Shaping the future consumer life cycle with android and contextual marketing strategies
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Transcript of Shaping the future consumer life cycle with android and contextual marketing strategies
MIEL VAN OPSTAL - SEPTEMBER, 2017
ANDROID & CONTEXTUAL MARKETING STRATEGIES
SHAPING THE FUTURE CONSUMER LIFE CYCLE WITH
linkedin.com/in/mielvo
@coolz0r
Today’s Digest:
Lifestyle Automation
Bot Life
The Battle for The Smart Home
Intelligent Algorithms
Android Experiences
Customer-Centric Content & Data
Customer Love
Beyond Loyalty Programs
ARTIFICIALLY INTELLIGENT MOBILE CONCIERGEASSISTANTS COMBINE CONTEXTUAL DATA WITH
PREFERENCES & BEHAVIOURAL INFORMATION
ABE, A FINANCIAL CHAT BOTDELIVERS A TAILORED BUDGET
BASED ON YOUR LIFESTYLE
source
BANKBOT IS INTEGRATED WITHONLINE RETAILERS, ENABLING
IN-APP PAYMENTS
source
source
Since her debut in March, ‘Eva’ has interacted with over 530,000 unique users, holding 1.2 million conversations and addressing 2.7 million queries.
source
CONCIERGE SERVICES FACILITATEREAL-TIME FULFILLMENT OF URGES, IMPULSE NEEDS & SUDDEN DESIRES
source
GOGOBOT (TRIP.COM) IS AN ARTIFICIAL INTELLIGENT BOT SERVICE THAT WANTS TO BE YOUR DEDICATED TRAVEL AGENT
The new option will enable
users to register their credit
card info (or use the credit
card info they’ve already listed
with Facebook) to make
purchases without ever
leaving the app.
BUY IT FROM WITHIN A CHATSAY HELLO TO
CONVERSATIONAL COMMERCE
IBM BUYS FLUID’S XPS PLATFORM TO HELP PEOPLE DISCOVER AND BUY THINGS THROUGH CONVERSATIONS(XPS: EXPERT PERSONAL SHOPPING)
XPS essentially has created what IBM believes will be the
future of how people interact with commerce (and other)
services in the future.
AMAZON ECHO IS NOW ASMALL HOME ROBOT
THANKS TO OMATE YUMI
souce
AMAZON DASH BUTTONS COULD BE BUILT DIRECTLY INTO HARDWARE OR TO BE OFFERED FOR A PRE-SETRECURRING PURCHASE IN EXCHANGE FOR DISCOUNTS
By the end of 2017, watch for
room-based screenless devices to be in more than 10 million homes.
By 2020, 30% of web browsing sessions will be done without a screen.
A machine is intelligent if it manages to pass itself off as a human when faced with a human. The Turing test (1950)
REAL-TIME SPEAKER STATE CLASSIFICATIONSFROM SPOKEN AUDIO DISCOVERS SENTIMENT,
COGNITION, EMOTION, HEALTH &COMMUNICATION QUALITY.
"The economic value of information multiplies when combined with context, meaning and right time delivery."
“Big Data is useless if you can’t mine it for relevant and actionable (customer) information . Smart data is what you really need."
Powered by advanced machine learning, deep learning, predictive analytics,
natural language processing and smart data discovery, Einstein’s models will be
automatically customized for every single customer, and it will learn, self-tune, and get smarter with every interaction and additional piece of data.
Most importantly, Einstein’s intelligence will be embedded within the context of
business, automatically discovering relevant insights,
predicting future behavior, proactively recommending best next actions and even automating tasks.
COMPANION BOTS FOR KIDS AND ADULTSTO FIGHT THE FEELINGS OF DISCONNECTION
AND INTERFACE ALL PAIRED DEVICES
Provide an experience which combines
the retail store, eCommerce and
mobile customer journeys – seamlessly.
Deliver on Customer Expectations.
NIKE: THE AR-POWERED, OBJECT TRACKING,CUSTOM DESIGN, INSTANT PROJECTION AND
ONE-HOUR PRINTING / 90 MINUTES TO WEAR
THE WALL AGGREGATES LIVE UPDATES FROM FACEBOOK,INSTAGRAM AND YOUTUBE, WITH RANKINGS &
SCORES FROM INTERNATIONAL AND LOCAL SOCCER TEAMS
BOOT ROOM: A 65” INTERACTIVE MULTI-TOUCH SURFACE SHOWSREAL-TIME ERP-DRIVEN PRODUCT AVAILABILITY & COMPARISON,RFID ENABLED PRODUCT DISCOVERY PAIRED WITH 3D-CAMERAS.
source
USING THE MOBILE APP TO PLACE ORDERSINCREASES TIME SPENT PER VISIT WITH 20%
& AUGMENTS RETURN FREQUENCY BY 6%
source
BY 2020, 100 MILLION CONSUMERSWILL SHOP IN AUGMENTED REALITY
1 IN 5 GLOBAL BRANDS WILL USEAUGMENTED REALITY IN THEIR
SHOPPING EXEPERIENCE BY Q4 2017
“AI is the foundation for everything we do. We create intelligent experiences. AI is the kernel that powers that experience.”
– Greg Chambers, Global Director of Digital Innovation, The Coca-Cola Company
THE COCA-COLA COMPANY WANTS TO EQUIP ITSVENDING MACHINES WITH A SIRI-LIKE ARTIFICIAL
INTELLIGENT VIRTUAL ASSISTANT, ALLOWINGA MORE PERSONAL SERVICE AND SMART CONTEXT
Coca Cola closely tracks how its products are represented across social media, and in 2015 was able to calculate that its products were mentioned somewhere in the world an average of just over once every two seconds.
Knowing this gives insight into who is consuming their drinks, where their customers are, and what situations prompt them to talk about their brand.
The company has used AI-driven image recognition technology to spot when photographs of its products, or those of competitors, are uploaded to the internet, and uses algorithms to determine the best way to serve them advertisements.
Ads targeted in this way have a four times greater chance of being clicked on than other methods of targeted advertising, the company has said.
source & source
Using augmented reality allows technicians to receive information about equipment they are servicing, and get backup from experts at remote locations who can see what they are seeing and help to diagnose and solve technical problems.
It is also used to inspect problems with vending machines and dispensers in remote or difficult-to-reach locations, including cruise ships while they are at sea.
source & source
COCA-COLA’S RETAIL LOCATION IN ORLANDODELIVERS THE ULTIMATE IMMERSIVE AND
SUPERIOR BRAND EXPERIENCE TO ITS FANS
source
RELEVANT PERSONALIZED INTERACTIONSBEACON-TRIGGERED TAILORED CONTENT
ENGAGING PROXIMITY COMMUNICATION
source
DOORDASH IS DOUBLING DOWN ON ITS EFFORTS TO EMBRACE ROBOTS AND ENHANCE ITS
AUTOMATED ON-DEMAND FOOD DELIVERY SERVICE
source
LOWE’S IS AUTOMATING MOST OF THE BASIC COMMON GENERIC EMPLOYEE INTERACTIONS
IN FAVOR OF A BETTER CUSTOMER EXPERIENCE
https://www.getdor.com/
A WIRELESS, THERMAL-SENSING PEOPLECOUNTER AND ANALYTICS DASHBOARDHELPS PREDICT CUSTOMER BEHAVIOUR
RETAILERS OFTEN MISS THE DATA ANDINSIGHTS THEIR ONLINE COMPETITORD
METICULOUSLY TRACK & MONITORsource
THE NÄRAFFÄR STORE IN VIKEN
(SWEDEN) IS FULLY AUTOMATED
CUSTOMER ACCESS & INVOICING
IS HANDLED VIA THE APP
source
http://www.huffingtonpost.com/entry/app-lets-you-buy-leftover-food-from-restaurants-and-its-really-cheap_us_57aa4469e4b0ba7ed23dff1a
WASTE MANAGEMENTUPCYCLING AND LOCAL INITIATIVES
CREATE DEEPER CONNECTIONS
source
INVENTIVE COMMERCIALIZEDLEAN & AGILE NICHE SERVICES
CAPITALIZE ON SYSTEM GLITCHES
source
THERE IS A MARKET FORCATERING PEACE OF MIND
AS A CUSTOMER SERVICE
Outsmart Brands is designed to help you find perfect, money saving alternatives to expensive brand products! It's simple: Get the features you want and save money.
https://atlis.me/
ATLIS LETS PEOPLE ASK FOR THE BESTPLACE TO EAT AND PAYS THE RECOMMENDERS
WHOSE SUGGESTIONS ARE TAKEN
Stores of the future will emphasize selling experiences and lifestyles over products.
The retail model of the future is to provide value-added services attached to a product.
source
Amazon could create a revenue stream out of recyclables, while rewarding users for better habits.
Amazon would learn our preferences by our garbage, and could incentivize us to become greener and more conscious.
20% OF TOTAL US SALES ARE GENERATED THROUGHMOBILE ORDERS – THE MOBILE LOYALTY CARD
HOLDS A DIGITAL WALLET AND ORDER-AND-PAY-AHEADSERVICE TO STIMULATE THE APP USE AND PROMOTE
THE REWARD SERVICE WITH THESE SPECIAL BENEFITS
PAY-AHEAD TRANSACTIONS HAVE CROSSED THE 10%MARK OF TOTAL SALES
AND STARBUCKS HAS $1.2 BILLION DOLLAR LOADEDIN THE DIGITAL WALLETS
THE MOST IMPORTANT METRICS TO TRACKFOR A LOYALTY OR REWARD PROGRAM ARE
THE NUMBER OF PURCHASES MADE ANDTHE AMOUNT OF MONEY A CUSTOMER SPENT
Take-Aways for Today
• Collecting and Processing Real-Time Analytics
• Owning the Buffer Zone Between Your Brand and Customers
• Tailor the Journeys - Evolve to a Lifecycle
• Semi-Automation or Contextual Android Marketing is Key
• Help, Serve, Cater, Supply, Educate, Share, Reward, Confirm
Apply to: B2B, B2C, C2B & O2O
linkedin.com/in/mielvo
@coolz0r