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Are we really_innovating_ver1


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A vision and view on the future of digital marketing and advertising and ecommerce and how it might look in 2025.

Published in: Technology
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Are we really_innovating_ver1

  1. 1. @ZoheAre we really Innovating?Twitter:- @ZoheWannabe Futurist ;-)18th October 2012
  2. 2. @ZoheInnovation in digitalmarketing & ecommercetouchpoints is occurring atan unprecedented pace
  3. 3. KioskRemember when all In Store DOOH @Zohewe had to worry Digital POS Blogger Blog Search Blog In-Flight Outreach Engines Advertisingabout was display & Aggregatorssearch? Blogs Social Photo Bookmarking Blogs In-Car Wiki Folksonomy Advertising Social Virals Portal Computing Content Ad Infographics Ad Networks Platforms incl. Social Ad & Memes Display incl. Social Exchanges ATM Advertising Advertising Content Special SEM Curation Interest Teleweb Social APIs Mobile OS Brand SEO Content Integration Product HR Syndication SMS Mkting IT Social App Dev SMO Search Platforms Partner ECom News Mgmnt m Interactive Analytics & Content & TV Social Email App Stores Mobile Partners Delivery Cloud Listening & / In-App Search Monitoring Analyti cs B2B Micro- Propositions Casting Answer Location Engines Smart TV Based Hitwise, E-CRM Marketi Quantcast ng CRM Social Media Online Mgmnt Tools Webcasts Cust. Media Mobile Ad PR & Service Comscore Networks Comms s Nielsen UGC Online Care Mobile DVR / PVR Payments Market Social Research Podcasts / PTV Enterprise M- PC Commerce Meetups/ Rich Media Devices Mobile RFID Operators Web Radio Other Ratings & Social Own Games Reviews Websites In-App Social Tablet Networks Adserver Onsite Console Integration Google Search Social Ecosystems In Game DVB Twitter Facebook Digital NFC / Bluetooth Mobiles Devices
  4. 4. @ZoheThe marketing technologyecosystem to managecommunications on thesetouchpoints is mindblowing!And its not just the touchpoints we haveto worry about, The marketing technologyecosystem to manage communicationson these touchpoints is also mindblowing.the graphic on the next slide shows
  5. 5. @Zoheover 350 companies, which produce the diff technologies across 45 different categories andthats not all of them!
  6. 6. @ZoheInput method is still Qwerty The only way we to interact with all those touchpoints is by typing. Typing is a skill and cumbersome if you don’t know how • We are only half way there in terms of mass market device innovation and adoption. • Typing is a skill, which if you don’t have it, can be laborious.
  7. 7. @ZoheTouchscreens are awkward to use Hardware & Input method Innovation seems to have stalled. Smartphones have a groundhog day feel Past Present
  8. 8. Despite social logins being available many @Zohewebsites still require registration, & form fillingMany websites have not enabled social logins. Nothing more annoying than filling outforms or registering when trying to buy something online. On an ipad or smartphonedouble the effort What could be What about And to do all that more annoying multi-user registering, than another households with logging in & out username & multiple devices? with a qwerty password to Logout one and keyboard, on a remember, Login another, touch device, YAWN! YAWN!? TEDIOUS!
  9. 9. @ZoheSo, have we reallyinnovated? Its more likeWeb 1.5. Consumers willInnovate, even if we don’t!
  10. 10. @ZoheMulti-screenconsumer behaviourbecomes mainstreamSome interesting trends in consumer behaviour are emerging. Thelikes of Google, Ofcom, Accenture have conducted a spate of studieswhich all point to one fact:- Consumers are looking for an integratedexperience on the internet. They cris-cross between access devicesdepending on what they are looking for.With the wider usage of smartphones & tablets who would havepredicted we would be talking about “Multi-screening”
  11. 11. @ZoheGoogle Multi-Screen Exec Summary UK is a multiscreening nation. Device use is driven by context. 2 main modes of multiscreening. Sequential and simultaneous screening. Tv has lost our full attention. Search is still the main bridge between us and content Source: Google Multiscreen World
  12. 12. @Zohe90% of media interactions involve a screen. Read that as 90% on DIGITAL media Source: Google Multiscreen World
  13. 13. @ZoheWe are moving between 4 devices Source: Google Multiscreen World
  14. 14. Smartphones are most common @Zohedevice when multi-screening Source: Google Multiscreen World
  15. 15. @ZoheWe Multi-task acrossMulti-Channels viaMulti-ScreensMulti Multi MultiConsumers’ new version ofVeni Vidi Vici ?!? 
  16. 16. @ZoheClearly there is someInnovationLets have a quick Look at howsome things have changed or arechanging, taking some inspirationfrom Mary Meeker
  17. 17. Things they are a Changing: @ZoheClassrooms Past Present
  18. 18. Things they are a Changing: @ZoheMaps Past Present
  19. 19. @ZoheThings they are a Changing: Grocery shopThe shopping wall on the right there by Tesco, Korea. The shopping wall basically has pictures and barcodes of arange of products. Consumers can just scan what they want, pay for it and the groceries will be delivered to theirhome. Present Future
  20. 20. @Zohe Whats the common denominator? SCREENSWhats the common denominator? Screens are part ofour everyday lives whether its recreation, work, study,travel etcWhilst we are on screens… Whats up with the biggestscreen at home; the TV?
  21. 21. @ZoheWell, TVs are a lot smarter, a lot more social & a lotmore connected You can control them with a combination of touch, gesture & voice
  22. 22. @ZoheSmart TV Opportunity Samsung TV App store For brands who want to have already a depper and more involved Smart TV presents boasts over experience in the living room, 2000 Apps there is opportunity. an entirely new opportunity for Most devices are personal but brands and it’s time the TV is about sharing the for companies to experience, so content thats start to engage with designed for sharing works how they’re going to best on a Television. address what will be a new behaviour. By 2016 there will be almost 1 billion smart tvs globally. Samsung TV App store already has 2000 apps and Mobile and Apple have made Mobile and specifically There are several consumer more comfortable Apple paved the way million smart TV’s in the with the concept of apps. for consumers to UK, and globally, become comfortable market research with Apps, and there is suggests that consumer as big an opportunity use of connected TV for engagement with sets will jump from 82m Smart TV in all in 2011 to over 890m industries. by 2016
  23. 23. Internet + TV + Ecommerce = Powerful Mix. Add Social then even more @ZohestrongerMy old employers QVC weretrading on tv, web, mobile & QVCinteractive TV as early as 2006.Secret was rich content onmultiple channels. their TV conte using web, mobil mix of 3% con secret of suc nt on YoutubeThey’ve inadvertently created a e, interactive TV [red button] & no version of new cess? Rich c & Facebook. Nnew touchpount called “social rmal TV to drive visitors & 19% ontent on mul ew touchpointinfomercials” by putting their sales as early as for repeat visit tiple channels … “Social Info 2006 ors mercials”TV content on Youtube etc andGartner have just named [Oct2012] them the poster child forsocial commerce Oct 2012 – Gartner named the poster child of social commerce [i.e. actually driving sales with social]. Guess who? QVC & Home Shopping Network
  24. 24. @ZoheDespite all the signs & studies that consumer attention isn’t on TV We don’t watch tv when its broadcast, we forward the ads, we watching more on demand. We are watching a lot more on demand TV and movie content and rarely almost never with ads (Were so watch tv shows used to watching when they are shows via Netflix or broadcast iTunes that ads now seem like anymore 1 2 bizarre intrusions) 3 4 We get our We hardly news from the watch TV with Internet, article ads, even on a by article, clip DVR by clip. Read more:
  25. 25. And, in the UK, Pay TV @Zohesubscriptions are flatlining As are the numbers of hours spent viewing TV. Source: Ofcom 2012 report
  26. 26. Bizarrely, we still seem to be @Zohespending lots on TV advertising In the UK, The TV advertising market is going through a renaissance, with revenues up by 2.2% year on year, a record £4.36bn in 2011. More info here
  27. 27. @ZoheIf you think advertising& marketing havechanged in the last 10years….You haven’t seenanything yet 
  28. 28. @ZoheEvolution of Input Method Keypad TouchThe input methodis finally changingto be moreinclusive and not •The 5 Billion notrelying on just on the Internet?qwerty input. They will beNew joining us soonerdevelopments inUI and Ux will be than we thinkmass marketsooner than wethink Voice Gesture New developments in User Interface & User experience will be mass market before we know it
  29. 29. This future chart by @Zoheenvisioningtech attemptsto map the majordevelopments and Envisioningtechadvancements. state that by speculatingThey look at emerging about what liestrends and research, and beyond theEnvisioningtech have horizon we cantried to predict and draw make betterconclusions about how decisions oftechnology is developing, what to createand which technologies today.should/could becomemass market in the For this presocoming years. I’m going to spotlight the interfaces and ubicomp columns. Recommend going to their site and seeing the whole chart. Source: http://envisioningtec 012/
  30. 30. @ZoheThe web as we knowit, is changingprofoundly
  31. 31. Smartphone sales have overtaken @ZohePC Sales. Tablets will be next
  32. 32. @ZoheWithin 10 /15 yearstouchscreens as we know themwill be obsolete and the digitaladvertising / ecommercedynamic will shift again
  33. 33. @ZoheGesture Recognition – Nissan Pathfinder KinectExperience To highlight gesture recognition, Nissan created an experience on Kinect allowing people to view and experience the Pathfinder car virtually from various angles and perfrom various actions, whilst they put it in the showrooms, imagine being able to do some initial research on the car from home before booking the test drive? Source:
  34. 34. @ZoheSpeech Recognition – Mindmeld Conference Call App So for speech recognition wanted to higlight Mindmeld is a conf call app which “listens” to your conversation and serves up dynamic content based on keywords from your discussion. Unlike a regular video call, MindMeld listens as you talk and literally identifies the key concepts and meaning of your conversations. Team calls will never be the same again! Source:
  35. 35. @ZoheHaptics – Disney Touche Capacitive Sensing Disney, yes Disney have developed a technology that, turns virtually any material into a touchscreen. Couches, doorknobs, clothes, tabletops, fridges could become your mobile phone, your tv screen, your internet browser etc. Instead of getting up off your sofa to get your smartphone which you have left in the other room, literally tap your sofa and dial mum! And even cooler, it can tell the difference between different users which means targeting and personalisation! Source: i_touche_drp.htm
  36. 36. @ZoheHolograms – Apple / Nokia Hologram technology patents Apple have patented a 3d display system that would “mimic a hologram” without requiring special glasses. If you have seen the avengers movie or star wars then that tech is what these patents are saying they will do. Basically Each eye of each viewer receives a different angle of the image, floating mid air. Best of all it will detect who is watching and display diff images to diff people meaning personalised advertising and offers  Source: 07/why-apple-will-turn-to-holograms
  37. 37. @ZoheEyewear Embedded Screens – Google Project Glass Finally, we probably seen a lot of coverage on Google glasses. Think smartphone + camera that sits on your head! Everything you can do from your smartphone you will be able to do with these glasses, all voice activated with no qwerty keyboard in sight! Source:
  38. 38. Conclusion: Marketing & @ZoheEcommerce in 2025 • Search will still be at the centre of it all, but voice, gesture etc will affect how we search • New tech will literally bring anywhere, anytime, anyhow to life • Hyper Personalisation – behaviour, DNA, build/body size
  39. 39. @ZoheIF there is anything that embodies visually what is to come then its these 2 vision ofthe future videos one from Microsoft and one from Corning. There is no way I canreally describe what the videos show other than you’ll at first think you are wathcing amovie like minority report! Source:
  40. 40. @ZoheCorning Day Made of Glass Source:
  41. 41. Thank you.