The document discusses 10 gaps that have emerged between the web and traditional corporate culture and consumer experiences. These gaps include differences between web and corporate cultures, virtual and real spaces, mass and individual marketing approaches, and more. It provides 10 rules for bridging these gaps, such as appointing chief collaboration officers and involving all stakeholders. A key challenge is adding value to the customer journey through technology and creativity. The document advises that good products will continue to do well but that the web can help bridge gaps and add value to consumer experiences.

1. THE WEB’S IMPACT ON
CONSUMERS AND RETAILERS

3. Steve Jobs – The BillionaireHippy
1. The gap between
web and corporate culture
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4. 2. The decision’sgap:
Youneed 2 to tango
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5. “It’s been a longstanding thesis of mine thatGoogle’sability to
reorderinformation in microseconds,
basedonourdeclaredintentthrough a search query, has habituatedus
to expectanimmediate and relevant response fromnearlyevery
website – and in particular, commercial sites. In time, I
thinkthisexpectationwillleakintorealspace as well.”
John Battele
3. The gap between
virtual and realspaces
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6. 4. The gap between
Broadcasting and narrowcasting
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7. 5. The gap between
massretailing and individuals
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8. 6. The gap between
macro and micro-marketing
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9. 6. The gap between
macro and micro-marketing
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10. 6. The gap between
macro and micro-marketing
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11. 7. The gap between
geeks and business
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12. 7. The gap between
geeks and business
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13. 8. The gap between
sources of trust
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14. 9. The gap between
experience and feedback
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15. 10. The gap between
big numbers and smallnumbers
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16. 10 Gaps 10 Rules
■ WEB & CORPORATE CULTURE ■ CHIEF COLLABORATION
OFFICERS
■ DECISION’S GAP ■ THE LEADER SHOWS THE WAY
■ VIRTUAL VS REAL ■ INVOLVE ALL STAKEHOLDERS
■ MASS VS INDIVIDUALS ■ MASS INDIVIDUALIZATION
■ MACRO VS MICRO ■ PHYSICAL AND EMOTIONAL
MARKETING PROXIMITY
■ GEEKS AND BUSINESS ■ THINKS USERS, USE, USAGE
■ SOURCES OF TRUSTS ■ TRUE ENDORSEMENT
THROUGH INVOLVMENT
■ EXPERIENCE AND FEEDBACK ■ IM-MEDIA-CY
■ BIG AND SMALL NUMBERS ■ ENGAGE WITH LEAD USERS
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17. ONE CHALLENGE :
■ THE WINNER WILL BE THE ONE ADDING VALUE TO THE
CUSTOMER JOURNEY.
■ HOW CAN TECHNOLOGY AND CREATIVITY ADD VALUE TO
THE SHOPPING – BUYING – USING – TRHOWING AWAY
EXPERIENCE BY MAKING ALL THESE DAILY LIFE EXPERIENCES
MORE EASY, ENJOYABLE, USEFUL, MEANINGFUL ?
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18. ONE TREND
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19. Ten steps to surf on the trend and
bridge de gap
1. Laddering support throughtiers of engagement –
2. Empowering super users
3. Providingsourcematerialsforuser-generated content
4. Goingwhere the people are
5. Usingtoolspeople are familiarwith
6. Ensuringthatpeoplecanfindyour content
7. Mobilizing supporters through mobile devices
8. Harnessinganalytics to constantlyimprove engagement
activities
9. Building the online operation to scale
10. Choosing the right team
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20. ONE ADVICE :
DON’T PANIC, GOOD
PRODUCTS DO FINE
AND WILL KEEP DOING
SO.
BUT THE WEB HELPS.
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21. THANK YOU