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.
The document discusses digital trends in 2013 and provides insights into how consumers are using digital technologies. It notes that internet usage has increased across all age groups in the UK, with 76% of British homes now connected. Marketers are advised to focus on creating engaging mobile experiences like apps to interact with constantly connected consumers. Data from social networks and other sources can provide valuable insights about customers, but brands must balance sharing content with avoiding overwhelming users. Omnichannel marketing that provides a seamless experience across channels is an important strategy.
The document discusses how social media has become serious business and an important part of marketing strategy. It notes that the recent political uprisings in Tunisia showed how social media like mobile phones allow information to spread instantly. While some companies simply hire people to manage social media profiles, a real strategy is needed. Organizations will need to define social media policies this year. Examples are given of how companies like KLM and ING are using social media effectively for customer service and marketing by actively engaging on platforms like Twitter and monitoring networks for customer feedback. The challenges for marketers are to understand how to position their organizations for the future in this changing social media landscape.
THE CONSUMER AND ADVERTISING LANDSCAPES IN INDIA EVOLVE QUICKLY AND OMG IS CONSTANTLY THINKING ABOUT HOW TO KEEP UP WITH THAT RATE OF CHANGE IN ORDER TO HELP BUILD BRANDS AND DELIVER GROWTH.
The document discusses best practices for brands establishing themselves as publishers in the current media landscape. It finds that one-third of top global brands have created publishing platforms. There are three main types: core branding sites, content marketing hubs, and sponsored destinations. The most successful platforms use a blend of brand and user-generated content, have a strong visual style and editorial mandate, and engage their communities. The document analyzes various brand publishing platforms and rates them on metrics like audience value and brand value. It provides the example of Virgin's data-driven content strategy improving site engagement through personalized storytelling.
State of influence 2.0 by Brian Solis and TraackrBrian Solis
A groundbreaking report on the state and future of influencer marketing by Brian Solis and Traackr. What if influencer marketing was more than marketing? What if it was about the end-to-end customer or employee experience?
Welcome to a new era of marketing; an era where brands are shaped by the people who experience them. In a world where most consumers are connected, the experiences that they have and share online collectively shape their perceptions, impressions and actions. To a certain extent, all connected consumers are becoming influential in their own ways.
Influence has never been more import- ant. Every year, global communica- tions marketing firm Edelman pub- lishes its “Trust Barometer” report that captures the sentiment of trust in a variety of industries and scenarios. In its 2017 edition1, Edelman learned that the credibility of CEOs was at its lowest level ever. At the same time, the report found that trust in peers, or “a person like yourself,” is as cred- ible a source of information about a company as a technical or academic expert. Without trust, brand market- ing may fall upon skeptical, distrusting or altogether inattentive audiences.
By partnering with the right influenc- ers, or people who tell the right stories in the right context by delivering value at each step, brands can reach people through those they trust while earning trust in the process.
The document discusses digital trends in 2013 and provides insights into how consumers are using digital technologies. It notes that internet usage has increased across all age groups in the UK, with 76% of British homes now connected. Marketers are advised to focus on creating engaging mobile experiences like apps to interact with constantly connected consumers. Data from social networks and other sources can provide valuable insights about customers, but brands must balance sharing content with avoiding overwhelming users. Omnichannel marketing that provides a seamless experience across channels is an important strategy.
The document discusses how social media has become serious business and an important part of marketing strategy. It notes that the recent political uprisings in Tunisia showed how social media like mobile phones allow information to spread instantly. While some companies simply hire people to manage social media profiles, a real strategy is needed. Organizations will need to define social media policies this year. Examples are given of how companies like KLM and ING are using social media effectively for customer service and marketing by actively engaging on platforms like Twitter and monitoring networks for customer feedback. The challenges for marketers are to understand how to position their organizations for the future in this changing social media landscape.
THE CONSUMER AND ADVERTISING LANDSCAPES IN INDIA EVOLVE QUICKLY AND OMG IS CONSTANTLY THINKING ABOUT HOW TO KEEP UP WITH THAT RATE OF CHANGE IN ORDER TO HELP BUILD BRANDS AND DELIVER GROWTH.
The document discusses best practices for brands establishing themselves as publishers in the current media landscape. It finds that one-third of top global brands have created publishing platforms. There are three main types: core branding sites, content marketing hubs, and sponsored destinations. The most successful platforms use a blend of brand and user-generated content, have a strong visual style and editorial mandate, and engage their communities. The document analyzes various brand publishing platforms and rates them on metrics like audience value and brand value. It provides the example of Virgin's data-driven content strategy improving site engagement through personalized storytelling.
State of influence 2.0 by Brian Solis and TraackrBrian Solis
A groundbreaking report on the state and future of influencer marketing by Brian Solis and Traackr. What if influencer marketing was more than marketing? What if it was about the end-to-end customer or employee experience?
Welcome to a new era of marketing; an era where brands are shaped by the people who experience them. In a world where most consumers are connected, the experiences that they have and share online collectively shape their perceptions, impressions and actions. To a certain extent, all connected consumers are becoming influential in their own ways.
Influence has never been more import- ant. Every year, global communica- tions marketing firm Edelman pub- lishes its “Trust Barometer” report that captures the sentiment of trust in a variety of industries and scenarios. In its 2017 edition1, Edelman learned that the credibility of CEOs was at its lowest level ever. At the same time, the report found that trust in peers, or “a person like yourself,” is as cred- ible a source of information about a company as a technical or academic expert. Without trust, brand market- ing may fall upon skeptical, distrusting or altogether inattentive audiences.
By partnering with the right influenc- ers, or people who tell the right stories in the right context by delivering value at each step, brands can reach people through those they trust while earning trust in the process.
My slides from SAScon 2013 on the topic of "Maximising your online reputation" with some tips around how to gain and use insights into social conversations to manage brand reputation online.
Creating truly personal omni-channel customer experiences by Brian Solis and ...Brian Solis
An exclusive ebook written by Brian Solis for SmartFocus. Customers are more connected and more informed than ever. Digital marketers now need an entirely fresh perspective to succeed in a world where customers and prospects experience their brand in multiple ways – online ads, websites, blogs, email, social and more. In retail, the customer journey might also include a visit to a real world store. This eBook, with exclusive video insights from Brian Solis, will explain how to build those journeys and develop an omni-channel marketing strategy by covering topics such as:
What is omni-channel marketing and why is it important?
How to be human and stay tech savvy and the importance of social media
How email marketing is more important than ever
Google: How Brands are Built in the Digital Age #CannesLions #OgilvyCannesOgilvy
This document discusses how brands are built in the digital age. It notes that consumers are looking for brands that engage them around their passions and interests, and are 42% more likely to choose brands that do so over those that just urge them to buy. These purpose-driven consumers are also better customers, more likely to purchase online and provide word-of-mouth promotion. While media platforms may have high usage, that does not necessarily mean they have influence; consumers are more influenced by YouTube than other media. Online video also allows brands to provide an "ownership experience" for potential customers before purchase.
THE ANALYSIS, DESIGN & EVALUATION OF CUSTOMER INTELLIGENCE PLATFORM THAT HEL...ellestyle
Technology will continue to advance and influence peoples’ lives. Innovation has changed how people run their lives, but one thing will never change – the human heart. The great innovation comes from the heart and consumer love innovations that will make their lives convenient, pleasurable, and connected to the world.
It describes the SoLoMo’s usage for marketing across the various industries. It provides deep insight on what SoLoMo is all about and how it is implemented for getting better results than the traditional marketing strategies.
The document outlines 12 trends that will shape digital marketing in 2015. It discusses trends that marketers should prepare for now, such as optimizing image strategies to drive conversion rates higher, opening up APIs and data to allow for faster innovation, and improving mobile commerce experiences. It also discusses longer term trends to start thinking about, such as how sensors will be used in "smart" products, recognizing the value of consumer data, and ensuring automated marketing maintains a human touch. The document provides details and examples for each trend.
The document is an intelligence report from L2 about Instagram. It summarizes that Instagram has experienced explosive growth, achieving 150 million monthly users faster than other major platforms like Facebook and Twitter. While smaller than Facebook, Instagram has much higher user engagement. Prestige brands have increasingly adopted Instagram, with 93% now maintaining a presence. Instagram poses a threat to other visual platforms like Pinterest and Vine due to its larger size and higher user interaction rates. The report evaluates the performance of 249 prestige brands on Instagram and provides recommendations.
Top 10 Digital Trends: How India will hack growth in 2016Avinash Jhangiani
Welcome to the What’s Next Trend Report 2016. Change is the only constant in life. Those who look only to the past or present might miss the future. We therefore hope that you enjoy reading this report and that it inspires you for the year ahead.
At Omnicom Media Group, we’re passionate about the intersections between consumer culture, business practices and the never ending march of technology and media. We believe these intersections are what drives the future.
This report is created by Omnicom Media Group in collaboration with MICA, Ahmedabad.
The document discusses how the COVID-19 pandemic has accelerated the shift to online activities and e-commerce. Several points are made: e-commerce and food delivery have boomed, especially in China after lockdowns; virtual meetings and drinks with friends have become the new normal; companies are helping customers and society in various ways like producing hand sanitizers, explaining apps to parents, and answering children's questions. The crisis may have long-term impacts like increasing divorce rates but will also boost digital adoption and online businesses.
Inside the Driving Forces of Disruptive InnovationMSL
In this short publication, we touch upon, among others, some of our clients’ stories and our perspective on how disruption plays out as a force within markets: the creative process, technology and communications. And to the marketing communications industry, we lay down the gauntlet: disruptive innovation offers us all an opening to embrace the polar shift towards a greater integration combining dissimilar currents into explosive ideas, the chance to help create ever-more meaningful partnerships for our clients, and the prospect of delivering insight-fueled foresight to help companies predict what’s over the horizon.
If you would like to talk to MSLGROUP about how we can support you in your business transformation, please contact Trudi Harris, Chief Communications Officer, trudi.harris@mslgroup.com
Attention is a Currency, We Earn It and We Spend It - Here's How to Engage ItBrian Solis
Attention is a Currency: We earn it, we spend it, and sometimes we lose it. Why now is the time to invest in digital experiences that matter.
LinkedIn has teamed up with best-selling author Brian Solis and cartoonist extraordinaire Hugh Macleod of GapingVoid Culture Design Group for an exclusive eBook for marketers that takes a fun and unique approach to storytelling.
Fasten your marketing seatbelts for a story told through one-of-a-kind visuals and expert insights that will enlighten and delight while addressing one of the biggest challenges facing marketers today; how to earn and retain attention through remarkable content.
Download this new eBook to learn:
How to break through internet clutter and keep your audience from drowning in a sea of content mediocrity.
The definition of true engagement and what to do with someone’s attention once you have it.
Why every touch point matters and how to deliver value at every stage of the buyer’s journey.
How to pull this all together into a winning content marketing strategy.
The End of Business as Usual Rewire the Way You Work to Succeed in the Consum...Brian Solis
The End of Business as Usual by Brian Solis is available on GetAbstract for those who need the key takeaways but don't have the time to read the entire book.
Takeaways:
The digital revolution is radically transformative for businesses. These changes are not just technological. They directly affect consumer behavior. Companies that cannot adapt to these changes face obsolescence. Businesses used to define their brands. Today, “connected consumers” define them. Companies must connect with consumers on a personal basis. They must treat consumers as valued partners, not just as sales targets.
To build relationships and win sales, companies need to create satisfying experiences for their connected consumers. The way people connect online activates distribution chains that rival any broadcast network. To earn the trust of connected customers, businesses must engage them online in a positive way. You must appeal to customers’ emotions. Through such engagement, businesses stay relevant and build a robust future.
What You Will Learn
1) What strategies will help you exploit the nature, extent and impact of the digital revolution; 2) What influence “connected consumers” wield; and 3) How organizations can engage them effectively.
Digital marketing trends: Top consumer trends and new Brand Engagement Rules Ioana Barbu
What makes consumers react and shop today, in a more and more digital world? Here are 5 top trends you need to follow in order to make sure you engage with your audience they way they need and expect you to.
The document discusses the new digital media ecosystem. It notes that boundaries between content, technology, and business are fading as platforms and algorithms distribute information. Some key aspects of the new ecosystem include:
- Mobile access is increasingly dominant, with many media sites now receiving more traffic from phones than computers.
- Social media has become a major source of traffic and way people share information.
- Information is consumed more as a continuous flow across various platforms rather than discrete products or articles.
- Digital platforms like Facebook and Google are playing a larger role in how information is distributed, challenging traditional media business models.
- Some new "customer media" sites have adapted well by putting users first, using data analytics, and focusing on
Digital Influence: Social Capital, Social Currency and Personal BrandingBrian Solis
My presentation from Lift in Geneva - Explores the undercurrent of social economics, namely social currency and social capital. As we’re seeing with services such as Klout and PeerIndex, our stature in the social web is based on our actions and words. Essentially, your “balance sheet” is available for anyone with a web browser to review, assess, and analyze.
More here: http://www.briansolis.com/2010/12/a-conversation-about-you-social-currency-and-social-capital/
Harnessing Social and Mobile to Court the Digital ConsumerCognizant
1) The document discusses how social media and mobile devices have changed consumer behavior and expectations. Consumers now research products, share opinions, and make purchases across multiple digital channels.
2) A study of 1450 consumers found that they use smartphones and social media extensively in their purchase journeys, from discovery to post-purchase. Nearly half use social media to research products and listen to other consumers' experiences.
3) Brands must adapt to this new digital landscape by engaging consumers across social media, mobile apps, and websites. They need to provide an integrated online and in-store shopping experience to meet evolving consumer demands.
Iot & Digital Signage: The invisible Elephant in the roomviewneo
White Paper: Contents
1. We are undergoing a significant transformation
1.1. Online and offline worlds are growing closer together
1.2. An insight into the consumers of the future: Millennials
2. What happens when IoT meets Digital Signage?
2.1. Digital signage meets Big Data
2.1. Event Driven Content & Content Driven Events
3. Digital Signage: smarter through IFTTT
4. How the Internet of Things will change Digital Signage
The document provides guidance on developing "world-bettering communications" by using creativity and compassion. It discusses the intersection between creativity and compassion as the "g-spot" for good communication. Various behavioral psychology principles and case studies are presented to inspire creative ideas that add value to people's lives, such as comparing energy use to motivate conservation, personalizing stories to increase donations, and turning difficult tasks into games to encourage positive behaviors. The document advocates understanding people's needs and challenges to develop communications that simplify lives and challenge conventions.
My slides from SAScon 2013 on the topic of "Maximising your online reputation" with some tips around how to gain and use insights into social conversations to manage brand reputation online.
Creating truly personal omni-channel customer experiences by Brian Solis and ...Brian Solis
An exclusive ebook written by Brian Solis for SmartFocus. Customers are more connected and more informed than ever. Digital marketers now need an entirely fresh perspective to succeed in a world where customers and prospects experience their brand in multiple ways – online ads, websites, blogs, email, social and more. In retail, the customer journey might also include a visit to a real world store. This eBook, with exclusive video insights from Brian Solis, will explain how to build those journeys and develop an omni-channel marketing strategy by covering topics such as:
What is omni-channel marketing and why is it important?
How to be human and stay tech savvy and the importance of social media
How email marketing is more important than ever
Google: How Brands are Built in the Digital Age #CannesLions #OgilvyCannesOgilvy
This document discusses how brands are built in the digital age. It notes that consumers are looking for brands that engage them around their passions and interests, and are 42% more likely to choose brands that do so over those that just urge them to buy. These purpose-driven consumers are also better customers, more likely to purchase online and provide word-of-mouth promotion. While media platforms may have high usage, that does not necessarily mean they have influence; consumers are more influenced by YouTube than other media. Online video also allows brands to provide an "ownership experience" for potential customers before purchase.
THE ANALYSIS, DESIGN & EVALUATION OF CUSTOMER INTELLIGENCE PLATFORM THAT HEL...ellestyle
Technology will continue to advance and influence peoples’ lives. Innovation has changed how people run their lives, but one thing will never change – the human heart. The great innovation comes from the heart and consumer love innovations that will make their lives convenient, pleasurable, and connected to the world.
It describes the SoLoMo’s usage for marketing across the various industries. It provides deep insight on what SoLoMo is all about and how it is implemented for getting better results than the traditional marketing strategies.
The document outlines 12 trends that will shape digital marketing in 2015. It discusses trends that marketers should prepare for now, such as optimizing image strategies to drive conversion rates higher, opening up APIs and data to allow for faster innovation, and improving mobile commerce experiences. It also discusses longer term trends to start thinking about, such as how sensors will be used in "smart" products, recognizing the value of consumer data, and ensuring automated marketing maintains a human touch. The document provides details and examples for each trend.
The document is an intelligence report from L2 about Instagram. It summarizes that Instagram has experienced explosive growth, achieving 150 million monthly users faster than other major platforms like Facebook and Twitter. While smaller than Facebook, Instagram has much higher user engagement. Prestige brands have increasingly adopted Instagram, with 93% now maintaining a presence. Instagram poses a threat to other visual platforms like Pinterest and Vine due to its larger size and higher user interaction rates. The report evaluates the performance of 249 prestige brands on Instagram and provides recommendations.
Top 10 Digital Trends: How India will hack growth in 2016Avinash Jhangiani
Welcome to the What’s Next Trend Report 2016. Change is the only constant in life. Those who look only to the past or present might miss the future. We therefore hope that you enjoy reading this report and that it inspires you for the year ahead.
At Omnicom Media Group, we’re passionate about the intersections between consumer culture, business practices and the never ending march of technology and media. We believe these intersections are what drives the future.
This report is created by Omnicom Media Group in collaboration with MICA, Ahmedabad.
The document discusses how the COVID-19 pandemic has accelerated the shift to online activities and e-commerce. Several points are made: e-commerce and food delivery have boomed, especially in China after lockdowns; virtual meetings and drinks with friends have become the new normal; companies are helping customers and society in various ways like producing hand sanitizers, explaining apps to parents, and answering children's questions. The crisis may have long-term impacts like increasing divorce rates but will also boost digital adoption and online businesses.
Inside the Driving Forces of Disruptive InnovationMSL
In this short publication, we touch upon, among others, some of our clients’ stories and our perspective on how disruption plays out as a force within markets: the creative process, technology and communications. And to the marketing communications industry, we lay down the gauntlet: disruptive innovation offers us all an opening to embrace the polar shift towards a greater integration combining dissimilar currents into explosive ideas, the chance to help create ever-more meaningful partnerships for our clients, and the prospect of delivering insight-fueled foresight to help companies predict what’s over the horizon.
If you would like to talk to MSLGROUP about how we can support you in your business transformation, please contact Trudi Harris, Chief Communications Officer, trudi.harris@mslgroup.com
Attention is a Currency, We Earn It and We Spend It - Here's How to Engage ItBrian Solis
Attention is a Currency: We earn it, we spend it, and sometimes we lose it. Why now is the time to invest in digital experiences that matter.
LinkedIn has teamed up with best-selling author Brian Solis and cartoonist extraordinaire Hugh Macleod of GapingVoid Culture Design Group for an exclusive eBook for marketers that takes a fun and unique approach to storytelling.
Fasten your marketing seatbelts for a story told through one-of-a-kind visuals and expert insights that will enlighten and delight while addressing one of the biggest challenges facing marketers today; how to earn and retain attention through remarkable content.
Download this new eBook to learn:
How to break through internet clutter and keep your audience from drowning in a sea of content mediocrity.
The definition of true engagement and what to do with someone’s attention once you have it.
Why every touch point matters and how to deliver value at every stage of the buyer’s journey.
How to pull this all together into a winning content marketing strategy.
The End of Business as Usual Rewire the Way You Work to Succeed in the Consum...Brian Solis
The End of Business as Usual by Brian Solis is available on GetAbstract for those who need the key takeaways but don't have the time to read the entire book.
Takeaways:
The digital revolution is radically transformative for businesses. These changes are not just technological. They directly affect consumer behavior. Companies that cannot adapt to these changes face obsolescence. Businesses used to define their brands. Today, “connected consumers” define them. Companies must connect with consumers on a personal basis. They must treat consumers as valued partners, not just as sales targets.
To build relationships and win sales, companies need to create satisfying experiences for their connected consumers. The way people connect online activates distribution chains that rival any broadcast network. To earn the trust of connected customers, businesses must engage them online in a positive way. You must appeal to customers’ emotions. Through such engagement, businesses stay relevant and build a robust future.
What You Will Learn
1) What strategies will help you exploit the nature, extent and impact of the digital revolution; 2) What influence “connected consumers” wield; and 3) How organizations can engage them effectively.
Digital marketing trends: Top consumer trends and new Brand Engagement Rules Ioana Barbu
What makes consumers react and shop today, in a more and more digital world? Here are 5 top trends you need to follow in order to make sure you engage with your audience they way they need and expect you to.
The document discusses the new digital media ecosystem. It notes that boundaries between content, technology, and business are fading as platforms and algorithms distribute information. Some key aspects of the new ecosystem include:
- Mobile access is increasingly dominant, with many media sites now receiving more traffic from phones than computers.
- Social media has become a major source of traffic and way people share information.
- Information is consumed more as a continuous flow across various platforms rather than discrete products or articles.
- Digital platforms like Facebook and Google are playing a larger role in how information is distributed, challenging traditional media business models.
- Some new "customer media" sites have adapted well by putting users first, using data analytics, and focusing on
Digital Influence: Social Capital, Social Currency and Personal BrandingBrian Solis
My presentation from Lift in Geneva - Explores the undercurrent of social economics, namely social currency and social capital. As we’re seeing with services such as Klout and PeerIndex, our stature in the social web is based on our actions and words. Essentially, your “balance sheet” is available for anyone with a web browser to review, assess, and analyze.
More here: http://www.briansolis.com/2010/12/a-conversation-about-you-social-currency-and-social-capital/
Harnessing Social and Mobile to Court the Digital ConsumerCognizant
1) The document discusses how social media and mobile devices have changed consumer behavior and expectations. Consumers now research products, share opinions, and make purchases across multiple digital channels.
2) A study of 1450 consumers found that they use smartphones and social media extensively in their purchase journeys, from discovery to post-purchase. Nearly half use social media to research products and listen to other consumers' experiences.
3) Brands must adapt to this new digital landscape by engaging consumers across social media, mobile apps, and websites. They need to provide an integrated online and in-store shopping experience to meet evolving consumer demands.
Iot & Digital Signage: The invisible Elephant in the roomviewneo
White Paper: Contents
1. We are undergoing a significant transformation
1.1. Online and offline worlds are growing closer together
1.2. An insight into the consumers of the future: Millennials
2. What happens when IoT meets Digital Signage?
2.1. Digital signage meets Big Data
2.1. Event Driven Content & Content Driven Events
3. Digital Signage: smarter through IFTTT
4. How the Internet of Things will change Digital Signage
The document provides guidance on developing "world-bettering communications" by using creativity and compassion. It discusses the intersection between creativity and compassion as the "g-spot" for good communication. Various behavioral psychology principles and case studies are presented to inspire creative ideas that add value to people's lives, such as comparing energy use to motivate conservation, personalizing stories to increase donations, and turning difficult tasks into games to encourage positive behaviors. The document advocates understanding people's needs and challenges to develop communications that simplify lives and challenge conventions.
In 48 hours, 3000 people in 120 cities worked in random groups to develop service concepts inspired by a shared theme, using design thinking techniques. Each group had 48 hours to conduct user research, ideate concepts, and refine ideas into deliverables. Though there were challenges with fatigue, friendly competition and cooperation led to over 500 projects being created across the cities to explore innovative solutions.
The document describes the career experiences and passions of an individual. They grew up feeling isolated but later discovered their passion for observing human behavior and interactions. This led them to explore various professional directions involving accounting, finance, branding, and entrepreneurship. Some of their projects involved helping brands understand consumers and resolving tensions. They have also utilized creative tools and strategies to help people with various needs and create new concepts. They enjoy sharing their knowledge with others through facilitation and workshops.
Finding the New Business As Usual
Abstract:
SEB, one of Sweden’s largest banks and Transformator Design collaborate with the mission to make SEB a true customer centric organisation. Since we began working together three years ago, several successful service improvements have made, the management aware of the potential of service design as a key success factor. This led to a closer collaboration in customer centric service and business development, capacity buildning and governance. The presentation is about how SEB are making progress by using service design methods for services as well as organisational developement.The message is the common insight that SEB is not trying to work in an unusual way, it is SEB finding their new business as usual, by involving customers and employees in a structured way.
Innovation:
The innovative parts of our proposal addresses the fact that becoming customer centric for real isn’t a quick fix. True customer insights, courage and endurance are key success factors, in changing mindset and building new capacity of the organisation. It is about SEB finding out that service design is not a method, but an approach to a new way of thinking, acting and working. It is also about finding out that new capabilities have to be encouraged and new ways of working have to be established. Service design provides the tools for all this. The design methods are used both when developing services and when changning mindsets in a continuous way of working in close collaboration.
Geert Christiaansen/Royal Philips - Towards a collaborative approach to integ...Service Design Network
Towards a collaborative approach to integrated solutions
Abstract:
A short overview of 90 years of history of Design in Royal Philips, explaining the changing role of Design in a big corporate company. Next I would like to focus on the role Design plays in innovation and strategy, explain our current way of working, some of the tools we use and the competences we need to develop in our design community. All explained using pictures from current innovation projects. I want to conclude with a video which explains the added value of Design in renewing an Emergency Department at the Florida Hospital.
Impact of 3D printing on Service Design
Abstract:
3D printing will change and enable all sorts of things we cannot do or foresee today. One can for instance think about how the duration of ‘productizing services’ can now match the duration of ‘servitizing products’. The key will be to not just philosophy on this but hands-on experience and iterate to discover where 3D printing will bring us. To do so Merijn will give a short introduction on Ultimaker and 3D printing developments in general. Hereafter he will share the design challenges Ultimaker is facing and the overall plan how to approach them. He will conclude with his personal vision on how 3D printing capabilities can change the way how we design product-service systems in the future.
Innovation:
3D printing will change and enable all sorts of things we cannot do or foresee today. One can for instance think about how the duration of ‘productizing services’ can now match the duration of ‘servitizing products’.
Service Design & Agile are engaged!
Abstract:
Using tangible examples I’ll illustrate how the holistic and iterative nature of service design is a great fit for agile development in digital service development. As companies are moving from release cycles to continuous development, this cyclical way of working lends itself very well for an ongoing focus on the omni-channel experience rather than the more classic serial approach of research, journey mapping, design and delivery. I’ll discuss how service design is maturing from a more analytical ‘up-front’ role to an ongoing and integral role for managing the end-to-end customer experience in agile service development. Using visual examples of deliverable and proces I am hoping to add a practical and successful realisation case to the conference.
Innovation:
In this PostNL case (won the Dutch Interactive Award in ‘Service’) we’ve developed a model for how service design techniques are best applied in a cyclic agile development setup following principles of ‘lean startup’. This includes familiar examples of journey maps, service blueprints, etc.. but now with a focus on how that is used to inform agile development on an ongoing basis. Secondly I’ll cover a model for end-user involvement throughout the design proces and even the valuable role of service design after launch of the service when focus is often shifting from experience design to design optimisation, adding continuous qualitative customer feedback to quantitative analytics. There is a crucial role for service design to ensure optimisation and newly emerging needs are both covered within an agile setup.
Multiple-channel business model
Bridging service innovation in China
Abstract:
Since the 1960s, design has shifted from manufacturing, market, and now to a customer-focused era. We have undergone the Industrial Age and the Information Age, and now are at the “Smart Age”. In western worlds, these three ages were iterated one after another. However in China, this evolution
was accelerated by “joint innovation”. In this intersected age, neither just having online nor offline model can fix the issues that we have in user experience and service. With this, we witness service design with multiple-channel business model emerging in front of people’s eyesight.
Innovation:
At this great SDN event, Cathy and Xue will provide a glimpse of the unique characteristics of service innovation process in china for guests from all parts of the world through interaction and co-creation. With their 13 years of abundant project experience, they hold a deep interpretation and sharp sense of connections and challenges among industries. Additionally, they have gained a wealth of insight on trends and road paths in China while rubbing shoulders with many industry leaders. No doubt their sharing will amaze the audience and ignite a round of heated discussion.
Paul Mutsaers & Anna-Louisa Peeters - Making in-house service design the new...Service Design Network
Making in-house service design the new standard
7 Learnings to get there!
Abstract:
How to become the most customer centric bank in the Netherlands? To meet that challenge Rabobank has moved to service design in-house, underlining our vision that customer experience is vital to achieve competitive advantage. The journey has been both challenging and rewarding. We’ve learned a lot along the way: such as the fruitfulness of structural collaboration between service designers and customer journey managers to drive the change towards customer centricity. In this session, Paul Mutsaers (Customer Journey Manager) and Anna-Louisa Peeters (Service Designer) will share Rabobank’s 7 key learnings in their journey towards a successful service design practice that is embedded in this major financial institution.
Innovation:
One aspect that really sets us apart in how we work is that we link every service designer to a customer journey manager, who is the project sponsor. They operate as a mutually reinforcing duo in improving customer experience, ranging from small adjustments to large innovations. The designer provides research, creative facilitation and design expertise, and the customer journey manager ensures that all relevant stakeholders are involved from start to finish. This unique collaboration has proven to be very successful, for example to create support for the service design project results within our large organization and ensuring the designs get realized. This is certainly interesting for other companies to experiment with.
This document proposes a strategic blueprint to rekindle appreciation for Indonesian cuisine by addressing challenges facing its agriculture and social status. It notes Indonesian food's rich diversity but declining influence due to modernization. The blueprint calls for uniting producers, consumers, businesses and cultural/technological interpreters to collaboratively discover local ingredients and traditions, develop sustainable supply chains and healthier options, and disseminate this new vision of Indonesian food as improving lives. By committing all actors to work interdependently using the discover-develop-disseminate framework, the blueprint believes the initial challenges can start being addressed.
We Are Here
Designer as Map Maker
Abstract:
Humans have always made maps; to tell us where we are, to show us how to get somewhere we want to go, to understand the bigger context. More and more, designers are creating maps for these reasons, and others. We make maps to draw insight, catalyze ideas, to get on the same page, and as tools for understanding complex experiences and processes. We make customer journey maps, empathy maps, mental models, experience maps and strategy roadmaps. What’s next for these tools? How will they evolve? What cartography capabilities do we need to develop as practitioners? What makes a map useful? Let’s talk about maps, baby!
Innovation:
As we look to the future of designers responding to increasingly wicked and messy problems. Service designers are at the forefront of this. We need to understand the evolution of design tools in context and the reasons for the changes. Why so many maps in service design? It matters because it helps to take a step back and survey where we have come from and where we are going in terms of the methods we use and how we as designers respond to change. Maps are a pure form of sensemaking. This is in our past and is undoubtedly in our future as a discipline. My research takes a detailed look at design maps and their evolution.
Service Branding
Designing for distinction
Abstract:
Designing human-centric is a wonderful thing, but leads in similar situation to similar results. However, especially large scale services need to be distinct to stick out in the competitor field. This presentation features a framework and applied case studies on Service Branding – how to create a signature experience through the process of combining service design and branding – leaving customers with a unique story they can experience first-hand.
Innovation:
Uniting two different fields that are closely related but yet in practical terms are rarely collaborating: The field of marketing communication and branding with a need for image, differentiation and preference („shaping expectation“), and the field of service design and human centered design with a need for utility, usefulness and desirability („shaping experiences“). In this unique combination, Service Design and its methods become even more relevant in a broader business context.
This document outlines the evolution of service design from 1995 to present day. It begins with early projects and exhibitions in 1995 and the first formal definition of service design in 2003 focusing on the customer perspective. Methods and tools were developed throughout the 2000s. In the 2010s, demand grew for in-house service design teams within organizations and for measuring the impact of service design projects. The document envisions continued growth in specialized sector knowledge, differentiated capabilities within service design, and the establishment of in-house innovation labs.
Death, denial and debt.
Why services need Closure Experiences.
Abstract:
We are good at creating service experiences at the beginning of the customer life-cycle, but terrible at creating a coherent, neutralised endings. This presentation argues that we have lost touch with ‘closure’ over recent generations and are in a state of denial. The argument is established through historic changes in society, evidence from academia, and our changing relationship with death. Further examples go into details from product, service and digital sectors as well as our wider society. The presentation delves into the design industry with a focus on services and what closure means in this context. It offers an alternative point of view, that embeds closure in the customer lifecycle and shows how it can bring wide reaching benefits for the entire user experience.
Innovation:
The services industry is awash with bad endings. • A surprising amount of old people are getting their first tattoo. Fearful someone will bring them back to life.
• 1 in 4 UK pensions are going missing according to the charity, Age Concern. Lost in decades of mis-management, letters, mergers and acquisitions.
• How big a party should £84k get you? After repaying £284k on a £200k mortgage, I might expect a bit more than a cold letter to say thanks? This is a wide cultural problem. Impacting the consumer and businesses in the service industry. Revealed in issues such as mis-selling of financial services, climate change, and erosion of personal reputations online. Closure Experiences is a critical factor in improving responsibility, thinking long term and increasing quality.
Living Prototypes
Fabricating Shared Experiences
Abstract:
Empathy is a type of thinking that makes us more helpful and generous in our encounters. But how can the design team, the client, and the user share a single, subjective experience? In this workshop we will be stretching the limits of prototyping. Storyboards, scenarios, sketches, and videos are helpful tools used to communicate the different elements of an experience, but they position the designer as passive. Using a range of multi-sensorial tools, participants will not be observers of an experience, but will be active co-explorers. Although these ideas are not new within the design community, we believe they have fallen out of focus. Experiential prototyping is not inherent in “design thinking,” but in what we see as “design action.”
Innovation:
Designing immersive, multi-sensorial experiences is no longer just for the benefit of end users. Experiences are a complex and subjective phenomenon—they go beyond the senses, and are influenced by a range of contextual factors like a person’s social circumstances, schedule, environment, perceptions, values, and more. Prototyping an experience can help designers, users, and clients explore and communicate what it is like to engage with the product, space, or system being designed. If designers and clients can share in these experiences, they are more likely to understand the issues and needs of their user.
Michel Jansen & Esther van der Hoorn - Challenges and opportunities for servi...Service Design Network
Challenges and opportunities for service design in organisations shifting to agile
Abstract:
To keep up with the ever faster rate of change in the world, more and more companies are adopting agile ways of working. For service designers working in organisations that are shifting in this direction, this presents opportunities, but also challenges. What is the role of service design in an agile organisation and how can it provide the most value? Which methods work well and which need to be adapted? And what tools and techniques can help facilitate collaboration and co-creation? During this interactive workshop, we will take an in-depth look at these emerging issues and opportunities. The presenters will share their own experiences, problems and solutions and attendees are invited to do the same, so we can jointly identify patterns, discuss solutions and learn from experiences.
Innovation:
With service design becoming increasingly part of the “business as usual” of organisations, it’s also becoming more important to integrate it with the practices of the rest of the business. An ongoing trend is a shift to more bottom-up and agile ways of working. This opens up great opportunities for designers, as it makes it easier to respond to customer insights, but it also presents new challenges. At Aegon, we started this shift over a year ago and have learned a lot along the way. We’ll share our experiences and solutions and:
* How we combine traditional methods with iterative working
* How we approached the transition (traditional & agile working side by side)
* How we direct insights to teams that need them, using dashboards etc. to encourage serendipity
* What we haven’t solved yet
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
Consumers, context, and a future for communications planningJames Caig
This document discusses the changing communications landscape and opportunities for communications planning agencies. It notes that while technological changes are rapid, human motivations remain constant. To thrive, communications planning must innovate in how it engages clients and matches insights about consumer needs and behaviors with flexible marketing approaches. By understanding context and focusing on utility rather than just selling what brands want, communications planning could lead brands successfully into the future by helping people get what they want.
Esteban Kolsky outlines a five-step plan for businesses to implement a customer-to-business (C2B) model in response to the fundamental shift in how customers communicate and influence businesses through social media. The old "inside-out" model of businesses controlling messaging is being replaced by an "outside-in" model where customers communicate among themselves more quickly than businesses can internally. The five steps are: 1) establish clear social media governance and ownership, 2) cross-pollinate social insights across business functions, 3) create a single source of social data, 4) build a social media P&L, and 5) engage customers to co-create and co-market virally. Implementing C
New lessons on building the consumer products brand experience. For CP companies, time, technology, changing consumer lifestyles, as well as disruptive competitors, are creating new opportunities beyond the traditional.
IBM Executive Report - New lessons on building the consumer products brand ex...Susanna Harper
Are consumer products (CP) companies about to have their Hollywood moment? Studios traditionally have been dream factories for consumers in a linear supply chain consisting of theaters and retail. But the combination of digital technology and Millennials has radically altered the entertainment industry. To reach increasingly empowered consumers, Hollywood is now a content creator at the center of a digital ecosystem, with business models that range from retail to direct-to-consumer. Similarly, for CP companies, time, technology, changing consumer lifestyles, as well as disruptive competitors, are creating new opportunities beyond the traditional. To take advantage, they must use digital technologies and secure the broadest possible ecosystem of business partners to create compelling brand experiences, drive purchase behavior and create unbreakable bonds with consumers.
The document discusses the shift from paid (bought) media to owned and earned media for brands. It introduces the concepts of bought, owned, and earned media, with bought being paid advertising, owned being content and platforms controlled by the brand, and earned being user-generated conversations. It argues that brands should allocate more resources to developing owned and earned media through useful content and communities in order to build advocacy. Examples are given of how brands like Best Buy and Starbucks have successfully utilized owned and earned strategies to drive engagement and sales. Developing a long-term digital platform requires investment in content, conversations, and communities to facilitate sharing and discussion.
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
This document discusses emerging trends in communications and marketing. It is divided into 8 sections that each explore a trend in more depth. Some of the key trends discussed include:
- Brands will need to establish social relevance through purpose-driven communications and humanitarian initiatives to attract customers and talent.
- Consumers will gain more insights into their own data and behaviors through wearable devices and data aggregation platforms and will make more data-driven choices.
- Video content will continue to rise in popularity and importance across websites, apps and social media as attention spans decrease.
- The sharing economy will continue to grow and disrupt traditional models in various industries like transportation, hospitality and finance through companies like Uber and AirBnB.
A general report that looks at the communication and marketing trends happening in the market. Report covers both technology factors and consumer trends, and how these two areas are converging like never before.
The document discusses how the role of the CMO has changed significantly over the past two decades due to technological advances. It notes that consumers now consume media across various platforms simultaneously and expect more sophisticated and personalized experiences. The document provides a glimpse of what marketing and advertising may look like in 2015, noting that digital spending will increase substantially, content will be more niche-focused, and data and personalization will be even more important. It predicts that mobile payments and shopping will become the norm, with brands needing to focus on opt-in engagement, localization, and real-time optimization to succeed.
The document discusses how brands have lost control over their messaging as customers now have more ways to directly interact with and discuss brands through social media. It argues marketers must embrace this change and find ways to empower brand advocates and influence discussions in a positive way rather than trying to directly control conversations. Examples are given of companies like Ace Hardware and Procter & Gamble that have found success by allowing more customer input and responding transparently in real time on social media.
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.
The following whitepaper from IBM which throws more light on how digital marketers are leveraging technological tools to engage better with today’s digitally empowered customers.
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
Persuasion Along the Path to Purchase: Engaging Consumers in the Age of Digit...Saddle Ranch Digital
This document discusses how digital out-of-home (DOOH) media can be used to engage consumers along their path to purchase. It defines consumer engagement and outlines its importance in today's digital landscape. The document then discusses five key elements of effective consumer engagement strategies using DOOH media: knowing your audience well, creating an engaging experience, adding value, making emotional connections, and building loyalty through curiosity. It also provides guidance on how to build a winning engagement strategy using geo-targeting and transmedia approaches, and how to maximize return on investment through achieving objectives and enhancing consumer experience and engagement.
Every six months, SapientNitro's Research & Insights team identifies a set of digital trends shaping the marketing landscape.
This is the public version of these trends, which are shared with clients and our 11,000 employees.
From native advertising to shopping-in-increments, this presentation reveals key consumer behavior trends shaping the marketing landscape for Fortune 500 companies.
Similar to Mary Meeker, we attempt to highlight the current state, and point towards a vision of the future.
If you'd like to talk more about these and other insights, feel free to reach out to Hilding Anderson on twitter or LinkedIn.
Thank you.
Rx For Agencies Suffereing From Digital, Direct, PR, And Social Media Confusi...Clive Maclean
The document discusses the rise of social media and its impact on marketing. It suggests agencies need to shift from traditional silos to a new "person-to-person" approach that integrates direct marketing, digital, social media and data analytics skills. Several large companies are seeking agencies with this integrated customer relationship marketing capability. The new model focuses on cultivating genuine dialogue and motivating customers to share brands with their personal networks.
The document discusses how the digital world is changing how brands market themselves and connect with consumers. It notes that consumers now spend more time interacting with brands across social media, mobile apps, and owned digital channels than traditional media. It advocates that brands should engage consumers through interactive content on owned channels, distribute that content through social and mobile media, and reach broader audiences with paid media to build an effective brand ecosystem. It provides Smirnoff as an example of a brand that successfully implemented this approach.
Success in the "Pull Economy" means understanding that a number of significant business principles have changed. In a hyper connected world information flows much faster and more freely. Organisations as a result are subjected to a growing level of collective intelligence and value creation from outside the company's walls brought on by the increased collaboration of customer/consumers, consumers, employees and suppliers in what is now a much larger ecosystem of data, conversation, innovation and participation. There needs to be a knowledge framework to help companies manage this transformational change and maximise as much value from it in a way that benefits the business and the customer/consumer.
Similar to Face of Today's Consumer: 2010 Trend Review (20)
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
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Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
FIA officials brutally tortured innocent and snatched 200 Bitcoins of worth 4...jamalseoexpert1978
Farman Ayaz Khattak and Ehtesham Matloob are government officials in CTW Counter terrorism wing Islamabad, in Federal Investigation Agency FIA Headquarters. CTW and FIA kidnapped crypto currency owner from Islamabad and snatched 200 Bitcoins those worth of 4 billion rupees in Pakistan currency. There is not Cryptocurrency Regulations in Pakistan & CTW is official dacoit and stealing digital assets from the innocent crypto holders and making fake cases of terrorism to keep them silent.
How to Implement a Real Estate CRM SoftwareSalesTown
To implement a CRM for real estate, set clear goals, choose a CRM with key real estate features, and customize it to your needs. Migrate your data, train your team, and use automation to save time. Monitor performance, ensure data security, and use the CRM to enhance marketing. Regularly check its effectiveness to improve your business.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
1. The face of today’s consumer And how the shift in their behavior demand business to modify the way we work
2. what they say The next 5 years will hold more change for the advertising industry than the previous 50 did. Increasingly empowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked. Business may get squeezed unless they can successfully implement consumer, business model and business design innovation. IBM Global Business Services - 2009 Conventional media which used to be really close to us, is now competing with new media with digital base and relying on internet social power. Facebook grows nearly 700% compared to last year, Twitter grows 3700% from 2008. Internet penetration in Indonesia is now 17%, with 30% of them spending more than 2 hours a day on the internet. That’s three times more than Singapore’s population. Numbers based on Nielsen News – December 2009
3. The way people behave and interact are the key driver of this shift the concept of friendship instant (and overwhelming) information business are no longer the lawmaker New social network push boundaries of interaction. Whereas social networking used to be defined as “warm bodies” or physical interaction, nowadays it extend to cyber interaction and online mass minglers that close the boundary of space and intensify diversity Full fledged field research, libraries and 1000 pages dictionary is so last century. People nowadays can get information they need within seconds-and most of the time even more than they need!. With the ease of social interaction and information gathering-consumer becoming more informed thus have bigger control over what they buy and where they buy it from.
4. We call them “Generation C” A massive movement of younger generation that are increasingly have control over what they buy, why they buy and where they buy it from (long gone the days of business bullying consumer through TV ads) through utilization of various real time information sources. They expect the brand to have “content”, not just through stories and images behind the brand but also consumer generated content - they expect business to help them tell their “status stories” to the world. They define what we do, and they do it themselves. Content. Control. Celebrity
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6. Brand is an investment in consumer’s heart. To invest, first thing needed is trust "Recommendations by personal acquaintances and opinions posted by consumers online are the most trusted forms of advertising globally. The Nielsen survey shows that 90% of online consumers worldwide trust recommendations from people they know, while 70% trust consumer opinions posted online. " Nielsen Publication – August 2009 REVIEWING IS THE NEW ADVERTISING! businesses have to understand and accept that consumers’ decision making processes, which ultimately come down to whether they will buy from you or from someone else, have truly shifted to a new, powerful peer-to-peer arena. control
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8. Transparency triumph on the go: What does Chief Blogger, Director of Digital Care, and Corporate Twitterers do?
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11. Crowdsource on the go: various applications Flashmob is a large group of people organized via social media or viral emails who assemble suddenly in a public space, perform an unusual action for a brief time, then quickly disperse. One of the notable flashmob is frozen grand central, where around 200 people froze in place at the same exact second for five minutes in Grand central, New York. Imagine the viral power of this! Ideasculture, an Australian creative firm puts creative thinkers around the globe to work via twitter to solve’s client problem by the next morning. The firm post a “challenge” via twitter and people can post the solution for money rewards. Time to start thinking in 140 characters! ;) MyFootballClub aim to buy professional football club through crowdsourcing. Consumer can register and commit to pay GBP 35 as soon as 50,000 people joined. This will create a purchase fund of GBP 1,375,000 plus GBP 375,000 for staffing and running MyFootballClub b2c is no longer enough – nowadays we need b2c2b!
12. Investment attractiveness pertains as long as it’s relevant and respond to ever changing investor’s need Business are required to stay ahead of change. The key is to create experience, relationship and products that continually evolve in response to consumer dynamics. Brand story is also essential – and it’s not just about how the brand communicate but also about how a product can help communicate story of its consumers control content
13. To fuel the experience, business needs to be clear, generous and flexible CLEAR Talking in consumer’s language. Native language is one, but to talk in terms that are most familiar with them is a different thing. Learn to “speak” online-show them you know what they’re excited about!. GENEROUS Storytelling, another holy grail in the wonderful world of marketing. But how about companies no longer inudating consumer with their “brand stories”, but instead helping consumer tell a story to another consumer. Thus, a consumer “social currency” would yield a “social dividend” from their purchase of a product. FLEXIBLE Consumer would only involve themselves on things that are relevant to them. A product experience and communication need to keep up with the pace of consumer dynamics - more specifically, consumer nowadays who thinks that 24 hours is not enough and expect products to fulfill various needs in one go!
14. 24 hours is not enough: the consumer experience Less than half of consumers across 17 countries are satisfied with their work-life balance. Various commitments and demands from work and personal/family life have contributed to the feeling of time-deprivation. People are looking for speed and convenience and anything that allows them to feel more in control of time Data Monitor – August 2009 28 percent of June 2009 shoppers describe themselves as "preferring to spend more if it saves them time." This was up from 23 percent in May. Additionally, the number of customers (28 percent) who responded that "saving money by shopping around" was their top preference fell from 33 percent the month prior. M/A/R/C Research and Integer – August 2009 Nearly half of all women (47 percent) said the big stress in their life is the demand on their time. 45 percent said they don't have "enough time for me." Boston Consulting Group – August 2009 New energy drink product launches increased by more than 110 percent from 2004 to 2009, boosting sales in that sector during the same time-frame by more than 240 percent. Mintel – August 2009
15. Instead of providing long-winded explanations of camera features on paper like a lot of other brands, Leica built a “pixel dog” out of Lego to promote its new Leica D-Lux 3 digital camera. The aim of the campaign was to demonstrate how ill-defined objects can look when you don't use a high definition camera like the Leica D-Lux 3 Meister Camera. Again, speak their language. status stories on the go: clear and generous New York based snacks has launched an effort to remind people to be kind. Those whose interested can get a KINDED card online. Next, they perform some kind act to someone, and pass the card to recipient of their generosity. What’s cool is the card is equipped with a unique code that can be mapped online, enabling participants to track how far their chain of kindness travel and view kind acts happening around the world. In the end, the brand promote itself by letting consumer telling their KINDED stories. Dutch fashion “Wickd” combines clothing and 2D barcode. Every shirt has a unique code that the wearer can link to his personal website. Using a cell phone camera, people can take picture of the code which will be linked directly to the related site. With this, first date would no longer look the same anymore..
16. status stories on the go: flexible Guiness, celebrating its 250 years anniversary, give consumer a chance to choose 1 out of 3 “once in a lifetime” experience-which include a space shuttle flight, submarine party, and having black eyed peas perform personally for them. It’s all about redefining luxury, in the end-what constitutes luxury is what constitutes scarcity. Aqua is a pop-up temporary night club opened in Singapore created from “fold-out transformer units”. It was placed in various places in Singapore for a limited period of time-giving the sense of exclusivity to the consumer, while also surprise and delight them with fresh, engaging experience in the right location. Shopsavvy, an Android app, allows the user to scan almost any barcode using the phone’s camera, and it will then search over 20,000 online and local retailers to find the best price. Once the best deal has been found, users can either purchase online, or use the phone’s built-in Google Maps feature to find their way to the store
17. How it all fits together: the tale of TCHO TCHO is a US based chocolate manufacturer that embraces the fact that: It has high tech factory capability-unlike most manufacturers that just melt those heavenly stuff. It communicates it’s state of the art process control & technology, while at the same time create new taxonomy to help people find the type they like the best, be open about their ingredients, and goes beyond fair trade. They continually evolve the brand through series of BETA brands. These betas (yes, talking about speak consumer’s language!) are distributed to consumers from which they can give feedback that would trigger continuous development of the bar. They won’t settle until they find the perfect blend-and consumer are thoroughly communicated along the way. Thus, from feedback they generate crowds to “tell their stories” and gain status recognition. The hi-tech language is familiar with their target market and the way they response to feedback exhibit excellent transparency
18. Overview of TCHO’s strategy GEN-C WANTS CONTROL CONTENT CELEBRITY TCHO RESPONDS TRANSPARENCY CROWDSOURCE STATUS STORIES TCHO blog exhibit excellent trasparency through information sharing of their production, the journey of founders, ingredients, etc. Consumer feedback are fully utilized as a means to better their product. TCHO utilize “taste circle” mass minglers by creating BETA brands which they can try for free through TCHO’s “Tryvertising” parties and online. In addition, consumer are fully involve in the business process TCHO try to convey it’s message through terms closer to nowadays consumer-BETA brands says it all The taste circle community allow consumer to share their feedback to the world-allowing them to tell the story of their “brand” BETA brands continually evolve following consumer feedback-ranging from taste to product design. Thus, consumer have stronger involvement in the brand
19. What it means for us? Consumer has changed. Face it. They want more control over their decision and more participation to build their “status stories”. It seems impossible to cater this need 15 years ago, but as new forms of media embarks, opportunity now exist to ride along this. Long gone the days where business can easily bully consumer with dilusive proposition. Overflow of information make consumer a smarter spender, and they would value business that exhibit transparency. They need to trust business before putting their “social currency” in the brand. Take interactivity to the next level. Utilize the power of mass mingling. Let consumer grab the feel of ownership to our brand, and when the mass is there, it won’t be that hard to create a powerful viral campaign. Nurture consumer. Be intimate to them. Talk their way, walk their way. Let them tell their status stories more than our brand stories. Keep updated with the latest trend (not fads) and find a way to manifest it to our campaign, keep in mind that successful business always go ahead of the trend. Like they say, the best way to predict the future is to invent it.