Digital Velcro
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Transcript of Digital Velcro
The technology trendThe 12 technologies that will define our economic future (2025)
“The real economic benefits of innovation, at least over the near term, come not from the flashy, mind-blowing ideas, but from clever combinations of technologies that are just maturing with those that have been around for ages.”
Finally, an educated consumer
• The ‘how’ of engagement. Being relevant to the moment is where marketing power – and consumer expectations – now lie.
• In the accelerating swirl of chaos, excitement, and yes, sometimes fear, the brands that win will prioritize engagement over exposure.
• Creation, curation, connection and community
The Engagement Project: Connecting with Your Consumer in the Participation Age
Generation C: A generation that has grown up living digital lives
Customer experience strategy
BRICKS-AND-
MORTAR
DESKTOP WEARABLE
MOBILE
“In a world where, according to Google’s Multiscreen Report, more than 90 percent of people use more than one screen to accomplish a single task, brands need to focus on the “digital Velcro” to connect these screen experiences + In-
store behavior.”
TVPRINT / CATALOG
Innovation is the new creative • A future with a primary focus on mobile, social, content and
measurement
• Broaden creative roles and titles (business function) to encourage creative thinking
• Commit to innovative thinking by hosting brand experience/ tech jams, creating branded content, and working closely with strategic partnerships, participation at industry events, etc.
• Does it work? Needs to be a prominent role for measurement (social, customer service, etc.)
Do agency’s get it?
The creative team• Mix of diverse experts, multi-taskers and junior team members
• Drive collaboration and an open mind to new kinds of deliverables (Lean UX)
• What’s next? NUI, service design? Think broadly and let’s make it happen
• Use insights and data to discover and how creative extends beyond UI/UX (Content, In-store, etc.)
• Portfolio love: 65% / 35% rule
• Embrace user centered design and build products with both emotional (content) and functional (product) considerations
• ‘Production efficiencies’ are a way for staff to innovate
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