Slide deck for the students of Vives College on the future of marketing, virtual identity and innovative retail solutions to deliver meaningful content and brand experiences and to build long term consumer relationships through transparent and ethical business operations.

1. MIEL VAN OPSTAL - FEBRUARY, 2019
A GUIDE TO SURVIVING A FICTION INFUSED FUTURE.

2. linkedin.com/in/mielvo

3. Digest
YOUR WORLD IS BROKEN
YOU ARE A NOBODY IN A DIGITAL METAVERSE
BUILD A STORY
PURPOSE & PLANNING
TRUST, BUT VERIFY
ENGAGE & APPRECIATE
BE WARY – QUESTION EVERYTHING

4. YOUR WORLD IS BROKEN.
img source

5. The internet is just an atom
in the connected universe
that constitutes your digital world.
It is just a tiny detail
in the complex digital landscape,
a pawn in the corporate battle
for any contextual data you create.

6. The accumulated data of all the apps you use,
wearables you connect,
routes you map,
things you search for,
devices you charge and carry,
websites and places you visit,
people you link with,
services you require…
is being collected, brokered and traded
for profit
without your consent
by others.

7. YOU are both the creator and the
result of the concept of a virtual
shared space that converges with
your actual reality.
01
YOU are both the product and
catalyst of the virtual organism that
ultimately defines who you are,
how people perceive you and –
eventually- what you will become.
02

8. Most of the choices you make,
ideas you have, things you like or
buy and the opinions you support
are the outcome of predicted
calculations, engineered
algorithms and subconsciously
recommended and behavioral-
triggered automated suggestions.

9. The metaverse is a collective virtual shared space,
created by the convergence
of a virtually enhanced physical reality
and physically persistent virtual space,
including the sum of all virtual worlds,
augmented reality, and the internet itself.

11. source

12. The metaverse is the new internet
This role is powered by Fortnite’s free
availability, robust voice chat, cross-
platform functionality, and
collaborative gameplay.
With more than 200 million registered users,
and approaching a $96 average revenue per
active user, which blows Facebook, Google,
Twitter and Snapchat at a combined $57, out
of the water.

13. source
https://verily.com/

16. DIGESTIBLE SENSORS.

17. INGESTIBLE SENSORS.

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FACEBOOK’S MASSIVELY LUCRATIVE
advertising model relies on tracking its one
billion users—as well as the billions on
WhatsApp and Instagram—across the web
and smartphone apps, collecting data on
which sites and apps they visit, where they
shop, what they like, and combining all that
information into comprehensive user
profiles.
This ends now.

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30. In the first half of 2018 alone, about 4.5 billion
records were exposed as a result of data breaches.
In 2019, a collection of
2.7 billion
identity records,
consisting of 774 million
unique email addresses
and 21 million unique passwords
was posted on the web for sale.
source Ponemon Institute’s 2017 Probability of Data Breach Study.

31. source

32. BUILD A STORY.

34. DEFINE PURPOSE & FIND YOUR STORY TO TELL
• WHY ARE YOU DOING WHAT YOU DO?
• HOW DO YOU MAKE THE WORLD A BETTER PLACE?
• WHICH PROBLEM DO YOU SOLVE?
• WHAT VALUE DO YOU ADD TO THE CUSTOMER’S LIFE?
• HOW & WHERE DO YOU FIT IN THE CUSTOMER’S LIFE?
• HOW DO YOU IMPROVE THE CUSTOMER’S LIFE?
• (WHY) WILL ANYONE CARE?
• WHAT MAKES YOU DIFFERENT FROM ‘THE OTHERS’?
• DO YOU UNDERSTAND HOW YOUR CUSTOMER THINKS?
• ARE YOU USING THE RIGHT CHANNELS TO REACH OUT?
EDGE YOUR GOALS WITH THESE 10 QUESTIONS

35. YOUR CORE PURPOSE
INTERNAL MISSION STATEMENT
EXTERNAL MISSION STATEMENT
FUTURE VISION STATEMENT
CULTURAL STATEMENT
BRAND PROMISE
ROADMAP
YOUR AUDIENCE
INCLUDING ETHICS, PHILOSOPHY
VALUES AND PRINCIPLES

36. QVC's 'Q Anytime’ lets users
tune into live and on-
demand videos, as well as
make purchases directly
via the mobile app

41. SMM & SMO
Social Media Marketing functions on the principles of Social Media
Optimization (SMO) and conversation management.
This concerns the improvement of a company’s or brand’s image on
social networks by optimal use of the provided infrastructure various
services (social networks) make available.
The main goal is to improve communication with customers, increase
brand visibility and reach more (potential) customers.
Active: enabling content to be shared and interacted with
Passive: producing content and publishing it on a regular basis

42. SMM & SEO
SMM works much like the principle of organic search, which basically
means that when your website or the connected social network pages
are more active, the website’s position improves in the search engine
results.
90% of users searching the internet do not look any further than the
first page of a search engine, and that 70% clicks on the first three
results only.

43. SMM & INBOUND
Social Media Marketing is a tricky field to be stand-alone. It works best
in support of (and supported by) other marketing activities and finds its
fundamental place in a balanced ecosystem.
SMM can be offline too.

44. SMM & CRM
Social Media Marketing is used to source leads, feed a conversion
funnel towards a specific goal or to build and complete customer
profiles with relevant information (data).
This requires a space for this data to be stored and accessed, either by
the customer/user or by you. (GDPR)
This collected data can then be used to adjust content - / ad strategies
or optimize engagement, eventually leading to a more personalized and
targeted consumer interaction.

45. "The economic value of information multiplies
when combined with context, meaning and right
time delivery."

46. "The more data that is collected and analyzed, the
greater the economic value it has in aggregate”

47. "Data has a shelf-life and the economic value
of data diminishes over time."

48. SMM & PRODUCTS
Smart, connected products require a rethinking of design.
As the ability to unlock the full value of data becomes a key source of
competitive advantage, the management, governance, analysis, and
security of that data is developing into a major new business function.
The product becomes
the primary relationship manager
with the end user.

51. PRIVACY AS WE KNEW IT FROM
AN ANALOG PAST
HAS VIRTUALLY DISAPPEARED

52. By 2020, 30% of web browsing sessions will be done
without a screen.

53. source
Anger classification has many
useful applications, including
conversational interfaces and social
robots, interactive voice response
(IVR) systems, market research,
customer agent assessment and
training, and virtual and augmented
reality.”

54. “Voice is a new part of the man-to-machine
interface, and getting info on demand
through a headset tied to services is an
important part of what will be [Apple’s]
future AR strategy,”
-Tim Bajarin

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56. TEMPLATED CONVERSATIONS ARE BASED
ON REPETITIVE INFORMATION REQUESTS
AND PREDICTIVE PROBLEM SOLVING

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Brands must now reimagine
the customer journey
and design for always-on,
continuous and assistive
engagement… dedicated
for voice and mobile
screens.

59. PURPOSE & PLANNING.

60. THE 4TH ERA OF BRANDING IS HERE
2010 - now1990 - 20101950 - 19901920 - 1950
PRODUCT
IMAGE
EXPERIENCE
RELATIONSHIP
PRODUCT PRODUCT PRODUCT
IMAGE IMAGE
EXPERIENCE
Uninformed consumer informed consumer

62. A story grows out of an ethical approach or vision to
differentiate the product from the other players in the
market.
Its success depends on the attributed core values.

63. The creative concept is based entirely on telling real
stories from and to real people. We should above all
remain loyal to this principle and not contradict
ourselves.

64. ROI comes from understanding the customers and
their struggles and challenges. They need help, tips,
advice… and we want to accompany them in their
journey towards a sense well-being.

65. The ambassador stories and testimonials are crucial
strategic assets for the establishment of a brand as a
successful brand (and disruptive industry challenger.)

66. Dedication
Honesty
Authority
Transparency
Trust
Integrity
Reputation

68. THE OMNICHANNEL SHOPPER ECOSYSTEM
IS IN FACT AN EXPERIENCE LIFECYCLE
AND NOT JUST A CUSTOMER JOURNEY

69. TRUST, BUT VERIFY.

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71. ARTIFICIAL MOOD BRIGHTENING
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72. TO REMOVE FRICTION & FRUSTRATION
TO CREATE DELIGHT & SATISFACTION

73. SOLVE PROBLEMS

74. SAVE TIME / MONEY

75. SIMPLIFY

76. CONNECT

77. ENGAGE & APPRECIATE.

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80. NIKE: THE AR-POWERED, OBJECT TRACKING,
CUSTOM DESIGN, INSTANT PROJECTION AND
ONE-HOUR PRINTING / 90 MINUTES TO WEAR

81. THE WALL AGGREGATES LIVE UPDATES FROM FACEBOOK,
INSTAGRAM AND YOUTUBE, WITH RANKINGS &
SCORES FROM INTERNATIONAL AND LOCAL SOCCER TEAMS

82. SELF-SERVICE TO COMBAT
WAITING TIME FRUSTRATION AND
MAXIMIZE STAFF WORKLOAD

83. SELF-SERVICE TO STIMULATE
CUSTOMER ENGAGEMENT
AND COLLECT PERSONAL DATA

84. COCA-COLA’S RETAIL LOCATION IN ORLANDO
DELIVERS THE ULTIMATE IMMERSIVE AND
SUPERIOR BRAND EXPERIENCE TO ITS FANS

85. http://www.huffingtonpost.com/entry/app-lets-you-buy-leftover-food-
from-restaurants-and-its-really-cheap_us_57aa4469e4b0ba7ed23dff1a
WASTE MANAGEMENT
UPCYCLING AND LOCAL INITIATIVES
CREATE DEEPER CONNECTIONS

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INVENTIVE COMMERCIALIZED
LEAN & AGILE NICHE SERVICES
CAPITALIZE ON SYSTEM GLITCHES

88. WHAT IF AMAZON DIDN’T
JUST DELIVER PRODUCTS
BUT ALSO LEVERAGED ITS
NETWORK TO COLLECT
YOUR WASTE?

89. Amazon could create a revenue
stream out of recyclables, while
rewarding users for better habits.
Amazon would learn our
preferences by our garbage, and
could incentivize us to become
greener and more conscious.

90. linkedin.com/in/mielvo