Resource Labs: Digital Trends Innovation CAMP 2013

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


“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


RE-IMAGINE EVERYTH ING

19OO 192O 194O 196O 2O4O198O 2OOO 2O2O

We Are Here


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


Consumer Behaviors/DriversTechnology EnablersEarly Industry Use & SuccessTime (months) to Mass Adoption

WHAT MAKES A TREND?

(DIGITAL)TREND

+

=


MOBILE SUPERPOWERS

Image: Copyright © 2012 Cable News Network. Turner Broadcasting System, Inc. All rights reserved.


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


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


PHONES HELP US DO EVERYTHING BUT.”

MOBILE SUPERPOWERS

“SUPERMAN COULD FLY.

JOHN D. SUTTERCNN, Writer/Producer


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


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


CONTEXTNOT OPTIONAL

Image: Flickr - Marcin Ignac


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


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



BY 2017, THE CMO WILL SPEND MORE ON I.T.

THAN THE CIO.

Gartner Analyst Laura McLellan: January 2012



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




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


THE POWER OF SIMPLE

JOSE CUERVO - CUE THE CAB28Thursday, March 28, 13


WALMART - INSTORE MODE29Thursday, March 28, 13


ABERCROMBIE30Thursday, March 28, 13


ETSY - GIFT RECOMMENDATIONS31Thursday, March 28, 13


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



MASS INDIVIDUALITY

Image: Flickr - Vlastula


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


MASS INDIVIDUALITY

HENRY FORDFounder - Ford Motor Company

“YOU CAN HAVE ANY COLOR AS LONG AS IT’S BLACK”


Forrester - Mass Customization Is (Finally) the Future of Products

MASS INDIVIDUALITY

35% OF CONSUMERS WANT TO CUSTOMIZE FEATURES


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


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


For more information about the ResourceLAB contact:

Dan Shust/ Vice President – [email protected]: @getshust

THANKS!


mailto:[email protected]

mailto:[email protected]

Resource Labs: Digital Trends Innovation CAMP 2013

Business

Transcript of Resource Labs: Digital Trends Innovation CAMP 2013