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TheTrendWatch#16
The document discusses the urgent need for businesses to adapt to rapid technological changes and consumer behavior shifts, emphasizing that traditional models may no longer suffice. It highlights the importance of leveraging digital experiences, multi-screen usage, and modern communication strategies to remain competitive. Additionally, it underscores the notion that companies must redefine their identities and strategies to align with current market dynamics.
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TheTrendWatch#16
- 1. Reset TheTrendWatch#16 1 Strictly confidential: Do not distribute or reproduce without authorization
- 2. 2 Strictly confidential: Do not distribute or reproduce without authorization
- 3. 3 Strictly confidential: Do not distribute or reproduce without authorization
- 4. 4 Strictly confidential: Do not distribute or reproduce without authorization
- 5. 5 Strictly confidential: Do not distribute or reproduce without authorization
- 6. Dick Costolo Twitter CEO 6 Strictly confidential: Do not distribute or reproduce without authorization
- 7. Sure. But HOW?!? 7 Strictly confidential: Do not distribute or reproduce without authorization
- 8. The Singularity……………………….. acceleration Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… Social Media……………………….. Mobile Communications……… Internet Protocol……………….. Video Broadcast…………………... Radio Transmission……………. Electric Impulsion……………… accelerates! Print Reproduction……………. 8 Strictly confidential: Do not distribute or reproduce without authorization
- 9. How can wekeep up with technology? 9 Strictly confidential: Do not distribute or reproduce without authorization
- 10. How can wekeep up with technology? We ca n’t. 9 Strictly confidential: Do not distribute or reproduce without authorization
- 11. Reset! 10 Strictly confidential: Do not distribute or reproduce without authorization
- 12. Reset! Busines s model 10 Strictly confidential: Do not distribute or reproduce without authorization
- 13. Reset! Busines s model Distribution 10 Strictly confidential: Do not distribute or reproduce without authorization
- 14. Reset! Busines s model Distribution Product/S ervice 10 Strictly confidential: Do not distribute or reproduce without authorization
- 15. Reset! Busines s model Distribution Product/S ervice Brand 10 Strictly confidential: Do not distribute or reproduce without authorization
- 16. Reset! Busines s model Distribution Product/S ervice Brand mmun ication Co 10 Strictly confidential: Do not distribute or reproduce without authorization
- 17. Reset! Busines s model Distribution Product/S ervice Brand mmun ication Co Orga nization 10 Strictly confidential: Do not distribute or reproduce without authorization
- 18. Reset your business model 11 Strictly confidential: Do not distribute or reproduce without authorization
- 19. What’s Your Real Job? 12 Strictly confidential: Do not distribute or reproduce without authorization
- 20. Nike is a technologycompany 13 Strictly confidential: Do not distribute or reproduce without authorization
- 21. Nike is a technologycompany 13 Strictly confidential: Do not distribute or reproduce without authorization
- 22. RedBull is a media company 14 Strictly confidential: Do not distribute or reproduce without authorization
- 23. Burberry is a social company 15 Strictly confidential: Do not distribute or reproduce without authorization
- 24. Burberry is a social company 15 Strictly confidential: Do not distribute or reproduce without authorization
- 25. Resetyour distribution 16 Strictly confidential: Do not distribute or reproduce without authorization
- 26. Today in theUS, half of all retail purchases are influenced by digital experiences % of Total Retail Sales 53% 51% $1,409 50% $1,312 48% $1,213 46% $1,115 42% $1,021 $917 Web-Influenced Retail Sales $230 $249 $192 $210 Online Retail Sales $155 $173 2009 2010 2011 2012 2013 2014 Source: Forester Research - Web-Influenced Retail Sales Forecast - Sept. 2012, USA ($ billions) 17 Strictly confidential: Do not distribute or reproduce without authorization
- 27. Hacking the Consumer Path… Communication Purchase Need Search Loyalty 18 Strictly confidential: Do not distribute or reproduce without authorization
- 28. Hacking the Consumer Path… Communication Purchase Need Search Loyalty Purchase! 18 Strictly confidential: Do not distribute or reproduce without authorization
- 29. Hacking the Consumer Path… Purchase! Communication Purchase Need Search Loyalty Purchase! 18 Strictly confidential: Do not distribute or reproduce without authorization
- 30. Hacking the Consumer Path… Purchase! Communication Purchase Need Search Loyalty Purchase! Purchase! 18 Strictly confidential: Do not distribute or reproduce without authorization
- 31. Hacking the Consumer Path… Purchase! Communication Purchase Need Search Loyalty Purchase! Purchase! Purchase! 18 Strictly confidential: Do not distribute or reproduce without authorization
- 32. Hacking the Consumer Path… Purchase! Purchase! Communication Purchase Need Search Loyalty Purchase! Purchase! Purchase! 18 Strictly confidential: Do not distribute or reproduce without authorization
- 33. The New Multi-ScreenWorld Understanding Cross-Platform Consumer Behavior Majority of media consumption is screen-based 90% 38% of our daily media interactions are on smartphones of all media interactions are screen based Consumers move between multiple devices to accomplish their goals Popular cross device activities 90 % of people use multiple screens sequentially 81% 67% 46% 43% Browsing Shopping Managing Planning a the Internet Online Finances trip Search is the most common way consumers continue from one device to another Television no longer commands our full attention 49 % with 77% of the times that a smartphone viewers watch TV, it is with another device 34 % with a PC/laptop Online shopping is a multi-screen activity Smartphones’ accessibility enables spur of the moment shopping 19% Planned 81% 67% of people have used Spontaneous multiple devices sequentially to shop online Download the full report here: Source: Google/Ipsos/Sterling, 2012 http://goo.gl/vbrEu 19 Strictly confidential: Do not distribute or reproduce without authorization
- 34. Retail Wars… http://www.l2thinktank.com 20 Strictly confidential: Do not distribute or reproduce without authorization
- 35. Retail Wars… http://www.l2thinktank.com 20 Strictly confidential: Do not distribute or reproduce without authorization
- 36. Amazon http://itunes.apple.com/app/amazon-mobile/id297606951?mt=8 21 Strictly confidential: Do not distribute or reproduce without authorization
- 37. Co-operative http://www.co-operative.coop/food/welcome/ 22 Strictly confidential: Do not distribute or reproduce without authorization
- 38. Gilt http://www.gilt.com 23 Strictly confidential: Do not distribute or reproduce without authorization
- 39. Zappos http://pinpointing.apps.zappos.com 24 Strictly confidential: Do not distribute or reproduce without authorization
- 40. Evian http://www.evianchezvous.com 25 Strictly confidential: Do not distribute or reproduce without authorization
- 41. Interactive Windows Mobile Shopping App QR Code Virtual Store Tesco Wine by The Case App 26 Strictly confidential: Do not distribute or reproduce without authorization
- 42. Reset your product/service 27 Strictly confidential: Do not distribute or reproduce without authorization
- 43. Extended Experiences... Values People Context Content 28 Strictly confidential: Do not distribute or reproduce without authorization
- 44. GMC OnStar Services + Rent your car with RelayRides.com 29 Strictly confidential: Do not distribute or reproduce without authorization
- 45. Band-Aid Magic Vision Muppets App 30 Strictly confidential: Do not distribute or reproduce without authorization
- 46. KraftFor Dinner. NotArt. 31 Strictly confidential: Do not distribute or reproduce without authorization
- 47. Heinz http://www.heinzketchup.com 32 Strictly confidential: Do not distribute or reproduce without authorization
- 48. Starbucks + Square 33 Strictly confidential: Do not distribute or reproduce without authorization
- 49. Starbucks + Square 33 Strictly confidential: Do not distribute or reproduce without authorization
- 50. Ray Ban Bright Light App 34 Strictly confidential: Do not distribute or reproduce without authorization
- 51. Resetyou brand 35 Strictly confidential: Do not distribute or reproduce without authorization
- 52. Quality over Creativity! 36 Strictly confidential: Do not distribute or reproduce without authorization
- 53. Amex Mobile App Serve Social Payment Small Business Saturday Amex Unstaged Music Shows Foursquare Deals Tribeca Film Festival Twitter Sync 37 Strictly confidential: Do not distribute or reproduce without authorization
- 54. Rubber Tracks Gigs @ 100 Club Converse Wall To Wall Converse ♥ Marimekko Mobile Apps 38 Strictly confidential: Do not distribute or reproduce without authorization
- 55. Reset your communication 39 Strictly confidential: Do not distribute or reproduce without authorization
- 56. Traditional advertising nolonger dominates the complex purchase process Word of mouth 72 Consumer review 54 Expert review 52 Earned Media Consumer views on microblogs 48 Price comparison site 47 Used by 89% Consumer views on social networks 46 Online consumer video 32 Sales assistant 58 Brand website 58 Owned Media Product sample 43 Online retailer website 38 Used by 87% Brand page on social network 34 TV ad 54 Newspaper ad 42 Email ad 38 Online viral ad 35 Paid Media Direct mail 33 Search ad 28 Used by 78% Online video ad 28 Social network ad 27 Display banner ad 24 Source: TNS Digital Life report 2011 40 Strictly confidential: Do not distribute or reproduce without authorization
- 57. Real Time. Real Value. Real People. Real Places. 41 Strictly confidential: Do not distribute or reproduce without authorization
- 58. McDonald's Make Your Own Burger 42 Strictly confidential: Do not distribute or reproduce without authorization
- 59. Red Bull “SignatureSeries” Connected TV 43 Strictly confidential: Do not distribute or reproduce without authorization
- 60. Hellmann’s Recipe Receipt 44 Strictly confidential: Do not distribute or reproduce without authorization
- 61. Oreo vs. AMC http://shanelife.com/2012/09/26/very-cool-cookie/ 45 Strictly confidential: Do not distribute or reproduce without authorization
- 62. Absolut Unique 46 Strictly confidential: Do not distribute or reproduce without authorization
- 63. Jet Blue “Get away with it” TV interactive show 47 Strictly confidential: Do not distribute or reproduce without authorization
- 64. Jet Blue “Get away with it” TV interactive show 47 Strictly confidential: Do not distribute or reproduce without authorization
- 65. Jet Blue “Get away with it” TV interactive show 47 Strictly confidential: Do not distribute or reproduce without authorization
- 66. Vuitton http://goo.gl/95WLQ 48 Strictly confidential: Do not distribute or reproduce without authorization
- 67. Chevrolet Game Time itunes.apple.com/us/app/chevy-game-time/id495838274?mt=8 49 Strictly confidential: Do not distribute or reproduce without authorization
- 68. Nike Bid Your Sweat 50 Strictly confidential: Do not distribute or reproduce without authorization
- 69. Resetyour organization 51 Strictly confidential: Do not distribute or reproduce without authorization
- 70. It’s Time for Change. 52 Strictly confidential: Do not distribute or reproduce without authorization
- 71. 50% of Australianbusinesses are under immediate threat Source: Deloitte - Digital Disruption ‘Short fuse, Big bang’ - Sept. 2012 Download the full report here: http://goo.gl/ZUXKX 53 Strictly confidential: Do not distribute or reproduce without authorization
- 72. 50% of Australianbusinesses are under immediate threat Source: Deloitte - Digital Disruption ‘Short fuse, Big bang’ - Sept. 2012 Download the full report here: http://goo.gl/ZUXKX 53 Strictly confidential: Do not distribute or reproduce without authorization
- 73. Plan Bricks + 54 Strictly confidential: Do not distribute or reproduce without authorization
- 74. The Plan The Coca-Cola Company “Content 2020” Change Management 101 . Communicate the goal . Communicate the threat . Involve the team Wendy Clark Senior Vice President Integrated Marketing Jonathan Mildenhall . Minimize uncertainty at The Coca-Cola Company Vice President Global Advertising Strategy and Content Excellence at The Coca-Cola Company . Celebrate positive shift . Be as transparent as possible 55 Strictly confidential: Do not distribute or reproduce without authorization
- 75. The Plan The Coca-Cola Company “Content 2020” Change Management 101 . Communicate the goal . Communicate the threat . Involve the team Wendy Clark Senior Vice President Integrated Marketing Jonathan Mildenhall . Minimize uncertainty at The Coca-Cola Company Vice President Global Advertising Strategy and Content Excellence at The Coca-Cola Company . Celebrate positive shift . Be as transparent as possible 55 Strictly confidential: Do not distribute or reproduce without authorization
- 76. The Plan The Coca-Cola Company “Content 2020” Change Management 101 . Communicate the goal . Communicate the threat . Involve the team Wendy Clark Senior Vice President Integrated Marketing Jonathan Mildenhall . Minimize uncertainty at The Coca-Cola Company Vice President Global Advertising Strategy and Content Excellence at The Coca-Cola Company . Celebrate positive shift . Be as transparent as possible 55 Strictly confidential: Do not distribute or reproduce without authorization
- 77. The Plan The Coca-Cola Company “Content 2020” Change Management 101 . Communicate the goal . Communicate the threat . Involve the team Wendy Clark Senior Vice President Integrated Marketing Jonathan Mildenhall . Minimize uncertainty at The Coca-Cola Company Vice President Global Advertising Strategy and Content Excellence at The Coca-Cola Company . Celebrate positive shift . Be as transparent as possible 55 Strictly confidential: Do not distribute or reproduce without authorization
- 78. The Plan The Coca-Cola Company “Content 2020” Change Management 101 . Communicate the goal . Communicate the threat . Involve the team Wendy Clark Senior Vice President Integrated Marketing Jonathan Mildenhall . Minimize uncertainty at The Coca-Cola Company Vice President Global Advertising Strategy and Content Excellence at The Coca-Cola Company . Celebrate positive shift . Be as transparent as possible 55 Strictly confidential: Do not distribute or reproduce without authorization
- 79. The Bricks Singularity……………………….. Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… Social Media……………………….. Mobile Communications……… Internet Protocol……………….. Video Broadcast…………………... Radio Transmission……………. Electric Impulsion……………… Print Reproduction……………. 56 Strictly confidential: Do not distribute or reproduce without authorization
- 80. The Bricks Singularity……………………….. Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… Social Media……………………….. Mobile Communications……… Internet Protocol……………….. Video Broadcast…………………... Radio Transmission……………. Electric Impulsion……………… Print Reproduction……………. 56 Create Strictly confidential: Do not distribute or reproduce without authorization
- 81. The Bricks Singularity……………………….. Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… Social Media……………………….. Mobile Communications……… Internet Protocol……………….. Video Broadcast…………………... Radio Transmission……………. Electric Impulsion……………… Send Print Reproduction……………. 56 Create Strictly confidential: Do not distribute or reproduce without authorization
- 82. The Bricks Singularity……………………….. Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… Social Media……………………….. Mobile Communications……… Internet Protocol……………….. Video Broadcast…………………... Radio Transmission……………. Broadcast Electric Impulsion……………… Send Print Reproduction……………. 56 Create Strictly confidential: Do not distribute or reproduce without authorization
- 83. The Bricks Singularity……………………….. Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… Social Media……………………….. Mobile Communications……… Internet Protocol……………….. Video Broadcast…………………... Exchange Radio Transmission……………. Broadcast Electric Impulsion……………… Send Print Reproduction……………. 56 Create Strictly confidential: Do not distribute or reproduce without authorization
- 84. The Bricks Singularity……………………….. Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… Social Media……………………….. Mobile Communications……… Internet Protocol……………….. Organize Video Broadcast…………………... Exchange Radio Transmission……………. Broadcast Electric Impulsion……………… Send Print Reproduction……………. 56 Create Strictly confidential: Do not distribute or reproduce without authorization
- 85. The Bricks Singularity……………………….. Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… Social Media……………………….. Leverage Mobile Communications……… Internet Protocol……………….. Organize Video Broadcast…………………... Exchange Radio Transmission……………. Broadcast Electric Impulsion……………… Send Print Reproduction……………. 56 Create Strictly confidential: Do not distribute or reproduce without authorization
- 86. The Bricks Singularity……………………….. (…) Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… Social Media……………………….. Leverage Mobile Communications……… Internet Protocol……………….. Organize Video Broadcast…………………... Exchange Radio Transmission……………. Broadcast Electric Impulsion……………… Send Print Reproduction……………. 56 Create Strictly confidential: Do not distribute or reproduce without authorization
- 87. The Bricks Singularity……………………….. (…) Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… ocial Media……………………….. Leverage e Communications……… rotocol……………….. Organize ………………... Exchange …. Broadcast nd 57 Strictly confidential: Do not distribute or reproduce without authorization
- 88. The Bricks Singularity……………………….. Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… ocial Media……………………….. Leverage e Communications……… rotocol……………….. ………………... …. 57 Strictly confidential: Do not distribute or reproduce without authorization
- 89. The Bricks Singularity……………………….. Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… ocial Media……………………….. Leverage e Communications……… rotocol……………….. From Meaning ………………... …. CRM Insights 57 Strictly confidential: Do not distribute or reproduce without authorization
- 90. The Bricks Ad Exchange Services Singularity……………………….. Human Enhancement…………. Digitalized Spaces………………. To Action Seamless Payment……………... Geo Services……………………… ocial Media……………………….. Leverage e Communications……… rotocol……………….. From Meaning ………………... …. CRM Insights 57 Strictly confidential: Do not distribute or reproduce without authorization
- 91. ResetThank You. 58 Strictly confidential: Do not distribute or reproduce without authorization
- 92. Questions? @damoncb #TheTrendWatch 59 Strictly confidential: Do not distribute or reproduce without authorization