1) The document discusses emerging trends in seamless commerce, use of personal data, and augmented/interactive content. 2) It notes an increase in "vicarious window shopping" and the importance of connecting the consumer journey. 3) Personal data is being used to track individuals' lives and sell customized experiences and products. Concerns around data privacy and education are mentioned. 4) Augmented content involves enhancing TV and other media with extra social media interactions and brand collaborations to create more engaging experiences.

1. Charlyinc notes
Contagious Now,Next, Why
Shoreditch House - 7th December 2011
“SEAMLESS COMMERCE”
Increase in shoppers dropping off
before transaction complete -
Connect the dots for the consumer,never assume anything when planning the user journey
vicarious window shopping
behaviour?
Amazon is very good a 71% of people introduced to a brand offer
developing new processes to through SM click to purchase
enhance seamless commerce
[Just buy this one] - people don’t like
Enrich consumers dwell time too much choice - it brings doubt into
[QkR] - making shopping channels more purchase behaviour
engaging .
Mobile payment systems will rise in
2012, this will be a great addition to Don’t try to be
small businesses hardware flash and too cool, Platforms to work on all devices
try to be right.
Entertain new “toys” but establish Use insights to drive the experience. Remember no one needs
first whether they make the to use you. Be humble and think about what the user actually
experience better before you use needs.
them DRIVE
Emergence of crafted marketing channels - Comms
Delivery Marketing Service
blogger kick backs for sales etc.

2. Charlyinc notes
Contagious Now,Next, Why
Shoreditch House - 7th December 2011
“LIVING DATA”
DIKW model - must keep in
Have smart phones, now seeing
pocket for the “we must collect Data, data everywhere
smart users emerge.
data” “yes but why and what”
discussion.
Tracking our own data to improve of lives, selling a lifestyle via data?
Create a need or act on the need
that already exists - evidence based
->- Personal Data Literacy [Singly] ->- An internet of actions [didthis] buying. Eg [I’m Expecting] GE.
[mydex]
->- Personal Data Literacy
->- Critical non-essentials [daytum] ->- 500M mobile health apps, $1.3 tr spent on healthcare in
US.
Ask the question, what can this add to the business and is
it a +ve. [23andme]
->- Quantified self movement [TicTrac] thelondonhandclinic.com
This data development will be critical within the heath and police departments
around the world
Using Data to learn new habits from others,e.g
->- [zaim] self financial regualation through community runners can track their favourite athletes and
normalisation - ref Nudge. follow their actual pattern of training from
Addictive/promotion/personalised collective diet,sleep to miles running
encouragement.
->- transformic brands - intervention to
Educating consumers on use of data, many encourage self advancement - burnstudios
people still fear technology mainly for how
the data could be used Poster brand

3. Charlyinc notes
Contagious Now,Next, Why
Shoreditch House - 7th December 2011
“AUGMENTED CONTENT”
SM interaction with big TV moments, return Consistently partial concentration on many things is the normal
of the “appointment to view” - Sky+ does state when consuming in-home media. TV+twitter, etc.
not conquer all.
Don’t make new content channels -
Starting to see this already with programs such collaborate/borrow/add.
as million pound drop, viewers able to play live
Viewing possibilities
online
- TV
Extra content -ipad
- Laptop
Use existing tech that it’s in
- Iphone
the living room environment Enhance - Styling tips - Smart Phone
Reduce the retail funnel
->- Brand as an interface - e.g. Heineken *
Unpredicted ways to connect with the player. make it
consumer
“Better with the Brand”
[Starhub] - treasure hunt but ‘awesome’ use of Increase in creativity within brand models
tech. Singapore v tech appr audience. Great use of
co’s products. Use and learn ->- Add value and complement behaviour.
Engaged Audiences
[Pepsi X factor] US sponsor - ->- Sweat your/their assets
morphs FB/Tw but creates a community from the unaquainted who
have a shared passion and need to comment and share. ->- Complement don’t disrupt.
+ve addition to viewer - Bluefin research observes reciprocal benefit
to brand
->- Integrate

4. Charlyinc notes
Contagious Now,Next, Why
Shoreditch House - 7th December 2011
“HACK CULTURE ”
New wave of market research?
Brands as venture capitalists
> Orange and it’s seed fund for Mobile Tech start ups
> Intel & it’s innovation lab - move from Curators
> Burn Energy/Studios and Audiotool Intensive workshop, all staff participating to
bring an idea to life using all teams expertise
Open source software for developers to
recreate apps
Creating the right environment - P&G’s Clay Street
Project. Change in environment to more experimental
XBox Kinect, unexpected use of a tech innovation Serious space often brings new, hugely beneficial opportunities.
change in approach to Hackers - originally wanted to
remain closed. Now, opened their software and Kinect
videos are on You Tube in their thousands.
@pinterest moves this forward,a platform to hack
moodboards for each persona of your life
Position as benefactors of cutting edge technology
Brands need to consider what they are willing to give up and
what will be of most interest to the consumer
[Arduino] feeding the tech crafters -
biggest downfall of the iPhone - you
can’t take the back off. People want to
be in control of their tech again