Overview of latest digital innovations, and resulting impact on consumer expectations and the marketing function.

1. Michael Stich | CGO |

2. 23/8/2013
Our Conversation
• How is Digital evolving?
• How does Brand Building change?
• How does the role of Marketing change?

3. 33/8/2013
3
02/22/13
3
How is Digital changing?
Even more consumer control.

4. 43/8/2013
The Consumer Has Even More Control
Desire for: Convenience,
Choice, Value, Efficiency,
Service, Flexibility,
Relevance, Reliance
THE CLOUD
USER INTERFACES
MOBILITY/LOCATION AWARE
ARTIFICIAL INTELLIGENCE
DYNAMIC PERSONALIZATION
SOCIAL NETWORKING
+ = Control

5. 53/8/2013
A Lot Has Changed in 10 Years 2012
2011
2010
2009
2008
2007
2006
2005
2004
2003

6. 63/8/2013
Personalization
Geo-FencingGamificationAugmented
Reality
Mobile Apps
Website Email/CRM Search iMedia/Display
Image
Recognition Wearable ComputingHTML5
APIs Endless Aisle
New Tools Crowd the Marketer’s Toolbox

7. 73/8/2013
Integrate third-party data and
services into your ecosystem.
Offer more convenience to
consumers.
Walgreens integrates third-party
apps and services tied to pharmacy
prescriptions and phone-to-print
photo services.
APIs

8. 83/8/2013
Augmented Reality
Add a digital overlay to
real-world products and places.
Display additional content (video,
reviews, social posts) and add
interactivity.
Heinz partners with blippar to
provide digital recipe books and
chances to win prizes.

9. 93/8/2013
Endless Shelf
In-store shoppers browse
and buy from a virtual display.
Extend the advantages of
e-commerce and unlimited
merchandising to the store.
Tesco allows toy-aisle shoppers
to view all products and order for
home delivery.

10. 103/8/2013
Gamification
Incorporate gaming elements and
rewards to incentivize shoppers.
Create differentiated shopper
experiences and add loyalty.
Sneekpeeq offers discounted
home, fashion and beauty
products with rewards/badges for
site usage, sharing and
purchases.

11. 113/8/2013
Geo-Fencing
Deliver location-based offers as
consumers are near or within a
store.
Send personalized offers based
on consumers’ location, time,
preferences and history.
Best Buy partners with Placecast
and SocialVibe to display offers
and suggested products as
shoppers enter 1,000+ stores.

12. 123/8/2013
HTML5
Enable rich mobile Web experiences that
run on any device via standard browser.
Extend the link economy to apps.
Embed audio/video and geolocation
features and enable offline browsing.
Apple leverages HTML5 to add greater
interactivity to their website experience.

13. 133/8/2013
Image Recognition
Enable consumers to search for products
and information via their phone camera.
Reduce friction in the path to purchase and
enable “see it and buy it now” commerce.
Flow Powered by Amazon gives users
access to 10 million+ products with reviews,
descriptions, audio/video clips and instant-
purchase options.

14. 143/8/2013
Mobile Apps
Apps provide specific software
functionality to run on a smartphone
or tablet.
Brands, retailers and third parties
address shopper need states via
targeted applications.
Starbucks app offers customers the
ability to track rewards points, send
eGift Cards and pay via mobile.

15. 153/8/2013
Personalization
Know and reinforce your customers'
preferences across touchpoints and
platforms.
Consumers will grant loyalty to
brands that maximize relevance
and convenience.
ESPN captures fan preference for
leagues, teams and players and
elevates relevant content on Web
and mobile platforms.

16. 163/8/2013
Wearable Computing
Miniature computers for specific
purposes are worn on the body.
Enable constant interaction
between the individual and the
computer for seamless
communication.
Nike and Fitbit have taken the
lead in wearable computing for
health and fitness. Apple is
rumored to launch iWatch soon.
Google Glass is not yet in beta.

17. 173/8/2013
• Multi-retailer comparison shopping
• Price comparisons
• Ratings and reviews
• Loyalty/rewards programs
• Social sharing
• Consumer feedback sites
• Enhanced product info (health, allergy,
environmental)
• Promotion aggregation
New Companies Delivering Consumer
Control

18. 183/8/2013
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02/22/13
18
We know that digital gives the
consumer control.
But who is she, what does she want, and
how do we deliver it?

19. 193/8/2013
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02/22/13
19
How does Brand Building Change?
A Familiar Framework, Transformed
WHO
WHATHOW

20. 203/8/2013
Listening Was …
WHO
WHATHOW

21. 213/8/2013
WHO
WHATHOWListening Is …

22. 223/8/2013
Every customer leaves a digital fingerprint based on their search behavior. Use search
science to dissect those graphs to get the clearest picture of consumer need states
and behavior.
Intent Graph: What I Need
What consumers need now. Real-time needs centered
around a product or service.
Proximity Graph: What’s Around Me
How a consumer’s digital behavior informs his
or her off-channel behaviors and purchase decisions.
Interest Graph: People Around Me
It’s about a consumer’s interest and hobbies, and how
he or she is influenced by others who share similar interests.
WHO
WHATHOWSearch Reveals Consumer Intent

23. 233/8/2013
Smart Data Over
Big Data
• Focus on actionable data tied to
consumer need states and
success outcomes.
• Analyze one source at time and
build out profiles in layers.
• Apply insights to personalize
experiences.
WHO
WHATHOW

24. What is your brand equity now
that it’s co-created by consumers?

25. 253/8/2013
WHO
WHATHOWReciprocal Signals
• There is a two-way flow of information between marketers and consumers.
• Consumers also signal brand feedback out to their social networks.

26. 263/8/2013
Digital Helps Consumers Shape Equity
Bankrupt
Old
Expensive
Delays
Late
Sucks
Cheap
Fun
Ding
Friendly
Inexpensive
Budget
Source: BrandTags.net
WHO
WHATHOW

27. 273/8/2013
Personalization: Unique to Me
Consumers expect marketers to remember their
preferences and habits.
• Search history
• Browsing behavior
• Location
• Purchase behavior
More than 50% of shoppers say retailers they
frequent should offer promotions or merchandise
that reflects their past online purchases.
Personalization makes your brand more relevant.
Source: eMarketer.com
WHO
WHATHOW

28. 283/8/2013
Creative Evolution
Breaking through
the Digital Blur
Big idea + big innovation
“Authenticity”
Viral = self-expression + easily shared
Relevant and scalable across platforms
WHO
WHATHOW

29. How are marketers evolving their
ecosystems for the consumer?

30. 303/8/2013
Personas Journey Mapping
Create a holistic
consumer experience
with your product and
service across pre-tail,
retail and post-tail.
Identify gaps, points of
frustration or moments
of truth to remedy
through digital
innovation and cross-
functional collaboration.
WHO
WHATHOW

31. 313/8/2013
Digital Enables Immersive, Consensual
Brand Exchanges
Online
Mobile
Traditional
Shopper Marketing
WHO
WHATHOW

32. 323/8/2013
Traditional
• Marketers move beyond QR codes.
• A/R adds digital discovery to
magazines, catalogs, circulars and
product packaging.
• Image recognition speeds print-to-
Web or print-to-mobile transfer.
• Video replaces white papers.
WHO
WHATHOW

33. 333/8/2013
Online
• More personalized
• Emphasis on UX
• Responsive design
• APIs extend content and
purchasing
• Social trending content
• HTML5
• Micro ad targeting
• Daily deals
• Load to card coupons
WHO
WHATHOW

34. 343/8/2013
• The shopper’s concierge
• Geo-targeting
• Mobile coupons
• App store optimization
• Third-party integration
• Store and aisle mapping
• Rise of the tablet
• Buy on the fly
• Assisted selling
Mobile
WHO
WHATHOW

35. 353/8/2013
Social
• Check-in rewards
• Rise of image sharing
• Social TV
• Social commerce
• Facebook Open Graph
• 6-second video
• Companies integrate social into
services; no longer just a channel
WHO
WHATHOW

36. 363/8/2013
Search Engines
• Schema.org
• Google updates: Penguin, Panda
• Image search
• Video search
• Local search optimization
• Semantic learning
WHO
WHATHOW

37. 373/8/2013
Shopper
Marketing
• In-store touchscreens
• Mobile coupons
• Mobile payments
• Click and collect
• Store and aisle maps
• A/R product info
• Mobile shopping walls
• Product subscriptions
• Auto-replenishment
WHO
WHATHOW

38. 383/8/2013
Ecosystem
Integration
Combine each component by
marketing objective
Evolve to become more:
• Personalized
• Portable
• Two-way
• Pervasive
• Non-linear
WHO
WHATHOW
Web
Local
Mobile
Offline
Shopper
Marketin
g
Store
Social
WHO
Search

39. 393/8/2013
What’s Next?
• Social for content distribution
• Hyper-local
• Facial and Gesture recognition
• Internet of things
• Real-time store analytics
• Personalized, predictive shopping lists
• Wearable computing complements phones
• Endless shelves in store
• Mobile triggers (GPS, NFC, sound, light)
• Personalized pricing/merchandising
WHO
WHATHOW

40. How does the role of marketing change?

41. 413/8/2013
Creative
Best Practices
Brand Readiness
and Planning
Customer
Team Support
Corporate
Brand Steward
Agency
Relationships
CMO
Marketer
Digital Changes Marketing: Yesterday

42. 423/8/2013
Creative
Best Practices
Brand Readiness
and Planning
Customer
Team Support
Corporate
Brand Steward
Agency
Relationships
Technology
Relationships
Community
Management
Data and
Business
Rules
OrganizationInvestments
CMO
Marketer
Digital Changes Marketing: Today

43. 433/8/2013
Brand Planning:
(Research to Co-creation)
mystarbucksidea.com
Public
Relations Ideas
3,500 Community Building
7,000 Social Responsibility
4,000 Community Involvement
Marketing and
Operations Ideas
6,000 Ordering and Payment
10,000 Atmosphere
8,000 Brand
27,000 Drink
5,000 Merchandising
775 New Technology
R&D Ideas

44. 443/8/2013
Brand Readiness: From Marketing
to Digital Frameworks
Sell to a Niche
Consumer
Create a
Compelling
Business Model
Dramatically
Improve the
Purchase
Experience
Create a
Compelling
Product
E-Commerce
Strategy Framework Measurement and Analytics
Mobile
O G
S M
Digital Analytics
Analytics Architecture
Business Measurement
Optimization
Automation
Predictive
SMS
WAP
Proximit
y
QR
Codes
Apps
AR

45. 453/8/2013
…and unlocks the potential for unique offerings
based on new drivers of value
Awareness Consideration Purchase LoyaltyDigital
Offline
Display
Search
Social Video Site Mobile CRM
Marketing
Objectives...
…Achieved
Through
Multichannel
Experiences…
Outdoor
DM Promotions
Store
Loyalty
Programs
…Consisting
of Unique
Offerings…
Content Product Service Pricing Offering
…Based on
New Drivers
of Value.
Personal-
ization
Exclusivity Preference Choice Community
Collaborative Commerce:
An Emerging Playbook for Brands and Retailers

46. 463/8/2013
External Relationships:
Integration With Start-ups & 3rd Party Developers
• Can’t do it yourself
• Informing start-up relationships
• Integration to third-party apps and platforms
• Look for technology, content and marketing
partnerships

47. 473/8/2013
External Relationships:
Collectives and Partnerships That Go Beyond
Agencies and Vendors

48. 483/8/2013
Budgeting for Next (Not Was)
• Move investments out of the digital
channel silo.
• Fund cross-functional teams
organized around consumer
segments.
• Invest surplus funds in new
innovations and prototyping.
• New hires to acquire new skills.

49. 493/8/2013
From Navigating to Leading
• Vision
• Create Consensus
• Appreciation for other functions
• Incentives for collaboration
• Act as business owner
Respect that the consumer is in control.

50. 503/8/2013
Meet the Newest Members of
Your Marketing Team …
Data Scientist Marketing Technologist Content Strategist

51. 513/8/2013
Summary
• Consumers gaining even more
control
• Brand building: same approach, new
tools
• The role of Marketing: the imperative
to lead

52. About Rockfish

53. 533/8/2013
Rockfish is a digital innovation partner focused on growing business by leveraging
technology to create relevant and engaging communications platforms that span all
customer touch points.
CEOs
CIOs
COOs
CFOs
CMOs
Digital Innovation Partner

54. 543/8/2013
App Store Best of 2012
“Hidden Gem” for iPad - The Layover
Agency A-List Top 10 Agencies
#3 on A-List/Winner of Inaugural Small Agency of the Year
Inc. 500
Fastest-Growing Companies
Top 10 Intranet in the World
MyWalmart.com
Agency of the Year
Best Web Design and Development
Best B2B Innovation for Marketers
Media Vanguard Awards - CouponFactory
Recognition

55. © ROCKFISH DIGITAL 2013
Michael Stich, CGO, Rockfish
michael.stich@rockfishdigital.com
Thank you!