Brian Solis, principal analyst of Altimeter Group and ...€¦ · Brian Solis, principal analyst of...

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Brian Solis, principal analyst of Altimeter Group and author of What’s the Future of Business (WTF)

www.briansolis.com

Chip Overstreet, SVP Marketing, Business & Corporate Development, MyBuys

www.mybuys.com

Brian Solisprincipal analyst & author

@briansolis

WHAT HAPPENS NEXT?When someone searches new

networks for information or asks

a question, what comes back?

80% of consumers expect local search

Source: Google/Ipsos MediaCT/Purchased, \\

Research: Understanding Consumers' Local Search Behavior, May

2014

We’re searching

more on apps and

less on Google.

Why?

Access + Mobile +

Context.

is the new

When it comes to search…

95% of consumers use BOTH YouTube and

Google when searching for relevant content.Source: AskYourTargetMarket Research Study, Q3 2012

Pinterest search built around interest

and context…

Users must be able to discover if brands

want to make their items shoppable…

1. Pinterest is becoming a visual

recognition search engine

2. Pinterest inspires action

We live in a world

where people

broadcast what

they want and

expect information

to find them.

#IntentCasting

#Intentcasting: The Personal RFP

“I need a Thinkpad

power supply near

the Moscone

Center in SF this

afternoon.”

“I need to rent a

minivan with a roof

rack that seats 6 in

Denver next week.”

“I need a stroller for

twins in London

tomorrow between 4-7

in the evening.”

The relationship between offline and online is more

important than ever before, but it requires

vision and architecture

First

Moment

of Truth

Second

Moment

of Truth

Consideration

to PurchaseExperience

On an average website,

a shocking 96.7% of

users abandon before

completing the desired

action. This means that

of all visitors to a site,

only an average of 3.3%

convert.

90% of people

use multiple

screens

sequentially

67% do so while

shopping online.

E-commerce, social, mobile are run in silos creating

omnichannel chaos rather than integrating experiences

The future of the

receipt…a new

publishing and

engagement medium?

Brands and retailers are now

able to tailor the receipt

experience.

Not only is this convenient

and cost-efficient, but

companies can also feed

insights generated by

electronic receipt analytics to

empower affiliate networks.

Customer Loyalty is getting a makeover

Loyalty cards are on their way

out and will be replaced by

targeted, data-driven,

customized rewards derived

through integrated data

sources:

• Transactional data

• Demographic data

• Social data

• CRM data

• Existing loyalty data

• Proprietary data

• Sensor data

• Supply chain data

• Location data

Ultimate

Moment

of Truth

AwarenessSocial

Discovery

Consideration

to PurchaseExperience

UMOT -> ZMOT: Shared expressions form trusted

impressions

Shared experiences affect every moment of truth

Shared

Experience

From Broadcast to Engagement

85% Those who trust recommendations from

“People I know”

The Experience Divide

Brand Promise CX

“Your product isn’t doing what it says it does.”

“You're never available when I actually need you.”

“You obviously only care about my money.”

“Whenever I ring in and get transferred to another

person I often get cut off and have to start all over.”

“Your website sucks!”

“Why do I have to give you my information over and over?!”

“Don’t you have a database or something?”

Shared Experiences + Social Content:

When ZMOT & UMOT collide

Approachable. Insightful. Useful.

Validating. Entertaining. Trustworthy.

In addition to sites, landing pages and digital,

search, content, advertising, native strategies,

businesses must now create experiences in

every moment of truth. The future now lies in

how UMOT meets ZMOT throughout the

customer lifecycle.

Without design, these experiences are left to

chance. Marketers must architect, foster and

optimize positive experiences in each moment

that's native to each screen, efficient, personal,

and tied to desirable outcomes.

THE A.R.T. OF ENGAGEMENT

ACTIONS

REACTIONS

TRANSACTIONS

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Thank You!

Brian Solis, principal analyst of Altimeter Group and author of What’s the Future of Business (WTF)

www.briansolis.com

Chip Overstreet, SVP Marketing, Business & Corporate Development, MyBuys

www.mybuys.com