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  • 1

    Brian Solis, principal analyst of Altimeter Group and author of Whats the Future of Business (WTF)

    www.briansolis.com

    Chip Overstreet, SVP Marketing, Business & Corporate Development, MyBuys

    www.mybuys.com

  • Brian Solisprincipal analyst & author

    @briansolis

  • WHAT HAPPENS NEXT?When someone searches new

    networks for information or asks

    a question, what comes back?

  • 80% of consumers expect local search

    Source: Google/Ipsos MediaCT/Purchased, \\

    Research: Understanding Consumers' Local Search Behavior, May

    2014

  • Were searching

    more on apps and

    less on Google.

    Why?

    Access + Mobile +

    Context.

  • is the new

    When it comes to search

    95% of consumers use BOTH YouTube and

    Google when searching for relevant content.Source: AskYourTargetMarket Research Study, Q3 2012

  • Pinterest search built around interest

    and context

    Users must be able to discover if brands

    want to make their items shoppable

    1. Pinterest is becoming a visual

    recognition search engine

    2. Pinterest inspires action

  • We live in a world

    where people

    broadcast what

    they want and

    expect information

    to find them.

    #IntentCasting

  • #Intentcasting: The Personal RFP

    I need a Thinkpad

    power supply near

    the Moscone

    Center in SF this

    afternoon.

    I need to rent a

    minivan with a roof

    rack that seats 6 in

    Denver next week.

    I need a stroller for

    twins in London

    tomorrow between 4-7

    in the evening.

  • The relationship between offline and online is more

    important than ever before, but it requires

    vision and architecture

  • First

    Moment

    of Truth

    Second

    Moment

    of Truth

    Consideration

    to PurchaseExperience

  • On an average website,

    a shocking 96.7% of

    users abandon before

    completing the desired

    action. This means that

    of all visitors to a site,

    only an average of 3.3%

    convert.

  • 90% of people

    use multiple

    screens

    sequentially

    67% do so while

    shopping online.

  • E-commerce, social, mobile are run in silos creating

    omnichannel chaos rather than integrating experiences

  • The future of the

    receipta new

    publishing and

    engagement medium?

    Brands and retailers are now

    able to tailor the receipt

    experience.

    Not only is this convenient

    and cost-efficient, but

    companies can also feed

    insights generated by

    electronic receipt analytics to

    empower affiliate networks.

  • Customer Loyalty is getting a makeover

    Loyalty cards are on their way

    out and will be replaced by

    targeted, data-driven,

    customized rewards derived

    through integrated data

    sources:

    Transactional data

    Demographic data

    Social data

    CRM data

    Existing loyalty data

    Proprietary data

    Sensor data

    Supply chain data

    Location data

  • Ultimate

    Moment

    of Truth

    AwarenessSocial

    Discovery

    Consideration

    to PurchaseExperience

    UMOT -> ZMOT: Shared expressions form trusted

    impressions

    Shared experiences affect every moment of truth

    Shared

    Experience

    From Broadcast to Engagement

  • 85% Those who trust recommendations from

    People I know

  • The Experience Divide

    Brand Promise CX

  • Your product isnt doing what it says it does.

    You're never available when I actually need you.

    You obviously only care about my money.

    Whenever I ring in and get transferred to another

    person I often get cut off and have to start all over.

    Your website sucks!

    Why do I have to give you my information over and over?!

    Dont you have a database or something?

  • Shared Experiences + Social Content:

    When ZMOT & UMOT collide

    Approachable. Insightful. Useful.

    Validating. Entertaining. Trustworthy.

  • In addition to sites, landing pages and digital,

    search, content, advertising, native strategies,

    businesses must now create experiences in

    every moment of truth. The future now lies in

    how UMOT meets ZMOT throughout the

    customer lifecycle.

    Without design, these experiences are left to

    chance. Marketers must architect, foster and

    optimize positive experiences in each moment

    that's native to each screen, efficient, personal,

    and tied to desirable outcomes.

  • THE A.R.T. OF ENGAGEMENT

    ACTIONS

    REACTIONS

    TRANSACTIONS

  • 35

    Thank You!

    Brian Solis, principal analyst of Altimeter Group and author of Whats the Future of Business (WTF)

    www.briansolis.com

    Chip Overstreet, SVP Marketing, Business & Corporate Development, MyBuys

    www.mybuys.com