The document discusses trends in digital experiences and customer engagement. It notes that digital experiences are becoming increasingly personalized through integration of customer data and analytics. Content is shifting to video and mobile experiences. Industries are ripe for disruption if they do not adapt to putting the customer first through digital tools and personalized engagement across channels. Customers now control most aspects of their experience through social interactions and online research.

1. NAVIGATE THE NEUTRAL ZONE
YOUR MILEAGE MAY VARY
Dave Wieneke
@UsefulArts | @ISITE_Design

2. A DIGITAL EXPERIENCE AGENCY
• Founded in 1997
• Boston MA, Portland OR, Los Angeles CA
• Full-service digital agency, 60+ employees
• Blending strategy, design, development, optimization
• International client base
@UsefulArts | @ISITE_Design

4. The Gap is where the bulk of growth takes place.
@UsefulArts | @ISITE_Design

5. @UsefulArts | @ISITE_Design

6. BE ONE THING WELL…
AND LEAVE IT.
@UsefulArts | @ISITE_Design | UsefulArts.us
@UsefulArts | @ISITE_Design

7. YOUR FUTURE IS WHAT YOU DO TODAY ELECTIVELY
@UsefulArts | @ISITE_Design

8. @UsefulArts | @ISITE_Design

9. BE A FRIEND + KNOWN RESOURCE
@UsefulArts | @ISITE_Design

10. BE AND HIRE DARCM
Digital
Citizen
@UsefulArts | @ISITE_Design

11. BE AND HIRE DARCM
Digital Analytics
Citizen Mindset
@UsefulArts | @ISITE_Design

12. BE AND HIRE DARCM
Digital Analytics Reaching
Citizen Mindset Audience
@AmandaPalmer
@UsefulArts | @ISITE_Design

13. BE AND HIRE DARCM
Digital Analytics Reaching Content
Citizen Mindset Audience Creation
@UsefulArts | @ISITE_Design

14. BE AND HIRE DARCM
Digital Analytics Reaching Content Managing
Citizen Mindset Audience Creation Relationships
@UsefulArts | @ISITE_Design

15. Trend 1
THE MULTI-HUB WEB
15

16. CPG SHOWS HUGE SOCIAL SHIFT
@UsefulArts | @ISITE_Design

17. TOP BRANDS LOOSING TRAFFIC
68 of the top 100 brand sites have negative traffic growth.
Yearly Change in Unique Visits (2009 – 2010)
34%
15% 16% 14%
-12% -10% -11%
-17%
-28%
-33%
-59% -57%
GM J&J GE P&G Coca- Delta Ford Verizon Wal- Target Intel Amazon.
Cola Motor Mart com
@UsefulArts | @ISITE_Design

18. THEY SET TERMS OF ENGAGEMENT
Starbucks FB gets 12x its Brand Site Traffic
@UsefulArts | @ISITE_Design
18

19. Trend 2
MOBILE FIRST
19

20. @UsefulArts | @ISITE_Design

21. WEB IN 15 YEARS / MOBILE IN TWO
120
~120MM+
Mobile Internet
100 iPhone + iTouch + iPad
Launched 6/07
Subscribers (MM)
80 Desktop Internet
Netscape*
60 Launched 12/94
~32MM
NTT docomo i-mode
40 Launched 6/99
~27MM Desktop Internet
20
AOL*
~9MM v. 2.0 Launched 9/94
Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19
Quarters Since Launch
iPhone + iTouch NTT docomo i-mode AOL Netscape
Note: *AOL subscribers data not available before CQ3:94: Netscape users limited to US only. Morgan Stanley Research estimates
Morgan Stanley ~65MM+ netbooks have shipped in first 11 quarters since launch (10/07).
Source: Company Reports, Morgan Stanley Research Data as of CQ3:10
@UsefulArts | @ISITE_Design
21
Dave Wieneke – www.usefularts.us

23. APP SALES OPPORTUNITY:
$150 BILLION BY 2014
Gartner projects mobile app sales:
2010: sales topped $5.2bn
2011: explosion to $15.1bn. It expects total
2014: Exponential growth to $150bn
= $65Bn annual sales.
= $62Bn annual sales.
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143686
Dave Wieneke – www.usefularts.us

24. REMAKE YOUR BUSINESS
@UsefulArts | @ISITE_Design

26. TOOLS OF
DELIGHT
Content has never been king.
Helping customers is.
Tools change businesses
and how people see the world.
Go for awesome!

27. Trend 3
ORGANIZATION AROUND
PEOPLE
27

28. Customers have earned emancipation.
28

29. 66% OF CUSTOMER TOUCH POINTS
ARE BEYOND BRAND CONTROL
Store/agent/dealer interactions 12
26
Word-of-mouth
Word-of-mouth
Consumer-driven marketing
Consumer-driven marketing Online research
Online research 21 43
Offline and/or print reviews
Offline and/or print reviews
Past Experiences 28 37
31
Traditional advertising 10
Direct marketing
Company-driven marketing 5
Sponsorship 39
In-store product experience
26 22
Salesperson contact
Initial-Consideration Active Evaluation Closure
Set
Source: McKinsey Quarterly
1Based on research conducted on German, Japanese, and US consumers in the following sectors: for initial consideration – autos,
auto insurance, telecom handsets and carriers; for active evaluation-auto insurance, telecom handsets; for closure – autos, auto
insurance, skin care, and TVs; figures may not sum to 100% because of rounding.

30. 1985:
IT TOOK
3 ADS TO
GAIN 80%
REACH

31. 2012:
IT TAKES
114 ADS
FOR THE
SAME
REACH

32. CUSTOMERS ARRIVE ARMED
@UsefulArts | @ISITE_Design

33. Done.

34. DIGITAL’S REACHED ESCAPE VELOCITY
@UsefulArts | @ISITE_Design

35. ONE PANE OF GLASS TO CUSTOMER ACTIVITY
Content
Creative, Media
CMS
Real Time Planning,
Communications Client Governance
Call (In-Person Response) Experience & Automation Control
Customer Data
and Analytics
(CRM)
Client
@UsefulArts | @ISITE_Design
35

36. GET GREAT AT INTEGRATION
Search Web
Channel
Social Aps Splinternet
Customer Experience
Analytics Data / Seg.
Integration
Bus. Plan Brand
Integration
@UsefulArts | @ISITE_Design
36

37. Trend 4
READING IS FOR SUCKERS
37

38. HEAVY IN TO VIDEO
The sum of all forms of video will be approximately
90 percent of global consumer
traffic by 2015.
http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-
481360_ns827_Networking_Solutions_White_Paper.html
@UsefulArts | @ISITE_Design
38

39. WHAT IS IN PLAY?
Delivery
Advertising
Content
Customer Rex

40. YOUR TURN: WHAT INDUSTRIES ARE
RIPE FOR DIGITAL DISRUPTION?
@UsefulArts | @ISITE_Design

41. THIS
AUDIENCE
@ISITE_Design IS YOUR
TRIBE.
HAVE FUN!
Thanks and keep in-touch, CONNECT
Dave Wieneke @UsefulAr ts