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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<ul><li>1.Sense, Think, Act moving towards 2015Anthony Mullen, Senior Analyst17th May, 2012@ant_mull 2009 Forrester Research, Inc. Reproduction Prohibited</li></ul> <p>2. 1.5 hours travel time 15 mins standing still 60 miles heading South From Commuter Belt -&gt; Urban 8 postcode areas 2000 steps Inside 2 shops, outside 150 shops 3 trains 300 billboards 4 swipes 3. but the Digital and Physical are mostlyunconnected 4. A future-proof framework for Intelligent Marketing Agents..across physical and digital 5. SensingDirect &amp; IndirectInteractionEmotionalSocial Environmental ExternalFuture FuturePastPresentPresent Volume viewValue viewPast 6. Sensing : from Segments to Individualsand Groups 7. Sensing from the environment isnt just a numbers game 8. PHYSICAL3D chipsHyper accurate locationIndoor Maps Private &amp; Public Smart ObjectsLocal SocialAlways on Augmented RealityDIGITAL 9. CovertMaturingGreaterAdvertising no Legislation &amp; PublicAutomation &amp;real public Privacy 2.0 Awareness Transparencyawareness pre2009 - 2012 - 2015+2009 2011 2014The Privacy Debate is the trade for always-on data 10. More accurate andplentiful data is nothingwithout intelligence 11. Alan Turing born June 1912 12. Natural Language / Text AnalyticsTraining and Simulation + SimulexIncremental LearningMachine created content. 13. The SensingAnalytics Space is fragmentedBut some are working on the wholeenvironment 14. Sensing - Video Analytics 15. Investment Returns 16. Move Towards Real time sensing, thinking and acting Richer social and environmental dynamicsBy DoingGive consumers control - be transparentIdentify the holes in your digital/physical viewMove intelligence in houseAdopt Agile innovation practises2015CampaignsAdvertisingMarketing Hidden 17. Thank youAnthony Mullen+44 (0) 20 7323 7733amullen@forrester.com@ant_mullwww.forrester.com 2009 Forrester Research, Inc. Reproduction Prohibited </p>