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A Marketer’s Blueprint to Win in the Age
of Personalization
The Next Modern Commerce Disruption:
By: Brian Solis
Principal...
2
In 1970, futurist Alvin Toffler wrote Future Shock, a
powerful and controversial look at how the speed and
volume of cha...
The New Disruptors and the Rise of Modern Commerce
The 3 Types of Modern Commerce Disruptors
The Original Generation of Mo...
4
The New Disruptors
and the Rise of Modern Commerce
CHAPTER 1
5
What do TOMS Shoes, Warby Parker, Dollar Shave
Club, Bonobos, Casper, Poshmark, MeUndies, Birchbox,
The Honest Company, ...
6
The 3 Types of
Modern Commerce Disruptors
CHAPTER 2
7
Many dominant brands built reputations on giving
customers what they could expect—predictability.
This created a status ...
8
CHAPTER 3
The Original Generation of
Modern Commerce Disruptors
9
Disruptors don’t have to look too far outside of their
purview to appreciate what happens when they don’t
invest in evol...
10
Even Disruptors Can Be Disrupted
CHAPTER 4
11
The Customer Experience Impact Report says that 82%
of customers stop doing business with companies due to
bad customer...
12
These stats shouldn’t surprise. They reflect what
happens when business automates traditional market-
ing. It may be ea...
13
Advancing the Marketing Mindset
from Automation to Personalization
CHAPTER 5
14
Every consumer believes that they are an audience of one.
Modern marketers must leverage intelligent platforms with
cus...
15
How AI Helps Marketers
Humanize Their Brands
CHAPTER 6
16
With the rise of artificial intelligence (AI) and machine
learning, modern marketers have access to a new
class of AI-e...
Check out
our new deals!
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our new deals!
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our new deals!
17
v.s.
OLD
NEW
18
The Modern Marketing Blueprint:
AI Facilitates the Design of Intelligent
and Personal Experiences
CHAPTER 7
19
Investing in the human quotient instills a culture of
consumer-centricity within modern brands and pushes the
company t...
LISTEN
LEARN
CREATE
IMPLEMENT
Winning companies are rooted in a consumer-centric
approach, keeping a tight pulse on custom...
21
Summary:
Disruption Isn’t an Accident
CHAPTER 8
22
Technology and society constantly evolve. Future shock
can affect anyone, at any time, in any place. What’s
new is only...
23
The Author
Brian Solis is Principal Analyst and Futurist at Altimeter,
the digital analyst group at Prophet. Brian is a...
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Many dominant brands built reputations on giving
customers what they could expect—predictability.
This created a status quo mindset where the design
of products, services, and experiences were largely
transactional and good enough for most people. But
along the way, customers became connected and as a
result, informed, empowered, demanding, and elusive.
Now, people expect anything but the status quo.
People today want to feel like they matter as customers.
They don’t just want generic emails or text messages
about sales. They don’t want trendy chatbots to help
them buy stuff via Facebook. They don’t just expect
great customer service. Customers want to feel valued.
Customers want to believe that your company values their
time, understands how they communicate, and appreciates
their preferences. They want one-to-one personalized,
tailored engagement, or at the very least, the semblance
of it, at each touch point. This is the human quotient. But
even the most modern of modern brands is underesti-
mating the human quotient in customer engagement.
Like in all things in this world, nothing lasts forever. The
barriers to entry are obliterated. The opportunity for
new start-ups and entrepreneurs to disrupt traditional
markets and reap gainful rewards has never been greater.
But with every opportunity, challenges are inherent.
The same forces that drive disruption set the stage
for anyone to be on the receiving end. Today’s disrup-
tors face disruption from next-generation start-ups
and eventually the sleeping giants they awaken.
CHAPTER 2 The 3 Types of Modern Commerce Disruptors
All companies must understand that there will
always be 3 basic types of disruptors:
• the old (laggards or future-shocked)
• the new (disruptors)
• the new-new (next-generation disruptors)
This is no time for leaders to be paralyzed by future shock.
Instead, they must future proof their brands by prioritiz-
ing the human quotient, invest in meaningful customer
engagement using technology platforms in moments and
ways that matter to customers, and continually explore
methods and services to deliver new value to customers.
The first e-commerce companies
that disrupted the incumbent
brick-and-mortar structure,
serving consumers with lower
costs and convenient delivery
Brands in the current commerce
landscape that aim to get in front
of consumers on all channels,
but still opt to message through
impersonal segmentation
Emerging brands that are invested in
understanding and developing a deep
human connection with every consumer
as an audience of one to communicate
with them on their terms—the right device,
the right time, and the right message

Publié dans : Marketing
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