Dan Shust (VP of ResourceLab @ Resource: Building Open Brands) shares his thoughts on the future digital trends facing marketers at Innovation CAMP 2013.

1. DIGITAL TRENDS BRIEFING 2013
3.22.2013
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2. ABOUT RESOURCE
Largest independent digital agency in the United States
Ad Age A-List and WSJ Best Places to Work
400+ associates
Offices in Columbus, San Francisco, Chicago, Cincinnati
DAN SHUST
Vice President, Innovation
TWITTER - @getshust
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3. Image: Copyright © Ben Sandler All rights reserved.
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4. Image: Copyright © 20th Century Fox All rights reserved.
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5. RE-IMAGINE EVERYTHING
“What we face now is a pace of change that is
unprecedented. Major innovations that used to change
our lifestyles maybe once or twice in a generation, we’re
seeing that now almost on an annual basis.”
KIM KADLEC
Johnson & Johnson - Worldwide V.P. Global Marketing Group
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6. RE-IMAGINE EVERYTH ING
We Are Here
19OO 192O 194O 196O 198O 2OOO 2O2O 2O4O
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7. DIGITAL TRENDS BRIEFING 2013
The Power of Simple Mass Individuality
Simple interfaces, complex functions User-proposed, -customized and -generated
Context Not Optional Loyalty Plays
Personal, predictive consumer experiences Real-time relevance, tracking and rewards
Everywhere Commerce Rebirth of iMedia
Shopping anything, anywhere, anytime Native meaningful engagement
Retail Rewired Mobile Superpowers
Blurred channels, seamless engagements Digitally enhanced senses and insights
The Fine-Tuning of Social Tomorrowland
Pastime concentration, network calibration Connected, social devices
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8. WHAT MAKES A TREND?
Consumer Behaviors/Drivers
Technology Enablers
+ Early Industry Use & Success
Time (months) to Mass Adoption
= (DIGITAL)TREND
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9. MOBILE
SUPERPOWERS
Image: Copyright © 2012 Cable News Network. Turner Broadcasting System, Inc. All rights reserved.
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10. MOBILE SUPERPOWERS
What It Means
Drivers - Consumer Consumers will Enablers - Technology
Online-Off Expectations increasingly interact Computational Power
Mobile Ubiquity
with the world around Sophisticated Sensors
Social Connections
them via the sensors Connection Speeds
built into their smart
Knowledge Access
devices.
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11. MOBILE SUPERPOWERS
ONE BILLION SMARTPHONES
The first billion smartphones in use worldwide took
16 years to reach, but the next billion will be achieved
in less than 3 years.
Strategy Analytics - Worldwide Smartphone Population Tops 1 Billion in Q3 2012
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12. MOBILE SUPERPOWERS
“SUPERMAN COULD FLY.
PHONES HELP US DO
EVERYTHING BUT.”
JOHN D. SUTTER
CNN, Writer/Producer
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13. MOBILE SUPERPOWERS
Rear Camera
Proximity Sensor
Front-Facing Camera
Ambient light sensor
GSM/CDMA Cellular
Wi-Fi Multi-Touch Display
Three-axis gyro Bluetooth 4.0
Accelerometer
Assisted GPS
Digital Compass
Barometer GLONASS
NFC
Altimeter
Thermometer Dual-sensor microphone array
Smartphones now contain as
many as 18 specialized sensors.
Icon: Smartphone designed by James Fenton from The Noun Project
WSJ Electronics Develop a Sixth Sense
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14. MOBILE SUPERPOWERS
CARD.IO
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15. MOBILE SUPERPOWERS
WORDLENS
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16. MOBILE SUPERPOWERS
BLIPPAR - HEINZ
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17. MOBILE SUPERPOWERS
MUPPETS - AR BANDAIDS
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18. MOBILE SUPERPOWERS
WESTFIELD - VOICE CONCIERGE
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19. MOBILE SUPERPOWERS
SHAZAM - PILLSBURY
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20. MOBILE SUPERPOWERS
CARDIIO
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21. MOBILE SUPERPOWERS
BRAND IMPLICATIONS:
Consumers will begin to look down at their mobile devices less
One
and look through them to learn about the world around them.
Technology will enable wearable devices that become nearly invisible
Two
to the user, outside of the digital layer it places on the world.
Impulse purchases will begin to be driven by digital interactions that
Three
quickly engage and interest consumers.
Brands will create point of sale messaging that’s targeted specifically
Four
to connected customers looking for product details.
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22. CONTEXT
NOT OPTIONAL
Image: Flickr - Marcin Ignac
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23. CONTEXT NOT OPTIONAL
What It Means
Drivers - Consumer Enablers - Technology
Increasingly Connected Advanced contextual Big Data
Advertising Blindness
experiences will Data Analysis
Brand Oscillation
increase ROI and Mobile Ubiquity
customer brand loyalty.
Sharing More
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24. CONTEXT NOT OPTIONAL
THE END OF ASSUMPTIONS
There is an “opportunity to deliver services and marketing
with unprecedented precision and accuracy, meeting and
exceeding customer expectations in extraordinary ways at
every turn.”
HBR - Use Big Data to Predict Your Customers' Behaviors
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25. CONTEXT NOT OPTIONAL
BY 2017, THE CMO
WILL SPEND MORE ON I.T.
THAN THE CIO.
Gartner Analyst Laura McLellan: January 2012
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26. CONTEXT NOT OPTIONAL
Advanced
Context
Responsive
Level of Sophistication
Cross
Channel
Multi
Channel
Single
Channel
Evolution of Experiences Over Time
Forrester - The Future of Mobile is Context
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27. CONTEXT NOT OPTIONAL
MAKING IT WORTH IT
“When you put information about yourself out there,
that’s a transaction. But you need to feel that you’re
getting something back in return.”
MARGARET STEWART
Facebook - Director Of Product Design
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28. THE POWER OF SIMPLE
JOSE CUERVO - CUE THE CAB
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29. CONTEXT NOT OPTIONAL
WALMART - INSTORE MODE
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30. CONTEXT NOT OPTIONAL
ABERCROMBIE
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31. CONTEXT NOT OPTIONAL
ETSY - GIFT RECOMMENDATIONS
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32. CONTEXT NOT OPTIONAL
GOOGLE - NOW
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33. CONTEXT NOT OPTIONAL
BRAND IMPLICATIONS:
Consumers will expect every brand interaction to be personal and
One
contextually relevant, based on history, location, and more.
Brands will use data quickly and effectively to encourage deeper,
Two
extended interactions.
Technology, such as geofencing, indoor positioning and behavioral
Three
data tracking will differentiate engagements.
Brands will recommend both products and experiences that are
Four
highly personalized and predictive.
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34. MASS
INDIVIDUALITY
Image: Flickr - Vlastula
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35. MASS INDIVIDUALITY
What It Means
Drivers - Consumer Consumers will expect Enablers - Technology
Digital Expectation experiences Flexible Manufacturing
Entitlement Culture
and products to be Digital Tools
Endless Options
one-of-a-kind, if not Customer-Facing Tech
customizable and
Instant Access
personalized.
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36. MASS INDIVIDUALITY
“YOU CAN HAVE ANY COLOR
AS LONG AS IT’S BLACK”
HENRY FORD
Founder - Ford Motor Company
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37. MASS INDIVIDUALITY
35% OF CONSUMERS WANT
TO CUSTOMIZE FEATURES
Forrester - Mass Customization Is (Finally) the Future of Products
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38. MASS INDIVIDUALITY
2.3X
MORE
Consumers spent 2.3 times more of their own money
innovating products than the total consumer product
R&D amount spent by all firms combined
SSRN - Comparing Business and Household Sector Innovation in Consumer Products / Revised 2012
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39. MASS INDIVIDUALITY
NIKEiD
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40. MASS INDIVIDUALITY
COKE - FREESTYLE
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41. MASS INDIVIDUALITY
CROCK-POT - CREATE-A-CROCK
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42. MASS INDIVIDUALITY
SHAPEWAYS - THE VIBE
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43. MASS INDIVIDUALITY
MAKERBOT REPLICATOR 2
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44. MASS INDIVIDUALITY
13:30 PRINTABLE HEADPHONES
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45. MASS INDIVIDUALITY
BRAND IMPLICATIONS:
Consumers’ desire to develop user-generated content will bleed over
One
into the desire to generate their own products.
Brands will begin to develop panels of consumer product makers
Two
who help guide the development and specification of new offerings.
Technology will enable a wider swath of consumers to imagine and
Three
create their own products on par with mass produced items.
Interactions between brands and consumers around customized
Four
products will build and enhance one-on-one relationships.
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46. THANKS!
For more information about the ResourceLAB contact:
Dan Shust/ Vice President – ResourceLAB
dshust@resource.com
twitter: @getshust
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