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iProspect Client Summit 2014

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iProspect Client Summit 2014

  1. 1. EVERYWARE 1 EVERYWARE
  2. 2. WHAT THIS IS NOT ABOUT 2 PAID SEARCH DISPLAY BANNERS BIG DATA COOKIES GLOBALIZATION DEVICE BRIDGING FBX DMPs DSPs SSPs AD EXCHANGES RICH MEDIA AD SERVING FLOODLIGHT TAGS RETARGETING
  3. 3. 3 Your product, service, and brand are worthless — until they intersect with situations and scenarios that are meaningful to people. Anticipating new demand patterns driven by technology will secure competitive advantage. Embrace the behavior, enhance the experience. Aiming to change consumer behavior at scale is an exercise in futility. K G ` j
  4. 4. PEOPLE Before they are your customers, they are consumers. Before they are consumers, they are people. BUSINESS TECHNOLOGY VALUE THIS IS ABOUT STUFF THAT MATTERS 3 Your product, service, and brand are worthless — until they intersect with situations and scenarios that are meaningful to people. Anticipating new demand patterns driven by technology will secure competitive advantage. Embrace the behavior, enhance the experience. Aiming to change consumer behavior at scale is an exercise in futility. K G ` j
  5. 5. 4 technologyneeds context person identify consumer needs you have the ability and credibility to fufill evaluate engagement patterns: when, where, & why do consumers engage determine the mechanics and technology requirements to deliver brand value understand the unique mobile behaviors of your audience Understanding the Constantly Connected Consumer
  6. 6. PEOPLE 4 technologyneeds context person identify consumer needs you have the ability and credibility to fufill evaluate engagement patterns: when, where, & why do consumers engage determine the mechanics and technology requirements to deliver brand value understand the unique mobile behaviors of your audience Understanding the Constantly Connected Consumer
  7. 7. 5 “What need is revealed when I consider people and their context together?” “What value or service can I offer that will fill that need?” “What messages or content must I create to deliver that value or service?” A QUERY-BASED APPROACH TO UNDERSTANDING CONSUMER NEEDS Entertainment Simplicity Relevance Immediacy Utility
  8. 8. BUSINESS People want to buy your stuff. . . but they don’t want to just buy your stuff. The transaction is the most meaningless step in the process to the consumer. What matters to consumers is the before and after. You are not in the business of sales, marketing or communications. 6 YOU ARE IN THE BUSINESS OF CULTURE.
  9. 9. IT’S NOT ABOUT CHECKING THE WEATHER. IT’S ABOUT HAVING A GREAT DAY OUTSIDE. 7
  10. 10. TECHNOLOGY 8
  11. 11. TECHNOLOGY The issue with technology is that it leaves us in a fog. We find ourselves talking about responsive design, HTML5, demand- side-platforms, trafficking, retargeting and on and on and on… Do we even know what we’re talking about anymore. . . and why? 8
  12. 12. TECHNOLOGY 8 It has nothing to do with technology itself. It’s all about using it to create value for people. Embrace open innovation and partnerships. Develop new business models. Reinvent your approach to market. Go beyond engagement and drive ongoing participation. You are in a permanent relationship. Think across industry and certainly outside the traditional marketing and media ecosystem. It’s Time to Reset; Let’s start here…
  13. 13. VALUE On what devices should people be able to access the tool or service? Through what technology on those devices can I deliver true value and utility? How can I ensure the value will be accessible to the consumer when they need it most? 9 You wash your hands, but you’re not a plumber. Don’t obsess over technology Less than 1/3 provide integration with GPS and native mapping software less than 5% utilize the gyroscope Of the top 100 apps published by brands... Only 17% include iOS notifications 16% incorporate the camera
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  17. 17. AMAZON DASH Wi-fi-enabled, scanner, and recorder 13
  18. 18. Viewer as Olympic Athlete VISA 360 CAM Visa created an experience to get consumers closer to Team Visa athletes during their training — a unique new way to experience the Olympic games with this interactive 360° panoramic video-enabled app. Consumers used the mobile’s gyroscope to move the camera, and swiped the screen to look in any direction. to ski the giant slalom, ski jump across a football field, experience the thrill of the halfpipe, dance across the ice or score a hockey goal. The iPhone, iPad, Android and Windows phone apps also included interviews and other content published by the athletes themselves. 14
  19. 19. GRAMOFON Reinventing the home music system 15 ‣ Gramofon begins as a standalone router. ‣ Has a social function. ‣ Acts as a "modern Jukebox" by allowing multiple users to add songs to the playlist, just as long as they're within WiFi range.
  20. 20. FUNDAWEAR The Future of Foreplay 16 ‣ A functional and fun wearable technology that allows personal touch to be transferred across vast distances between a couple. ‣ Fundawear knickers, bra and boxer shorts have sensors concealed within the high-quality bamboo fabric. ‣ When your partner touches the image of your underwear in their app, you are able to feel both the intensity and position of their touch.

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