presentazione di andrea contino, direttore microsoft digital trends
TRANSCRIPT
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What if… …intelligent packaging
dynamically responded to its
contents, so that you could
instantly see which items at
home, were nearing their
sell-by date?
…you could control your
home from your mobile
… or your finances
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“How is your relationship
with technology changing?”
“What do you want now?”
“What will you want tomorrow?”
We asked :
45 early adopters
8,000 online consumers
A collaboration between Microsoft, The Future Laboratory & IPG Mediabrands
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Value Me Creator Culture IntelligentlyON
Age of Serendipity Enhancing the Real My Analytics
Right to Anonymity
Niche Networks
8
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The Right
to Anonymity
What this means for
brands
Brands will need to offer greater transparency over privacy controls and terms of use, featuring them prominently and making them easy to use.
Greater transparency will give greater trust. If you allow us to update our privacy settings,
65% of us are more
likely to buy from you.
No longer will we blindly allow brands to track and profit from our information without knowing where it goes. No longer will we post private content thoughtlessly to the web.
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The Right to Anonymity
Snapchat and Secret.li allow photos, video and text to self destruct after a users determined time.
Brandyourself.com – a service that helps you manage your digital footprint.
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Value Me
What does this
mean for brands?
Increased Consumer Expectation
44% expect all brands
to reward them for sharing information.
An Equal Party Reward us for our digital
information and 59%
of us are more likely to buy.
Expected Value Exchange
36% are happy
for brands to track and analyse their data in exchange for an optimised experience.
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Value Me
Klout is a website and mobile app that uses social media analytics to rank its users according to online social influence via the "Klout Score“
Reputation.com a destination for users to keep tabs on their profiles are launching a “consumer data vault”.
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Value Me
Xbox Live Rewards
Bing Rewards
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IntelligentlyON
What this means for
brands?
Relevance The future will see brands knowing when to appear and disappear.
Earned Relationships Consumers will take control, and only allow services that are truly useful to then. Understand individuals not demographics.
Intimate Significance
54% of us expect
brands to know the right moment to talk to us.
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Creator
Culture
What does this
mean for brands?
Collaborative Experimentation Brands must develop collaborative relationships with consumers opening themselves to consumers’ experimentation.
Creative Involvement Brands should find ways to encourage consumers in creating new products or services, whether tweaks of their own or entirely new experiences.
Hacking Openness
49% expect brands to
be open and allow them to create a new product or service by using the brands original design and features.
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Creator Culture
Code.org
Arduino
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19
‘Creator Culture’
Leading the way with 3D printing
• 3D print drivers bundled in Windows 8.1
• 3D printers on demonstration and on
sale in Windows Stores
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Age of
Serendipity
What this means for
brands
Be the brand that delivers pleasantly surprising experiences outside the usual product portfolio.
Deliver us a pleasantly surprising experience and
61% of us are more
likely to buy from you. Relevance & timing is everything.
Build serendipity into loyalty programs to build longer term engagement.
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Age of Serendipity
Osito – intelligent digital personal assistant creates magic e.g.wakes you early if there are delays on your commute.
Interflora – follows twitter and offered users a bouquet if they were unwell.
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When advertisments is NOT OK When advertisments is OK
• Do not interrupt a state-of-mind
• Creepy tracking
• Pop-ups
• It’s not relevant
• Unreliable messaging
When is advertising OK? when serendipitous
• When I initiate
• Relevance (time)
• Relevance (subject matter)
• During my dead time/browsing time
• Be true to being an advertisement
• I want to discover, be
surprised
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Serenditious advertising
“This is more art than advertising”
“I like this its more entertainment than advertising”
“This is really cool”
“I would buy this car”
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Enhancing
The Real
What this means for
brands
Digital experiences will shift more to enhancements of the real world. Consumers will expect to experience a diverse range of offline products in a highly developed, digitally alive physical context.
61% of us are more
likely to buy from a brand that allows us to touch and feel their products wherever we are: in a store or on the Internet
47% already expect
brands to heighten everyday experiences by engaging more of their senses. This offers an opportunity for advertisers to stand out by appealing to other senses and connecting in novel ways
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Enhancing the Real
Scentee – release a scent of your choice with touch or text.
Microsoft IllumiRoom – projected visualisations surrounding TV (floors & walls) to enhance entertainment experience.
Goertz – Virtual shoe fitting
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Enhancing the Real
Scentee – release a scent of your choice with touch or text.
Microsoft IllumiRoom – projected visualisations surrounding TV (floors & walls) to enhance entertainment experience.
Goertz – Virtual shoe fitting
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Enhancing
The Real
New sensor technology
• Control content and advertising with
controller hand or voice.
• Identifies individuals as the enter room.
• Measures heart rate which can control
content and gameplay.
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Niche
Networks
What this means for
brands
Once they are granted access, brands have an opportunity to develop more meaningful relationships with their audience. Users on niche networks are more deeply engaged
Make genuine connections with our interests and
needs and 53% of us
are more likely to interact with you
This presents a big opportunity for brands looking to build closer and more rewarding relationships with consumers. Maintain credibility and avoid aligning with networks outside your niche.
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Niche Networks
WhatsApp exploding in use already bigger than Twitter.
Nextdoor – private network to discuss local community matters.
Path – app only social network restricted to 150 friends grown 163% in the last year.
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Base: Skype user study Europe: N=2,517
Niche Networks
Niche networks drive Skype usage
• 75% have between 1 and 20 contacts
• 70% not actively seeking new contacts
• 68% introduced through family or close
friend
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My Analytics
What does this mean
for brands?
Focusing on aspirational elements of the trend and not on practical is key to drive deeper engagement
Naturally, health and beauty industries suit the trend, nevertheless most consumers expect all brands to help them to make improvements to their lives
55% of us are more
likely to buy a product or service from a brand that helps us to identify how we can make improvements to our lives
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What does this mean?
• Put your consumers, their data and their privacy first.
• Get to know them intimately not just a demographic.
• Make every interaction necessary.
• Create magic moments.
• Nurture your consumers growth and self-development.
• Find the perfect partner in technology but move quickly.
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