The document discusses several digital trends from 2019 including:
1. The shift from focusing on customer experience (CX) to also considering recruit experience (RX) and employee experience (EX) as companies face challenges finding and retaining top talent.
2. The rise of digital ethics as a comprehensive approach for companies to consider how their digital solutions treat users from a privacy, security, accessibility and inclusion, and transparency perspective.
3. The mobile tipping point where mobile usage has surpassed desktop usage for key interactions, driving changes in content strategy and a focus on video and podcast formats.
30 trends that will shape European web & digital media business in 2012Marc Ziegler
In 2011, over 940 web companies in the fields of ecommerce, advertising and digital media have been funded by US investors with a volume of more than 13,6 billion US$. This is the tip of the iceberg of our analysis that investigated most investments by US venture capital companies and business angel in 2011. Beside the data we collected, I wanted to find out, which specific trends in each of the most relevant web business segments can be derived from the identified investment patterns and which impact these trends will have on investment behavior in Europe/Germany.
more on http://www.medien.nrw.de
A look at what's needed to build digital ecosystems which go beyond building basic user needs into building the brand through distinctiveness and creativity
A look at the evolution in complexity of marketing due to the proliferation of digital touchpoints and technologies used to manage them, pointing toward the digital transformation of the marketing discipline
It is the age of the digital customer. And digital customer experience is something that most companies have on top of their agenda. It is not hard to see why. In a survey, 70% of respondents said that good service had a considerable influence on their loyalty and 69% would recommend the company to others. The reverse is also true. Poor customer experience drives customers away. Research shows that nearly 89% of customers walk away from a company after a single poor customer experience. And this can have a significant impact. Businesses are estimated to lose as much as 20% of revenue from poor customer experiences. And this is precisely the reason we chose to focus the sixth edition of our Digital Transformation Review on Customer Experience. How can organizations create compelling digital customer experiences that work? We posed this very question to a diverse panel from around the world. Our panel for this edition includes industry leaders, academics, startup founders, platform vendors and technology gurus. They come from all over the world, including the home of innovation in the digital age — Silicon Valley
1) 2014년 현재 디지털 커뮤니케이션 분야에서 중요하게 되짚어봐야 할 이슈와 논제들 10가지
2) 고객 의사 결정 과정(Customer Decision Journey)에 상응하는 디지털 마케팅 프로그램과 활동 예시
3) 디지털은 마케팅과 비즈니스에 어떠한 기여를 할 수 있는가?
30 trends that will shape European web & digital media business in 2012Marc Ziegler
In 2011, over 940 web companies in the fields of ecommerce, advertising and digital media have been funded by US investors with a volume of more than 13,6 billion US$. This is the tip of the iceberg of our analysis that investigated most investments by US venture capital companies and business angel in 2011. Beside the data we collected, I wanted to find out, which specific trends in each of the most relevant web business segments can be derived from the identified investment patterns and which impact these trends will have on investment behavior in Europe/Germany.
more on http://www.medien.nrw.de
A look at what's needed to build digital ecosystems which go beyond building basic user needs into building the brand through distinctiveness and creativity
A look at the evolution in complexity of marketing due to the proliferation of digital touchpoints and technologies used to manage them, pointing toward the digital transformation of the marketing discipline
It is the age of the digital customer. And digital customer experience is something that most companies have on top of their agenda. It is not hard to see why. In a survey, 70% of respondents said that good service had a considerable influence on their loyalty and 69% would recommend the company to others. The reverse is also true. Poor customer experience drives customers away. Research shows that nearly 89% of customers walk away from a company after a single poor customer experience. And this can have a significant impact. Businesses are estimated to lose as much as 20% of revenue from poor customer experiences. And this is precisely the reason we chose to focus the sixth edition of our Digital Transformation Review on Customer Experience. How can organizations create compelling digital customer experiences that work? We posed this very question to a diverse panel from around the world. Our panel for this edition includes industry leaders, academics, startup founders, platform vendors and technology gurus. They come from all over the world, including the home of innovation in the digital age — Silicon Valley
1) 2014년 현재 디지털 커뮤니케이션 분야에서 중요하게 되짚어봐야 할 이슈와 논제들 10가지
2) 고객 의사 결정 과정(Customer Decision Journey)에 상응하는 디지털 마케팅 프로그램과 활동 예시
3) 디지털은 마케팅과 비즈니스에 어떠한 기여를 할 수 있는가?
The ongoing digital revolution and the rise of the commercial Internet have empowered customers to engage at their convenience with companies across multiple channels. Likewise, contact centers have become multichannel, self-enabling engagement hubs spanning the customer lifecycle – from marketing, to sales, and service. Enterprises that adopt this model will emerge as masters of the customer experience (CX) – driven by three megatrends: systems convergence, intelligent self-service technologies, and zero-UI design thinking.
Free download at: http://vint.sogeti.com/downloads/
In the past few years, information technology has become increasingly personal and social and has made its presence very much felt. The emergence of wearable computing and other forms of empathic ‘things’ seems a logical further step: even more intimate, more human-oriented, and ubiquitous. There are more and more devices that count our steps, take our blood pressure or measure the indoor temperature, track our location or conversations.
We are witnessing a computer boom in terms of kinds, shapes and sizes – around, on or inside the body – that behave increasingly smart and link up more and more intuitively with man’s extremely personal and natural interface.
In the next decade Personal Computing will become really personal: inside, on and around the person with attention for the context of the individual. In this study we explore this development and present seven manifestations that can define the impact on business, such as the ‘quantified employee’ and the ‘body as the new password’
Sponsored by The Earth
Computational Experiences
Are Made By Those Who
Know How To Speak Machine
by John Maeda
Hi there! The CX Report is meant to be consumed in video form via my YouTube channel. So it doesn’t work well as a simple deck of slides. Because I encoded the video at 1080p on my YouTube channel, a screen-captured image will do fine for most needs. I guess that’s the challenge of making experiences — they’re best consumed in the format they’ve been created for, which in this case is in video form.
The YouTube link will explain the contents so it'll make more sense to you over there: https://youtu.be/Vd_ZBp3LUw4
Leaders spend billions on digital transformation. How to keep up?N-iX
Digital disruption is like a giant white shark hunting businesses in the deep waters of the global economy. Industry leaders respond with digital transformation initiatives and we can learn a lot from their examples..
Digital Transformation - International Days - Artevelde University College - ...Ayman van Bregt
Lecture on digital transformation for students of the Artevelde University College in Ghent, Belgium.
The internet has been around for 25 years and has caused many disruptions. With more disruptions to come, many organizations are seeking for ways to use digital opportunities in a meaningful way creating more value for customers and sustaining their business.
The impact of the development of the Web on marketing and communications and how it causes digital disruption for companies is shown in this talk. With practical examples you will get insights in how organizations can create more value for customers at the same time also the organization can benefit from these efforts. Several digital developments such as mobile, social and 'internet of things' will be presented. Besides the use of theoretical models for digital disruption and digital transformation, some case studies are presented which bring directly applicable tips to take home.
Principles for digital transformation are a changing value proposition, business model, culture, technology and organization.
What the hell is digital transformation anyway ! - webinar - 25 april 2018 (1)Good Rebels
What the hell is digital transformation anyway?” a webinar presented by Mark Ralphs, partner at Good Rebels, on the 25th of April 2018.
Learn about the challenge of creating a digital first culture and organisation, the forces driving digital transformation, and practical insights and advice on delivering a transformation programme.
The expectations of the digital customer are rising, how are you keeping up with it? Check out these 3 power moves which all the CEOs in the media industry are using to navigate digital transformation.
Insights on digital transformation on a global scale, how marketing technology has evolved and its impact for those in leadership and managing positions today.
From experimental type leadership, understanding digital culture to change management, what does it take for today's digital leaders to see real organization change, for becoming a digital-first organization.
E: info@enablerspace.com | T: +662 297 0289
Driven by the dual forces of globalization and convergence, the exponential explosion of technology in the last 10 years has created a pace of change we’ve never seen before. With many technologies’ “15 minutes” burning bright but fizzling quickly, it can be challenging for brands to determine where to place their bets to drive their businesses forward.To h e l p m a r k e t e r s m a k e s m a r t e r, better bets, we’ve distilled the complexity and general chaos of the CES show floors into 11 key categories that have broken through this year. We’ve then plotted these on a matrix to lay out each technology’s potential to move your business. Our proprietary methodology takes into account the tech’s inherent riskiness, readiness to go to market, potential business impact, and other considerations. The resulting DentsuAegis Tech Matrix is a helicopter view of where we advise marketers to make their technology and innovation investments over the next 12 months.From VR, to AI, to Drones and more, we’re excited about the potential for brands to find meaningful transformation through the groundbreaking technology first seen each year at CES.
Harbor Research - The Internet of Things Meets the Internet of PeopleHarbor Research
We have entered an era where people, businesses and social organizations are beginning to understand the profound impacts awareness, collaboration, and intelligence will bring. In the not too distant future, hundreds of millions, then billions, of individuals and businesses, with billions, then trillions, of smart, communicating devices, will stretch the boundaries of today’s business and social systems and create the potential to change the way we work, learn, entertain and innovate.
http://www.hcltech.com/ -
As CIOs and business leaders try to create a modern infrastructure that can support today’s challenging IT environment, they may find themselves taking wrong turns or pursuing approaches that lead to dead ends. Here’s a technology roadmap for 2012 — one that highlights useful landmarks and identifies areas to steer clear of – that you can refer to as you explore today’s challenging IT environment. Read Now.
The ongoing digital revolution and the rise of the commercial Internet have empowered customers to engage at their convenience with companies across multiple channels. Likewise, contact centers have become multichannel, self-enabling engagement hubs spanning the customer lifecycle – from marketing, to sales, and service. Enterprises that adopt this model will emerge as masters of the customer experience (CX) – driven by three megatrends: systems convergence, intelligent self-service technologies, and zero-UI design thinking.
Free download at: http://vint.sogeti.com/downloads/
In the past few years, information technology has become increasingly personal and social and has made its presence very much felt. The emergence of wearable computing and other forms of empathic ‘things’ seems a logical further step: even more intimate, more human-oriented, and ubiquitous. There are more and more devices that count our steps, take our blood pressure or measure the indoor temperature, track our location or conversations.
We are witnessing a computer boom in terms of kinds, shapes and sizes – around, on or inside the body – that behave increasingly smart and link up more and more intuitively with man’s extremely personal and natural interface.
In the next decade Personal Computing will become really personal: inside, on and around the person with attention for the context of the individual. In this study we explore this development and present seven manifestations that can define the impact on business, such as the ‘quantified employee’ and the ‘body as the new password’
Sponsored by The Earth
Computational Experiences
Are Made By Those Who
Know How To Speak Machine
by John Maeda
Hi there! The CX Report is meant to be consumed in video form via my YouTube channel. So it doesn’t work well as a simple deck of slides. Because I encoded the video at 1080p on my YouTube channel, a screen-captured image will do fine for most needs. I guess that’s the challenge of making experiences — they’re best consumed in the format they’ve been created for, which in this case is in video form.
The YouTube link will explain the contents so it'll make more sense to you over there: https://youtu.be/Vd_ZBp3LUw4
Leaders spend billions on digital transformation. How to keep up?N-iX
Digital disruption is like a giant white shark hunting businesses in the deep waters of the global economy. Industry leaders respond with digital transformation initiatives and we can learn a lot from their examples..
Digital Transformation - International Days - Artevelde University College - ...Ayman van Bregt
Lecture on digital transformation for students of the Artevelde University College in Ghent, Belgium.
The internet has been around for 25 years and has caused many disruptions. With more disruptions to come, many organizations are seeking for ways to use digital opportunities in a meaningful way creating more value for customers and sustaining their business.
The impact of the development of the Web on marketing and communications and how it causes digital disruption for companies is shown in this talk. With practical examples you will get insights in how organizations can create more value for customers at the same time also the organization can benefit from these efforts. Several digital developments such as mobile, social and 'internet of things' will be presented. Besides the use of theoretical models for digital disruption and digital transformation, some case studies are presented which bring directly applicable tips to take home.
Principles for digital transformation are a changing value proposition, business model, culture, technology and organization.
What the hell is digital transformation anyway ! - webinar - 25 april 2018 (1)Good Rebels
What the hell is digital transformation anyway?” a webinar presented by Mark Ralphs, partner at Good Rebels, on the 25th of April 2018.
Learn about the challenge of creating a digital first culture and organisation, the forces driving digital transformation, and practical insights and advice on delivering a transformation programme.
The expectations of the digital customer are rising, how are you keeping up with it? Check out these 3 power moves which all the CEOs in the media industry are using to navigate digital transformation.
Insights on digital transformation on a global scale, how marketing technology has evolved and its impact for those in leadership and managing positions today.
From experimental type leadership, understanding digital culture to change management, what does it take for today's digital leaders to see real organization change, for becoming a digital-first organization.
E: info@enablerspace.com | T: +662 297 0289
Driven by the dual forces of globalization and convergence, the exponential explosion of technology in the last 10 years has created a pace of change we’ve never seen before. With many technologies’ “15 minutes” burning bright but fizzling quickly, it can be challenging for brands to determine where to place their bets to drive their businesses forward.To h e l p m a r k e t e r s m a k e s m a r t e r, better bets, we’ve distilled the complexity and general chaos of the CES show floors into 11 key categories that have broken through this year. We’ve then plotted these on a matrix to lay out each technology’s potential to move your business. Our proprietary methodology takes into account the tech’s inherent riskiness, readiness to go to market, potential business impact, and other considerations. The resulting DentsuAegis Tech Matrix is a helicopter view of where we advise marketers to make their technology and innovation investments over the next 12 months.From VR, to AI, to Drones and more, we’re excited about the potential for brands to find meaningful transformation through the groundbreaking technology first seen each year at CES.
Harbor Research - The Internet of Things Meets the Internet of PeopleHarbor Research
We have entered an era where people, businesses and social organizations are beginning to understand the profound impacts awareness, collaboration, and intelligence will bring. In the not too distant future, hundreds of millions, then billions, of individuals and businesses, with billions, then trillions, of smart, communicating devices, will stretch the boundaries of today’s business and social systems and create the potential to change the way we work, learn, entertain and innovate.
http://www.hcltech.com/ -
As CIOs and business leaders try to create a modern infrastructure that can support today’s challenging IT environment, they may find themselves taking wrong turns or pursuing approaches that lead to dead ends. Here’s a technology roadmap for 2012 — one that highlights useful landmarks and identifies areas to steer clear of – that you can refer to as you explore today’s challenging IT environment. Read Now.
Organizational Change Management: A Make or Break Capability for Digital SuccessCognizant
To realize the full benefits of digital transformation programs, businesses must manage the impact of digital change on their operational structure, culture and employees.
Planning and managing a digital strategy. This paper gives an overview of the steps, processes and thought required to plan, create, actualise and evaluate a digital strategy.
Being Digital, Fast-forward to the Right Digital Strategy Fabio Mittelstaedt
Do my Company have the right Digital Strategy? Is it compelling enough to beat my competitors? Or to conquer the new digital customers from millenniums to baby boomers? Competing in a world shaped by digital technologies requires a fundamentally different approach to how strategies are developed and executed. 55% of business leaders admit that they do not yet have an enterprise-level digital strategy to support their corporate strategy. But there is a difference between developing some digital capabilities or being a digital lead in your industry. Digital disrupts business strategy. Business leaders must consider a new strategic approach.
On the Road to Digital: Practical EncountersCognizant
Even with digital initiatives entering the mainstream, many business and IT leaders are still encountering headwinds. Here are the five most common challenges organizations face and potential workarounds that can help captains of industry more quickly and effectively digitally enhance their businesses.
Optimising Digital Collaboration From the Inside OutMSL
Companies have come a long way using social media, collaborative tools and social networks to connect people, information and company assets in more effective ways. With many seeing significant improvements in operations, people satisfaction and bottom line results. Among the lessons learned is that it’s not just about technology. Determining digital collaboration’s role, how it will be used and how to incorporate it into company culture are what really matters.
The linking of computers around the world is going to have far reaching effects, and the spread of knowledge, the interchange of ideas and the dissemination of information are going to produce a revolution in our society. Digital business use technology to create new value in business models, customer experiences and the internal capabilities that support its core operations. The term includes both digital only brands and traditional players that are transforming their businesses with digital technologies. the more important benefits derived from developing a digital business include the ability of your organization to rapidly develop and move into new markets uncover and form partnerships reach new customers and expand your brand with new and existing customers as an innovator, among many others. Digital business is about the creation of new business designs by blurring the physical and digital world. It is about the interaction and negotiations between, business, and things. A. Karthik | M. Karthikeyan | P. H. Gopikannan "Digital Business" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-6 , October 2020, URL: https://www.ijtsrd.com/papers/ijtsrd33644.pdf Paper Url: https://www.ijtsrd.com/management/marketing/33644/digital-business/a-karthik
Digital Transformation and the Marketing ProfessionalMatthew W. Bowers
Defining and understanding digital transformation and the marketing role. How can marketing drive transformation? what are the tasks, strategies and things that can help.
Social Media for Savvy Marketers Event - Session Descriptionscecetaylor2013
This event (April 18-19, 2013) will bring together some of the leading B2B and B2C minds in business, digital, social and technology to discuss what’s happening today in social and digital marketing — and what’s coming in the future. Our panels, presentations and keynotes are designed to help brands understand how this change is impacting their business and marketing, and we'll shed light on what they need to know to be ready for what’s next.
The smac-code-embracing-new-technologies-for-future-business (1)Sumit Roy
Social mobile Analytics and Cloud: How SMAC model is changing and disrupting business across industry. SMAC is not only changing the way markets function , but it also is a pointer that technology today is the biggest tool for innovation,however this is a double edged sword as SMAC is a great enabler. Small companies and the giants both have a level playing field
Lean Digital Enterprise Evolution in a Hyper Connected World VSR *
In the digital era, every enterprise is Digital Enterprise and every digital enterprise must be Lean. Lean digital enterprises are future proof & future ready. This white paper highlights about the nature of software applications and paradigm shift required in Global Delivery Model to support Lean Digital Enterprises....
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A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
7 Alternatives to Bullet Points in PowerPointAlvis Oh
So you tried all the ways to beautify your bullet points on your pitch deck but it just got way uglier. These points are supposed to be memorable and leave a lasting impression on your audience. With these tips, you'll no longer have to spend so much time thinking how you should present your pointers.
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
2. Each year, we examine the most interesting
developments in digital.
We look for what’s new. What’s exciting. What’s
relevant to our clients and to our work.
Confidential 2
3. We offer these trends as inspiration for your own
ideas and innovation.
Confidential 3
4. Digital Trends: 2019
Confidential 4
1 From CX to RX & EX
2 Digital Ethics
3 Mobile Tipping Point
4 Digital First Content
5 Searching v. Exploring
6 Going Hi-res
7 Ambient Digital
6. Recruiting and retaining top talent has never been
more challenging. In response, brands are taking a
closer look at their recruit and employee experience.
Confidential 6
7. In the last few years, a fundamental shift has
dominated marketers’ perspective on brand.
Whereas we once views brand through
messaging or psychographic dimensions,
marketers are now being urged to think of
customer experience as the core of their brand.
This shift offered a host of new models,
approaches, and tools – from design thinking to
customer-journey mapping. In companies that
accepted this shift, marketers find themselves
newly empowered to curate every customer
touchpoint as a brand moment.
We’re all Customer Experience (CX) Experts Now
Confidential 7
89% 18%
Of companies
expect to
compete based
on customer
experience
Of marketing
budgets are
dedicated to CX
initiatives
Source: Gartner for Marketing CMO Survey, 2016 & 2017
8. In 2018, a Federal Reserve study declared that the US
has reached full employment – basically, the labor
market is incapable of operating any more efficiently
than it is now. Unemployment is at its lowest rate
(3.7%) since 1969.
This is making it increasingly difficult for organizations to
find and retain talent – particularly at the highest skilled
positions. In many leading organizations, CHROS and
CTOs are teaming up with CMOs to overhaul not just the
outreach to new talent, but the entire quality of the
recruiting and employee experience.
New Urgency in Recruiting and Talent
Confidential 8
https://www.bloomberg.com/news/articles/2018-11-19/fed-study-of-labor-participation-finds-
u-s-at-full-employment
9. Executives are now urged to take greater care of their
talent/employer brands. It’s perhaps not surprising that
the “experience lens” that has proved so effective for
attracting and retaining customers is now being applied
to recruits and current employees.
This has frequently meant taking a more expansive,
more strategic look at how key digital touchpoints –
LinkedIn, YouTube, Facebook, public websites, internal
tools – articulate the culture and experience of the
organizations. For some, it has lead to another level of
digital innovation.
CX is extended to RX and EX
Confidential 9
https://hbr.org/2015/05/ceos-need-to-pay-attention-to-employer-branding
10. While most companies use standardized, third-party
tools for recruiting in-take and management, top
competitors for talent are producing their own sites
and apps.
Accenture’s onboarding app helps smooth over a
complicated transition where talent often feel a
disjoint between the organization they experienced
during recruiting and the organization they
eventually joined.
Taking Control of the Onboarding Experience
Confidential 10
https://itunes.apple.com/us/app/accenture-onboarding/id1269703455?mt=8
11. PwC’s Talent Exchange iOS app connects the
internal culture to a network of vetted independent
talent.
PwC can use the exchange to fill gaps in resourcing.
Independent talent can use it to explore
opportunities, projects, and fill their pipeline with
work into the future. They can also connect with
each other.
Encouraging Talent Connections
Confidential 11
https://itunes.apple.com/us/app/pwc-talent-exchange/id1062078571?mt=8
18. In 2018 we witnessed GDPR, record-breaking
lawsuits and fines, and multiple corporate scandals.
In 2019, Digital Ethics is emerging as a
comprehensive response.
Confidential 18
19. Attention has moved beyond third-party hacks. There is now deep scrutiny by governments, courts,
journalists, and users themselves into how digital solutions treat users across several dimensions. Digital
Ethics is a comprehensive approach to such issues as:
As Gartner has noted, the shift happening now is from a reactive discussion of liability toward an active
concern for ethics – from questions like “are we compliant” to “are we doing the right thing.” Smart
organizations realize that addressing ethics in the design of their services is the only way to maintain
trust.
Dimensions of Digital Ethics
Confidential 19
Privacy & Security Accessibility & Inclusion Values & Transparency
Are we keeping data safe? Are we
keeping people safe?
Are we designing for everyone? Do we
treat all users equally?
Are we up-front about what we’re doing?
Does it match our values?
https://www.gartner.com/doc/3891569?ref=clientFriendlyURL
20. The storm around Facebook’s lack of
attention to privacy concerns is so
overwhelming that some news outlets
publish frequently updated “roundups”
tracking multiple concurrent stories.
https://www.nbcnews.com/tech/social-media/timeline-facebook-s-privacy-issues-its-
responses-n859651
https://www.theguardian.com/technology/2018/dec/14/facebook-privacy-problems-
roundup
Facebook is far from alone, however. The
dubious prize of first major GDPR violation
went to Google.
https://www.crn.com/news/security/france-hits-google-with-57m-fine-in-first-major-gdpr-
violation
The Cost of the Reactive Stance
Confidential 20
21. Though technically only applicable to
services delivered in Europe, GDPR’s main
policy directives – keeping data safe, keeping
data private, and giving people direct control
over how data is used – are now core
expectations.
Many now expect other countries and
regions, including the US, to adopt similar
regulations.
https://www.engadget.com/2019/02/17/gao-gdpr-privacy-laws-us/
Privacy is Relevant Everywhere
Confidential 21
22. Case law is forcing the US to catch up to
Europe in guaranteeing digital access for all
persons, including those with disabilities.
Access Joins Privacy as an Essential Right
Confidential 22
https://www.fastcompany.com/90293399/ninth-circuit-court-dominos-pizza-website-is-bound-by-ada
23. Companies are realizing that it’s not just
about reactively complying with specific
technical standards.
A comprehensive approach – aka
inclusive design – offers a more solid
and more value-aligned foundation for
their digital efforts. Inclusive design
strives for access across:
- Abilities (visual, audio, motion)
- Resources (income, digital access)
- Geographies
- Backgrounds
Inclusive Design is Now an Imperative
Confidential 23
28. Mobile drives, or influences, an average of
over 40% of revenue in leading B2B organizations
Confidential 28https://www.thinkwithgoogle.com/marketing-resources/experience-design/b2b-marketing-reshaping-growth/
29. In the past 10 years, we’ve enjoyed a continuous
revolution in mobile design. Mobile websites, mobile
apps, responsive design, and progressive web apps
(PWAs) have given us more dynamic, better optimized
tools for delivering content to small screens.
Mobile usage has now caught up to, or in some
instances, surpassed desktop usage for key
interactions. This tipping point in behavior is driving
change not just into design and technology, but into the
content strategy itself.
The Mobile Tipping Point
Confidential 29
https://www.bcg.com/publications/2017/marketing-sales-digital-go-to-
market-transformation-mobile-marketing-new-b2b-buyer.aspx
30. Digital experience providers now realize that
certain kinds of content better suit a mobile
context. Whereas a desktop is tuned for
consuming large amounts of information, in a
specific setting, and connects easily to work;
a mobile context best allows focused
consumption of one thing at a time, at any
point in a person’s day.
The two biggest areas of innovation in B2B
mobile content – video and audio
(podcasting) – actually don’t require new
technology of design techniques. But they do
require a rethinking of content form and
purpose.
The Mobile Tipping Point
Confidential 30
Desktop Context Mobile Context
• Location specific • Location independent
• Interactive • Hands-free
• Browse larges amounts of
data
• Focus on one thing at a
time
• Connected to work • Connected to life
31. Video is of course, nothing new.
But previous approaches were not
focused on the mobile context.
They were based either on
television interviews (think talking
heads) or worse, advertisements.
There’s much to find at fault in
videos like this send-up from a
stock-video house. But the core
problem is shared widely: they are
essentially content-less.
(Pre-) Mobile Video
Confidential 31
https://youtu.be/2YBtspm8j8M
32. One highly successful new type of
video is the “explainer,” a format
that is highly consumable on
mobile during a commute, in
between meetings, etc:
- Short (usually < 3 mins)
- Illustrated (digital vs video
production)
- Captioned (not reliant on audio)
- Focused on a single concept, idea,
or story
The Rise of the Explainer Video
Confidential 32
https://youtu.be/mbPiAzzGap0
33. Many have discovered podcasts as an ideal format for consuming complicated ideas – ones that often
struggled to focus on when it arrived as a long-form article. Podcasts also fit nicely into contexts (like a
commute) where you can’t look easily at a screen.
Rise of Business Podcasts
Confidential 33
Supporting information like transcripts, tagging, and offering multiple listening platforms help improve visibility of podcast content and help
bridge the desktop-mobile experience.
34. Podcasts need not involve a heavy up-front investment. Recording tools are easily available, and most
see better success when deployed across multiple (free) platforms.
Natively Cross-Platform
Confidential 34
36. Marketers have sought to add interactivity to their
content marketing pieces for years. Now some are
rethinking their digital content from the ground-up.
Confidential 36
37. Content marketers have always for years that long-form copy
was a challenge. Design could offer a more comfortable
reading experience, but it couldn’t the amount of work required
by audiences. In the tight competition for users’ attention,
shorter always wins.
By making content more interactive, more natively digital,
marketers can communicate complex ideas, models, and data
sets without forcing users through a marathon of paragraphs.
Interactive pieces are also easier and more effectively
marketed across channels like social and mobile.
Many look to leading examples like McKinsey’s 5/50
publication series for inspiration.
Bye, bye PDF
Confidential 37
38. New interactive content tools and marketing services seek to make McKinsey-like approaches accessible
to organizations of all sizes and industries, without a lot of coding.
Content Design Tools Make Interactivity Accessible
Confidential 38
39.
40.
41.
42.
43. Confidential 43
A templated approach has
challenges.
Even McKinsey’s pieces can
lack distinctiveness after a short
while. After the initial visual
hook, they often lead to the
same long articles and/or PDFs.
44. Some of the best examples in digital-first
content is coming from unexpected sources.
Confidential 44
48. New Approach, New Roles
In a standard approach, a content pieces moves
from skillset to skillset at is proceeds through a
staged process.
A digital approach breaks down roles and stages. It
also introduces new skills. Teams collaborate
throughout.
Writing
Editing
Design
Sign-off
Publication
Analysis
Expert, Writer
Editor, Writer
Designer
Editor, Expert
Marketer
Marketer
Digital Editor
+
Expert, Writer, Designer,
Front-end Developer,
Marketer
Ideation
Creation
EditingDistribution
Measure
Lots of back-
and-forth
(Coordinated
writing, design,
and coding)
50. Search dominates how we begin most digital
experiences. But brands are now more careful about
how we rely on search to get users to where they
want to go.
Confidential 50
53. Many content-heavy sites followed the lead of
online retailers by putting search front-and-
center. These experiences represent significant
investment: technology must be purchased,
filters and controls must be designed, and the
results continually optimized and refined.
But here’s the reality: users don’t like search-
forward interfaces. At least, not when they
aren’t yet sure what you have.
Our own website is (perhaps ironically) a good
example of this trend. The blog search
accounts for only 1.5% of pageviews.
Why Do We Make People Work?
Confidential 53
Pretty much no one
uses all this
functionality.
54. Amazon, who appropriately leads with search in its main
retail site, chose an exploration-focused experience for its
corporate blog.
A simple keyword search is still available. But the primary
metaphor is a digital magazine, supported by a clear
hierarchy of featured and supporting articles, multiple
discovery mechanisms, simple tagging, and a clean reading
experience.
Leaning into Exploration
Confidential 54
55. BCG, McKinsey, and other professional service organizations that market primarily with thought
leadership have followed a similar path, encouraging browsing over searching.
Experts Agree
Confidential 55
56.
57. Of course, SEO and external search still
matters. More than ever.
A big driving factor is the browser
experience – all major browsers have
integrated search into the address bar,
making portals, bookmarks, and landing
pages essentially obsolete.
* External SEO Still Matters
Confidential 57
https://moz.com/blog/write-for-seo-2018
59. A new generation of ultra high-resolution displays
across devices is driving the use of new visual
treatments and techniques
Confidential 59
60. Unlike in previous years, the biggest changes in
display technology are not in their size, but in their
resolution and pixel density. Howsoever they’re
labelled – 4K, 5K, 8K, “Retina,” etc. – high-res
screens are now standard across all device types,
including TVs, desktops, laptops and mobile phones.
Pixels are now small enough to be invisible to the
human eye, rivalling the smoothness of print.
Designers have definitely taken notice.
The Rise of Hi-Res
Confidential 60
Your college computer
Your first iPhone
Old flat-screen TV your kids use to watch YouTube
Brand-new monitor at work
Neighbor’s “man cave” TV you secretly want
61. Type treatments previously avoided –
serifed fonts, thin weights, extreme
modulations – can now be used as
beautifully in digital as they are in print.
It’s not just about having new design
options. For some organizations, it’s the
key to full visual alignment between their
print and online brands.
Refined Typography
Confidential 61
62.
63.
64. Custom Interaction Effects
Higher pixel density also leads to
smoother, more refined micro-interactions.
Subtle changes to the cursor, line weights,
typography, and buttons visually reward
the user for continued engagement.
69. Leading brands don’t just align analog and digital.
They integrate them into a single, cohesive
experience.
Confidential 69
70. Our digital lives have now become so pervasive, so
portable, and so ubiquitous that the most innovative
brands are exploring immersive experiences that
blend analog and digital touchpoints so seamlessly
that the difference no longer makes sense.
By leveraging location-specific (or location-aware)
technology like touch kiosks, voice assistants, mobile
devices, VR and AR, brands can create experiences
where people interact with a environment, not a
device.
Ambient Experiences
Confidential 70
“This multiexperience environment will create an ambient
experience in which the spaces that surround us define
‘the computer’ rather than the individual devices”
- Gartner, Top 10 Strategic Technology Trends for 2019
71. One of the easiest first steps in creating an ambient experience is the introduction of kiosks and
interactive screens into an environment.
Kiosks & Device Integration
Confidential 71
Mcdonald’s kiosks haven’t cut jobs, but
they have cut error rates.
Taco Bell’s kiosks are design to improve
traffic flow and overall experience.
BT’s new kiosks will never be as well loved
as the iconic phone booth, but they offer
fast wifi, free charging, and location-specific
information
72. Amazon Go stores are low on
kiosks, but they are integrated
into digital in less obvious ways.
People scan in using their
phones. Items they select are
tracked using sensors or
beacons inside the products.
No need to check out – after you
exit your Amazon account is
charged and you receive the
receipt by email.
73. Online retailers like IKEA and Houzz
have each released mobile apps that
integrate their online stores, physical
stores, and your own home.
The apps use AT technology now built
into iOS and Android to “place” furniture
items like rugs, sofas, and chairs into an
image of your own room. It even lets you
move to view the object from different
angles.
74. In the New York Times Daily
360 videos, the content
itself is projected into the
video. There’s no
interruption in consumption
between copy and image.
You can move your device
to explore the area around
you. The sound on the file
is an ambient recording.