Be First to the Future | Google

BeFirst to the FUTURE Be first to the FUTURE

TECHNOLOGICAL ADVANCES Never cease to surprise us

28% of 3-4 year olds in

the UK use a tablet

Source: Ofcom, Oct 2013

Presenter

Presentation Notes

Advances in technology escapes virtually nobody. Not even children! 28% of 3-4 year olds in the UK - children who can barely even read or write - use a tablet at home (up from just 9% in 2012). And for school aged children (5-15 year olds), this stat is even higher at 42% (up from 12% in 2012). Technological advances seem to be embraced by everyone. From children who, entertain themselves in ever more sophisticated ways, to adults as part of their everyday lives. It’s surprising to see quite literally how far we’ve come with technology in a relatively short space of time. But why is it that technological advances and the embracing of technology by people, never cease to surprise us? �

ACCELERATING The pace of technological change is

Presenter

Presentation Notes

I guess we are always surprised because of the sheer speed of technological change and the huge leaps that are made - they are exponential - rather than small, incremental steps. And we’re surprised by how quickly these new technologies become ingrained in everyday life. �Ray Kurzweil explains: �

Our intuition about the future is linear. But the

reality of information technology is exponential...

If I take 30 steps linearly, I get to 30. If I take 30

steps exponentially, I get to 1 billion.

- Ray Kurzweil

Presenter

Presentation Notes

Essentially, it is hard for us to fully comprehend rapid change this as we are hardwired to think linearly. For the vast majority of our existence, the world we wake up to and our environment has not changed, so our brains are not conditioned to deal with such pace. So, if I take 30 steps linearly, I get to 30. Perhaps this can be attributed back to our survival instincts - if I have 30 steps to a tree and a Lion has 50 to me it’s happy days. If he has 15 to me...not good! �If we think about exponential change, if I take 30 steps, I get to not 30, but 1 billion. It’s hard to get our heads round that but technologies of all kinds double their power (price performance, capacity, bandwidth) every year. �

FAST, UNPREDICTABLE CHANGE is an absolute certainty

THE WORLD

is changing

PEOPLE

are changing

TECHNOLOGY

is changing

Presenter

Presentation Notes

It may seem like small comfort but the fact is, you can be virtually certain that technology, and the internet in particular will change everything massively within the coming years - in fact, it’s already happening. The world is changing, technology is changing and people are changing. Unfortunately, nobody knows exactly how these things will change but knowing that fast, unpredictable change is certain, has important implications for how businesses adapt and focus on their customers now. First, I’d like to share some insights into what we think the future might hold... �


THE WORLD

is changing

PEOPLE

are changing

TECHNOLOGY

is changing

Presenter

Presentation Notes

Let’s start big - the world. �

THE NEXT 5BN

Source: (1) eMarketer, Nov 2013; (2) Eric Schmidt estimate*

[100% of Global Population]

Internet Population

Global Population

2014

[39% of Global Population]

2.8 BN

7.2 BN

2020

8 BN

* 8 BN

8 BN

Presenter

Presentation Notes

By the end of 2014, 2.8 billion people on the will planet have access to the internet. (Interestingly, this is just over the entire global population just 100 years ago!) It may seem like a big number but 2.8 billion is just 39% of the global population. �[CILCK TO BUILD] �By 2020, the global population is expected to hit 8bn. [CLICK TO BUILD] Eric Schmidt, our Executive Chairman, estimates that 8bn people - that’s 100% of the global population - will be online by then. Very ambitious, we know, but possible! So, the next five billion could be arriving soon. �

ACCESSIBILITY OF DEVICES Will drive growth

£30 Phone £30 Tablet Project Loon Raspberry Pi Internet.org

Presenter

Presentation Notes

And the accessibility of devices will definitely be a huge factor for getting the next 5 bn online. �[BUILD 1] Smartphones are becoming more accessible as entry level devices are on the market in the UK have become extremely affordable. The Samsung Galaxy Y and the B9500-D Android are both available for just £30. Data plans are also the cheapest they have ever been meaning that price no longer is as much of a barrier to entry. �[BUILD 2] Tablets are also becoming incredibly accessible. Tesco was the first to break the sub-£100 price tag, closely followed by Argos but UK-based Datawind has developed the Aakash, an entry level tablet device which costs less than £30. Their motto is ‘Bridging the Digital Divide’. They pledge their commitment to ‘bringing the next billion people into the internet age by offering internet devices with very affordable, anywhere, anytime internet connectivity’. �[BUILD 3] �For anyone unfamiliar with the Raspberry Pi, it is a credit card sized computer that plugs into your TV and keyboard. This tiny board has the same computing power as the original Xbox. 1.75 million have been sold to date. With the basic model costing less than £30, it has made it significantly less expensive to build more different types of device than one can imagine. A Kickstarter project to build 9in high-definition monitors for just £65 to connect to the Raspberry Pi was fully funded in just over three days. [BUILD 4 ] Project Loon (a network of balloons travelling on the edge of space), aims to connect people in rural and remote areas who wouldn’t otherwise be able to access the internet. �[BUILD 5] Internet Org is a fantastic global initiative that aims to extend global internet access by making the internet affordable. It aims to cut the cost of internet access to 1% of its current level within the next 5 to 10 years. Google have become one of their partners to help to make their mission of ‘Everyone of us. Everywhere. Connected’ a reality. �


THE WORLD

is changing

PEOPLE

are changing

TECHNOLOGY

is changing

Presenter

Presentation Notes

Now, let’s look at technology and how it’s changing.

ENTERING A NEW WORLD Of Six Screens (yes, six!)

e.g. Samsung Gear, Google

Glass

[WEARABLE] [MOBILE]

e.g. Project Ara

[TABLET]

e.g. Senseg

[DESKTOP]

e.g. Flutter, Leap

Motions, Thalmic Labs

[IN-CAR]

e.g. HUD Windscreens

[TV]

e.g. Chromecast

Presenter

Presentation Notes

We are entering a world of six screens (yes, six!), with anytime access. Can you name all six? �[BUILD 1] First up, the Desktop. There have been a number of recent advancements to desktop interfaces...Leap Motion and Flutter (who we have recently acquired), are great examples of interfaces which support gesture recognition as input, in place of a mouse, requiring no hand contact. Thalmic Labs uses muscle signals to control digital devices. Companies like these are helping to bring gesture technology for computers into the mainstream. �[BUILD 2] Second, the Smartphone. In terms of interesting developments in this space, Project Ara, developed by Motorola is a notable project. They are developing a free open hardware platform for smartphones which would allow users to swap hardware components at will. The aim is to "do for hardware what the Android platform has done for software: create a vibrant third-party developer ecosystem, lower the barriers to entry, increase the pace of innovation, and substantially compress development timelines." �[BUILD 3] �Next up, the Tablet. One interesting area of innovation for this screen (and all touchscreens generally) is the advancement of haptic technology. Technology company, Senseg want to make touch screens that you can actually feel so you can feel different textures and more real to life sensations. �[BUILD 4] �Fourth, the TV. But TV not as we know it. Developments like Chromecast make it really easy to enjoy online video, films and music on your TV. It plugs straight into any HDTV and can be controlled with your existing smartphone, tablet, or laptop. Launched in the US it sold 1 million units sold in one day compared to 28 days for the first million iPads and 74 for the first million iPhones. �[BUILD 5] Next up, Wearables. There already a number of examples already on the market or about to be released like Samsung Gear and Google Glass. Samsung Gear sold 800,000 smartwatches within the first two months. It is estimated that sales of wearable devices will hit 64 million by 2017,compared to just 8.3m in 2012. �[BUILD 6] And last but not least, in-car. Exciting developments in terms of augmented reality/ Heads Up Display (HUD) have been happening in the automotive industry with manufacturers such as BMW, Toyota, Mercedes and General Motors involved in the development of exciting, impressive prototypes. The (HUD) windscreen would potentially project everything from speedometer and tachometer readings to directions, road hazards, phone contacts. Toyota’s prototype includes “enhanced car windows” that would allow passengers to zoom in on places and objects of interest that they are passing. Global sales of cars with built-in HUD windscreens are expected to rise from 1.2 million last year to 9.1 million in 2020. And the real point is that your customers are or will be across all of these screens. �


THE WORLD

is changing

PEOPLE

are changing

TECHNOLOGY

is changing

Presenter

Presentation Notes

Let’s look at people. As the world and technology have changed, it has spawned a new breed of consumer. Well, sort of! In one respect, consumers haven’t changed much; our core motivations are the same. However, how we meet them is changing. �

WITH A NEW BREED of consumer

10%

2010 % of Google searches on

MOBILE

2013 % of Google searches on

MOBILE

30%

[INFORMATION] - MORE ACCESS Source: ComScore, Jan 2013

Presenter

Presentation Notes

If we look at how we access information, we now have more access. Constant access. 30% of Google searches are mobile (compared to just 10% in 2010). �


[ENTERTAINMENT] - MORE CHOICE Source: ComScore, Feb 2010 and Aug 2013

2010 6Bn 2013

12Bn

No. of videos viewed per month (UK)

Presenter

Presentation Notes

When it comes to how we entertain ourselves, that has changed quite a bit. Brits watch 12 billion videos online video every month, which is double the amount they watched in 2010. This bears testament to the choice that today’s empowered consumer has with a world of content right at their fingertips. �


[SHOPPING] - MORE PERSONAL Source: (1) iMediaconnection, Nov 2005; (2)Adobe, July 2013

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

[IMPERSONAL]

11% of consumers trusted

online stores (1) [PERSONAL]

75% of online shoppers want

a personalised shopping experience (2)

Presenter

Presentation Notes

And shopping. People will always shop but their expectations are changing. Back in 2005, just 11% of consumers trusted online stores. They viewed them as faceless brands and their relationships with these retailers were very impersonal. Expectations were very basic; they expected to be able to complete a transaction safely. Today, consumers expect so much more. 75% of consumers want to have a personalised shopping experience. A one size fits all approach won’t cut it anymore. �[NB: There is an alternative slide in the appendix which summarises all three points about the ‘New breed of consumer’] �

MORE DEMANDING THAN EVER But the customer is still always right!

Presenter

Presentation Notes

So, today’s consumer is more demanding than ever. But ever heard of this expression? ‘The customer is always right’? Well, that’s still true. In fact more than ever. Consumers, as they always have, expect the best possible customer service. And when a company falls short of delivering anything but the best service, consumers are becoming more creative with how they express their dissatisfaction and being heard. [CILCK TO BUILD] �One customer went to extreme lengths to make a complaint about the poor service he received. Fed up with the way British Airways was handling the issue of his father's lost luggage, businessman Hasan Syed decided to complain about it with a tweet. But rather than just put out a normal tweet, he paid to have one promoted. This is a real-life example of ‘the little guy’ challenging a giant corporation and succeeding. For the first time, the customer is in control. [NB: There is an alternative slide in the appendix which talks to Today’s Demanding Consumer demanding customisation (The North Face example)] �

AN ACCELERATED WORLD A world of opportunity

Technology is changing

To grow, your business must exceed the pace of

change

The world is changing

People are changing

Presenter

Presentation Notes

So, to recap quickly, the world isn’t standing still; we live in an accelerated world. [BUILD 1] The world is changing; the world population is getting online fast. [BUILD 2] Technology is changing and new technology is quickly becoming the norm. [BUILD 3] People are changing; they are doing and demanding more. So what does that mean for your business? How can your business make the most of the opportunities presented? [BUILD 4] Essentially, your business must exceed the pace of change. If the world, technology and people, as well as the opportunities that marketing now presents, are moving faster than your business, you will certainly be left behind. However, if your business is agile and can adapt to change, then you have the opportunity to grow your business exponentially. So instead of looking at 2x growth, you can expect to see 20x or even 200x growth. ��

HOW BUSINESSES SUCCEED In the Accelerated World

1 INNOVATE & GROW

They 2 MAKE BETTER DECISIONS

They 3 WIN MOMENTS THAT MATTER

They

Presenter

Presentation Notes

So, how do businesses succeed in the Accelerated World? Firstly, they innovate and grow by remaining agile and responding quickly to rapid change. Secondly, they make better decisions by fully understanding new consumer behaviours and by making the most of the data at their disposal. And finally, they win the moments that matter for their customers. In this section, we will explore these three themes in more detail. [CLICK TO BUILD]��So first, let’s look at Innovate & Grow... �

• Make beautiful mistakes

• Adapt fast

INNOVATE & GROW

Presenter

Presentation Notes

Successful businesses need to lead trends, not follow. Even if they succeed at following, by the time they do this, it will be too late. Successful businesses innovate and grow. They are agile and continue to evolve to keep up with the pace of change. Fundamentally, they will all do both of these things: �1. Make beautiful mistakes 2. Adapt fast �

Restlessness is discontent, and discontent

is the first necessity of progress.

- Thomas A. Edison

Presenter

Presentation Notes

Let me share this quote from Thomas Edision with you... “Restlessness is discontent, and discontent is the first necessity of progress.” Is your business ‘restless’? Is your business (and your products) set-up to remain agile and to keep up with the changing consumer by taking valuable lessons from your mistakes and adapting fast? [NB: There is a quote by Larry Page in the appendix which you may use an alternative] �

Epic failure to huge success

Don’t waste time going down the wrong track – release early and often

INNOVATE & GROW: Make beautiful mistakes

- Michael Acton Smith, CEO Mind Candy

Presenter

Presentation Notes

Mind Candy transformed epic failure into huge success. After spending 3 years and £5.8 million on gaming venture Perplex City,they had to close the operation in 2007. They made some big mistakes, namely: Dependence on a single source of revenue: the collectible cards (which could only be obtained from certain outlets making them difficult to access) Failure to capitalise on brand extensions, merchandising and premium options for their most engaged users to delve further. They also just missed out on the social gaming phenomenon. Mind Candy took these mistakes and learned from them, using them to evolve quickly. The same year, they launched Moshi Monsters, the kids' social game. It currently has 80 million users in 150 territories worldwide, and has spawned other businesses. Learning from the mistakes made with Perplex City, this time, they expanded commercially with physical products including toys, Moshi Monsters Magazine (currently the best selling kids’ magazine in the UK), music album, books, even a movie (due for release soon). Mind Candy CEO, Michael Acton Smith, attributes the turnaround and success to making beautiful mistakes; mistakes that can be learned from and can be iterated upon. �Success is not a one time win; it is an iterative process. Michael Acton Smith admitted that Moshi Monsters were slow to embrace mobile devices. Initially, Moshi Monsters was based on Flash which simply didn’t work on tablets and mobile but they have adapted fast to make the most of the opportunities in this space and have seen huge growth. �He also stresses the importance of not just failing fast, but failing early “Don't waste time going down the wrong track -- release early and often. ��

Yesterday Today

Grocers Tablets, Online Movies

Sports Apparel Wearable Tech

INNOVATE & GROW: Adapt Fast

Presenter

Presentation Notes

‘Innovate & Grow’ is also about being able to adapt fast. Let’s look at some examples of businesses who have innovated and have transformed their businesses to keep up with new trends. [CLICK TO BUILD] �Tesco is a great example of such a brand. They have moved from being a grocers [CLICK TO BUILD] and have now branched out to selling their own branded Hudl tablets that can be bought for £119 or as little as £60 via your Clubcard - that have sold 300,000+ to date, sold-out twice in the run-up to Christmas 2013. Aldi have followed suit with their own branded tablet at £80 that sold out in a day and they had queues around the block. But Tesco are doing more than just tablets. They are also offering free TV programmes and movies to its Clubcard customers and interestingly they are moving away from selling TVs in-store. There seems to be a definite shift in thinking at Tesco. [CLICK TO BUILD] Nike is another brilliant example. [CLICK TO BUILD] Moving from being a solely a sports apparel brand [CLICK TO BUILD] Branching out to developing wearable tech �These companies both understand that how consumers do things is changing and that consumers are demanding more. In each example, they have done their best to create the products and services to meet the needs and expectations of consumers today and tomorrow. [NB: There are three alternative examples for ‘Innovate & Grow’ in the appendix: Argos - slide 46; eBay - slide 47; Waze - slide 48; Delta - slide 49] �

• Embrace new behaviours

• Deep-dive into data

MAKE BETTER DECISIONS

Presenter

Presentation Notes

Success in the new accelerated world is also reliant upon the ability to make better decisions. Businesses who can by fully understand and embrace new behaviours and deep dive into data will be the ones who will win. Let’s take a look at a couple of businesses who have done this well... ��

MAKE BETTER DECISIONS Embrace new behaviours

Search trends lead universities to strengthen overseas efforts

Presenter

Presentation Notes

According to a report by OC & C Strategy Consultants, between 2010 and 2012, Google searches in Britain for the top-50 UK universities (based on The Times Good University Guide rankings) grew by only 1% year on year, while searches from abroad increased by 10%year on year, showing that international students will become an increasingly important source of revenue for British universities. Mark Jeynes, author of the report, said: “Britain’s universities are highly sought after by international students and many universities already have well thought-through strategies in place to capitalise on this opportunity. However, those institutions that haven’t considered internationalisation as a priority need to mobilise quickly to avoid being left behind. They need to adopt a more entrepreneurial approach to management and have a clear strategy and vision for internationalisation with dedicated resources.” The Open University is a strong example of one of the institutions that have already taken action. They have recently strengthened their international footprint by creating a dedicated team to promote its high quality distance learning programmes overseas. The Open University believe that by understanding new behaviours of international students and by their bolstering their digital marketing capabilities, that they can enjoy continuing success in their recruitment of overseas students. ��[OPTIONAL DEMO OF GOOGLE TRENDS] �Use Google Trends to highlight some of the markets outside of the UK where Open University could be focusing more attention… �DETAILS FOR DEMO: Search term: “open university” Time range: Jan 2011- Jan 2014 Locations: UK, Sri Lanka, Nigeria, Pakistan, Tanzania

23% of subscribers stream video to their

smartphones

Netflix commisioned House of Cards without

a pilot, based on Big Data

Understanding customer needs and preferences

Source: Nielsen, Sep2013

MAKE BETTER DECISIONS: Deep-dive into data

Presenter

Presentation Notes

In terms of deep-diving into data, Netflix have done just that to shape their offering based on their needs and preferences of their customers. By analysing consumer trends, Netflix have understood and embraced the notion of ‘anytime access’. As such, they have ensured that they offer a great mobile experience for their customers given that 23% of subscribers stream video to their smartphones. �Netflix has also been able to revolutionise their own commissioning process for original content by making great use of technology to harness data. By analysing its subscribers’ preferences, Netflix were sure that House of Cards would find the right audience - they didn’t even have to run an expensive range of pilots on different shows. They believed in the data and commissioned it. [NB: There are three alternative examples for ‘Make better decisions’ in the appendix: Gilt Groupe - slide 50; Morrison’s - slide 51] ��

WIN MOMENTS THAT MATTER • Bring brand stories to life

• Right time, right place

Presenter

Presentation Notes

In addition to being able to innovate and grow and make better decisions, the ability to win moments that matter is also crucial to success in the Accelerated World. The important thing to think about is that there are billions and billions of moments that matter to businesses and that any business anywhere can connect to a potential customer in any of them. Are you going to take that opportunity or are you going to focus on the moments that are familiar to you? �There are two core principles of winning moments that matter: 1. Right time, right place 2. Bring brand stories to life Let’s take a look at some businesses who are winning the moments that matter in each of these areas... ��

Right time, right place

• Purchase behaviour patterns used to assign ‘Pregnancy Prediction Score’ to customers.

• Relevant offers can then be targeted to very specific stages of pregnancy.

Target figures out teen is pregnant before her father does!

WIN MOMENTS THAT MATTER

Presenter

Presentation Notes

To win the moments that matter, it is essential to reach customers at the right time and at the right place. Let me share a story that gets right time, right place spot on… �The story begins with an angry father who had stormed into his local Target store and complained to the manager that his daughter was receiving coupons for cots and baby clothes in the mail. He was outraged that Target seemed to be encouraging his teenage daughter to think about having baby! Turns out Target knew his daughter better than he did. She really was pregnant. Target used purchase behaviour patterns used to assign ‘Pregnancy Prediction Score’ to customers. Relevant offers can then be targeted to very specific stages of pregnancy thereby winning at the moments that matter for someone expecting a baby. [NB: There is an alternative example for ‘Right time, right place’ in the appendix: Kellogg’s - slide 52 ]

59% of Digital advertising

will be bought via automated systems

by 2017 (1)

2018 by this time,

CMOS will spend more on IT

than CTOs (2)


Source: (1)Magna Global as cited by WARC, Oct 2013 (2) Gartner, 2013


Presenter

Presentation Notes

Serious point though: technology has helped to understand and connect with customers in ever more personal ways and at huge scale. For the first time, it is possible to fulfil the marketer’s ultimate goal of reaching precisely the right person, with the right message, at the right time (now in real-time). 59% of Digital advertising will be bought via automated systems (i.e.programmatic buying) by 2017 and CMOs will spend more on IT than CTOs within 5 years. �The efficiency of programmatic buying does not solely reside in the domain of performance marketing. Let’s look at the Burberry Kisses campaign… [PLAY VIDEO ON NEXT SLIDE] �

Presenter

Presentation Notes

BURBERRY KISSES VIDEO

Emotion meets efficiency

Through the magic of modern browsers and display ad technologies, we’re able to deliver a beautiful experience to millions of people across the web. - Christopher Bailey, Chief Creative Officer, Burberry



Presenter

Presentation Notes

The Burberry Kisses campaign is a brilliant example of a stunning branding campaign that was bought via automated systems, where emotion meets efficiency. Chief Creative Officer at Burberry says “Through the magic of modern browsers and display ad technologies, we’re able to deliver a beautiful experience to millions of people across the web” �

If history were taught in the form of stories, it

would never be forgotten.

- Rudyard Kipling

Presenter

Presentation Notes

“If history were taught in the form of stories, it would never be forgotten” Stories are incredibly important. Told well, they are impactful, memorable and help to forge a connection. In order for brands to thrive in the Accelerated World, they must tell great stories. �

Bring your brand stories to life


Digital provides new opportunities for brands to tell their stories • Formats no longer constrain creativity

• 30 sec ad is just the starting point • 3 award winners at Cannes Lions were long form

00:30

Presenter

Presentation Notes

Digital provides new opportunities for brands to tell their brand stories; formats no longer constraining creativity. The thirty second ad is just the starting point. Ajaz Ahmed, Founder and CEO of AKQA captures the sentiment perfectly in Velocity: “The best advertising isn't advertising! Instead of just interrupting people, serve them and make them feel something. Sorry, but that takes longer than thirty seconds.” In fact three award winners at Cannes Lions were long form. They took the time the needed to tell their brand story with incredibly entertaining creatives. �NB: Cannes Lions Winners: “Dumb Ways To Die by Metro” Trains, Melbourne, Australia (3 mins) “Beauty Inside” by Intel (nearly 7 mins) “Oreo 100th Birthday Party” (2 mins) Brand stories must be also be re-thought for the digital age. Let me show you a superb example from Virgin America. [PLAY VIDEO ON NEXT SLIDE] NB: Full video is 5 mins long. Stop after about 1-2 mins to give the general idea of the video �

Presenter

Presentation Notes

VIRGIN AMERICA VIDEO



Virgin America – #VXsafetydance • Innovative method of storytelling connects with customers. • 6M+ views within the first 2 weeks.

• Invites participation as viewers can audition to be in next video and rate contestants.

Brand Stories re-thought for the DIGITAL AGE

Presenter

Presentation Notes

Using an innovative method of storytelling, Virgin America have managed to turn the bland subject of flight safety (which people tend not even to pay attention to when they are on flights!) to sought after content, racking up more than 6 million views within the first 2 weeks. It also invites viewer participation as viewers can audition to be in the next video and rate other contestants, making it a truly engaging and immersive brand experience. �[NB: There is an alternative example for ‘Bring your brand stories to life’ in the appendix: Sainsbury’s – slide 53] �

AN ACCELERATED WORLD Are you making the most of it?

Make beautiful mistakes

What was your last failure and what did

you learn?

Adapt fast

Are you working on anything new and exciting to delight

your customers?

INNOVATE & GROW

Presenter

Presentation Notes

So, is your business making the most of the accelerated world? Here are six questions based on our 6 principles to take back to your team: [BUILD 1] Make beautiful mistakes: What was your last failure and what did you learn? We failed with Wave and Buzz but used our learnings to develop Google+ and we have continued to iterate. [BUILD 2] Adapt Fast: Are you working on anything new and exciting to delight your customers? Think about how Tesco and Nike have have adapted fast and evolved their businesses into new areas. �


Embrace new behaviours

When was the last time you really put yourselves in your customers shoes?

Deep-dive into data

Do you know who your customers are and how they

behave online & offline?

MAKE BETTER DECISIONS

Presenter

Presentation Notes

[BUILD 1] Embrace new behaviours: When was the last time you really put yourselves in your customers shoes? When was the last time you checked out your own mobile website and tried to make a purchase on it? Have you recently used a search engine to see if you can find out more details during one of your TV ads? When was the last time you tweeted, used instagram or uploaded a video to YouTube, and all of the little things that your customers do on an everyday basis? [BUILD 2] Deep-dive into data: Do you really know who your customers are and how they behave online and offline? Do you have visibility into customers who fall out of what you traditionally consider your core demographics? For example. women buy men’s deodorant, women are big gamers. Are you using free tools like Google Analytics or Google Trends to glean valuable insights about your customers. Do you understand the different touchpoints you have with an individual on websites, social media, call centres, in store?




What’s your plan for automating your marketing?

Bring brand stories to life Are you making the most of digital to tell

your story?

Presenter

Presentation Notes

[BUILD 1] Right Time, Right Place: What’s your plan on automating your marketing? Now that it is possible to fulfil the marketer’s ultimate goal of reaching precisely the right person, with the right message, at the right time, how do you plan to make the most of this opportunity? Think back to the Burberry Kisses example. �[BUILD 2] Bring brand stories to life: Are you making the most of digital to tell your story? Do you have a radically different approach to telling your brand story? How can you make the most of the creative freedom provided by digital? Think Virgin America...�

BE FIRST TO THE FUTURE Embrace the world of opportunity

1 INNOVATE & GROW 2 MAKE BETTER

DECISIONS 3 WIN MOMENTS THAT MATTER

Presenter

Presentation Notes

We live in an Accelerated World full of new opportunity. The most successful businesses are great at finding ways to try to lead rather than just follow trends and capitalise on these opportunities for growth: - They are restless and strive to innovate and grow by remaining agile and constantly iterating. - They turn data into meaningful insight, enabling them to make better decisions. - They win the moments that matter by changing how they approach marketing, for the digital age. In doing so they will be first to the future and all its rewards. �

BeFirst to the FUTURE Be first to the FUTURE

BeFirst to the FUTURE APPENDIX


1978: Space Invaders

Presenter

Presentation Notes

Advances in technology escapes virtually nobody. How many remember the Space Invaders arcade game? For those of you not old enough to remember, this was the game to be playing in the late 70’s and early 80s. Let’s rewind back to the late ‘70s: while kids were happily playing Space Invaders, who would have thought about their bath tub water being the new interface! Yes, you have heard of wearables but this is splashable! (Researchers at Tokyo's University of Electro-Communications have made a bath-water touchscreen. The Aquatop Display projects an image onto a water-filled bath. Users dip their hands in to control a computer game). [PLAY VIDEO] �

Presenter

Presentation Notes

AQUATOP VIDEO


2008: Beijing Olympics

0

2012: London Olympics

Presenter

Presentation Notes

Consider the two images that am about to show you. Spectators at the Beijing Olympics in 2008 were keen to capture the moment but if you look closely, the device of choice is a digital camera. Fast forward four years and spectators are capturing the moment with their phones and tablets; not just digital devices, but connected devices. In fact 1 in 3 of the UK public followed the olympics on multiple screens. It’s surprising to see quite literally how far we’ve come with technology in a relatively short space of time.


30% Of Google

searches are mobile (1)

[INFORMATION] MORE ACCESS

12Bn Online videos are

watched every month (2)

[ENTERTAINMENT] MORE CHOICE

Of online shoppers prefer personalised

shopping experiences (3)

[SHOPPING] MORE PERSONAL

75%

Source: (1) ComScore, Jan 2013; (2) ComScore, Aug 2013; (3) Adobe, July 2013

Presenter

Presentation Notes

If we look at how we access information, we now have more access. Constant access. 30% of Google searches are mobile (compared to just 10% in 2010). [CLICK TO BUILD] �When it comes to how we entertain ourselves, that has changed quite a bit. Brits watch 12 billion videos online video every month, which is double the amount they watched in 2010. This bears testament to the choice that today’s empowered consumer has with a world of content right at their fingertips. [CLICK TO BUILD]��And shopping. People will always shop but their expectations are changing. Back in 2005, just 11% of consumers trusted online stores. They viewed them as faceless brands and their relationships with these retailers were very impersonal. Expectations were very basic; they expected to be able to complete a transaction safely. Today, consumers expect so much more. 75% of consumers want to have a personalised shopping experience. A one size fits all approach won’t cut it anymore. �

MORE DEMANDING THAN EVER But the customer is still always right!

Presenter

Presentation Notes

Customisation is key. Today’s demanding customer expects to have more options; options that are just right for them. As we’ve just touched upon, consumers now prefer their shopping experiences to be more personalised. To a certain extent, that is also true of the products they buy. Businesses like The North Face (also, the likes of Nike and Converse) are enabling their customers to customise their products down to even the colour of stitching you want on your jacket! [DEMO FUNCTIONALITY]

http://www.thenorthface.com/webapp/wcs/stores/servlet/TNFCustomConfigurator?recipeId=1586980&partNumber=A36B&catalogId=10201&storeId=207&langId=-1

I encourage companies to do a little more that’s

outside their comfort zone...Almost everyime we

do something crazy, we make progress.

- Larry Page, CEO, Google

Digital Transformation


Presenter

Presentation Notes

Argos is another example of a business who understands that by not embracing new behaviour and new technology, they will fall behind in the long run. Essentially, retailers who don’t embrace the behavioural shift to ‘anytime access’ and don’t enable mobile and multichannel commerce, will lose customers to other retailers offering these options. With this in mind, Argos have undergone a complete ‘Digital Transformation’. This will include: Fast track mobile collection. Traditional catalogues replaced with tablets Trail of UK collection service for Bay Introduction of digital version of Christmas catalogue with rich content and augmented reality.

ADAPT FAST: Embracing new behaviours & tech

Sales via mobile will hit $20bn (up from

$8bn in 2012) (1)

Source: (1) ebay via The Telegraph, Jun 2013

eBay acquires Shutl as it aims for 1hr delivery

in the UK

Keeping up with the consumer


Presenter

Presentation Notes

ebay have understood and embraced two key consumer behaviours: anytime access and demand for super fast delivery. By Adapting Fast and making their mobile offering a great experience for their customers, ebay are expecting $20bn of sales via mobile, up from $8bn in 2012. [CLICK TO BUILD] They have also acquired Shutl as it aims for 1hr delivery in the UK. [CLICK TO BUILD] �


Presenter

Presentation Notes

Waze (who we’ve recently acquired) is another great example of adapting fast and keeeping up with new behaviours and technology. Waze embraces the ‘sharing for the common good’ culture and uses technology to make it useful for all road users. By connecting drivers to one another, they help people create local driving communities that work together to improve the quality of everyone's daily driving. That might mean helping them avoid the frustration of sitting in traffic, giving the heads up on a police trap, or shaving five minutes off of their regular commute by showing them new routes they never even knew about. Waze now has 48 million users (doubling in size in just a year). 1 billion miles are driven per month using Waze open. Waze now feeds into Google Maps so anyone planning a journey can see live incidents, shared by other drivers, on their route. �

Enhancing the customer experience

Track bags in real-time

Glass Bottom Jet experience

Download entertainment


Presenter

Presentation Notes

Once notorious for bad customer service, Delta have used digital to make a turnaround and really enhance the flight experience from start to finish, for their customers. With the Fly Delta app (available for iPhone, Android and Windows), Delta customers can watch the progress of checked bags before, during and after the flight. After the Delta customer launches the application on a smartphone, they select “Track My Bags” and enter either the bag tag number or the file reference number into the screen. After entering a last name as well, the app displays for the current location of the bag as well as previous areas that the bag passed through. �Also with the app, Delta customers can have a Glass Bottom Jet experience. The app allows fliers to view points of interest on a Google map. The interactive map lets a user tap icons, which bring up information about and photos for the landmarks they're flying over. It also includes Facebook functionality showing the location of your friends you may be flying over. �The Fly Delta App also allows Delta customers to download entertainment. They can download top movies, music and books. It works at home too, not just in the air or at the airport. They can view trailers from the movies as they decide whether they want to download them. �

Introduced a daily personalised sales page and

emails for each of their customers based on:

• Purchase history

• Geographic location

• Browsing behaviour


Presenter

Presentation Notes

In the era where customers, not businesses, are driving business decisions, it is more important than ever for business to understand their customers for more effective and efficient marketing. Gilte Groupe is a Global fashion e-tailer specialising in top designer labels. Now that they they have 5 years worth of data on their members and customers, they are able to understand them better and have more customised interactions. At midday every day, they send out 3,000 emails and every single one of them is personalised for each customer taking into account what they shop for, what they like and even their dress size. And it’s not just their communications that are personalised; their experience of the website is too. They might prioritise certain sales for a particular customer to see first, based on their preferences such as purchase history, geographic location and browsing behaviour. In essence, this is akin to customising your store layout for every single customer, in accordance with the moments that matter specifically for them. �[Optional: Gilt Groupe are also using Google Analytics Premium to understand customer journeys, predict buying behaviour and observe the impact of different marketing channels which ultimately drives better and more responsive decisions]. �

Morrison’s suggests best wines to suit your palate


Presenter

Presentation Notes

Morrisons have created a fun way to get to know their customers better and take to the complexity out of selecting the perfect wine for one’s palette, with their interactive taste test. After taking the test, the customer is given a rating from 0 to 12 to determine their ‘taste’ profile. Each wine sold on the site is rated from 0-12, so Morrisons can more easily match and recommend wines to suit that customer’s palate. ��[OPTIONAL DEMO OF ‘TASTE TEST’] �

http://www.morrisonscellar.com/shop/taste-test?hp=ems

Brand stories at scale

We don’t care about clicks “

• Kelloggs don’t measure clicks; instead they measure unique KPIs such as brand metrics and on-target audience impressions.

• Achieved 88% more on-target audience impressions than with non-programmatic




Sainsbury’s – Christmas in a day

Brand Stories re-thought for the DIGITAL AGE

Sainsbury’s has funded ‘Christmas in a Day’, a

YouTube feature film about 'real-life' British Christmas.


Presenter

Presentation Notes

For Christmas 2013, Sainsbury’s opted for a radically different approach to the traditional Christmas ad. This year, Sainsbury’s have created ‘Christmas in a Day’, a YouTube feature film about ‘real life’ British Christmas (trailers for the film will run across TV spots in the run up to Christmas). [OPTIONAL - PLAY VIDEO] The 50 minute film, directed by Kevin Macdonald who also directed The Last King of Scotland and A Life In A Day, aims to tell the story of Christmas Day in Britain through a carefully edited patchwork of home videos shot last year. The film took 14 months to create from over 360 hours of real footage submitted by 114 families all over the UK. Some of the people who participated in the film will be involved in further promotional work via social media to deepen brand engagement. �

Be First to the Future | Google

Business

Transcript of Be First to the Future | Google