Marketing Convergence Across Digital and Physical, Anthony Mullen
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Anthony Mullen looks at the Marketing Convergence across digital and physical, the view from 2012 and beyond at the iCrossing 2012 Client Summit UK
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Marketing Convergence Across Digital and Physical, Anthony Mullen
- 2. Sense, Think, Act – moving towards 2015 Anthony Mullen, Senior Analyst 17th May, 2012 @ant_mull © 2009 Forrester Research, Inc. Reproduction Prohibited
- 3. • 1.5 hours travel time • 15 mins standing still • 60 miles – heading South • From Commuter Belt -> Urban • 8 postcode areas • 2000 steps • Inside 2 shops, outside 150 shops • 3 trains • 300 billboards • 4 swipes
- 5. but the Digital and Physical are mostly unconnected
- 6. A future-proof framework for Intelligent Marketing Agents …..across physical and digital
- 7. Sensing Direct & Indirect Interaction Emotional Social Environmental External Future Future Past Present Present Volume view Value view Past
- 8. Sensing : from Segments to Individuals and Groups
- 9. Sensing from the environment isn’t just a numbers game
- 10. PHYSICAL 3D chips Hyper accurate location Indoor Maps Private & Public Smart Objects Local Social Always on Augmented Reality DIGITAL
- 11. Covert Maturing Greater Advertising – no Legislation & Public Automation & real public Privacy 2.0 Awareness Transparency awareness pre 2009 - 2012 - 2015+ 2009 2011 2014 The Privacy Debate is the trade for always-on data
- 12. More accurate and plentiful data is nothing without intelligence
- 13. Alan Turing – born June 1912
- 14. Natural Language / Text Analytics Training and Simulation + Simulex Incremental Learning Machine created content.
- 15. The Sensing Analytics Space is fragmented But some are working on the whole environment
- 16. Sensing - Video Analytics
- 17. Investment Returns
- 19. Move Towards • Real time sensing, thinking and acting • Richer social and environmental dynamics By Doing • Give consumers control - be transparent • Identify the holes in your digital/physical view • Move intelligence in house • Adopt Agile innovation practises 2015 Campaigns Advertising Marketing Hidden
- 20. Thank you Anthony Mullen +44 (0) 20 7323 7733 amullen@forrester.com @ant_mull www.forrester.com © 2009 Forrester Research, Inc. Reproduction Prohibited