2014 reality check: digital is no longer novel or experimental. It's everywhere! And it is slowly being integrated across different industries, and for different purposes. In this presentation I lay out trends in how brands are creating seamless digital experiences to enhance users' lives. The last presentation that I created during my time at w.illi.am/.

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DIGITAL TRENDS
Industry Digitization
Mandy Poon

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Digital is no longer novel or experimental.
It’s everywhere! And we can’t control where, when and how it enters our lives.
2014 reality check.

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2014 will be a year of industry digitization.
Brands will seek to create seamless digital
experiences in ways that enhance
users’ on and offline lives.

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The five key digital trends
that we’ve identified
for 2014 are…
CX
Content 2.0
Smart Data
The Internet of Things
Return to Real Life

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Optimizing the
customer experience
by making it more
intuitive, consistent
and personalized.
CX
Content 2.0
Smart Data
The Internet of Things
Return to Real Life

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In a world where users are always just one step away from purchase
considerations and buy opportunities, scheduled campaigns won’t cut it anymore.
Today’s customer is always on.
The experiences we build should be too.

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“[Don’t focus on] standalone
campaigns, but instead on…
cross-channel interactions that,
when added together, make an
individualized customer experience.”
Forbes

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Being anytime, anywhere is not enough.
Interactions must be contextualized.
We have to create experiences
that are uniquely relevant.

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“Our next battleground will be fulfillment.”
However, CX does not end with conversion.
eMarketer

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good customer insight.
Consider involving users in the creation process,
or building around their natural digital inclinations.
Good CX comes from

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Key
Takeaways
Building a great customer experience today means ensuring it is:
 Integrated
 Always-on
 Uniquely relevant – built around the customer
 Complete – thought through to fulfillment

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Capturing interest in
today’s digital space
means investing in
exciting, useful and
sponsored content.
CX
Content 2.0
Smart Data
The Internet of Things
Return to Real Life

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With mobile proliferation came the shift of media
consumption to be primarily visuals.
Content needs to be visually-rich to capture interest today.
Six-second videos, GIFs, emojis,
the language of consumers today.
immersive photography… that is

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As users tune out promotional marketing,
what makes “good” content today?
Good content is…
Visual
Valuable
Bite-sized

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Brands are now telling stories
Even more than creating relevant and captivating
editorial content for target audiences…
as actual media producers.

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If you want users to see your content…
However, it’s getting increasingly difficult to get users’ attention with organic content.
you’ll have to pay to play, to be
at the right time, right place.

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Key
Takeaways
Developing effective brand content today means ensuring that it is:
 Visual
 Bite-sized
 Valuable & relevant
 Sponsored… otherwise no one would see it!

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Adaptive, collaborative,
agile analytics can lead
to intelligence, insight
and opportunity…
if we put it in action.
CX
Content 2.0
Smart Data
The Internet of Things
Return to Real Life

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Content that users are generating are being
There is a lot of data out there.
far surpassed by the information that’s being
generated about them in the digital universe.

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Not only is there more data, there
are also more opportunities
If you can gather it, you can sell it.
to monetize it....

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Not only is there more data, there are
also more opportunities for monetization....
If you can gather it, you can sell it.
…and more opportunities
to learn from it.
Data allows for smarter customer experiences
with increasingly on-target content.
Predicting what would resonate most with
consumers, we can build accordingly.

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Data can make experiences more
elegant, efficient and intuitive.
Ultimately, we want to use data in ways that will improve users’ lives.

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Key
Takeaways
The abundance of data today creates many opportunities for brands to use it in
smart ways, including:
 Learning about users to develop more on-target messaging
 Learning about users to develop more on-target products
 Learning about users to anticipate their needs
 Monetizing on data collected

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The new ways our
digital possessions are
connecting and
communicating to
create fulfilling
experiences for us.
CX
Content 2.0
Smart Data
The Internet of Things
Return to Real Life

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…it’s already here.
It may sound far-fetched, but…

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It’s the first wave of connected objects
Wearable technology is more commonplace.
easily imagined in the context of real life.

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It’s not too far of a stretch to extend
We already see how connected objects apply to our everyday lives…
consideration to other smart objects
to facilitate more of our needs.

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In 2010, there were nearly two connected objects
Cisco
for every person in the world.
In 2015, that will be doubled.

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By connecting to the internet of things,
These “buttons” become triggered by things like your location or the location of your phone.
Invisible buttons would learn our habits and anticipate our needs to activate accordingly.
we’re entering a world of “invisible buttons.”

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The internet of things is bringing desirable outcomes,
The internet of things is poised for exceptional growth.
and fulfilling “emotional” needs by enabling us to do
things that would otherwise be difficult or impossible.

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Key
Takeaways
The internet of things is an opportunity that is poised for exceptional growth
because:
 It’s now easy and inexpensive to connect objects to the internet
 Connected objects are becoming increasingly realized in the context of
our day-to-day lives
 The internet of things is actually bringing forth positive results, to the
extent of fulfilling our emotional needs

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Being “always on” is creating
a desire to turn “off,”
and balancing the two
can mean using digital
to enhance our
lives offline.
CX
Content 2.0
Smart Data
The Internet of Things
Return to Real Life

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Does it feel like digital
JWT calls this “Raging Against The Machine” –
the resentment caused by digital pervasion.
has hijacked your life?

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Brands can show how digital can
However, digital pervasion results in an opportunity for brands.
enhance, not overwhelm, real-life.

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The endless possibilities with digital have
Technology makes it too easy to create flawlessness.
resulted in a higher value being
placed on authenticity.

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Social media is also
facilitating the growth
of authentic
Along with developing elevated
experiences and authentic content…
This goes back to the true essence social
media, and what those digital communities
were built upon.
relationships.

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Key
Takeaways
Digital overload has triggered a return to real life, as audiences are now
favoring:
 Effective digital-physical convergences – where digital can enhance
physical environments
 Authentic content
 Real community building that has offline ramifications

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Improving digital experiences to help users live better real lives.
The digital trends we identified for 2014 lead to one ultimate goal:

61. © w.illi.am/ Confidential