"Always On" is a lifestyle characterized by the connectivity shift from a technological service to a personal trait. This report - part of the "Inspiring Route" project - analyses and understands the main themes related to Always On through stories, examples, numbers, case studies.

1. MARKETREVOLUTION.IT
@MKTRVLTN
ALWAYS ON
INSPIRING ROUTE
03/07/2014

2. WELCOME
Thanks for coming
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3. @MKTRVLTN
#INSPIRINGROUTE
#ALWAYSON

4. ALWAYS ON - INSPIRING ROUTE
Please turn off
all electronic devices
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5. Source: Twitter, 2014
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The first always on world cup
Watching the match alone together
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6. Where does this story start?
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7. Source: The Verge, Apr, 2012, The Verge, May, 2013
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but then ...
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Meet the guy who left the internet
1st May 2012
P.Miller, senior editor at “The Verge”,
decides to leave Internet for one year.
His goal is to separate himself from the
constant connectivity to explore sans-internet
reality.
“I thought it was making me unproductive. I
thought it lacked meaning. I thought it was
corrupting my soul”

8. Meet the guy who left the internet
... came back
1st May 2013
P.Miller, comes back to the Internet.
During his offline year he realized he was
wrong: “there's a lot of ‘reality’ in the virtual,
and a lot of ‘virtual’ in our reality, so living
without Internet is not a real life”.
My plan was to leave the internet, find the
"real" Paul and get in touch with the "real"
world, but the real Paul and the real world are
already inextricably linked to the internet.
Source: The Verge, Apr, 2012, The Verge, May, 2013
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9. “Always ON” is a lifestyle characterized by the
connectivity shift from a technological service
to a personal trait.
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10. Source: Path, 2011.
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Path
Are you online or are you sleeping?
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11. Source: MIT, 2008.
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What drives always on?
2 key factors
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Psycological
“second life” chance
uncomfortable feeling of loneliness
Technological
ubiquity of internet access
more mobile devices than people in the world

12. Source: Sploid, june 2014
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“This is so tweetable”
still online while offline
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“Social media is a
narcissistic playground
where the best, the
funniest, the most charming
aspects of our lives are
publicized and the shitty
stuff, the boring stuff, the
beige almost never gets
posted.”

13. Source: TED Talks, Feb 2012
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Getting used to a new way
of being alone
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“Being alone feels like a
problem that needs to be
solved.
And so people try to solve
it by connecting.
We slip into thinking that
always being connected is
going to make us feel less
alone.”

14. “from a business point of view”
models, strategy, consequences
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My life as a customer
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16. “Wait a sec, let me google it!”
At any place and time I have access to all available information about your
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offer, product and company.
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If knowledge is power, then relationships have just been turned
upside down.

17. Source: Find The Best, jun 2014.
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FindTheBest.com
From smartphones to dog breeds to members of congress.
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A search engine that find, collect and compare any information
you need to make the best decision. Just in a click.

18. “The bottleneck used to be distribution, now it’s attention”
Source: Statistic Brain, Jan 2014; Urban Dictionary, jun 2014
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“Catch me if you can”
I am overwhelmed by all kinds of stimuli.
I amuse easily, but I get bored even more easily.
Even if you manage to catch my attention, you lose it anyway at any moment.
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The Goldfish Syndrome
Today your average attention
span is 8 seconds.
1 second less than a goldfish.
disclaimer: even if you’re listening to me, during this slide you've probably already checked your phone. twice.

19. Source: Inc, jan 2014; Inc, jan 2014.
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Superbowl Ads
Rented attention has become less and less effective
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There is nothing like "wait". There’s just “real-time”.
65% aren’t even able
to associate the
company/product
with the ad.
30-sec spot.
4 million dollar
pricetag.
56% of viewers don’t
recall the ad.

20. “Multi-if-not-hyper-tasking lifestyle”
I research, communicate, interact, purchase, consume, share, all at the same
Source: Trendwatch, may 2004; Clickz, jun 2011; Trendwatching, 2013.
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time. All the time.
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Consumers look to maximize every moment. No amount of (micro)
time will be too fleeting, or activity too absorbing, to cram in more
content, connection, consumption or simply more fun.

21. Bet Tracker app
Tool to enhance the thrill and excitement watching sport (and betting on it)
Source: PR Newswire, 2014.
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Testo slide
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Check stats, set up alerts to track multiple bets, challenge your friends,
track probabilities once the game begins - in real time - and add bets.

22. “You have no power here”
I’m constantly stalked by brands and their offerings (Like! Share! Try! Get!) and
all the mocking and debunking of their activities is making me more and more
Source: Mediaplanet, sept 2013.
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aware of their strategies & tricks to make me buy.
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The rise of “marketing immunity”

23. Source: Adblock, jun 2014.
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Adblock
Surf the web without annoying ads.
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Before After
A browser extension that automatically blocks video ads,
banner ads, Flash ads, Facebook ads, text ads...

24. So, what kind of guy is our Always on consumer?
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1
2
Overinformed Hyperactive
3
Multitasker
4
Marketing
immune

25. Source: BBC, aug 2013; Futureberry, jun 2014.
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The “needs” are a-changin'
Many new emerging phenomena are changing our needs.
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26. Source: BBC, aug 2013; Futureberry, jun 2014.
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The “needs” are a-changin'
We also discovered some of them together.
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But we think always on is not among the key factors
La Sharing
Economy
Makers e la
rivoluzione del
manufacturing
Startup e i nuovi
imprenditori
Collaboration
revolution Quantified Self

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Not “what” but “how”
Always on has a heavy impact on the behavior
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Then Now

28. Source: KPMG, feb 2014; WSJ, jun 2014.
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Physical to digital, digital to physical
Some examples
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SHOWROOMING
(Research Offline, Purchase Online)
ROPO
(Research Online, Purchase Offline)
People who research online and
buy offline spend 3 to 5 times
more than when they shop
through the website.
1 out of 5 people purchase via
mobile from an online competitor
while still physically visiting a
retailer’s store.

29. From tablet to laptop to desktop to smartphone
Source: Google-Ipsos, aug 2012.
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Some examples
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30% of researches drive to shopping
content.
17% of people who watch a commercial
research for it via mobile.

30. What should a company do?
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31. “Good ol’ times”
The mono-dimensional funnel died a long time ago when the consumer ceased
Source: McKinsey, jun 2009; Wikipedia, jul 2014; Adweek, mar 2014.
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to be a purely passive target.
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32. “Things just got real”
Add a second dimension to frame the enriched customer experience
Source: Forrester, feb 2010.
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through customer’s eyes.
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Aware Research Consider Buy Engage Service Support Loyalty

33. What if
these consumers are adding
extra new dimensions ?
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34. The “always on customer journey”
Source: Fitch, sept 2011; Accenture, 2013; Azur Digital, jan 2014; Futureberry, jul 2014.
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Non-linear, continuous and dynamic
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Each step of
the process is
bi-univocally
connected to
each other in a
non-sequential
way
Each
touchpoint
consumer are
exposed to
enable
countless
different
scenarios

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Some inspirational stories
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Viggle
Make money watching TV
Problem
TV shows are a really crowded market and there’s low level of engagement
(and thus retention) of the viewers
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37. The integrated loyalty program that reward TV watchers.
Source: Slate, may 2012; Clairewait, may 2014; WSJ, jun 2014; Viggle, jul 2014.
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Viggle
Make money watching TV
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Solution
‣ Find the perfect show on TV to Viggle
‣ Check-in or Match
‣ Share & follow your favorite shows
‣ Get point for watching show
‣ Redeem points to get real rewards like gift cards (Starbucks,
iTunes, Barnes & Noble), free subscription (Hulu, Spotify) or
discounts (Kindle Fire, MacBook Air)
Simple but somehow enough to affect watchers’ behaviors
(with 20.8 million montlhy user)

38. ALWAYS ON - INSPIRING ROUTE
Shopkick
Create a seamless digital-to-physical shopping experience
Problem
Our customer is frustrated by the digital-physical "gap" in his shopping experience.
Also, competition by other retailers and from digital channels makes it increasingly
difficult for B&M operators to generate in-store traffic.
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39. The “ShopBeacon project”: welcome a shopper when she enters a store and show
her location-specific deals, discounts, recommendations, and rewards, without
even opening the app. Tie at-home browsing to in-store benefit (reminder,
suggestion, etc). Deliver department-specific offers throughout the store.
Source: Techcrunch, oct 2013; Wikipedia, jul 2014; Shopkick, jul 2014.
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Shopkick
Create a seamless digital-to-physical shopping experience
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Solution
‣ 1 billion in-app deals and offers viewed (2012)
‣ $50 million in measurable incremental revenue
for a single retail partner (2013)
‣ 70 brand partners (2013)
‣ 6 million+ shoppers (2014)
A co-pilot for the shopping experience: helps to discover the best stores and products

40. Source: Marketing Magazine, Apr, 2014, Marketing Week, Oct, 2013.
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Tesco
MyTesco pilot project
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Solution
Integrated system that help customers navigate the store, gather the shopping
lists they have prepared at home and easily locate products
“At Tesco, we’re already looking at what the store of the future look like. We’re
looking at the customer’s journey, whether they at the home or in-store or out”

41. Source: Ayantek, aug 2013
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Ikea
A new meaning to the world’s oldest direct marketing tool
(makes room design easier)
Problem
Traditional product communication is losing effectiveness because it is “flat”
and so little engaging.
14% of the purchase turn out to be the wrong size for its intended location.
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42. The integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms
Source: Gizmag, 2013; Ikea, aug 2013; The Verge, aug 2014.
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Ikea
A new meaning to the world’s oldest direct marketing tool
(makes room design easier)
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Solution
via augmented reality.
Users spent an average of 8 minutes with the app
compared to 3 minutes with just the catalogue.

43. ALWAYS ON - INSPIRING ROUTE
Amazon
Anytime, anywhere, in a second
Problem
Very few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities.
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44. Source: The Verge, jun 2014; Techcrunch, jun 2014.
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Amazon
Anytime, anywhere, in a second
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Solution
The “Firefly” feature of the new Amazon smartphone is a “recognition engine” for
both real-world and digital items which the consumer engage and interacts with,
that track any research and we send instantly to Amazon store where we can buy.
It turns the entire world around you into a showroom

45. ALWAYS ON - INSPIRING ROUTE
Tide
Talk like a real person
Problem
Consumer moves fast, advertising moves slow.
Consumer “talks”, brands “communicate”.
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Source: Cartodb, jun 2014.

46. Source: Mobile Marketer, Feb, 2014, AdAge, Feb, 2014
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Tide
Talk like a real person
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Solution
During XXLVIII Super Bowl, Tide focused on creating short videos and tweet to join
the conversations generated by other brands’ commercials and interact in real-time
playfully with them and the consumer
3.6 million impressions genereted saving $4 million dollar

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ConAgra Foods with Google
Imagining the new era of shopping
Problem
Today the shopping experience is still long and complicated, a task that requires a lot of
time and attention. The consumer can distract, bore, change his mind.
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48. Source: Mashable, mar 2013
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ConAgra Foods with Google
Imagining the new era of shopping
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Solution
Through the Google Glasses, ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience

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SO WHAT?
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In a survey it was asked to US consumers
“What would you give up to mantain Internet access?”
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Source: Vivaldipartners, Feb, 20140
7% would forgo showering for a year
21% would give up sex
73% would sacrifice alcohol

51. Perhaps, after all, we are not facing a
passing hype but a radical shift that
consumers and companies have to face.
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52. Source: Gizmodo.com, 2014
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53. Per scoprire i valori e la dimensione dell’Always On
vai alla presentazione di Squadrati

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