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Brian Solis, principal analyst of Altimeter Group and author of What’s 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
We’re 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
receipt…a 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 isn’t 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?!”
“Don’t 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
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Thank You!
Brian Solis, principal analyst of Altimeter Group and author of What’s the Future of Business (WTF)
www.briansolis.com
Chip Overstreet, SVP Marketing, Business & Corporate Development, MyBuys
www.mybuys.com