1) Key trends in the document highlight connected experiences, digital enablers, and dynamic purchase behavior which influence the customer journey and require CRM strategies to adapt. 2) Big data, more demanding consumers, social proof, gaming, and niche communities also impact CRM and require leveraging these trends to enhance targeting, content, and engagement. 3) Quality content is emphasized as central to driving brand engagement across trends in the evolving digital landscape.

1. Key trends #1
CONNECTED
Post PC EXPERIENCES
Hyper-
connectivity
Advanced UI
• Mass adoption of touch IMPLICATIONS
• Superfast screen, connected
broadband devices
Cloud • Continued Infiniti cars are at
• Continued • 80%+ Smartphones and
advances in device
UI linked to new
advance of 35-40% touch tablets the forefront of this
3G/ HSDPA penetration changing landscape.
• Stored app device adoption
(Now 63%) • Connected TVs and Set
purchases (Touch, Voice,
Gesture, Sight) • 4G - behaviour Top Boxes (STB)
• Stored But our CRM
contacts changing • Myriad devices mean
• Natural User strategy
• Stored effects (Not “adaptive” AND targeted
Interfaces (NUI) -
documents huge by 2014 experiences must be totally
More intuitive –
• Stored – 6% of aligned too.
less “learning” • Context no longer
music, video & subscribers)
photos • More, increasingly defined by device type
• Wifi hotspots
interaction based, • Start of decline of
engagement consumer PC usage for
many consumer tasks

2. Key trends #2
DIGITAL
ENABLERS
An ever-evolving range of digital enablers are helping to
drive innovative and more immersive consumer experiences
in the digital and CRM space
• Conduits - Augmented Reality, QR codes, Blippar, Google glasses, Shazam
• Adaptive Web Design IMPLICATIONS
• NFC - Mobile wallet/ticketing How can we
leverage these
• Gesture technology (motion-sensors)
digital enablers
• Facial/voice recognition (siri) within CRM activity
to provide more
• Holographics immersive and
personalised
• Mashups experiences?

3. Key trends #3
DYNAMIC
PURCHASE
BEHAVIOUR
Whichever model one subscribes to it’s clear purchase cycles and behaviours are
less linear and more complex than ever before as more external factors influence
the buying process
Forrester’s marketing funnel McKinsey’s marketing funnel
1.3 The traditional marketing funnel
IMPLICATIONS
Does our
planned
Customer
1.4 The consumer decision journey Journey reflect
this dynamic
behaviour?

4. Key trends #4
SOCIAL
Social proof plays an increasingly important role in And their voice is more trusted PROOF
the way we make informed buying decisions than ours.
IMPLICATIONS
How many social influencers are registered on the Infiniti database?
What value can we attribute to them?
Should they be treated differently via CRM? eg amplify RAOK?
How can we integrate social proof into our CRM content?

5. Key trends #5
MORE
DEMANDING
Customers increasingly expect brands to Consumer dissatisfaction is even more CONSUMERS
listen to them in any digital amplified in this digital landscape with
environment… potentially damaging consequences on
….whether we like it or not brand reputation
IMPLICATIONS
Closer integration of customer service
Treatment of satisfied/dissatisfied customers

6. Key trends #6
BIG DATA
The ‘3 Vs’ which create the challenge of Big Data
• Dealing with data volume, variety, velocity is
forcing changes to many traditional approaches.
• Organizations are starting to abandon the
Volume concept of a single enterprise data warehouse
containing all information needed for decisions.
• Instead they are moving toward multiple systems,
BIG
DATA including content management, data warehouses,
data marts and specialized file systems
• The challenge is how to unlock this plethora of
Variety Velocity
data to inform CRM strategy.
IMPLICATIONS
What data sources can we use to enhance
CRM insights , targeting and messaging strategies?

7. Key trends #7
GAMING
• 50% of U.K. and U.S. mobile
gamers favour mobile
devices as their primary
home game platform
• 125 million people play
mobile games in the US/UK.
• The console market
declined 19% in the last
year.
• Brands are using game
mechanics to keep
customers engaged with
brand
IMPLICATIONS
Consider leveraging casual gaming to build engagement with our products?
How can we use game mechanics within the buying and ownership phases?

8. Key trends #8
NICHE
COMMUNITIES
Consumers congregate around common passion points
• Growth of emerging platforms
(Instagram, Tumblr, Foursquare, Pinterest, Fancy, eBa
y, Spotify, Buyapowa, Path, MySpace…)
• Appealing to passion points can significantly increase
relevancy Eg Nike Football, Tesco Wine
Club, Baby, Sainsbury Little Ones
IMPLICATIONS
What niche communities do we want to leverage
through CRM to support product truths and build higher
engagement?

9. Key trends #9
CONTENT IS KING
quality content is everything
IMPLICATIONS
Quality content drives brand engagement but also search
We need to create inspiring content, not just repurpose existing assets

10. Summary Of Key CRM Trends
#1 #6 #7
CONNECTED
BIG DATA GAMIFICATION
EXPERIENCES
#2 #5 #8
DEMANDING NICHE
DIGITAL ENABLERS CONSUMERS COMMUNITIES
#3
DYNAMIC
#4 #9
PURCHASE SOCIAL PROOF CONTENT IS KING
BEHAVIOUR