More than ever before, brands possess the opportunity to build brand-to-one relationships with people by enabling technology to foster relevant, personal, helpful, fun and trustworthy interactions. This presentation outlines five interactive marketing and technology trends with supporting examples that demonstrate brands are using technology as the primary driver to connect people to something meaningful.

1. 5
I NT ER ACT IVE MA R K ET IN G
+ T EC HN OLOGY TR EN DS
P RE PARED BY: @ CR A IG PL A DSO N

2. BRANDS PEOPLE
TECHNOLOGY

3. BRANDS PEOPLE
TECHNOLOGY

4. 1

5. M O B I LE
VELO C I TY

6. 2011
THE TOTAL NU MB E R OF M O B I LE DE V I C E S ( E .G. , SM A R T P HON E S + TA BL ETS )
WI LL OU TSE LL THE TOTA L N UM B E R OF D E SKTOP + N OT EB OO K P C s S O L D.
2013
THE TOTAL N U M BE R O F M OB I L E D E VI C E S SO LD WI L L D O UBL E T HE A MOU NT
OF DESKTO P + N OTE B O O K P C s SO L D.
201 4
THE TOTAL NU MB E R OF M O B I LE I N T ERN E T US E RS W I L L S U R PASS T HE
TOTAL NU M B ER O F D E S KTO P + N OT E B O O K PC s I N T E R N E T U SE R S .
Source: Morgan Stanley Research

7. 4 D R I VI N G FO RCE S

8. # 1 USAG E + NE TR ATI ATI ON IN T HE U.S. U. S.
# 1 PE PENE TR ON + USAGE IN THE
35%
42%
83%
0% 100%
Source: Pew Internet

9. # 1 USAG E + NE TR ATI ATI ON IN T HE U.S. U. S.
# 1 PE PENE TR ON + USAGE IN THE
35%
IN 2011, THE U.S. WILL SEE A
42%
50%
83%
0% 100%
INCREASE IN SMARTPHONE USERS
Source: eMarketer

10. # 2 EM E RG EN C E O F TABLETS
+ iPad: owns 97% of tablet traffic, 75% of market
+ Amazon Kindle Fire launching at $199 in November
+ New products + pricing driving mainstream adoption
Source: eMarketer, comScore
@CRAIGPLADSON

11. # 3 LOCATI ON-BASE D SE RVICES
@CRAIGPLADSON

12. # 3 LOCATI ON-BASE D SE RVICES
526 MILLION
1. STORE LOCATIONS 2. POINTS OF INTEREST 3. CHECKING IN 4. PROMOS 5. REVIEWS
Sources: Gartner, comScore, JiWire
@CRAIGPLADSON

13. # 4 A PPLI C ATION E XTR AVAGA NZA
425,000
200,000
25,000
18,000
668,000
Sources: Apple, Google, Nokia, Blackberry, IHS Screen Digest
@CRAIGPLADSON

14. M O B IL E VE LOCIT Y
IMPLICATIONS FOR MARKETERS
+ Mobile device usage and penetration has reached mass adoption.
+ Design brand experiences with mobile at the center of your digital ecosystem.
+ LBS are an essential ingredient to contextual relevancy, utility and loyalty.
+ Devices do not exist in isolation, understanding complementary usage is key.
@CRAIGPLADSON

15. 2

16. COMM ER C E I S
A LL A R O U ND US

17. @CRAIGPLADSON

18. @CRAIGPLADSON

19. @CRAIGPLADSON

20. CO MM E RC E IS A LL AR O UND US
CONSUMER BEHAVIOR TRENDS
+ E-commerce sales forecasted to increase 14% in 2011 ($188B).
+ M-commerce sales forecasted to increase 750% by 2015 ($29B).
+ 50% of tablet owners have completed a purchase on their tablet.
+ 150,000+ retailers now accept NFC transactions in the United States.
+ 70% of smartphone users use their smartphone while shopping in-store.
Sources: eMarketer, Microsoft Tag, Google/IPSOS OTX, comScore
@CRAIGPLADSON

22. CO MM E RC E IS A LL AR O UND US
IMPLICATIONS FOR MARKETERS
+ Mobile bridges people’s online + offline shopping worlds.
+ Take the lead in guiding people through in-store experiences via technology.
+ NFC, mobile payment options and tablet usage driving m-commerce growth.
+ Meaningful shopping experiences drive brand-to-one relationships.
@CRAIGPLADSON

23. 3

24. DATA
V IS UA LI Z ATI O N

25. “Data visualization is about taking huge quantities of
data and making them accessible to the human brain.
Marketers should take this data and turn it into a
story that motivates people to action. Visualizing
actions allows people to make better choices.”
~ Andy Clark, ECD, Data Visualization, R/GA

30. DATA V ISUAL IZATIO N
IMPLICATIONS FOR MARKETERS
+ Visualizing data motivates people to make better decisions and take action.
+ Sophistication has become simple enough for B2B and B2C use cases.
+ Seek out data that can help visualize stories that support your brand’s purpose.
@CRAIGPLADSON

31. 4

32. S O CI A L
S I NG U LARI T Y

33. so●cial sin●gu●lar●i●ty
[soh-shuhl] [sing-gyuh-lar-i-tee]
People’s desire for relevant
social networking convenience
via consolidated experiences.
@CRAIGPLADSON

35. S O CI AL
SIGN -IN

36. @CRAIGPLADSON

37. SO CI AL S IG N- IN
75%
AVOI D C RE AT I NG ACCO UNTS
Sources: janrain / Blue Research

38. 41% SO CI AL S IG N- IN
35 % G U E ST ACCO U N T
24% N EW ACCO U NT
Sources: janrain / Blue Research

39. @CRAIGPLADSON

40. S O C IAL SI NG ULA RIT Y
IMPLICATIONS FOR MARKETERS
+ Noise and fragmentation prevail, stay focused and prioritize.
+ Account registration quickly becoming irrelevant, consider social sign-in.
+ Recent product innovation supports the theory of social singularity.
+ Unified social media experiences benefit people and brands.
@CRAIGPLADSON

41. 5

42. O M N I P R ES ENT
CO NN ECTIV ITY

43. “Devices and systems will become so numerous that
technology recedes into the background of our lives.”
~ Mark Weiser
@CRAIGPLADSON

44. “We’ll see total ubiquity by 2020. RFID
sensors, just about everywhere.”
~ Kevin Ashton
@CRAIGPLADSON

46. @CRAIGPLADSON

47. O M NI PRES E NT CON NE CT IVITY
IMPLICATIONS FOR MARKETERS
+ Technology catching up to data; allowing for it to accessible anytime, anywhere.
+ Product innovation has led to a consumer understanding of connectivity.
+ People’s next experience with your brand should be where the last one ended.
@CRAIGPLADSON

48. BRANDS PEOPLE
TECHNOLOGY

49. BRANDS PEOPLE
TECHNOLOGY

50. TECHNO LOGY I S A N EN A B L E R TH AT
AL LOWS B R A NDS TO CO N NEC T P E OP L E
TO SO ME T HING M E A NI N G F U L.

51. T R UST
FUN
H ELPF UL
PERSO NAL
RELEVA N T

52. @CRAIGPLADSON

53. @CRAIGPLADSON

54. @CRAIGPLADSON

55. @CRAIGPLADSON

56. P E RSONAL E XAMPLE S

57. P E RSONAL E XAMPLE S

58. P E RSONAL E XAMPLE S

59. @CRAIGPLADSON

60. @CRAIGPLADSON

61. T R UST
FUN
H ELPF UL
PERSO NAL
RELEVA N T

62. THANK YOU.
CRAIG PLADSON
CRAIG.PLADSON@GMAIL.COM
@CRAIGPLADSON
CRAIGPLADSON.POSTEROUS.COM
@CRAIGPLADSON