Brian Solis: What's the Future of Business

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The document discusses the rise of connected customers known as Generation C and how their behaviors are changing how businesses must adapt. It notes that Generation C expects born digital experiences across all screens and scenarios. The key aspects are that customers now have greater social influence, businesses must focus on attention and relevance, and the customer journey is more dynamic with multiple moments of truth influenced by shared experiences.

Business

Digital
Darwinism
The evolution of
consumer behavior when
society & technology
evolve faster than your
ability to adapt

The Rise of
the
Connected
Customer –
Generation C
The Rise of the
Connected
Customer –
Generation C!

Source: What’s the Future of Business ©Brian Solis & @gapingvoid

How people connect, communicate, share and discover
is changing. This is only the beginning of a much larger
movement…and its forcing businesses to adapt.!

The Human Algorithm is the conﬂuence of
data science and digital anthropology

MEET GENERATION-C
You are now marketing to an audience with an
audience of audiences — Creative must engage
and trigger a social effect

You are now competing for…
ATTENTION
AND
RELEVANCE

Your business is
structured around a
different breed of
consumerism. Going
social, mobile and
local get you closer,
but not close enough
to reach your
connected customer

Stimulus
Zero
Moment
of Truth
First
Moment
of Truth
Second
Moment
of Truth
Ultimate
Moment
of Truth
Awareness
Social
Discovery
Consideration
to Purchase
Experience

Shared
Experience
UMOT -> ZMOT: Shared expressions form trusted impressions
Shared experiences affect every moment of truth

Altimeter's Dynamic Customer Journey
Influence Loop
Awareness
Consideration
Evaluation
Purchase
Advocate
Experience
Loyalty

Born Digital
Experiences, services, and
supporting systems that align
with expectations and
behaviors of Generation C…
consistently, seamlessly,
across every screen in every
scenario.

Brian Solis!
brian@altimetergroup.com
briansolis.com
Twitter: @briansolis
For more information & to buy the
books, please visit:
http://bit.ly/WTFBook
http://bit.ly/EndofBusiness
http://bit.ly/engage2

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Brian Solis: What's the Future of Business

1. @BrianSolis principal analyst & author

2. Digital Darwinism The evolution of consumer behavior when society & technology evolve faster than your ability to adapt

4. The Experience Divide

5. Whether we like it or not, customers contribute to the state of our brand simply by sharing their experiences.

6. Whether we like it or not, customers contribute to the state of our brand simply by sharing their experiences.

8. The Rise of the Connected Customer – Generation C The Rise of the Connected Customer – Generation C!

11.

12. How people connect, communicate, share and discover is changing. This is only the beginning of a much larger movement…and its forcing businesses to adapt.!

13. The Human Algorithm is the conﬂuence of data science and digital anthropology

14. MEET GENERATION-C You are now marketing to an audience with an audience of audiences — Creative must engage and trigger a social effect

15.

16.

17.

18.

19. You are now competing for… ATTENTION AND RELEVANCE

20.

21. Your business is structured around a different breed of consumerism. Going social, mobile and local get you closer, but not close enough to reach your connected customer

22.

23.

24. Stimulus Zero Moment of Truth First Moment of Truth Second Moment of Truth Ultimate Moment of Truth Awareness Social Discovery Consideration to Purchase Experience Shared Experience UMOT -> ZMOT: Shared expressions form trusted impressions Shared experiences affect every moment of truth

25. Altimeter's Dynamic Customer Journey Influence Loop Awareness Consideration Evaluation Purchase Advocate Experience Loyalty

26.

27.

28.

29.

30. Born Digital Experiences, services, and supporting systems that align with expectations and behaviors of Generation C… consistently, seamlessly, across every screen in every scenario.

31.

32. Brian Solis! brian@altimetergroup.com briansolis.com Twitter: @briansolis For more information & to buy the books, please visit: http://bit.ly/WTFBook http://bit.ly/EndofBusiness http://bit.ly/engage2

Brian Solis: What's the Future of Business

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