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Shaping the future consumer life cycle with android and contextual marketing strategies

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Shaping the future consumer life cycle with android and contextual marketing strategies

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Thoughts on how personalized and intelligent conversational services are influencing responsive customer journeys and how customer-centric data collection is taking the brand relationship to a next level, beyond the ordinary loyalty programs.

Thoughts on how personalized and intelligent conversational services are influencing responsive customer journeys and how customer-centric data collection is taking the brand relationship to a next level, beyond the ordinary loyalty programs.

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Shaping the future consumer life cycle with android and contextual marketing strategies

  1. 1. MIEL VAN OPSTAL - SEPTEMBER, 2017 ANDROID & CONTEXTUAL MARKETING STRATEGIES SHAPING THE FUTURE CONSUMER LIFE CYCLE WITH
  2. 2. linkedin.com/in/mielvo @coolz0r
  3. 3. Today’s Digest: Lifestyle Automation Bot Life The Battle for The Smart Home Intelligent Algorithms Android Experiences Customer-Centric Content & Data Customer Love Beyond Loyalty Programs
  4. 4. LIFESTYLE AUTOMATION
  5. 5. Personalized & Intelligent Conversational Services
  6. 6. VIRTUAL CONCIERGE SERVICES ARE COMPETING TO OWN ALL YOUR PERSONAL & INTIMATE DATA 2015
  7. 7. FACEBOOK WANTS M TO BE THE SMART, PERSONAL CONCIERGE, CATERING TWO BILLION PEOPLE
  8. 8. viv.ai WHEN INTELLIGENCE BECOMES A UTILITY (ACQUIRED BY SAMSUNG) TO SIMPLIFY YOUR EVERYDAY LIFE
  9. 9. viv.ai BIXBY, THE INTELLIGENT PERSONAL ASSISTANT - THE MAJOR REBOOT FOR SAMSUNG’S FAILED ‘S VOICE’
  10. 10. ARTIFICIALLY INTELLIGENT MOBILE CONCIERGE ASSISTANTS COMBINE CONTEXTUAL DATA WITH PREFERENCES & BEHAVIOURAL INFORMATION
  11. 11. BOT LIFE
  12. 12. OUTSOURCING YOUR PROFESSIONAL TIME-CONSUMING TASKS TO AUTOMATED VIRTUAL ASSISTANTS
  13. 13. AUTOMATED MEDICARE SERVICES CONNECTS WITH WEARABLES SUPPORTED BY VIRTUAL NURSES
  14. 14. ABE, A FINANCIAL CHAT BOT DELIVERS A TAILORED BUDGET BASED ON YOUR LIFESTYLE source
  15. 15. BANKBOT IS INTEGRATED WITH ONLINE RETAILERS, ENABLING IN-APP PAYMENTS source
  16. 16. source Since her debut in March, ‘Eva’ has interacted with over 530,000 unique users, holding 1.2 million conversations and addressing 2.7 million queries.
  17. 17. KLM’S MESSENGER BOT IS YOUR TRAVEL BUDDY, A CONCIERGE SERVICE FOR AUTOMATED ASSISTANCE
  18. 18. source CONCIERGE SERVICES FACILITATE REAL-TIME FULFILLMENT OF URGES, IMPULSE NEEDS & SUDDEN DESIRES source
  19. 19. A CENTRAL COMMAND CENTER FOR ALL SORTS OF TASKS AND SERVICES
  20. 20. GOGOBOT (TRIP.COM) IS AN ARTIFICIAL INTELLIGENT BOT SERVICE THAT WANTS TO BE YOUR DEDICATED TRAVEL AGENT
  21. 21. The new option will enable users to register their credit card info (or use the credit card info they’ve already listed with Facebook) to make purchases without ever leaving the app. BUY IT FROM WITHIN A CHAT SAY HELLO TO CONVERSATIONAL COMMERCE
  22. 22. IBM BUYS FLUID’S XPS PLATFORM TO HELP PEOPLE DISCOVER AND BUY THINGS THROUGH CONVERSATIONS (XPS: EXPERT PERSONAL SHOPPING) XPS essentially has created what IBM believes will be the future of how people interact with commerce (and other) services in the future.
  23. 23. THE BATTLE FOR THE SMART HOME
  24. 24. GOOGLE’S ASSISTANT IS CROSS-PLATFORM AND COLLECTS WEARABLES, MOBILE, AND CONNECTED SMART HOME DATA
  25. 25. CONCIERGE SERVICES OFFER AN INTERFACE TO MANAGE AND CONNECT YOUR SMART HOME source
  26. 26. AMAZON ECHO IS A VIRTUAL CONCIERGE READY FOR E-COMMERCE
  27. 27. AMAZON ECHO IS NOW A SMALL HOME ROBOT THANKS TO OMATE YUMI souce
  28. 28. AMAZON DASH BUTTONS COULD BE BUILT DIRECTLY INTO HARDWARE OR TO BE OFFERED FOR A PRE-SET RECURRING PURCHASE IN EXCHANGE FOR DISCOUNTS
  29. 29. By the end of 2017, watch for room-based screenless devices to be in more than 10 million homes. By 2020, 30% of web browsing sessions will be done without a screen.
  30. 30. PRIVACY AS WE KNEW IT FROM AN ANALOGUE PAST HAS VIRTUALLY DISAPPEARED
  31. 31. INTELLIGENT ALGORITHMS
  32. 32. A machine is intelligent if it manages to pass itself off as a human when faced with a human. The Turing test (1950)
  33. 33. TEMPLATED CONVERSATIONS ARE BASED ON REPETITIVE INFORMATION REQUESTS AND PREDICTIVE PROBLEM SOLVING
  34. 34. REAL-TIME SPEAKER STATE CLASSIFICATIONS FROM SPOKEN AUDIO DISCOVERS SENTIMENT, COGNITION, EMOTION, HEALTH & COMMUNICATION QUALITY.
  35. 35. "The more data that is collected and analyzed, the greater the economic value it has in aggregate”
  36. 36. "Data has a shelf-life and the economic value of data diminishes over time."
  37. 37. "The economic value of information multiplies when combined with context, meaning and right time delivery."
  38. 38. “Big Data is useless if you can’t mine it for relevant and actionable (customer) information . Smart data is what you really need."
  39. 39. Powered by advanced machine learning, deep learning, predictive analytics, natural language processing and smart data discovery, Einstein’s models will be automatically customized for every single customer, and it will learn, self-tune, and get smarter with every interaction and additional piece of data.
  40. 40. Most importantly, Einstein’s intelligence will be embedded within the context of business, automatically discovering relevant insights, predicting future behavior, proactively recommending best next actions and even automating tasks.
  41. 41. ANDROID EXPERIENCES
  42. 42. COMPANION BOTS FOR KIDS AND ADULTS TO FIGHT THE FEELINGS OF DISCONNECTION AND INTERFACE ALL PAIRED DEVICES
  43. 43. Provide an experience which combines the retail store, eCommerce and mobile customer journeys – seamlessly. Deliver on Customer Expectations.
  44. 44. ADIVERSE: INTERACTIVE IN-STORE EXPERIENCE, SEMI-AUTOMATED WITH GESTURE-CONTROL
  45. 45. NIKE: THE AR-POWERED, OBJECT TRACKING, CUSTOM DESIGN, INSTANT PROJECTION AND ONE-HOUR PRINTING / 90 MINUTES TO WEAR
  46. 46. THE WALL AGGREGATES LIVE UPDATES FROM FACEBOOK, INSTAGRAM AND YOUTUBE, WITH RANKINGS & SCORES FROM INTERNATIONAL AND LOCAL SOCCER TEAMS
  47. 47. BOOT ROOM: A 65” INTERACTIVE MULTI-TOUCH SURFACE SHOWS REAL-TIME ERP-DRIVEN PRODUCT AVAILABILITY & COMPARISON, RFID ENABLED PRODUCT DISCOVERY PAIRED WITH 3D-CAMERAS. source
  48. 48. ALWAYS AVAILABLE AND ONLINE, EXTENDING STORE-HOURS TO A 24/7/365 EXPERIENCE
  49. 49. INTERACTIVE PRODUCT EXPERIENCES WITH SMART MIRRORS AND INTEGRATED COMMERCE
  50. 50. SELF-SERVICE TO COMBAT WAITING TIME FRUSTRATION AND MAXIMIZE STAFF WORKLOAD
  51. 51. SELF-SERVICE TO STIMULATE CUSTOMER ENGAGEMENT AND COLLECT PERSONAL DATA
  52. 52. USING THE MOBILE APP TO PLACE ORDERS INCREASES TIME SPENT PER VISIT WITH 20% & AUGMENTS RETURN FREQUENCY BY 6% source
  53. 53. BY 2020, 100 MILLION CONSUMERS WILL SHOP IN AUGMENTED REALITY 1 IN 5 GLOBAL BRANDS WILL USE AUGMENTED REALITY IN THEIR SHOPPING EXEPERIENCE BY Q4 2017
  54. 54. “AI is the foundation for everything we do. We create intelligent experiences. AI is the kernel that powers that experience.” – Greg Chambers, Global Director of Digital Innovation, The Coca-Cola Company
  55. 55. THE COCA-COLA COMPANY WANTS TO EQUIP ITS VENDING MACHINES WITH A SIRI-LIKE ARTIFICIAL INTELLIGENT VIRTUAL ASSISTANT, ALLOWING A MORE PERSONAL SERVICE AND SMART CONTEXT
  56. 56. Coca Cola closely tracks how its products are represented across social media, and in 2015 was able to calculate that its products were mentioned somewhere in the world an average of just over once every two seconds. Knowing this gives insight into who is consuming their drinks, where their customers are, and what situations prompt them to talk about their brand. The company has used AI-driven image recognition technology to spot when photographs of its products, or those of competitors, are uploaded to the internet, and uses algorithms to determine the best way to serve them advertisements. Ads targeted in this way have a four times greater chance of being clicked on than other methods of targeted advertising, the company has said. source & source
  57. 57. Using augmented reality allows technicians to receive information about equipment they are servicing, and get backup from experts at remote locations who can see what they are seeing and help to diagnose and solve technical problems. It is also used to inspect problems with vending machines and dispensers in remote or difficult-to-reach locations, including cruise ships while they are at sea. source & source
  58. 58. COCA-COLA’S RETAIL LOCATION IN ORLANDO DELIVERS THE ULTIMATE IMMERSIVE AND SUPERIOR BRAND EXPERIENCE TO ITS FANS
  59. 59. source RELEVANT PERSONALIZED INTERACTIONS BEACON-TRIGGERED TAILORED CONTENT ENGAGING PROXIMITY COMMUNICATION
  60. 60. source DOORDASH IS DOUBLING DOWN ON ITS EFFORTS TO EMBRACE ROBOTS AND ENHANCE ITS AUTOMATED ON-DEMAND FOOD DELIVERY SERVICE
  61. 61. source LOWE’S IS AUTOMATING MOST OF THE BASIC COMMON GENERIC EMPLOYEE INTERACTIONS IN FAVOR OF A BETTER CUSTOMER EXPERIENCE
  62. 62. CUSTOMER-CENTRIC CONTENT & DATA
  63. 63. USING CRM SOLUTIONS TO CONNECT SMART DATA COLLECTED FROM DIFFERENT DIGITAL TOUCH POINTS
  64. 64. https://www.getdor.com/ A WIRELESS, THERMAL-SENSING PEOPLE COUNTER AND ANALYTICS DASHBOARD HELPS PREDICT CUSTOMER BEHAVIOUR
  65. 65. RETAILERS OFTEN MISS THE DATA AND INSIGHTS THEIR ONLINE COMPETITORD METICULOUSLY TRACK & MONITORsource
  66. 66. THE NÄRAFFÄR STORE IN VIKEN (SWEDEN) IS FULLY AUTOMATED CUSTOMER ACCESS & INVOICING IS HANDLED VIA THE APP source
  67. 67. TO REMOVE FRICTION & FRUSTRATION TO CREATE DELIGHT & SATISFACTION
  68. 68. SOLVE PROBLEMS
  69. 69. SAVE TIME / MONEY
  70. 70. SIMPLIFY
  71. 71. CONNECT
  72. 72. CUSTOMER LOVE
  73. 73. 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
  74. 74. source INVENTIVE COMMERCIALIZED LEAN & AGILE NICHE SERVICES CAPITALIZE ON SYSTEM GLITCHES
  75. 75. source THERE IS A MARKET FOR CATERING PEACE OF MIND AS A CUSTOMER SERVICE
  76. 76. Outsmart Brands is designed to help you find perfect, money saving alternatives to expensive brand products! It's simple: Get the features you want and save money.
  77. 77. THE OMNICHANNEL SHOPPER ECOSYSTEM IS IN FACT AN EXPERIENCE LIFECYCLE AND NOT JUST A CUSTOMER JOURNEY
  78. 78. https://atlis.me/ ATLIS LETS PEOPLE ASK FOR THE BEST PLACE TO EAT AND PAYS THE RECOMMENDERS WHOSE SUGGESTIONS ARE TAKEN
  79. 79. Stores of the future will emphasize selling experiences and lifestyles over products. The retail model of the future is to provide value- added services attached to a product. source
  80. 80. source
  81. 81. MEANINGFUL CONTEXTUAL COMMUNICATION REPLACES GENERIC MESSAGES
  82. 82. WHAT IF AMAZON DIDN’T JUST DELIVER PRODUCTS BUT ALSO LEVERAGED ITS NETWORK TO COLLECT YOUR WASTE?
  83. 83. 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.
  84. 84. 20% OF TOTAL US SALES ARE GENERATED THROUGH MOBILE ORDERS – THE MOBILE LOYALTY CARD HOLDS A DIGITAL WALLET AND ORDER-AND-PAY-AHEAD SERVICE TO STIMULATE THE APP USE AND PROMOTE THE REWARD SERVICE WITH THESE SPECIAL BENEFITS PAY-AHEAD TRANSACTIONS HAVE CROSSED THE 10% MARK OF TOTAL SALES AND STARBUCKS HAS $1.2 BILLION DOLLAR LOADED IN THE DIGITAL WALLETS
  85. 85. THE MOST IMPORTANT METRICS TO TRACK FOR A LOYALTY OR REWARD PROGRAM ARE THE NUMBER OF PURCHASES MADE AND THE AMOUNT OF MONEY A CUSTOMER SPENT
  86. 86. INCREASED LIKELYHOOD OF SHOPPING AT STORES WITH LOYALTY PROGRAMS
  87. 87. THE LOYALTY PROGRAM IS AN ESSENTIAL PHASE IN THE GLOBAL ACQUISITION STRATEGY
  88. 88. Take-Aways for Today • Collecting and Processing Real-Time Analytics • Owning the Buffer Zone Between Your Brand and Customers • Tailor the Journeys - Evolve to a Lifecycle • Semi-Automation or Contextual Android Marketing is Key • Help, Serve, Cater, Supply, Educate, Share, Reward, Confirm Apply to: B2B, B2C, C2B & O2O
  89. 89. linkedin.com/in/mielvo @coolz0r

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