engagement with ads. Let me show you an example of how we are doing this…..
- #13 consumers are starting to expect brands to connect more intelligently and become more positive to data sharing when it benefits them Brands need to use data to serve the CONSUMERS needs not their own
- #14 Now let’s move onto the second trend – The Real; Redefined. Technology is starting to offer more complete, more engaging and more sensory experiences. Enhancing the Real is where the boundaries between the virtual and the physical blur.
- #15 Interest in new technologies to bridge the digital/physical divide has only grown.
- #16 Consumers are also more likely to engage when experiences feel more natural and integrated. The picture shows a basic but real example – a guy skyping on his Xbox, from his living room. It gives a pretty realistic feeling of talking to someone who’s in the same room. A nice touch is that you can walk around a bit and the camera automatically follows you.
- #18 Let me introduce you to Hololens – an experience which takes consumers into the world of Holograms and allows consumers to interact with them in the way that they would do with physical objects
- #19 The point here is to think about how you can enable consumers to move fluidly between digital and for offline for better consumer experiences
- #20 The final trend I am going to look at is The New Age of discovery – this trend looks at consumers openness and want of chance encounters. They are looking for recommendations, not just based on things they like or activities they’ve done, they are also seeking experiences that give them the option to move outside their comfort zone. Or to experience something new
- #21 The question posed here was
- #22 Consumers expect brands to drive discovery. Discovery feeds curiosity and allows us to grow as people.
- #23 Now, moving to innovative projects we do with brands. The 5:35 pm Virgin Atlantic flight Heathrow to Boston just four days before Christmas turned out to be particularly eventful for the passengers. Passengers were given brand new shiny Windows tablets to keep as they passed through the boarding gate. Every child and adult received a one, and they were loaded with a suite of games pre-installed so they could be entertained during flight. However, the most important app was a special version of a Santa app where passengers not only could also talk and engage with Santa via this bespoke app but also track him on his pre-Christmas ‘trial run.’ Microsoft and Bing are supporters of the Norad Santa Tracker online, which you can use to follow Mr. Claus around the world as he makes his deliveries on Christmas Eve. But the passengers’ version was unique as it showed their plane in relation to Santa’s preliminary travels.
- #27 How can brands offer up ways to explore new spaces? For more established relationships, how does a brand keep things fresh by offering up new ways to engage through new activities, content or products?
- #28 When the digital and physical are no longer distinct, positive sharing results. Imagine: It’s the end of the day and you need to start dinner. However, you’ve recently been stuck in a rut and want to try something different. You start a search on your computer for “dinner ideas” and you receive recommendations based on restaurants you’ve recently visited, reviews you’ve posted and recipes you like. You also get ideas based on popular recipes in your location and what your friends and family have liked. You pick a dish that looks interesting, and because you have connected your phone and computer with your smart fridge at home, you get a grocery list based on what you already have at home and what you need to buy at the store. Based on your list of items, you get a recommendation for the closest stores that have the lowest prices on your total shopping list. When you choose a store that you have not shopped with before, your phone automatically sends directions on how to get there. To get there…..
- #29 Marketers should keep three things in mind when thinking about how to better use data to light up new experiences for consumers. Be open about data usage. More transparency allows consumers to understand that data is not PII and start to understand how data can be useful. Allow consumers to play and engage with their data and digital identity to drive broader understanding and utility of data. Remove friction by using data to give value for every data point collected. Use rewards, relevance and convenience to drive home the value of data. Facilitate seamless experiences across the digital and physical to drive proactive sharing. The more consumers see the value of data integration, they more proactive they will be about sharing.
- #30 Edge is Microsoft’s new browser designed for Windows 10. It redefines the modern Web experience, making sharing, reading, discovery and getting things done online quicker and easier. Microsoft Edge lives at the ‘edge’ of modern web standards and capabilities. It represents a modern browser where you can actively engage with the web, reliably and securely. We showcased how Microsoft Edge will offer developers better discoverability of their apps and extensibility with JavaScript and HTML. We are testing several different versions of a home page to learn more about how members of the Windows Insider program interact with the home page and apps. The MSN content continues to be an important part of Microsoft’s web experience. So let’s dive right in. As you’ve heard a lot over the last two days, Windows 10 is not just an update to the OS – it’s a revolution. Windows will always be home to the best work that we do at Microsoft. Windows 10 will usher in a new generation of more personal computing, empowering people to do great things. Windows 10 is fundamental to our broader mission of empowering people and organizations to do more and achieve more. Only Windows 10 can deliver more personal computing, help reinvent productivity and use the power of the cloud to make all of your experiences familiar across devices. Microsoft is committed to every one of our 1.5 billion Windows customers and every new customer – our goal is for all of these customers to love Windows. I want to show you how Windows 10 will make computing more personal though Microsoft Edge, Windows Conituum, Cortana and HoloLens. We’ll also talk about some of the other projects we are working on with Xbox and Skype, bringing news ways to engage consumers.