Get Real - Innovate in the Future of Marketing

@matthewclyde | #DSLA@matthewclyde | #DSLA
LET’S GET REAL
In an Artificial + Augmented Reality
Marketing World

Digital Desert of Arizona
+ Inspired Pines of Portland
Serving Clients Worldwide
HELLO.

PHOENIX…
EXTENDED
SUBURB OF LA

IDEAS COLLIDE
INVENT. INTEGRATE. IMPACT.
Future of Marketing. Today.

THE FUTURE
predicted by …
THE FUTURE
…

AI is the new electricity, bigger
than the internet, transforming
every industry, company
and customer experience.
– Ad Age, April 2018

HOW TO GET REAL
FOCUS
INSPIRE + EXPLORE IDEAS | GIVE STRUCTURE TO
THE ABSTRACT | SIMPLE TO BOLD

AI | TECH | GET REAL
AMPLIFICATION
Technology should be used to amplify people’s
performance and the human experience.
– Tim Cook , CEO Apple

NEW + EMERGING: MODERN BRANDS
REQUIRE MODERN MARKETERS
KNOW AUDIENCE + THEIR JOURNEY
DATA + INSIGHT = INTELLIGENCE
02
HOW TO GET REAL
FOCUS
01

ENHANCE STORY + HUMANITY MESSAGE
OWN YOUR OWN CHANNELS
04
HOW TO GET REAL
FOCUS
03
05
DEVELOP IMMERSIVE + MULTI-SENSORY
EXPERIENCES

MODERN BRANDS
REQUIRE MODERN MARKETERS
01

DISRUPT OURSELVES
Read | Observe | Connect

ASSIGN DISRUPTION
TEAMS
Embrace Future Platforms
+ Technology

In a Virtual
Marketing World
WE LIVE. WORK. PLAY.

SHIFTING
INTEGRATED IN OUR EVERY DAY

MODERN MARKETER
Aware + Plan for Disruption
Experiment + Trial New Platforms
Prototype Quickly
Capture Best Practices
FOCUS + THINK

DAY IN LIFE… CHANGE

WHAT WILL CHANGE
NEXT?

CURRENT
WORLD

WE LIVE IN A
CONVERSATION-
DRIVEN
ECONOMY

MILLIONS OF
MEANINGFUL
CONVERSATIONS

THE WEB REIMAGINED
“Web pages are currently
obscenely heavy… with
messaging bots, we now have
the ability to discover and
request quick, just-in-time,
low-commitment
interactions.”
– Stephanie Rieger, Social Anthropologist

THERE OVER
100,000+ BOTS WITH
VALUABLE USES

☐ CUSTOMER SERVICE
☐ LEAD GENERATION
☐ TASK PERFORMANCE
☐ SALES ASSISTANCE
☐ COMMERCE ENGAGEMENT
☐ INSPIRATION (Think Travel Planning)
CONVERSATIONAL COMMERCE
IMMEDIATE NEEDS

THEY KEEP YOU
HEALTHY

THEY HELP YOU SEND FLOWERS
@1800flowers

THEY KEEP YOU IN STYLE
@Spring

“It’s 1994 again…
The world of bots
today is what
browsers
where in ’94.”
– Robert Stephens, Co-Founder Assi.st
and Founder, Geek Squad

HOW TO GET REAL
FOCUS
Bot Technology

BOT DEVELOPMENT
FIRST STEPS
☐ DEFINE PURPOSE + USE CASES
☐ BUILD A KNOWLEDGE BASE
(START with CURRENT DATA)
☐ DESIGN SCRIPTS + CREATIVE
☐ BUILD MARKETING + DISCOVERY PLAN
☐ LAUNCH + PROMOTE
GET REAL
FOCUS

BOT DEVELOPMENT
INSIGHTS
☐ REIMAGINE WEBSITE
☐ BE PLATFORM AGNOSTIC
☐ DEVELOP DIALOGUE CONTENT
☐ THINK LIKE A SCREENWRITER
☐ AVOID BIAS – CREATE FOR DIVERSITY
☐ KNOW YOUR AUDIENCE
GET REAL
FOCUS

KNOW AUDIENCE | THEIR JOURNEY
DATA + INSIGHT = INTELLIGENCE
02

@matthewclyde | #DSLA
AWARENESS
CONSIDERATION
EVALUATION
CONVERSION
PROSPECT
CUSTOMER
TRADITIONAL FUNNEL
Choose Your Own Adventure
TRADITIONAL
MODERN BRAND

AWARENESS
CONSIDERATION
EVALUATION
CONVERSION
PROSPECT
CUSTOMER
THE NEW JOURNEY
PROSPECT
CUSTOMER

AWARENESS CONSIDERATION CONVERSION
PROSPECT
CUSTOMER
Opens
an Email
Social
Follow
Ad
Click
Video
View
THE NEW JOURNEY
CHOOSE YOUR
OWN
ADVENTURE IN
MODERN
MARKETING

PROSPECT
CUSTOMER
Opens
an Email
Social
Follow
Ad
Click
Live Content
Web
Search
Video
View
Compare
Options
Reads your
blog
Researches
Providers/
Symptoms /
Treatments
Read Reviews
THE NEW JOURNEY
CHOOSE YOUR
OWN
ADVENTURE IN
MODERN
MARKETING

PROSPECT
CUSTOMER
Opens
an Email
Social
Follow
Ad
Click
Live Content
Web
Search
Video
View
Compare
Options
Reads your
blog
Researches
Providers/
Symptoms /
Treatments
Read Reviews
Makes an
Appointment
Online
Check-in
Recommends
to a Friend
Gets Directions
THE NEW JOURNEY
CHOOSE YOUR
OWN
ADVENTURE IN
MODERN
MARKETING

HOW IS YOUR BRAND
LISTENING TO IMPROVE THE
CUSTOMER EXPERIENCE?

CONSUMER INTELLIGENCE
+ ARTIFICIAL INTELLIGENCE
OVER 600 MEANINGFUL DATA SETS… AI LEARNING &
INSIGHT : ISN’T JUST ABOUT RECOMMENDING A
COMEDY BECAUSE YOU STREAM COMEDIES. AI
LEARNING IS DELIVERING CONTENT BASED ON
MOOD CHOICE.
- CHIEF CONTENT OFFICER, TED SARANDOS

NETFLIX APPROACH | CENTRAL INTELLIGENCE
Personalized Triggered Emails
Curated Recommendations
Mood
Context
Time of Day
Hyper-Personalized Digital
Placements

CIE SOLUTIONS
GET REAL
FOCUS
REIMAGINING THE JOURNEY
BEHAVIORAL DATA
Actions speak louder than words.
What are your customers telling
you? Based on behaviors…
1. INTEGRATE MARKETING ACTIVITIES
INTO THE JOURNEY
2. BUILD PERSONALIZATION

CIE SOLUTIONS
☐ IDENTIFY ALL DATA POINT : What | Where
GET REAL
FOCUS
☐ CONNECT ALL POINTS TO USER ID MATCH
☐ CONNECT ALL MAR TECH TO CIE
☐ ENABLE BI-DIRECTIONAL DATA FLOW
☐ SET RULES + TRIGGERS BASED ON ENGAGEMENT
☐ UTILIZE CIE DATA TO ENRICH SEGMENTATIONS
☐ USE INSIGHT : CONNECT CUSTOMER TO STORY

ENHANCE STORY + HUMANITY MESSAGE
… CONNECT IT TO THEIR JOURNEY
03

COMPELLING STORIES STILL MATTER
“Marketing has become
such a technical discipline
that we can’t lose
the importance of the
creative and humanity
components
in the equation.”
– Fast Co. Innovation Festival Oct 2017

STORY + CONTENT
“It’s not just about selling a product,
it’s about telling a narrative.”
– Fast Co. Innovation Festival Oct 2017

BRAND +
STORY +
TECH

BRAND + STORY + TECH =
ENHANCED
ENGAGEMENT

BRAND + STORY + TECH = ENGAGEMENT
Modern Engaged Brand Storytelling

GREAT STORIES
+ INNOVATIVE TECH =
EMOTIONAL CONNECTION
EMOTIONAL CONNECTION
INSPIRES ACTION…

“It’s about the story, and horror
movies can be most immersive and fun
in theater. That communal experience
can’t be replicated at home.”
– Kyle Davies, Paramount Pictures, President of Domestic Distribution,
on “A Quiet Place” $50 Million Opening Weekend.

DEVELOP IMMERSIVE +
MULTI-SENSORY EXPERIENCES
New Level of Customer
Engagement + Expectation
04

BRAND +
STORY +
TECH
=
ENGAGEMENT

Simple Immersive Experiences
PHYSICAL WORLD
+ VIRTUAL WORLD

@matthewclyde | #DSLA 62
1 SHOT | 10 EXPERIENCES
1) Taste craft brews with friends
2) Watch the locals rip
3) Build a sandcastle
4) Rent a Kayak and explore the
caves
5) Sunbathe at Blacks Beach
(clothing optional)
6) Breathe in the refreshing salt
air with a good read
7) Head up the hill with your kids
to Birch Aquarium
8) Take an architectural tour of
the Salk Institute
9) Learn how to hang glide
10) One word: Brunchhhhhhhh

1 SHOT | 10 EXPERIENCES
Opportunity to tag each experience or location through Instagram carousel in the one shot.

PHYSICAL WORLD
+ VIRTUAL WORLD

AR Platforms: BLIPPAR | LENS STUDIO

SIMPLE
MUTLI-SENSORY
IN COMMON CHANNELS

A PICTURE IS WORTH
A THOUSAND…

CINEMAGRAPH

NEW EXPERIENCES IN COMMON CHANNELS
INTERACTIVE EMAIL

IMMERSIVE
MULTI-SENSORY
STARTING POINTS
☐ IDENTIFY THE RIGHT IMMERSIVE EXPERIENCES FOR
YOUR BRAND + BUDGET
☐ THINK COMMON CHANNELS THAT CAN USE A
ENHANCED EXPERIENCE UPGRADE
☐ EXPLORE NEW PLATFORMS, TOOLS, EXPERIENCES
☐ THINK OF ALL THE SENSES TO CONNECT + TELL YOUR
STORY, DRIVE MORE ENGAGEMENT = IMPACT
☐ WHAT’S ALREADY A MULTI-SENSORY EXPERIENCE?
BRING IT FURTHER TO LIFE IN YOUR OWN CHANNELS.
GET REAL
FOCUS

OWN YOUR
OWNED CHANNELS
05

OWNING YOUR OWNED CHANNELS
E-Mail Website Video Chat
Bot
Blog +
Content
Hub

OWN YOUR OWN
CHANNELS
☐ BE YOUR CUSTOMER ON YOUR OWN CHANNELS
☐ INVEST IN UPDATES TO MODERNIZE
☐ USE OWN CHANNELS FOR EXPERIMENTING +
FAST PROTOTYPING
☐ BE CONSISTENT IN VOICE + STYLE ACROSS EVERY
CHANNEL TO CONNECT
BRAND + TECH + STORY
GET REAL
FOCUS

GET REAL
SIT UP +
TAKE NOTICE
Disrupt Yourself + Your Brand …
Before You’re Disrupted

THE PENDULUM IS SHIFTING.
BRANDS ARE UNDER MORE PRESSURE TO
BREAK THROUGH AND COMPETE IN A
SOCIAL ENVIRONMENT THAT IS FOCUSING
ON “GETTING MORE REAL”.
– Fortune Magazine

THANK YOU.
Ideascollide.com/innovate | matt@ideascollide.com

LET’S GET REAL
Innovate in the Future of Marketing
with Ideas Collide

Get Real - Innovate in the Future of Marketing

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