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The 3 Biggest Digital Marketing Developments For 2016 | Extreme Connectivity | Customer Centricity | Data-Driven Ecosystems

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The 3 Biggest Digital Marketing Developments For 2016 | Extreme Connectivity | Customer Centricity | Data-Driven Ecosystems

  1. 1. The 3 biggest digital developments for 2016 Extreme Connectivity, Customer Centricity & Data Driven Ecosystems by Bastiaan Neurink & Leo Bekhuis
  2. 2. Our world is becoming more digital and context aware
  3. 3. Our way of life is becoming smarter
  4. 4. And the customer experience we expect from brands is changing
  5. 5. 90% 60%of consumers expect the customer experience to be consistent across all channels and devices to interact with brands of millennials expect a consistent experience from brands whether they interact online, in store or via phone. Source: SLD
  6. 6. So technology is changing expectations of consumers towards brands increasing our connectivity longing for a customer centric strategy from brands asking for a new data-driven ecosystem
  7. 7. #1 Social Sharing & Extreme Connectivity
  8. 8. The (social) sharing economy is rapidly increasing due to new technologies
  9. 9. 60% 71% Source: Campbell Mithurn & Carbonview Research of overall respondents find the concept of sharing appealing of those who have used shareable products expect to continue
  10. 10. The idea. What is mine is yours, for a fee
  11. 11. For example. The amazing growth of Airbnb in just 5 years 20152010 Summer travel has grown 353x in just five years 17 million More guests traveled on Airbnb this summer than the entire population of Greece, Sweden or Switzerland 11m 9.6m 8.1m 17m Source: Techcrunch
  12. 12. Only it isn’t new, we’ve been sharing stuff for ages. Like clothes with your best friend or relative
  13. 13. The new thing is the innovative construction, enabled by technology, which creates the trust needed to do business with strangers. Trust Efficiency
  14. 14. The main reasons for sharing those products with others Convenience Better price Product/service quality
  15. 15. And it won’t stop here, new fields will open up!
  16. 16. Corporations are creating internal versions of Uber and Lyft. Healthcare companies are developing ways for people to share a variety of expensive medical equipment
  17. 17. Plenty of opportunities for services to create an engaging, all-in-one user experience, even in the crowded markets.
  18. 18. Source: Steven van Belleghem Most important. It’s not about technology anymore, it’s about convenience speed connectivity
  19. 19. Because people, places and things are becoming more connected (device mesh) Source: Ericsson places people things 50 billion connected things 1 billion connected places 5 billion connected people 2000 2010 202019901900
  20. 20. “Gartner defines the device mesh as including mobile devices, wearable, consumer and home electronic devices, automotive devices and environmental devices — such as sensors in the Internet of Things (IoT). What’s so compelling about this trend from a manufacturing standpoint is the potential to capture quality, cost, time-to-market and most importantly – customer feedback – during each phase of a product or service’s journey through the value chain of a business. Accuracy, agility, time-to-market and quality will all drastically improve as a result of the device mesh becoming more commonplace.” Gartner
  21. 21. As we get more and more connected our ways of communication will be faster. Our time to communicate with each other will decrease dramatically while our expectations towards companies reaction speed grow rapidly.
  22. 22. We’re moving towards holistic connectivity in our world based on the context we’re in.
  23. 23. A world in which that context is becoming digital
  24. 24. People, knowledge, devices, and information are networked for the growth of society, life and business Source: Ericsson
  25. 25. 1 2 3 Improved reach Improved value (consumer lifestyle) Improved process efficiency Improved human efficiency Networked consumer electronics Networked industries Networked society (everything) Wisdom of the cloud. Drivers for device connectivity come from people, business and society in general Source: Ericsson
  26. 26. It’s more than a networked society based on connectivity. A better customer experience is mandatory and that calls for a customer centric strategy.
  27. 27. #2 Customer Centricity
  28. 28. It’s becoming more and more important to have a customer centric focus in your company’s vision and daily processes
  29. 29. But too often you see companies working on the short-term sales instead of the long-term customer experience
  30. 30. Lines between offline and online shopping experiences are blurring 17% visit a store first, and then purchase online 32% research online, visit store to view product, then return online to purchase 51% research online and visit store to purchase 44% research online and buy products online Source: Google
  31. 31. Customer centric means fast and easy-to-use A 24/7 mentality Delivering the right content, at the right time on the right channel when the consumer is asking for it Extreme simplicity in every touchpoint
  32. 32. Digital transformation in the age of the customer. With customers in control of their interactions with brands, businesses must create positive and relevant customer experiences across channels and touchpoints.
  33. 33. 5%of organizations feel that they have mastered digital to a point of differentiation from their competitors. Businesses are on the path to digital transformation but have a long way to go Source: Forrester Research
  34. 34. We know that a full customer-centric marketing strategy doesn’t happen overnight. It requires organizational changes, new processes, other tools and platforms
  35. 35. But most of all a new mindset whereby the customer, his buying journey, individual preferences and life cycle take centre stage for everything we do as companies.
  36. 36. It’s not only about automating processes, also about touching people’s hearts and about motivating employees to take part in this journey Source: Steven van Belleghem Motivation
  37. 37. Source: Brian Solis (Altimeter) Organizational changes Customer experience A new mindset Data Technology Customer behaviour Customer behaviour Business values IT Education Marketing Three elements of digital transformation
  38. 38. But don’t forget to put the customer at the heart of the digital transformation.
  39. 39. The rise of artificial intelligence for smart machines and virtual personal assistants help to deliver an excellent customer experience
  40. 40. "Over the next five years we will evolve to a postapp world with intelligent agents delivering dynamic and contextual actions and interfaces," David W. Cearley (Gartner)
  41. 41. No more filling in forms or dealing with menu’s but let the VPA’s do all the work
  42. 42. #3 Data-driven ecosystems
  43. 43. Whether we're looking for coffee, clothes or a vacation in Mexico, the internet has changed how we decide what to buy and when to buy.
  44. 44. And we get to a point where we can push customers into a direction, based on behavorial data, before that behavior will even occur.
  45. 45. Across the three dimensions of digital transformation — organization, operational process, and technology — businesses are working hard on making steps in creating a better customer experience.
  46. 46. But companies are struggling with their traditional way of working. Delivering an average digital experience.
  47. 47. With limited understanding of their customers, and little knowhow on how to get useful insights, how to turn those insights into actionable steps, and get measurable results.
  48. 48. To deliver a unique and necessary customer experience you need a data-driven ecosystem that; collects high velocity streams of data analyzes an enormous amount of data points automates a set of collection of journeys is scoring the environment and all journeys upfront
  49. 49. A data-driven ecosystem based on delivering the right experience through every touchpoint data structuring data lake data warehouse data insights wearables, apps, analytics, emails, social, profile relevant data avaliable per customer, business intelligence, insight that can lead to the right customer journey Collect Process Insights data lake data scoring data storing data discovery The flow resulting in relevant touchpoints that serve all kind of purposes and goals Touchpoints efficient and effective customer journeys selflearning
  50. 50. Current system with existing datasources and channels of companies Unfortunately (almost) not connected Connecting existing datasources and building towards a data-driven ecosystem All the information and data is collected in one giant data lake and is connected. The key to such a successful ecosystem is bringing the right data together.
  51. 51. Start by structuring data and creating a data warehouse. By mapping your own data landscape. Data like CRM and data from all customer touchpoints. Internal data Customer touchpoint Newsletter Website Store And more Data warehouse E-mailmarketing data Website CMS CRM tool Brochures Loyalty systems Social WebshopBrochure tool And more
  52. 52. Internal data Customer touchpoint External data But also the external influences of social, weather, sensors, wearables and many more. Building a structured datawarehouse. Data warehouse Wearables Sensors Weather Traffic IoT Social media Location
  53. 53. You’ll need a datawarehouse where you can combine all those datasets. Microsoft and IBM are already working on a CRM service built to handle IoT
  54. 54. Datawarehouse companies are able to create dynamic journeys based on more relevant insights and analytics.
  55. 55. Prescriptive options that will be automated and rendered for each user and or usergroup GOAL: enrich profiles to level 4 GOAL: increase sales 10% GOAL: increase reach 5%
  56. 56. And with the goal to add value to end users through micromoments and also receive useful feedback
  57. 57. Be there Be useful Be quick SpeedConnectivity Convenience Context micro- moments Intent Immediacy
  58. 58. Mobile and wearables have changed the way we live, and has forever changed what we expect of brands. It has fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each one is a critical opportunity for brands to shape our decisions and preferences.
  59. 59. So, we’re slowly moving from a data-driven towards an intent-driven ecosystem in which Micro-moments Connectivity Data Algorithms Prescription (intent & relevance-driven) +
  60. 60. The digital transformation should be driven by the expectations of digital customers. And becoming relevant at every digital customer touchpoint. Data warehouse
  61. 61. Recap The three biggest digital developments A changing IT landscape with data- driven ecosystems The digital mesh with a unique customer experience Smarter machines due to extreme connectivity and the impact of the social sharing economy
  62. 62. Bastiaan Neurink Leo Bekhuis Thank you