How Consumer Hyper-adoption and

Emerging Technologies Drive Digital

Disruption

James McQuivey, Ph.D.September 1, 2016

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Tesla Motors

276,00036 hours400k+

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The Model 3 teaches us 3 things

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Consumer

Hyperadoption

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Hyperadoption has changed literally billions of lives

?

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Digital

Disruption

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Digital disruption has generated outsized growth and pain

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Customer

Experience

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Customer experience drives revenue growth

35%31%

13%9%6%

2%

-3%

2%

CX Leaders CX Laggards

Revenue Growth for individual companies in select industries, 2010-2014

Cable AirlineInvestmentsRetail

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Customer

Experience

Digital

Disruption

Consumer

Hyperadoption

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In the world of hyperadoption,

digital disruption, and customer

experience marketing must rapidly

evolve to the next level

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Old marketing had a simple role

Marketing Sales Transaction Support

Providing technology for this is easy – you just automate

existing marketing and communication processes

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Tesla shows how marketing will change

Marketing Sales Transaction Support

Sales Transaction Support

End-to-end marketing support

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New marketing is about digital, software-based relationships

Marketing Sales Transaction Support

Sales Transaction Support

End-to-end relationship support

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This product

is really a

relationship

platform

“Tell me a joke”

“What’s the weather?”

“Play the Beatles”

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The new marketing requires technology that:

›Collects and understands data about the customer

›Anticipates what the customer needs next

›Reaches the customer wherever they are

›Communicates with the customer in as natural a

way as possible

›Collects and understands data about the customer

›Anticipates what the customer needs next

›Reaches the customer wherever they are

›Communicates with the customer in as natural a

way as possible

Notice that the customer is at the center of this tech

? What is stopping me?

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The biggest obstacles are internal› PERCENTAGE THAT AGREE WITH EACH STATEMENT (TOP 2 BOX)

89%

65%

38%

32%

There is significant opportunity for digitaltools and experiences to change the

industry we serve

People in our company are excited aboutthe changes that digital will bring to our

company

People in our company have the skillsneeded to adapt to the changes that digital

will bring to our company

Our company has policies and businesspractices that will enable us to adapt to the

changes that digital will bring to our…

49%24%

Base: 285 global executives

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Move marketing to the next level:

Use martech to become digital

disruptors and deliver amazing

customer experiences to today’s

hyperadoptive consumers

forrester.com

Thank you

James McQuivey, Ph.D.

VP, Principal Analyst