the future of digital commerce by this fluid world

8/7/2019 the future of digital commerce by this fluid world

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understandingofmeaningrapidimplementa1oninternalstructures&processes

staffempowermentqualityofadviceacceptanceofcollabora1oncourage


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thefutureof

digitalcommerce


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.keytrendsindigitalmarke1ng

2.affectondigitalcommerce

3.whatthismeansforadver1sers

4.whatthismeansforpublishers


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allhappeningalongsidethearrivalof

personalmedia


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1/4. increasingly capable devicesand payment mechanics,

meaning less attrition from

awareness to conversion


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O2planningtolaunch

mobile

paymentas

an

applica1on


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Amazonplanningtolaunchmobilepaymentasanapplica1on


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2/4.enhancedtraceability,meaning

increasedclarityofaFribu1on


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Googleanaly1cscustomrepor1ngwithe-commercefilters


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3/4.growingcompe11onfromnon-standard,orlesserknownplayers,

meaningcompaniesareincreasingly

pressured,whilstcustomershavewiderop1ons


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3yearsold,andone(rejected)

offerof$6bfromGoogle


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c.50%ofallretailerswouldntreturntoGroupon


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4/4.theeffectofpeeradvocacyis

nowmassdistributed,meaningthe

effectofadvocacyisnowatradable

currency


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UniqloenablingfansonTwiFer

tocontrolsale

pricesbytwee1ngwith

#luckycounter


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PalmsHotelgrading

guestsby

levelofonline

influence


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/4.ifyouhaveanarmyoffana1cs,

enablethemtoembracewhatyou

create

ifyoudonthaveanarmy,yourfocus

shouldbeoncrea1ngone


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crea1nganarmyoffana1cs

-a6stepguide

. accessandassesstheleveloftrustyouhavewithinyouruserbase

2. determinethelevelsofvalueyouprovideandhowthatvaluecouldbescaledexponen1ally

3. iden1fykeyinfluencersandensuretheyarerewardedforwhattheydo-includingbringingmorepeopleintothearmy

4. 1relesslycon1nuetocreatemorevaluewhilstbeingguidedbyyourarmy

5. progressivelygivemoreofyourcompanybenefittoyourarmy

6. sharethewinsyetabsorbthelosses,learningfromboth


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RealMadrid00,000fansat

2/month


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theMarmitebookatSelfridges,andthe2000Marmitejar


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2/4.itsnowallaboutthe

conversa1onratherthanbroadcast

message

however,conversa1onisfar

removedfromtheparadigmofmediabuying


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Dell:$6.5mviaTwiFerpromo1ons,

with00employeestwee1ng


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3/4.yourabilitytobe

agile,isadetermining

factorofsuccess


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newthingsrequire

newthinkingandnewwaysof

execu1ng

35%ofTwiFerusers

expectaresponse

withinanhour


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Twelpforce,sinceJulyof2009:

respondedtonear28,000customerenquiriesenlisted2600employeestosharetheirknowledgepaidforitselfmany1mes,throughPRandsavings


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4/4.morethanever,youneedtounderstandpeople,andhowtoadd

valuetothem


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strategicallynottac1cally


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/4.peoplewillpayforwhatthey

value-butnotforthingstheyareforcedtopayfor


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TheTimeslostalmost90%ofits

onlinereaderswithin3weeksofpungupthepaywall


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2/4.embracingemerging

plaormswill

enablepeopletoaccesscontent

whereandwhen

theychoose


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Tesco:ensuringpeoplecan

purchasewherevertheyare


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3/4.ci1zen

journalismshouldbeconsideredasa

posi1ve

opportunity,ratherthananexclusive

opportunityfor

lawyers


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CNNiReport:

wherepeopletakepartinthenews


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4/4.

consump1onwillbemarkedly

different

betweenalterna1ve

machinesand

screens


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vs

rightmove:differentexperiencesfordifferentscreens


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vs

CityAirport:differentexperiencesfordifferentscreens


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thisfluidworldenablespeople,andcompanies,tobemore

powerful,morecommercialandmorecompe11ve

ifyouneedtomakeincreaserevenue,make

fundamentalchanges,orraisethelevelof

understandinggetintouch


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jonathanmacdonald

[email protected]

www.thisfluidworld.com

the future of digital commerce by this fluid world

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