inspiring route - always on: people, consumers, companies - modelli e strategie per le aziende
DESCRIPTION
"Always On" is a lifestyle characterized by the connectivity shift from a technological service to a personal trait. This report - part of the "Inspiring Route" project - analyses and understands the main themes related to Always On through stories, examples, numbers, case studies.TRANSCRIPT
MKTRVLTN
MARKETREVOLUTIONIT
03072014
ALWAYS ONINSPIRING ROUTE
Thanks for coming
WELCOME
ALWAYS ON - INSPIRING ROUTE 2
INSPIRINGROUTEMKTRVLTN
ALWAYSON
ALWAYS ON - INSPIRING ROUTE
all electronic devices
Please turn off
4
ALWAYS ON - INSPIRING ROUTE
Source Twitter 2014
Watching the match alone together
The first always on world cup
5
ALWAYS ON - INSPIRING ROUTE
Where does this story start
6
ALWAYS ON - INSPIRING ROUTE
Source The Verge Apr 2012 The Verge May 2013
but then
7
Meet the guy who left the internet
1st May 2012
PMiller senior editor at ldquoThe Vergerdquo decides to leave Internet for one year
His goal is to separate himself from the constant connectivity to explore sans-internet reality
ldquoI thought it was making me unproductive I thought it lacked meaning I thought it was
corrupting my soulrdquo
ALWAYS ON - INSPIRING ROUTE 8
1st May 2013
PMiller comes back to the Internet
During his offline year he realized he was wrong ldquotheres a lot of lsquorealityrsquo in the virtual and a lot of lsquovirtualrsquo in our reality so living without Internet is not a real liferdquo
My plan was to leave the internet find the real Paul and get in touch with the real
world but the real Paul and the real world are already inextricably linked to the internet
came back
Meet the guy who left the internet
Source The Verge Apr 2012 The Verge May 2013
ALWAYS ON - INSPIRING ROUTE 9
ldquoAlways ONrdquo is a lifestyle characterized by the connectivity shift from a technological service
to a personal trait
ALWAYS ON - INSPIRING ROUTE
Source Path 2011
Are you online or are you sleeping
Path
10
ALWAYS ON - INSPIRING ROUTE
Source MIT 2008
2 key factors
What drives always on
11
Psycologicalldquosecond liferdquo chance
uncomfortable feeling of loneliness
Technologicalubiquity of internet access
more mobile devices than people in the world
ALWAYS ON - INSPIRING ROUTE
Source Sploid june 2014
still online while offline
ldquoThis is so tweetablerdquo
12
ldquoSocial media is a narcissistic playground where the best the funniest the most charming aspects of our lives are publicized and the shitty stuff the boring stuff the beige almost never gets postedrdquo
ALWAYS ON - INSPIRING ROUTE
Source TED Talks Feb 2012
of being alone
Getting used to a new way
13
ldquoBeing alone feels like a problem that needs to be solved And so people try to solve it by connectingWe slip into thinking that always being connected is going to make us feel less alonerdquo
ALWAYS ON - INSPIRING ROUTE 14
ldquofrom a business point of viewrdquomodels strategy consequences
ALWAYS ON - INSPIRING ROUTE
My life as a customer
15
ALWAYS ON - INSPIRING ROUTE
At any place and time I have access to all available information about your offer product and company
ldquoWait a sec let me google itrdquo
16
If knowledge is power then relationships have just been turned upside down
ALWAYS ON - INSPIRING ROUTE
Source Find The Best jun 2014
From smartphones to dog breeds to members of congress
FindTheBestcom
17
A search engine that find collect and compare any information you need to make the best decision Just in a click
ALWAYS ON - INSPIRING ROUTE
Source Statistic Brain Jan 2014 Urban Dictionary jun 2014
I am overwhelmed by all kinds of stimuliI amuse easily but I get bored even more easily
Even if you manage to catch my attention you lose it anyway at any moment
ldquoCatch me if you canrdquo
18
disclaimer even if yoursquore listening to me during this slide youve probably already checked your phone twice
The Goldfish Syndrome
Today your average attention span is 8 seconds
1 second less than a goldfish
ldquoThe bottleneck used to be distribution now itrsquos attentionrdquo
ALWAYS ON - INSPIRING ROUTE
Source Inc jan 2014 Inc jan 2014
Rented attention has become less and less effective
Superbowl Ads
19
There is nothing like wait Therersquos just ldquoreal-timerdquo
65 arenrsquot even able to associate the
companyproduct with the ad
30-sec spot
4 million dollar pricetag
56 of viewers donrsquot recall the ad
ALWAYS ON - INSPIRING ROUTE
Source Trendwatch may 2004 Clickz jun 2011 Trendwatching 2013
I research communicate interact purchase consume share all at the same time All the time
ldquoMulti-if-not-hyper-tasking lifestylerdquo
20
Consumers look to maximize every moment No amount of (micro) time will be too fleeting or activity too absorbing to cram in more
content connection consumption or simply more fun
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
Thanks for coming
WELCOME
ALWAYS ON - INSPIRING ROUTE 2
INSPIRINGROUTEMKTRVLTN
ALWAYSON
ALWAYS ON - INSPIRING ROUTE
all electronic devices
Please turn off
4
ALWAYS ON - INSPIRING ROUTE
Source Twitter 2014
Watching the match alone together
The first always on world cup
5
ALWAYS ON - INSPIRING ROUTE
Where does this story start
6
ALWAYS ON - INSPIRING ROUTE
Source The Verge Apr 2012 The Verge May 2013
but then
7
Meet the guy who left the internet
1st May 2012
PMiller senior editor at ldquoThe Vergerdquo decides to leave Internet for one year
His goal is to separate himself from the constant connectivity to explore sans-internet reality
ldquoI thought it was making me unproductive I thought it lacked meaning I thought it was
corrupting my soulrdquo
ALWAYS ON - INSPIRING ROUTE 8
1st May 2013
PMiller comes back to the Internet
During his offline year he realized he was wrong ldquotheres a lot of lsquorealityrsquo in the virtual and a lot of lsquovirtualrsquo in our reality so living without Internet is not a real liferdquo
My plan was to leave the internet find the real Paul and get in touch with the real
world but the real Paul and the real world are already inextricably linked to the internet
came back
Meet the guy who left the internet
Source The Verge Apr 2012 The Verge May 2013
ALWAYS ON - INSPIRING ROUTE 9
ldquoAlways ONrdquo is a lifestyle characterized by the connectivity shift from a technological service
to a personal trait
ALWAYS ON - INSPIRING ROUTE
Source Path 2011
Are you online or are you sleeping
Path
10
ALWAYS ON - INSPIRING ROUTE
Source MIT 2008
2 key factors
What drives always on
11
Psycologicalldquosecond liferdquo chance
uncomfortable feeling of loneliness
Technologicalubiquity of internet access
more mobile devices than people in the world
ALWAYS ON - INSPIRING ROUTE
Source Sploid june 2014
still online while offline
ldquoThis is so tweetablerdquo
12
ldquoSocial media is a narcissistic playground where the best the funniest the most charming aspects of our lives are publicized and the shitty stuff the boring stuff the beige almost never gets postedrdquo
ALWAYS ON - INSPIRING ROUTE
Source TED Talks Feb 2012
of being alone
Getting used to a new way
13
ldquoBeing alone feels like a problem that needs to be solved And so people try to solve it by connectingWe slip into thinking that always being connected is going to make us feel less alonerdquo
ALWAYS ON - INSPIRING ROUTE 14
ldquofrom a business point of viewrdquomodels strategy consequences
ALWAYS ON - INSPIRING ROUTE
My life as a customer
15
ALWAYS ON - INSPIRING ROUTE
At any place and time I have access to all available information about your offer product and company
ldquoWait a sec let me google itrdquo
16
If knowledge is power then relationships have just been turned upside down
ALWAYS ON - INSPIRING ROUTE
Source Find The Best jun 2014
From smartphones to dog breeds to members of congress
FindTheBestcom
17
A search engine that find collect and compare any information you need to make the best decision Just in a click
ALWAYS ON - INSPIRING ROUTE
Source Statistic Brain Jan 2014 Urban Dictionary jun 2014
I am overwhelmed by all kinds of stimuliI amuse easily but I get bored even more easily
Even if you manage to catch my attention you lose it anyway at any moment
ldquoCatch me if you canrdquo
18
disclaimer even if yoursquore listening to me during this slide youve probably already checked your phone twice
The Goldfish Syndrome
Today your average attention span is 8 seconds
1 second less than a goldfish
ldquoThe bottleneck used to be distribution now itrsquos attentionrdquo
ALWAYS ON - INSPIRING ROUTE
Source Inc jan 2014 Inc jan 2014
Rented attention has become less and less effective
Superbowl Ads
19
There is nothing like wait Therersquos just ldquoreal-timerdquo
65 arenrsquot even able to associate the
companyproduct with the ad
30-sec spot
4 million dollar pricetag
56 of viewers donrsquot recall the ad
ALWAYS ON - INSPIRING ROUTE
Source Trendwatch may 2004 Clickz jun 2011 Trendwatching 2013
I research communicate interact purchase consume share all at the same time All the time
ldquoMulti-if-not-hyper-tasking lifestylerdquo
20
Consumers look to maximize every moment No amount of (micro) time will be too fleeting or activity too absorbing to cram in more
content connection consumption or simply more fun
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
INSPIRINGROUTEMKTRVLTN
ALWAYSON
ALWAYS ON - INSPIRING ROUTE
all electronic devices
Please turn off
4
ALWAYS ON - INSPIRING ROUTE
Source Twitter 2014
Watching the match alone together
The first always on world cup
5
ALWAYS ON - INSPIRING ROUTE
Where does this story start
6
ALWAYS ON - INSPIRING ROUTE
Source The Verge Apr 2012 The Verge May 2013
but then
7
Meet the guy who left the internet
1st May 2012
PMiller senior editor at ldquoThe Vergerdquo decides to leave Internet for one year
His goal is to separate himself from the constant connectivity to explore sans-internet reality
ldquoI thought it was making me unproductive I thought it lacked meaning I thought it was
corrupting my soulrdquo
ALWAYS ON - INSPIRING ROUTE 8
1st May 2013
PMiller comes back to the Internet
During his offline year he realized he was wrong ldquotheres a lot of lsquorealityrsquo in the virtual and a lot of lsquovirtualrsquo in our reality so living without Internet is not a real liferdquo
My plan was to leave the internet find the real Paul and get in touch with the real
world but the real Paul and the real world are already inextricably linked to the internet
came back
Meet the guy who left the internet
Source The Verge Apr 2012 The Verge May 2013
ALWAYS ON - INSPIRING ROUTE 9
ldquoAlways ONrdquo is a lifestyle characterized by the connectivity shift from a technological service
to a personal trait
ALWAYS ON - INSPIRING ROUTE
Source Path 2011
Are you online or are you sleeping
Path
10
ALWAYS ON - INSPIRING ROUTE
Source MIT 2008
2 key factors
What drives always on
11
Psycologicalldquosecond liferdquo chance
uncomfortable feeling of loneliness
Technologicalubiquity of internet access
more mobile devices than people in the world
ALWAYS ON - INSPIRING ROUTE
Source Sploid june 2014
still online while offline
ldquoThis is so tweetablerdquo
12
ldquoSocial media is a narcissistic playground where the best the funniest the most charming aspects of our lives are publicized and the shitty stuff the boring stuff the beige almost never gets postedrdquo
ALWAYS ON - INSPIRING ROUTE
Source TED Talks Feb 2012
of being alone
Getting used to a new way
13
ldquoBeing alone feels like a problem that needs to be solved And so people try to solve it by connectingWe slip into thinking that always being connected is going to make us feel less alonerdquo
ALWAYS ON - INSPIRING ROUTE 14
ldquofrom a business point of viewrdquomodels strategy consequences
ALWAYS ON - INSPIRING ROUTE
My life as a customer
15
ALWAYS ON - INSPIRING ROUTE
At any place and time I have access to all available information about your offer product and company
ldquoWait a sec let me google itrdquo
16
If knowledge is power then relationships have just been turned upside down
ALWAYS ON - INSPIRING ROUTE
Source Find The Best jun 2014
From smartphones to dog breeds to members of congress
FindTheBestcom
17
A search engine that find collect and compare any information you need to make the best decision Just in a click
ALWAYS ON - INSPIRING ROUTE
Source Statistic Brain Jan 2014 Urban Dictionary jun 2014
I am overwhelmed by all kinds of stimuliI amuse easily but I get bored even more easily
Even if you manage to catch my attention you lose it anyway at any moment
ldquoCatch me if you canrdquo
18
disclaimer even if yoursquore listening to me during this slide youve probably already checked your phone twice
The Goldfish Syndrome
Today your average attention span is 8 seconds
1 second less than a goldfish
ldquoThe bottleneck used to be distribution now itrsquos attentionrdquo
ALWAYS ON - INSPIRING ROUTE
Source Inc jan 2014 Inc jan 2014
Rented attention has become less and less effective
Superbowl Ads
19
There is nothing like wait Therersquos just ldquoreal-timerdquo
65 arenrsquot even able to associate the
companyproduct with the ad
30-sec spot
4 million dollar pricetag
56 of viewers donrsquot recall the ad
ALWAYS ON - INSPIRING ROUTE
Source Trendwatch may 2004 Clickz jun 2011 Trendwatching 2013
I research communicate interact purchase consume share all at the same time All the time
ldquoMulti-if-not-hyper-tasking lifestylerdquo
20
Consumers look to maximize every moment No amount of (micro) time will be too fleeting or activity too absorbing to cram in more
content connection consumption or simply more fun
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
all electronic devices
Please turn off
4
ALWAYS ON - INSPIRING ROUTE
Source Twitter 2014
Watching the match alone together
The first always on world cup
5
ALWAYS ON - INSPIRING ROUTE
Where does this story start
6
ALWAYS ON - INSPIRING ROUTE
Source The Verge Apr 2012 The Verge May 2013
but then
7
Meet the guy who left the internet
1st May 2012
PMiller senior editor at ldquoThe Vergerdquo decides to leave Internet for one year
His goal is to separate himself from the constant connectivity to explore sans-internet reality
ldquoI thought it was making me unproductive I thought it lacked meaning I thought it was
corrupting my soulrdquo
ALWAYS ON - INSPIRING ROUTE 8
1st May 2013
PMiller comes back to the Internet
During his offline year he realized he was wrong ldquotheres a lot of lsquorealityrsquo in the virtual and a lot of lsquovirtualrsquo in our reality so living without Internet is not a real liferdquo
My plan was to leave the internet find the real Paul and get in touch with the real
world but the real Paul and the real world are already inextricably linked to the internet
came back
Meet the guy who left the internet
Source The Verge Apr 2012 The Verge May 2013
ALWAYS ON - INSPIRING ROUTE 9
ldquoAlways ONrdquo is a lifestyle characterized by the connectivity shift from a technological service
to a personal trait
ALWAYS ON - INSPIRING ROUTE
Source Path 2011
Are you online or are you sleeping
Path
10
ALWAYS ON - INSPIRING ROUTE
Source MIT 2008
2 key factors
What drives always on
11
Psycologicalldquosecond liferdquo chance
uncomfortable feeling of loneliness
Technologicalubiquity of internet access
more mobile devices than people in the world
ALWAYS ON - INSPIRING ROUTE
Source Sploid june 2014
still online while offline
ldquoThis is so tweetablerdquo
12
ldquoSocial media is a narcissistic playground where the best the funniest the most charming aspects of our lives are publicized and the shitty stuff the boring stuff the beige almost never gets postedrdquo
ALWAYS ON - INSPIRING ROUTE
Source TED Talks Feb 2012
of being alone
Getting used to a new way
13
ldquoBeing alone feels like a problem that needs to be solved And so people try to solve it by connectingWe slip into thinking that always being connected is going to make us feel less alonerdquo
ALWAYS ON - INSPIRING ROUTE 14
ldquofrom a business point of viewrdquomodels strategy consequences
ALWAYS ON - INSPIRING ROUTE
My life as a customer
15
ALWAYS ON - INSPIRING ROUTE
At any place and time I have access to all available information about your offer product and company
ldquoWait a sec let me google itrdquo
16
If knowledge is power then relationships have just been turned upside down
ALWAYS ON - INSPIRING ROUTE
Source Find The Best jun 2014
From smartphones to dog breeds to members of congress
FindTheBestcom
17
A search engine that find collect and compare any information you need to make the best decision Just in a click
ALWAYS ON - INSPIRING ROUTE
Source Statistic Brain Jan 2014 Urban Dictionary jun 2014
I am overwhelmed by all kinds of stimuliI amuse easily but I get bored even more easily
Even if you manage to catch my attention you lose it anyway at any moment
ldquoCatch me if you canrdquo
18
disclaimer even if yoursquore listening to me during this slide youve probably already checked your phone twice
The Goldfish Syndrome
Today your average attention span is 8 seconds
1 second less than a goldfish
ldquoThe bottleneck used to be distribution now itrsquos attentionrdquo
ALWAYS ON - INSPIRING ROUTE
Source Inc jan 2014 Inc jan 2014
Rented attention has become less and less effective
Superbowl Ads
19
There is nothing like wait Therersquos just ldquoreal-timerdquo
65 arenrsquot even able to associate the
companyproduct with the ad
30-sec spot
4 million dollar pricetag
56 of viewers donrsquot recall the ad
ALWAYS ON - INSPIRING ROUTE
Source Trendwatch may 2004 Clickz jun 2011 Trendwatching 2013
I research communicate interact purchase consume share all at the same time All the time
ldquoMulti-if-not-hyper-tasking lifestylerdquo
20
Consumers look to maximize every moment No amount of (micro) time will be too fleeting or activity too absorbing to cram in more
content connection consumption or simply more fun
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source Twitter 2014
Watching the match alone together
The first always on world cup
5
ALWAYS ON - INSPIRING ROUTE
Where does this story start
6
ALWAYS ON - INSPIRING ROUTE
Source The Verge Apr 2012 The Verge May 2013
but then
7
Meet the guy who left the internet
1st May 2012
PMiller senior editor at ldquoThe Vergerdquo decides to leave Internet for one year
His goal is to separate himself from the constant connectivity to explore sans-internet reality
ldquoI thought it was making me unproductive I thought it lacked meaning I thought it was
corrupting my soulrdquo
ALWAYS ON - INSPIRING ROUTE 8
1st May 2013
PMiller comes back to the Internet
During his offline year he realized he was wrong ldquotheres a lot of lsquorealityrsquo in the virtual and a lot of lsquovirtualrsquo in our reality so living without Internet is not a real liferdquo
My plan was to leave the internet find the real Paul and get in touch with the real
world but the real Paul and the real world are already inextricably linked to the internet
came back
Meet the guy who left the internet
Source The Verge Apr 2012 The Verge May 2013
ALWAYS ON - INSPIRING ROUTE 9
ldquoAlways ONrdquo is a lifestyle characterized by the connectivity shift from a technological service
to a personal trait
ALWAYS ON - INSPIRING ROUTE
Source Path 2011
Are you online or are you sleeping
Path
10
ALWAYS ON - INSPIRING ROUTE
Source MIT 2008
2 key factors
What drives always on
11
Psycologicalldquosecond liferdquo chance
uncomfortable feeling of loneliness
Technologicalubiquity of internet access
more mobile devices than people in the world
ALWAYS ON - INSPIRING ROUTE
Source Sploid june 2014
still online while offline
ldquoThis is so tweetablerdquo
12
ldquoSocial media is a narcissistic playground where the best the funniest the most charming aspects of our lives are publicized and the shitty stuff the boring stuff the beige almost never gets postedrdquo
ALWAYS ON - INSPIRING ROUTE
Source TED Talks Feb 2012
of being alone
Getting used to a new way
13
ldquoBeing alone feels like a problem that needs to be solved And so people try to solve it by connectingWe slip into thinking that always being connected is going to make us feel less alonerdquo
ALWAYS ON - INSPIRING ROUTE 14
ldquofrom a business point of viewrdquomodels strategy consequences
ALWAYS ON - INSPIRING ROUTE
My life as a customer
15
ALWAYS ON - INSPIRING ROUTE
At any place and time I have access to all available information about your offer product and company
ldquoWait a sec let me google itrdquo
16
If knowledge is power then relationships have just been turned upside down
ALWAYS ON - INSPIRING ROUTE
Source Find The Best jun 2014
From smartphones to dog breeds to members of congress
FindTheBestcom
17
A search engine that find collect and compare any information you need to make the best decision Just in a click
ALWAYS ON - INSPIRING ROUTE
Source Statistic Brain Jan 2014 Urban Dictionary jun 2014
I am overwhelmed by all kinds of stimuliI amuse easily but I get bored even more easily
Even if you manage to catch my attention you lose it anyway at any moment
ldquoCatch me if you canrdquo
18
disclaimer even if yoursquore listening to me during this slide youve probably already checked your phone twice
The Goldfish Syndrome
Today your average attention span is 8 seconds
1 second less than a goldfish
ldquoThe bottleneck used to be distribution now itrsquos attentionrdquo
ALWAYS ON - INSPIRING ROUTE
Source Inc jan 2014 Inc jan 2014
Rented attention has become less and less effective
Superbowl Ads
19
There is nothing like wait Therersquos just ldquoreal-timerdquo
65 arenrsquot even able to associate the
companyproduct with the ad
30-sec spot
4 million dollar pricetag
56 of viewers donrsquot recall the ad
ALWAYS ON - INSPIRING ROUTE
Source Trendwatch may 2004 Clickz jun 2011 Trendwatching 2013
I research communicate interact purchase consume share all at the same time All the time
ldquoMulti-if-not-hyper-tasking lifestylerdquo
20
Consumers look to maximize every moment No amount of (micro) time will be too fleeting or activity too absorbing to cram in more
content connection consumption or simply more fun
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Where does this story start
6
ALWAYS ON - INSPIRING ROUTE
Source The Verge Apr 2012 The Verge May 2013
but then
7
Meet the guy who left the internet
1st May 2012
PMiller senior editor at ldquoThe Vergerdquo decides to leave Internet for one year
His goal is to separate himself from the constant connectivity to explore sans-internet reality
ldquoI thought it was making me unproductive I thought it lacked meaning I thought it was
corrupting my soulrdquo
ALWAYS ON - INSPIRING ROUTE 8
1st May 2013
PMiller comes back to the Internet
During his offline year he realized he was wrong ldquotheres a lot of lsquorealityrsquo in the virtual and a lot of lsquovirtualrsquo in our reality so living without Internet is not a real liferdquo
My plan was to leave the internet find the real Paul and get in touch with the real
world but the real Paul and the real world are already inextricably linked to the internet
came back
Meet the guy who left the internet
Source The Verge Apr 2012 The Verge May 2013
ALWAYS ON - INSPIRING ROUTE 9
ldquoAlways ONrdquo is a lifestyle characterized by the connectivity shift from a technological service
to a personal trait
ALWAYS ON - INSPIRING ROUTE
Source Path 2011
Are you online or are you sleeping
Path
10
ALWAYS ON - INSPIRING ROUTE
Source MIT 2008
2 key factors
What drives always on
11
Psycologicalldquosecond liferdquo chance
uncomfortable feeling of loneliness
Technologicalubiquity of internet access
more mobile devices than people in the world
ALWAYS ON - INSPIRING ROUTE
Source Sploid june 2014
still online while offline
ldquoThis is so tweetablerdquo
12
ldquoSocial media is a narcissistic playground where the best the funniest the most charming aspects of our lives are publicized and the shitty stuff the boring stuff the beige almost never gets postedrdquo
ALWAYS ON - INSPIRING ROUTE
Source TED Talks Feb 2012
of being alone
Getting used to a new way
13
ldquoBeing alone feels like a problem that needs to be solved And so people try to solve it by connectingWe slip into thinking that always being connected is going to make us feel less alonerdquo
ALWAYS ON - INSPIRING ROUTE 14
ldquofrom a business point of viewrdquomodels strategy consequences
ALWAYS ON - INSPIRING ROUTE
My life as a customer
15
ALWAYS ON - INSPIRING ROUTE
At any place and time I have access to all available information about your offer product and company
ldquoWait a sec let me google itrdquo
16
If knowledge is power then relationships have just been turned upside down
ALWAYS ON - INSPIRING ROUTE
Source Find The Best jun 2014
From smartphones to dog breeds to members of congress
FindTheBestcom
17
A search engine that find collect and compare any information you need to make the best decision Just in a click
ALWAYS ON - INSPIRING ROUTE
Source Statistic Brain Jan 2014 Urban Dictionary jun 2014
I am overwhelmed by all kinds of stimuliI amuse easily but I get bored even more easily
Even if you manage to catch my attention you lose it anyway at any moment
ldquoCatch me if you canrdquo
18
disclaimer even if yoursquore listening to me during this slide youve probably already checked your phone twice
The Goldfish Syndrome
Today your average attention span is 8 seconds
1 second less than a goldfish
ldquoThe bottleneck used to be distribution now itrsquos attentionrdquo
ALWAYS ON - INSPIRING ROUTE
Source Inc jan 2014 Inc jan 2014
Rented attention has become less and less effective
Superbowl Ads
19
There is nothing like wait Therersquos just ldquoreal-timerdquo
65 arenrsquot even able to associate the
companyproduct with the ad
30-sec spot
4 million dollar pricetag
56 of viewers donrsquot recall the ad
ALWAYS ON - INSPIRING ROUTE
Source Trendwatch may 2004 Clickz jun 2011 Trendwatching 2013
I research communicate interact purchase consume share all at the same time All the time
ldquoMulti-if-not-hyper-tasking lifestylerdquo
20
Consumers look to maximize every moment No amount of (micro) time will be too fleeting or activity too absorbing to cram in more
content connection consumption or simply more fun
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source The Verge Apr 2012 The Verge May 2013
but then
7
Meet the guy who left the internet
1st May 2012
PMiller senior editor at ldquoThe Vergerdquo decides to leave Internet for one year
His goal is to separate himself from the constant connectivity to explore sans-internet reality
ldquoI thought it was making me unproductive I thought it lacked meaning I thought it was
corrupting my soulrdquo
ALWAYS ON - INSPIRING ROUTE 8
1st May 2013
PMiller comes back to the Internet
During his offline year he realized he was wrong ldquotheres a lot of lsquorealityrsquo in the virtual and a lot of lsquovirtualrsquo in our reality so living without Internet is not a real liferdquo
My plan was to leave the internet find the real Paul and get in touch with the real
world but the real Paul and the real world are already inextricably linked to the internet
came back
Meet the guy who left the internet
Source The Verge Apr 2012 The Verge May 2013
ALWAYS ON - INSPIRING ROUTE 9
ldquoAlways ONrdquo is a lifestyle characterized by the connectivity shift from a technological service
to a personal trait
ALWAYS ON - INSPIRING ROUTE
Source Path 2011
Are you online or are you sleeping
Path
10
ALWAYS ON - INSPIRING ROUTE
Source MIT 2008
2 key factors
What drives always on
11
Psycologicalldquosecond liferdquo chance
uncomfortable feeling of loneliness
Technologicalubiquity of internet access
more mobile devices than people in the world
ALWAYS ON - INSPIRING ROUTE
Source Sploid june 2014
still online while offline
ldquoThis is so tweetablerdquo
12
ldquoSocial media is a narcissistic playground where the best the funniest the most charming aspects of our lives are publicized and the shitty stuff the boring stuff the beige almost never gets postedrdquo
ALWAYS ON - INSPIRING ROUTE
Source TED Talks Feb 2012
of being alone
Getting used to a new way
13
ldquoBeing alone feels like a problem that needs to be solved And so people try to solve it by connectingWe slip into thinking that always being connected is going to make us feel less alonerdquo
ALWAYS ON - INSPIRING ROUTE 14
ldquofrom a business point of viewrdquomodels strategy consequences
ALWAYS ON - INSPIRING ROUTE
My life as a customer
15
ALWAYS ON - INSPIRING ROUTE
At any place and time I have access to all available information about your offer product and company
ldquoWait a sec let me google itrdquo
16
If knowledge is power then relationships have just been turned upside down
ALWAYS ON - INSPIRING ROUTE
Source Find The Best jun 2014
From smartphones to dog breeds to members of congress
FindTheBestcom
17
A search engine that find collect and compare any information you need to make the best decision Just in a click
ALWAYS ON - INSPIRING ROUTE
Source Statistic Brain Jan 2014 Urban Dictionary jun 2014
I am overwhelmed by all kinds of stimuliI amuse easily but I get bored even more easily
Even if you manage to catch my attention you lose it anyway at any moment
ldquoCatch me if you canrdquo
18
disclaimer even if yoursquore listening to me during this slide youve probably already checked your phone twice
The Goldfish Syndrome
Today your average attention span is 8 seconds
1 second less than a goldfish
ldquoThe bottleneck used to be distribution now itrsquos attentionrdquo
ALWAYS ON - INSPIRING ROUTE
Source Inc jan 2014 Inc jan 2014
Rented attention has become less and less effective
Superbowl Ads
19
There is nothing like wait Therersquos just ldquoreal-timerdquo
65 arenrsquot even able to associate the
companyproduct with the ad
30-sec spot
4 million dollar pricetag
56 of viewers donrsquot recall the ad
ALWAYS ON - INSPIRING ROUTE
Source Trendwatch may 2004 Clickz jun 2011 Trendwatching 2013
I research communicate interact purchase consume share all at the same time All the time
ldquoMulti-if-not-hyper-tasking lifestylerdquo
20
Consumers look to maximize every moment No amount of (micro) time will be too fleeting or activity too absorbing to cram in more
content connection consumption or simply more fun
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE 8
1st May 2013
PMiller comes back to the Internet
During his offline year he realized he was wrong ldquotheres a lot of lsquorealityrsquo in the virtual and a lot of lsquovirtualrsquo in our reality so living without Internet is not a real liferdquo
My plan was to leave the internet find the real Paul and get in touch with the real
world but the real Paul and the real world are already inextricably linked to the internet
came back
Meet the guy who left the internet
Source The Verge Apr 2012 The Verge May 2013
ALWAYS ON - INSPIRING ROUTE 9
ldquoAlways ONrdquo is a lifestyle characterized by the connectivity shift from a technological service
to a personal trait
ALWAYS ON - INSPIRING ROUTE
Source Path 2011
Are you online or are you sleeping
Path
10
ALWAYS ON - INSPIRING ROUTE
Source MIT 2008
2 key factors
What drives always on
11
Psycologicalldquosecond liferdquo chance
uncomfortable feeling of loneliness
Technologicalubiquity of internet access
more mobile devices than people in the world
ALWAYS ON - INSPIRING ROUTE
Source Sploid june 2014
still online while offline
ldquoThis is so tweetablerdquo
12
ldquoSocial media is a narcissistic playground where the best the funniest the most charming aspects of our lives are publicized and the shitty stuff the boring stuff the beige almost never gets postedrdquo
ALWAYS ON - INSPIRING ROUTE
Source TED Talks Feb 2012
of being alone
Getting used to a new way
13
ldquoBeing alone feels like a problem that needs to be solved And so people try to solve it by connectingWe slip into thinking that always being connected is going to make us feel less alonerdquo
ALWAYS ON - INSPIRING ROUTE 14
ldquofrom a business point of viewrdquomodels strategy consequences
ALWAYS ON - INSPIRING ROUTE
My life as a customer
15
ALWAYS ON - INSPIRING ROUTE
At any place and time I have access to all available information about your offer product and company
ldquoWait a sec let me google itrdquo
16
If knowledge is power then relationships have just been turned upside down
ALWAYS ON - INSPIRING ROUTE
Source Find The Best jun 2014
From smartphones to dog breeds to members of congress
FindTheBestcom
17
A search engine that find collect and compare any information you need to make the best decision Just in a click
ALWAYS ON - INSPIRING ROUTE
Source Statistic Brain Jan 2014 Urban Dictionary jun 2014
I am overwhelmed by all kinds of stimuliI amuse easily but I get bored even more easily
Even if you manage to catch my attention you lose it anyway at any moment
ldquoCatch me if you canrdquo
18
disclaimer even if yoursquore listening to me during this slide youve probably already checked your phone twice
The Goldfish Syndrome
Today your average attention span is 8 seconds
1 second less than a goldfish
ldquoThe bottleneck used to be distribution now itrsquos attentionrdquo
ALWAYS ON - INSPIRING ROUTE
Source Inc jan 2014 Inc jan 2014
Rented attention has become less and less effective
Superbowl Ads
19
There is nothing like wait Therersquos just ldquoreal-timerdquo
65 arenrsquot even able to associate the
companyproduct with the ad
30-sec spot
4 million dollar pricetag
56 of viewers donrsquot recall the ad
ALWAYS ON - INSPIRING ROUTE
Source Trendwatch may 2004 Clickz jun 2011 Trendwatching 2013
I research communicate interact purchase consume share all at the same time All the time
ldquoMulti-if-not-hyper-tasking lifestylerdquo
20
Consumers look to maximize every moment No amount of (micro) time will be too fleeting or activity too absorbing to cram in more
content connection consumption or simply more fun
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE 9
ldquoAlways ONrdquo is a lifestyle characterized by the connectivity shift from a technological service
to a personal trait
ALWAYS ON - INSPIRING ROUTE
Source Path 2011
Are you online or are you sleeping
Path
10
ALWAYS ON - INSPIRING ROUTE
Source MIT 2008
2 key factors
What drives always on
11
Psycologicalldquosecond liferdquo chance
uncomfortable feeling of loneliness
Technologicalubiquity of internet access
more mobile devices than people in the world
ALWAYS ON - INSPIRING ROUTE
Source Sploid june 2014
still online while offline
ldquoThis is so tweetablerdquo
12
ldquoSocial media is a narcissistic playground where the best the funniest the most charming aspects of our lives are publicized and the shitty stuff the boring stuff the beige almost never gets postedrdquo
ALWAYS ON - INSPIRING ROUTE
Source TED Talks Feb 2012
of being alone
Getting used to a new way
13
ldquoBeing alone feels like a problem that needs to be solved And so people try to solve it by connectingWe slip into thinking that always being connected is going to make us feel less alonerdquo
ALWAYS ON - INSPIRING ROUTE 14
ldquofrom a business point of viewrdquomodels strategy consequences
ALWAYS ON - INSPIRING ROUTE
My life as a customer
15
ALWAYS ON - INSPIRING ROUTE
At any place and time I have access to all available information about your offer product and company
ldquoWait a sec let me google itrdquo
16
If knowledge is power then relationships have just been turned upside down
ALWAYS ON - INSPIRING ROUTE
Source Find The Best jun 2014
From smartphones to dog breeds to members of congress
FindTheBestcom
17
A search engine that find collect and compare any information you need to make the best decision Just in a click
ALWAYS ON - INSPIRING ROUTE
Source Statistic Brain Jan 2014 Urban Dictionary jun 2014
I am overwhelmed by all kinds of stimuliI amuse easily but I get bored even more easily
Even if you manage to catch my attention you lose it anyway at any moment
ldquoCatch me if you canrdquo
18
disclaimer even if yoursquore listening to me during this slide youve probably already checked your phone twice
The Goldfish Syndrome
Today your average attention span is 8 seconds
1 second less than a goldfish
ldquoThe bottleneck used to be distribution now itrsquos attentionrdquo
ALWAYS ON - INSPIRING ROUTE
Source Inc jan 2014 Inc jan 2014
Rented attention has become less and less effective
Superbowl Ads
19
There is nothing like wait Therersquos just ldquoreal-timerdquo
65 arenrsquot even able to associate the
companyproduct with the ad
30-sec spot
4 million dollar pricetag
56 of viewers donrsquot recall the ad
ALWAYS ON - INSPIRING ROUTE
Source Trendwatch may 2004 Clickz jun 2011 Trendwatching 2013
I research communicate interact purchase consume share all at the same time All the time
ldquoMulti-if-not-hyper-tasking lifestylerdquo
20
Consumers look to maximize every moment No amount of (micro) time will be too fleeting or activity too absorbing to cram in more
content connection consumption or simply more fun
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source Path 2011
Are you online or are you sleeping
Path
10
ALWAYS ON - INSPIRING ROUTE
Source MIT 2008
2 key factors
What drives always on
11
Psycologicalldquosecond liferdquo chance
uncomfortable feeling of loneliness
Technologicalubiquity of internet access
more mobile devices than people in the world
ALWAYS ON - INSPIRING ROUTE
Source Sploid june 2014
still online while offline
ldquoThis is so tweetablerdquo
12
ldquoSocial media is a narcissistic playground where the best the funniest the most charming aspects of our lives are publicized and the shitty stuff the boring stuff the beige almost never gets postedrdquo
ALWAYS ON - INSPIRING ROUTE
Source TED Talks Feb 2012
of being alone
Getting used to a new way
13
ldquoBeing alone feels like a problem that needs to be solved And so people try to solve it by connectingWe slip into thinking that always being connected is going to make us feel less alonerdquo
ALWAYS ON - INSPIRING ROUTE 14
ldquofrom a business point of viewrdquomodels strategy consequences
ALWAYS ON - INSPIRING ROUTE
My life as a customer
15
ALWAYS ON - INSPIRING ROUTE
At any place and time I have access to all available information about your offer product and company
ldquoWait a sec let me google itrdquo
16
If knowledge is power then relationships have just been turned upside down
ALWAYS ON - INSPIRING ROUTE
Source Find The Best jun 2014
From smartphones to dog breeds to members of congress
FindTheBestcom
17
A search engine that find collect and compare any information you need to make the best decision Just in a click
ALWAYS ON - INSPIRING ROUTE
Source Statistic Brain Jan 2014 Urban Dictionary jun 2014
I am overwhelmed by all kinds of stimuliI amuse easily but I get bored even more easily
Even if you manage to catch my attention you lose it anyway at any moment
ldquoCatch me if you canrdquo
18
disclaimer even if yoursquore listening to me during this slide youve probably already checked your phone twice
The Goldfish Syndrome
Today your average attention span is 8 seconds
1 second less than a goldfish
ldquoThe bottleneck used to be distribution now itrsquos attentionrdquo
ALWAYS ON - INSPIRING ROUTE
Source Inc jan 2014 Inc jan 2014
Rented attention has become less and less effective
Superbowl Ads
19
There is nothing like wait Therersquos just ldquoreal-timerdquo
65 arenrsquot even able to associate the
companyproduct with the ad
30-sec spot
4 million dollar pricetag
56 of viewers donrsquot recall the ad
ALWAYS ON - INSPIRING ROUTE
Source Trendwatch may 2004 Clickz jun 2011 Trendwatching 2013
I research communicate interact purchase consume share all at the same time All the time
ldquoMulti-if-not-hyper-tasking lifestylerdquo
20
Consumers look to maximize every moment No amount of (micro) time will be too fleeting or activity too absorbing to cram in more
content connection consumption or simply more fun
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source MIT 2008
2 key factors
What drives always on
11
Psycologicalldquosecond liferdquo chance
uncomfortable feeling of loneliness
Technologicalubiquity of internet access
more mobile devices than people in the world
ALWAYS ON - INSPIRING ROUTE
Source Sploid june 2014
still online while offline
ldquoThis is so tweetablerdquo
12
ldquoSocial media is a narcissistic playground where the best the funniest the most charming aspects of our lives are publicized and the shitty stuff the boring stuff the beige almost never gets postedrdquo
ALWAYS ON - INSPIRING ROUTE
Source TED Talks Feb 2012
of being alone
Getting used to a new way
13
ldquoBeing alone feels like a problem that needs to be solved And so people try to solve it by connectingWe slip into thinking that always being connected is going to make us feel less alonerdquo
ALWAYS ON - INSPIRING ROUTE 14
ldquofrom a business point of viewrdquomodels strategy consequences
ALWAYS ON - INSPIRING ROUTE
My life as a customer
15
ALWAYS ON - INSPIRING ROUTE
At any place and time I have access to all available information about your offer product and company
ldquoWait a sec let me google itrdquo
16
If knowledge is power then relationships have just been turned upside down
ALWAYS ON - INSPIRING ROUTE
Source Find The Best jun 2014
From smartphones to dog breeds to members of congress
FindTheBestcom
17
A search engine that find collect and compare any information you need to make the best decision Just in a click
ALWAYS ON - INSPIRING ROUTE
Source Statistic Brain Jan 2014 Urban Dictionary jun 2014
I am overwhelmed by all kinds of stimuliI amuse easily but I get bored even more easily
Even if you manage to catch my attention you lose it anyway at any moment
ldquoCatch me if you canrdquo
18
disclaimer even if yoursquore listening to me during this slide youve probably already checked your phone twice
The Goldfish Syndrome
Today your average attention span is 8 seconds
1 second less than a goldfish
ldquoThe bottleneck used to be distribution now itrsquos attentionrdquo
ALWAYS ON - INSPIRING ROUTE
Source Inc jan 2014 Inc jan 2014
Rented attention has become less and less effective
Superbowl Ads
19
There is nothing like wait Therersquos just ldquoreal-timerdquo
65 arenrsquot even able to associate the
companyproduct with the ad
30-sec spot
4 million dollar pricetag
56 of viewers donrsquot recall the ad
ALWAYS ON - INSPIRING ROUTE
Source Trendwatch may 2004 Clickz jun 2011 Trendwatching 2013
I research communicate interact purchase consume share all at the same time All the time
ldquoMulti-if-not-hyper-tasking lifestylerdquo
20
Consumers look to maximize every moment No amount of (micro) time will be too fleeting or activity too absorbing to cram in more
content connection consumption or simply more fun
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source Sploid june 2014
still online while offline
ldquoThis is so tweetablerdquo
12
ldquoSocial media is a narcissistic playground where the best the funniest the most charming aspects of our lives are publicized and the shitty stuff the boring stuff the beige almost never gets postedrdquo
ALWAYS ON - INSPIRING ROUTE
Source TED Talks Feb 2012
of being alone
Getting used to a new way
13
ldquoBeing alone feels like a problem that needs to be solved And so people try to solve it by connectingWe slip into thinking that always being connected is going to make us feel less alonerdquo
ALWAYS ON - INSPIRING ROUTE 14
ldquofrom a business point of viewrdquomodels strategy consequences
ALWAYS ON - INSPIRING ROUTE
My life as a customer
15
ALWAYS ON - INSPIRING ROUTE
At any place and time I have access to all available information about your offer product and company
ldquoWait a sec let me google itrdquo
16
If knowledge is power then relationships have just been turned upside down
ALWAYS ON - INSPIRING ROUTE
Source Find The Best jun 2014
From smartphones to dog breeds to members of congress
FindTheBestcom
17
A search engine that find collect and compare any information you need to make the best decision Just in a click
ALWAYS ON - INSPIRING ROUTE
Source Statistic Brain Jan 2014 Urban Dictionary jun 2014
I am overwhelmed by all kinds of stimuliI amuse easily but I get bored even more easily
Even if you manage to catch my attention you lose it anyway at any moment
ldquoCatch me if you canrdquo
18
disclaimer even if yoursquore listening to me during this slide youve probably already checked your phone twice
The Goldfish Syndrome
Today your average attention span is 8 seconds
1 second less than a goldfish
ldquoThe bottleneck used to be distribution now itrsquos attentionrdquo
ALWAYS ON - INSPIRING ROUTE
Source Inc jan 2014 Inc jan 2014
Rented attention has become less and less effective
Superbowl Ads
19
There is nothing like wait Therersquos just ldquoreal-timerdquo
65 arenrsquot even able to associate the
companyproduct with the ad
30-sec spot
4 million dollar pricetag
56 of viewers donrsquot recall the ad
ALWAYS ON - INSPIRING ROUTE
Source Trendwatch may 2004 Clickz jun 2011 Trendwatching 2013
I research communicate interact purchase consume share all at the same time All the time
ldquoMulti-if-not-hyper-tasking lifestylerdquo
20
Consumers look to maximize every moment No amount of (micro) time will be too fleeting or activity too absorbing to cram in more
content connection consumption or simply more fun
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source TED Talks Feb 2012
of being alone
Getting used to a new way
13
ldquoBeing alone feels like a problem that needs to be solved And so people try to solve it by connectingWe slip into thinking that always being connected is going to make us feel less alonerdquo
ALWAYS ON - INSPIRING ROUTE 14
ldquofrom a business point of viewrdquomodels strategy consequences
ALWAYS ON - INSPIRING ROUTE
My life as a customer
15
ALWAYS ON - INSPIRING ROUTE
At any place and time I have access to all available information about your offer product and company
ldquoWait a sec let me google itrdquo
16
If knowledge is power then relationships have just been turned upside down
ALWAYS ON - INSPIRING ROUTE
Source Find The Best jun 2014
From smartphones to dog breeds to members of congress
FindTheBestcom
17
A search engine that find collect and compare any information you need to make the best decision Just in a click
ALWAYS ON - INSPIRING ROUTE
Source Statistic Brain Jan 2014 Urban Dictionary jun 2014
I am overwhelmed by all kinds of stimuliI amuse easily but I get bored even more easily
Even if you manage to catch my attention you lose it anyway at any moment
ldquoCatch me if you canrdquo
18
disclaimer even if yoursquore listening to me during this slide youve probably already checked your phone twice
The Goldfish Syndrome
Today your average attention span is 8 seconds
1 second less than a goldfish
ldquoThe bottleneck used to be distribution now itrsquos attentionrdquo
ALWAYS ON - INSPIRING ROUTE
Source Inc jan 2014 Inc jan 2014
Rented attention has become less and less effective
Superbowl Ads
19
There is nothing like wait Therersquos just ldquoreal-timerdquo
65 arenrsquot even able to associate the
companyproduct with the ad
30-sec spot
4 million dollar pricetag
56 of viewers donrsquot recall the ad
ALWAYS ON - INSPIRING ROUTE
Source Trendwatch may 2004 Clickz jun 2011 Trendwatching 2013
I research communicate interact purchase consume share all at the same time All the time
ldquoMulti-if-not-hyper-tasking lifestylerdquo
20
Consumers look to maximize every moment No amount of (micro) time will be too fleeting or activity too absorbing to cram in more
content connection consumption or simply more fun
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE 14
ldquofrom a business point of viewrdquomodels strategy consequences
ALWAYS ON - INSPIRING ROUTE
My life as a customer
15
ALWAYS ON - INSPIRING ROUTE
At any place and time I have access to all available information about your offer product and company
ldquoWait a sec let me google itrdquo
16
If knowledge is power then relationships have just been turned upside down
ALWAYS ON - INSPIRING ROUTE
Source Find The Best jun 2014
From smartphones to dog breeds to members of congress
FindTheBestcom
17
A search engine that find collect and compare any information you need to make the best decision Just in a click
ALWAYS ON - INSPIRING ROUTE
Source Statistic Brain Jan 2014 Urban Dictionary jun 2014
I am overwhelmed by all kinds of stimuliI amuse easily but I get bored even more easily
Even if you manage to catch my attention you lose it anyway at any moment
ldquoCatch me if you canrdquo
18
disclaimer even if yoursquore listening to me during this slide youve probably already checked your phone twice
The Goldfish Syndrome
Today your average attention span is 8 seconds
1 second less than a goldfish
ldquoThe bottleneck used to be distribution now itrsquos attentionrdquo
ALWAYS ON - INSPIRING ROUTE
Source Inc jan 2014 Inc jan 2014
Rented attention has become less and less effective
Superbowl Ads
19
There is nothing like wait Therersquos just ldquoreal-timerdquo
65 arenrsquot even able to associate the
companyproduct with the ad
30-sec spot
4 million dollar pricetag
56 of viewers donrsquot recall the ad
ALWAYS ON - INSPIRING ROUTE
Source Trendwatch may 2004 Clickz jun 2011 Trendwatching 2013
I research communicate interact purchase consume share all at the same time All the time
ldquoMulti-if-not-hyper-tasking lifestylerdquo
20
Consumers look to maximize every moment No amount of (micro) time will be too fleeting or activity too absorbing to cram in more
content connection consumption or simply more fun
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
My life as a customer
15
ALWAYS ON - INSPIRING ROUTE
At any place and time I have access to all available information about your offer product and company
ldquoWait a sec let me google itrdquo
16
If knowledge is power then relationships have just been turned upside down
ALWAYS ON - INSPIRING ROUTE
Source Find The Best jun 2014
From smartphones to dog breeds to members of congress
FindTheBestcom
17
A search engine that find collect and compare any information you need to make the best decision Just in a click
ALWAYS ON - INSPIRING ROUTE
Source Statistic Brain Jan 2014 Urban Dictionary jun 2014
I am overwhelmed by all kinds of stimuliI amuse easily but I get bored even more easily
Even if you manage to catch my attention you lose it anyway at any moment
ldquoCatch me if you canrdquo
18
disclaimer even if yoursquore listening to me during this slide youve probably already checked your phone twice
The Goldfish Syndrome
Today your average attention span is 8 seconds
1 second less than a goldfish
ldquoThe bottleneck used to be distribution now itrsquos attentionrdquo
ALWAYS ON - INSPIRING ROUTE
Source Inc jan 2014 Inc jan 2014
Rented attention has become less and less effective
Superbowl Ads
19
There is nothing like wait Therersquos just ldquoreal-timerdquo
65 arenrsquot even able to associate the
companyproduct with the ad
30-sec spot
4 million dollar pricetag
56 of viewers donrsquot recall the ad
ALWAYS ON - INSPIRING ROUTE
Source Trendwatch may 2004 Clickz jun 2011 Trendwatching 2013
I research communicate interact purchase consume share all at the same time All the time
ldquoMulti-if-not-hyper-tasking lifestylerdquo
20
Consumers look to maximize every moment No amount of (micro) time will be too fleeting or activity too absorbing to cram in more
content connection consumption or simply more fun
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
At any place and time I have access to all available information about your offer product and company
ldquoWait a sec let me google itrdquo
16
If knowledge is power then relationships have just been turned upside down
ALWAYS ON - INSPIRING ROUTE
Source Find The Best jun 2014
From smartphones to dog breeds to members of congress
FindTheBestcom
17
A search engine that find collect and compare any information you need to make the best decision Just in a click
ALWAYS ON - INSPIRING ROUTE
Source Statistic Brain Jan 2014 Urban Dictionary jun 2014
I am overwhelmed by all kinds of stimuliI amuse easily but I get bored even more easily
Even if you manage to catch my attention you lose it anyway at any moment
ldquoCatch me if you canrdquo
18
disclaimer even if yoursquore listening to me during this slide youve probably already checked your phone twice
The Goldfish Syndrome
Today your average attention span is 8 seconds
1 second less than a goldfish
ldquoThe bottleneck used to be distribution now itrsquos attentionrdquo
ALWAYS ON - INSPIRING ROUTE
Source Inc jan 2014 Inc jan 2014
Rented attention has become less and less effective
Superbowl Ads
19
There is nothing like wait Therersquos just ldquoreal-timerdquo
65 arenrsquot even able to associate the
companyproduct with the ad
30-sec spot
4 million dollar pricetag
56 of viewers donrsquot recall the ad
ALWAYS ON - INSPIRING ROUTE
Source Trendwatch may 2004 Clickz jun 2011 Trendwatching 2013
I research communicate interact purchase consume share all at the same time All the time
ldquoMulti-if-not-hyper-tasking lifestylerdquo
20
Consumers look to maximize every moment No amount of (micro) time will be too fleeting or activity too absorbing to cram in more
content connection consumption or simply more fun
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source Find The Best jun 2014
From smartphones to dog breeds to members of congress
FindTheBestcom
17
A search engine that find collect and compare any information you need to make the best decision Just in a click
ALWAYS ON - INSPIRING ROUTE
Source Statistic Brain Jan 2014 Urban Dictionary jun 2014
I am overwhelmed by all kinds of stimuliI amuse easily but I get bored even more easily
Even if you manage to catch my attention you lose it anyway at any moment
ldquoCatch me if you canrdquo
18
disclaimer even if yoursquore listening to me during this slide youve probably already checked your phone twice
The Goldfish Syndrome
Today your average attention span is 8 seconds
1 second less than a goldfish
ldquoThe bottleneck used to be distribution now itrsquos attentionrdquo
ALWAYS ON - INSPIRING ROUTE
Source Inc jan 2014 Inc jan 2014
Rented attention has become less and less effective
Superbowl Ads
19
There is nothing like wait Therersquos just ldquoreal-timerdquo
65 arenrsquot even able to associate the
companyproduct with the ad
30-sec spot
4 million dollar pricetag
56 of viewers donrsquot recall the ad
ALWAYS ON - INSPIRING ROUTE
Source Trendwatch may 2004 Clickz jun 2011 Trendwatching 2013
I research communicate interact purchase consume share all at the same time All the time
ldquoMulti-if-not-hyper-tasking lifestylerdquo
20
Consumers look to maximize every moment No amount of (micro) time will be too fleeting or activity too absorbing to cram in more
content connection consumption or simply more fun
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source Statistic Brain Jan 2014 Urban Dictionary jun 2014
I am overwhelmed by all kinds of stimuliI amuse easily but I get bored even more easily
Even if you manage to catch my attention you lose it anyway at any moment
ldquoCatch me if you canrdquo
18
disclaimer even if yoursquore listening to me during this slide youve probably already checked your phone twice
The Goldfish Syndrome
Today your average attention span is 8 seconds
1 second less than a goldfish
ldquoThe bottleneck used to be distribution now itrsquos attentionrdquo
ALWAYS ON - INSPIRING ROUTE
Source Inc jan 2014 Inc jan 2014
Rented attention has become less and less effective
Superbowl Ads
19
There is nothing like wait Therersquos just ldquoreal-timerdquo
65 arenrsquot even able to associate the
companyproduct with the ad
30-sec spot
4 million dollar pricetag
56 of viewers donrsquot recall the ad
ALWAYS ON - INSPIRING ROUTE
Source Trendwatch may 2004 Clickz jun 2011 Trendwatching 2013
I research communicate interact purchase consume share all at the same time All the time
ldquoMulti-if-not-hyper-tasking lifestylerdquo
20
Consumers look to maximize every moment No amount of (micro) time will be too fleeting or activity too absorbing to cram in more
content connection consumption or simply more fun
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source Inc jan 2014 Inc jan 2014
Rented attention has become less and less effective
Superbowl Ads
19
There is nothing like wait Therersquos just ldquoreal-timerdquo
65 arenrsquot even able to associate the
companyproduct with the ad
30-sec spot
4 million dollar pricetag
56 of viewers donrsquot recall the ad
ALWAYS ON - INSPIRING ROUTE
Source Trendwatch may 2004 Clickz jun 2011 Trendwatching 2013
I research communicate interact purchase consume share all at the same time All the time
ldquoMulti-if-not-hyper-tasking lifestylerdquo
20
Consumers look to maximize every moment No amount of (micro) time will be too fleeting or activity too absorbing to cram in more
content connection consumption or simply more fun
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source Trendwatch may 2004 Clickz jun 2011 Trendwatching 2013
I research communicate interact purchase consume share all at the same time All the time
ldquoMulti-if-not-hyper-tasking lifestylerdquo
20
Consumers look to maximize every moment No amount of (micro) time will be too fleeting or activity too absorbing to cram in more
content connection consumption or simply more fun
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source PR Newswire 2014
Testo slide
Tool to enhance the thrill and excitement watching sport (and betting on it)
Bet Tracker app
21
Check stats set up alerts to track multiple bets challenge your friends track probabilities once the game begins - in real time - and add bets
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source Mediaplanet sept 2013
Irsquom constantly stalked by brands and their offerings (Like Share Try Get) and all the mocking and debunking of their activities is making me more and more
aware of their strategies amp tricks to make me buy
ldquoYou have no power hererdquo
22
The rise of ldquomarketing immunityrdquo
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source Adblock jun 2014
Surf the web without annoying ads
Adblock
23
A browser extension that automatically blocks video ads banner ads Flash ads Facebook ads text ads
Before After
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
So what kind of guy is our Always on consumer
24
1
Overinformed Hyperactive
2
Multitasker
3Marketing immune
4
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
Many new emerging phenomena are changing our needs
The ldquoneedsrdquo are a-changin
25
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source BBC aug 2013 Futureberry jun 2014
We also discovered some of them together
The ldquoneedsrdquo are a-changin
26
But we think always on is not among the key factors
La Sharing Economy
Makers e la rivoluzione del manufacturing
Startup e i nuovi imprenditori
Collaboration revolution Quantified Self
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Always on has a heavy impact on the behavior
Not ldquowhatrdquo but ldquohowrdquo
27
Then Now
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source KPMG feb 2014 WSJ jun 2014
Some examples
Physical to digital digital to physical
28
SHOWROOMING(Research Offline Purchase Online)
ROPO(Research Online Purchase Offline)
People who research online and buy offline spend 3 to 5 times
more than when they shop through the website
1 out of 5 people purchase via mobile from an online competitor
while still physically visiting a retailerrsquos store
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source Google-Ipsos aug 2012
Some examples
From tablet to laptop to desktop to smartphone
29
30 of researches drive to shopping content
17 of people who watch a commercial research for it via mobile
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
What should a company do
30
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source McKinsey jun 2009 Wikipedia jul 2014 Adweek mar 2014
The mono-dimensional funnel died a long time ago when the consumer ceased to be a purely passive target
ldquoGood olrsquo timesrdquo
31
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source Forrester feb 2010
Add a second dimension to frame the enriched customer experiencethrough customerrsquos eyes
ldquoThings just got realrdquo
32
Consider BuyAware Research Engage Service Support Loyalty
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE 33
What if these consumers are adding
extra new dimensions
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source Fitch sept 2011 Accenture 2013 Azur Digital jan 2014 Futureberry jul 2014
Non-linear continuous and dynamic
The ldquoalways on customer journeyrdquo
34
Each step of the process is bi-univocally connected to
each other in a non-sequential
way
Each touchpoint
consumer are exposed to
enable countless different scenarios
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Some inspirational stories
35
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
ProblemTV shows are a really crowded market and therersquos low level of engagement
(and thus retention) of the viewers
Make money watching TV
Viggle
36
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source Slate may 2012 Clairewait may 2014 WSJ jun 2014 Viggle jul 2014
Make money watching TV
Viggle
37
Simple but somehow enough to affect watchersrsquo behaviors
Find the perfect show on TV to Viggle
Check-in or Match
Share amp follow your favorite shows
Get point for watching show
Redeem points to get real rewards like gift cards (Starbucks iTunes Barnes amp Noble) free subscription (Hulu Spotify) or discounts (Kindle Fire MacBook Air)
SolutionThe integrated loyalty program that reward TV watchers
(with 208 million montlhy user)
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
ProblemOur customer is frustrated by the digital-physical gap in his shopping experienceAlso competition by other retailers and from digital channels makes it increasingly
difficult for BampM operators to generate in-store traffic
Create a seamless digital-to-physical shopping experience
Shopkick
38
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source Techcrunch oct 2013 Wikipedia jul 2014 Shopkick jul 2014
Create a seamless digital-to-physical shopping experience
Shopkick
39
A co-pilot for the shopping experience helps to discover the best stores and products
SolutionThe ldquoShopBeacon projectrdquo welcome a shopper when she enters a store and show
her location-specific deals discounts recommendations and rewards without even opening the app Tie at-home browsing to in-store benefit (reminder suggestion etc) Deliver department-specific offers throughout the store
1 billion in-app deals and offers viewed (2012)
$50 million in measurable incremental revenue for a single retail partner (2013)
70 brand partners (2013)
6 million+ shoppers (2014)
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source Marketing Magazine Apr 2014 Marketing Week Oct 2013
MyTesco pilot project
40
SolutionIntegrated system that help customers navigate the store gather the shopping
lists they have prepared at home and easily locate products
ldquoAt Tesco wersquore already looking at what the store of the future look like Wersquore looking at the customerrsquos journey whether they at the home or in-store or outrdquo
Tesco
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source Ayantek aug 2013
ProblemTraditional product communication is losing effectiveness because it is ldquoflatrdquo
and so little engaging14 of the purchase turn out to be the wrong size for its intended location
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
41
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source Gizmag 2013 Ikea aug 2013 The Verge aug 2014
A new meaning to the worldrsquos oldest direct marketing tool(makes room design easier)
Ikea
42
Users spent an average of 8 minutes with the app compared to 3 minutes with just the catalogue
SolutionThe integration of the catalogue with the mobile app that enable customers to
view and place selected 3D representations of IKEA products in their own rooms via augmented reality
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
ProblemVery few of the many stimuli that the consumer receives and the actions he takes are
translated into real sales opportunities
Anytime anywhere in a second
Amazon
43
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source The Verge jun 2014 Techcrunch jun 2014
Anytime anywhere in a second
Amazon
44
SolutionThe ldquoFireflyrdquo feature of the new Amazon smartphone is a ldquorecognition enginerdquo for both real-world and digital items which the consumer engage and interacts with that track any research and we send instantly to Amazon store where we can buy
It turns the entire world around you into a showroom
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
ProblemConsumer moves fast advertising moves slow
Consumer ldquotalksrdquo brands ldquocommunicaterdquo
Talk like a real person
Tide
45
Source Cartodb jun 2014
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source Mobile Marketer Feb 2014 AdAge Feb 2014
Talk like a real person
Tide
46
SolutionDuring XXLVIII Super Bowl Tide focused on creating short videos and tweet to join
the conversations generated by other brandsrsquo commercials and interact in real-time playfully with them and the consumer
36 million impressions genereted saving $4 million dollar
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
ProblemToday the shopping experience is still long and complicated a task that requires a lot of
time and attention The consumer can distract bore change his mind
Imagining the new era of shopping
ConAgra Foods with Google
47
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source Mashable mar 2013
Imagining the new era of shopping
ConAgra Foods with Google
48
SolutionThrough the Google Glasses ConAgra Foods is re-inventing a fast and
breathtakingly seamless shopping experience
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
SO WHAT
49
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
In a survey it was asked to US consumers ldquoWhat would you give up to mantain Internet accessrdquo
50
Source Vivaldipartners Feb 20140
7 would forgo showering for a year21 would give up sex
73 would sacrifice alcohol
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE 51
Perhaps after all we are not facing a passing hype but a radical shift that
consumers and companies have to face
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
ALWAYS ON - INSPIRING ROUTE
Source Gizmodocom 2014
52
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
Per scoprire i valori e la dimensione dellrsquoAlways Onvai alla presentazione di Squadrati
infomarketrevolutionitwwwmarketrevolutionit
infomarketrevolutionitwwwmarketrevolutionit