Navigating the Neutral Zone: Your Mileage May Vary
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The document discusses trends in digital experiences and customer engagement. It notes that digital experiences are becoming increasingly personalized through integration of customer data and analytics. Content is shifting to video and mobile experiences. Industries are ripe for disruption if they do not adapt to putting the customer first through digital tools and personalized engagement across channels. Customers now control most aspects of their experience through social interactions and online research.
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Navigating the Neutral Zone: Your Mileage May Vary
- 1. NAVIGATE THE NEUTRAL ZONE YOUR MILEAGE MAY VARY Dave Wieneke @UsefulArts | @ISITE_Design
- 2. A DIGITAL EXPERIENCE AGENCY • Founded in 1997 • Boston MA, Portland OR, Los Angeles CA • Full-service digital agency, 60+ employees • Blending strategy, design, development, optimization • International client base @UsefulArts | @ISITE_Design
- 4. The Gap is where the bulk of growth takes place. @UsefulArts | @ISITE_Design
- 6. BE ONE THING WELL… AND LEAVE IT. @UsefulArts | @ISITE_Design | UsefulArts.us @UsefulArts | @ISITE_Design
- 7. YOUR FUTURE IS WHAT YOU DO TODAY ELECTIVELY @UsefulArts | @ISITE_Design
- 9. BE A FRIEND + KNOWN RESOURCE @UsefulArts | @ISITE_Design
- 10. BE AND HIRE DARCM Digital Citizen @UsefulArts | @ISITE_Design
- 11. BE AND HIRE DARCM Digital Analytics Citizen Mindset @UsefulArts | @ISITE_Design
- 12. BE AND HIRE DARCM Digital Analytics Reaching Citizen Mindset Audience @AmandaPalmer @UsefulArts | @ISITE_Design
- 13. BE AND HIRE DARCM Digital Analytics Reaching Content Citizen Mindset Audience Creation @UsefulArts | @ISITE_Design
- 14. BE AND HIRE DARCM Digital Analytics Reaching Content Managing Citizen Mindset Audience Creation Relationships @UsefulArts | @ISITE_Design
- 15. Trend 1 THE MULTI-HUB WEB 15
- 16. CPG SHOWS HUGE SOCIAL SHIFT @UsefulArts | @ISITE_Design
- 17. TOP BRANDS LOOSING TRAFFIC 68 of the top 100 brand sites have negative traffic growth. Yearly Change in Unique Visits (2009 – 2010) 34% 15% 16% 14% -12% -10% -11% -17% -28% -33% -59% -57% GM J&J GE P&G Coca- Delta Ford Verizon Wal- Target Intel Amazon. Cola Motor Mart com @UsefulArts | @ISITE_Design
- 18. THEY SET TERMS OF ENGAGEMENT Starbucks FB gets 12x its Brand Site Traffic @UsefulArts | @ISITE_Design 18
- 19. Trend 2 MOBILE FIRST 19
- 21. WEB IN 15 YEARS / MOBILE IN TWO 120 ~120MM+ Mobile Internet 100 iPhone + iTouch + iPad Launched 6/07 Subscribers (MM) 80 Desktop Internet Netscape* 60 Launched 12/94 ~32MM NTT docomo i-mode 40 Launched 6/99 ~27MM Desktop Internet 20 AOL* ~9MM v. 2.0 Launched 9/94 Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19 Quarters Since Launch iPhone + iTouch NTT docomo i-mode AOL Netscape Note: *AOL subscribers data not available before CQ3:94: Netscape users limited to US only. Morgan Stanley Research estimates Morgan Stanley ~65MM+ netbooks have shipped in first 11 quarters since launch (10/07). Source: Company Reports, Morgan Stanley Research Data as of CQ3:10 @UsefulArts | @ISITE_Design 21 Dave Wieneke – www.usefularts.us
- 23. APP SALES OPPORTUNITY: $150 BILLION BY 2014 Gartner projects mobile app sales: 2010: sales topped $5.2bn 2011: explosion to $15.1bn. It expects total 2014: Exponential growth to $150bn = $65Bn annual sales. = $62Bn annual sales. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143686 Dave Wieneke – www.usefularts.us
- 24. REMAKE YOUR BUSINESS @UsefulArts | @ISITE_Design
- 26. TOOLS OF DELIGHT Content has never been king. Helping customers is. Tools change businesses and how people see the world. Go for awesome!
- 28. Customers have earned emancipation. 28
- 29. 66% OF CUSTOMER TOUCH POINTS ARE BEYOND BRAND CONTROL Store/agent/dealer interactions 12 26 Word-of-mouth Word-of-mouth Consumer-driven marketing Consumer-driven marketing Online research Online research 21 43 Offline and/or print reviews Offline and/or print reviews Past Experiences 28 37 31 Traditional advertising 10 Direct marketing Company-driven marketing 5 Sponsorship 39 In-store product experience 26 22 Salesperson contact Initial-Consideration Active Evaluation Closure Set Source: McKinsey Quarterly 1Based on research conducted on German, Japanese, and US consumers in the following sectors: for initial consideration – autos, auto insurance, telecom handsets and carriers; for active evaluation-auto insurance, telecom handsets; for closure – autos, auto insurance, skin care, and TVs; figures may not sum to 100% because of rounding.
- 30. 1985: IT TOOK 3 ADS TO GAIN 80% REACH
- 31. 2012: IT TAKES 114 ADS FOR THE SAME REACH
- 32. CUSTOMERS ARRIVE ARMED @UsefulArts | @ISITE_Design
- 33. Done.
- 34. DIGITAL’S REACHED ESCAPE VELOCITY @UsefulArts | @ISITE_Design
- 35. ONE PANE OF GLASS TO CUSTOMER ACTIVITY Content Creative, Media CMS Real Time Planning, Communications Client Governance Call (In-Person Response) Experience & Automation Control Customer Data and Analytics (CRM) Client @UsefulArts | @ISITE_Design 35
- 36. GET GREAT AT INTEGRATION Search Web Channel Social Aps Splinternet Customer Experience Analytics Data / Seg. Integration Bus. Plan Brand Integration @UsefulArts | @ISITE_Design 36
- 37. Trend 4 READING IS FOR SUCKERS 37
- 38. HEAVY IN TO VIDEO The sum of all forms of video will be approximately 90 percent of global consumer traffic by 2015. http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11- 481360_ns827_Networking_Solutions_White_Paper.html @UsefulArts | @ISITE_Design 38
- 39. WHAT IS IN PLAY? Delivery Advertising Content Customer Rex
- 40. YOUR TURN: WHAT INDUSTRIES ARE RIPE FOR DIGITAL DISRUPTION? @UsefulArts | @ISITE_Design
- 41. THIS AUDIENCE @ISITE_Design IS YOUR TRIBE. HAVE FUN! Thanks and keep in-touch, CONNECT Dave Wieneke @UsefulAr ts