resource labs: digital trends innovation camp 2013
TRANSCRIPT
DIGITAL TRENDS BRIEFING 2013
3.22.2013
1Thursday, March 28, 13
DAN SHUSTVice President, Innovation
TWITTER - @getshust
Largest independent digital agency in the United States
Ad Age A-List and WSJ Best Places to Work
400+ associates
Offices in Columbus, San Francisco, Chicago, Cincinnati
ABOUT RESOURCE
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Image: Copyright © Ben Sandler All rights reserved.
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Image: Copyright © 20th Century Fox All rights reserved.
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“What we face now is a pace of change that is unprecedented. Major innovations that used to change our lifestyles maybe once or twice in a generation, we’re
seeing that now almost on an annual basis.”
RE-IMAGINE EVERYTHING
KIM KADLECJohnson & Johnson - Worldwide V.P. Global Marketing Group
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RE-IMAGINE EVERYTH ING
19OO 192O 194O 196O 2O4O198O 2OOO 2O2O
We Are Here
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The Power of SimpleSimple interfaces, complex functions
Context Not OptionalPersonal, predictive consumer experiences
Everywhere CommerceShopping anything, anywhere, anytime
Retail RewiredBlurred channels, seamless engagements
The Fine-Tuning of SocialPastime concentration, network calibration
Mass IndividualityUser-proposed, -customized and -generated
Loyalty PlaysReal-time relevance, tracking and rewards
Rebirth of iMediaNative meaningful engagement
Mobile SuperpowersDigitally enhanced senses and insights
TomorrowlandConnected, social devices
DIGITAL TRENDS BRIEFING 2013
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Consumer Behaviors/DriversTechnology EnablersEarly Industry Use & SuccessTime (months) to Mass Adoption
WHAT MAKES A TREND?
(DIGITAL)TREND
+
=
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MOBILE SUPERPOWERS
Image: Copyright © 2012 Cable News Network. Turner Broadcasting System, Inc. All rights reserved.
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Mobile Ubiquity Sophisticated Sensors
Online-Off Expectations
Social Connections
Computational Power
Connection Speeds
Knowledge Access
MOBILE SUPERPOWERS
Drivers - Consumer Enablers - TechnologyConsumers will increasingly interact with the world around them via the sensors built into their smart
devices.
What It Means
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ONE BILLION SMARTPHONESThe first billion smartphones in use worldwide took 16 years to reach, but the next billion will be achieved in less than 3 years.
Strategy Analytics - Worldwide Smartphone Population Tops 1 Billion in Q3 2012
MOBILE SUPERPOWERS
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PHONES HELP US DO EVERYTHING BUT.”
MOBILE SUPERPOWERS
“SUPERMAN COULD FLY.
JOHN D. SUTTERCNN, Writer/Producer
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WSJ Electronics Develop a Sixth Sense
MOBILE SUPERPOWERS
Icon: Smartphone designed by James Fenton from The Noun Project
Smartphones now contain as many as 18 specialized sensors.
Proximity Sensor
Ambient light sensor
Multi-Touch Display
Bluetooth 4.0
Assisted GPS
GLONASS
NFC
Dual-sensor microphone array
Front-Facing Camera
Rear Camera
GSM/CDMA CellularWi-Fi
Three-axis gyroAccelerometer
Digital CompassBarometer
Thermometer
Altimeter
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MOBILE SUPERPOWERS
CARD.IO14Thursday, March 28, 13
MOBILE SUPERPOWERS
WORDLENS15Thursday, March 28, 13
MOBILE SUPERPOWERS
BLIPPAR - HEINZ16Thursday, March 28, 13
MOBILE SUPERPOWERS
MUPPETS - AR BANDAIDS17Thursday, March 28, 13
MOBILE SUPERPOWERS
WESTFIELD - VOICE CONCIERGE18Thursday, March 28, 13
MOBILE SUPERPOWERS
SHAZAM - PILLSBURY 19Thursday, March 28, 13
MOBILE SUPERPOWERS
CARDIIO20Thursday, March 28, 13
Consumers will begin to look down at their mobile devices less and look through them to learn about the world around them.
Technology will enable wearable devices that become nearly invisible to the user, outside of the digital layer it places on the world.
Impulse purchases will begin to be driven by digital interactions that quickly engage and interest consumers.
Brands will create point of sale messaging that’s targeted specifically to connected customers looking for product details.
BRAND IMPLICATIONS:
Two
Three
One
Four
MOBILE SUPERPOWERS
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CONTEXTNOT OPTIONAL
Image: Flickr - Marcin Ignac
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Increasingly Connected
Advertising Blindness
Brand Oscillation
Sharing More
Big Data
Data Analysis
Mobile Ubiquity
CONTEXT NOT OPTIONAL
Drivers - Consumer Enablers - Technology
Advanced contextual experiences will increase ROI and
customer brand loyalty.
What It Means
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THE END OF ASSUMPTIONSThere is an “opportunity to deliver services and marketing with unprecedented precision and accuracy, meeting and exceeding customer expectations in extraordinary ways at every turn.”
HBR - Use Big Data to Predict Your Customers' Behaviors
CONTEXT NOT OPTIONAL
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BY 2017, THE CMO WILL SPEND MORE ON I.T.
THAN THE CIO.
Gartner Analyst Laura McLellan: January 2012
CONTEXT NOT OPTIONAL
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Forrester - The Future of Mobile is Context
SingleChannel
MultiChannel
CrossChannel
Responsive
AdvancedContext
Leve
l of S
ophi
stic
atio
n
Evolution of Experiences Over Time
CONTEXT NOT OPTIONAL
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CONTEXT NOT OPTIONAL
MARGARET STEWARTFacebook - Director Of Product Design
“When you put information about yourself out there, that’s a transaction. But you need to feel that you’re
getting something back in return.”
MAKING IT WORTH IT
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THE POWER OF SIMPLE
JOSE CUERVO - CUE THE CAB28Thursday, March 28, 13
CONTEXT NOT OPTIONAL
WALMART - INSTORE MODE29Thursday, March 28, 13
CONTEXT NOT OPTIONAL
ABERCROMBIE30Thursday, March 28, 13
CONTEXT NOT OPTIONAL
ETSY - GIFT RECOMMENDATIONS31Thursday, March 28, 13
CONTEXT NOT OPTIONAL
GOOGLE - NOW32Thursday, March 28, 13
Consumers will expect every brand interaction to be personal and contextually relevant, based on history, location, and more.
Brands will use data quickly and effectively to encourage deeper, extended interactions.
Technology, such as geofencing, indoor positioning and behavioral data tracking will differentiate engagements.
Brands will recommend both products and experiences that are highly personalized and predictive.
BRAND IMPLICATIONS:
Two
Three
One
Four
CONTEXT NOT OPTIONAL
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MASS INDIVIDUALITY
Image: Flickr - Vlastula
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Entitlement Culture
Digital Expectation
Endless Options
Flexible Manufacturing
Customer-Facing Tech
MASS INDIVIDUALITY
Drivers - Consumer Enablers - Technology
Digital Tools
Instant Access
Consumers will expect experiences
and products to be one-of-a-kind, if not customizable and
personalized.
What It Means
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MASS INDIVIDUALITY
HENRY FORDFounder - Ford Motor Company
“YOU CAN HAVE ANY COLOR AS LONG AS IT’S BLACK”
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Forrester - Mass Customization Is (Finally) the Future of Products
MASS INDIVIDUALITY
35% OF CONSUMERS WANT TO CUSTOMIZE FEATURES
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SSRN - Comparing Business and Household Sector Innovation in Consumer Products / Revised 2012
MASS INDIVIDUALITY
Consumers spent 2.3 times more of their own moneyinnovating products than the total consumer product
R&D amount spent by all firms combined
2.3X MORE
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MASS INDIVIDUALITY
NIKEiD39Thursday, March 28, 13
MASS INDIVIDUALITY
COKE - FREESTYLE40Thursday, March 28, 13
MASS INDIVIDUALITY
CROCK-POT - CREATE-A-CROCK41Thursday, March 28, 13
MASS INDIVIDUALITY
SHAPEWAYS - THE VIBE42Thursday, March 28, 13
MASS INDIVIDUALITY
MAKERBOT REPLICATOR 243Thursday, March 28, 13
MASS INDIVIDUALITY
13:30 PRINTABLE HEADPHONES44Thursday, March 28, 13
Consumers’ desire to develop user-generated content will bleed over into the desire to generate their own products.
Brands will begin to develop panels of consumer product makers who help guide the development and specification of new offerings.
Technology will enable a wider swath of consumers to imagine and create their own products on par with mass produced items.
Interactions between brands and consumers around customized products will build and enhance one-on-one relationships.
BRAND IMPLICATIONS:
Two
Three
One
Four
MASS INDIVIDUALITY
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For more information about the ResourceLAB contact:
Dan Shust/ Vice President – [email protected]: @getshust
THANKS!
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