BUILD TOWARDS THE NEW NORMAL How to develop digital strategies in the age of connected things: by Mel Wilson

This is me

AND THIS IS MY BACKGROUNDI’m an “idea guy” who has been working in the digital space since the era of flip phones and dial-up modems

In his free time, he can be found making barbecue, reading a comic or racing cars.

His strategic and analytic efforts have focused on creating ways to engage users with a high rate of success and he has helped create a few leaders in the ad tech space.

I also do a lot of this

BEHAVIOR AND USER EXPERIENCE DEVELOPMENT ARE GOING TO SHAPE THE FUTURE OF MEDIA, TECH, AND DATA

THE TIPPING POINT FOR THE INTERNET OF EVERYTHING IS HYPERLOCAL FOR COMMSTo better combine traditional and digital channels, focus on activation and attribution

• In space/place• In time• In context

Engagement in this environment will be about hyperlocal calls to action because of omnimedia consumption, dynamic creative formats, and connected devices

NEW DRIVERS FOR RELEVANCE ARE BASED ON YOU AND YOUR SURROUNDINGSWe can now use creative and media to activate engagement

At homeAt venueIn storeIn moment

MEDIA AND CREATIVE THAT ALLOWS THE AUDIENCE TO TAKE ACTION NOW IS THE MOST EFFECTIVEEven better you can create entire engagement ecosystems around them including actions like mobile payments.

THIS NEW STATE CAN BE NAVIGATED BASED ON LOCATION, BEHAVIOR, AND DEVICECreative Message Action

Location/Context Home and On the Go Tune in, View, or Buy Offer exclusive access

or engagement

Behavior/Mood Public/PrivateSharing

User or Character Driven

Interaction with Content or Talent

Device/Platform Multiscreen, led by mobile

Social/Mobile Conversation

Engage on TV, on site or in app

MARKETERS HAVE TO SHIFT VALUE BY THINKING MORE LIKE APP DEVELOPERS• New things to add like emotion, context, and platform, which can power loyalty and shopper retargeting

• Understand that demographics are now outputs, inputs are now much more based on behavior and location

• Analytics are being increasingly powered by device, deviceID, context, mobile app data, etc.

• We can now use all data together to triangulate message, cadence, and offer across multiple mediums in and out of a campaign http://www.fastcolabs.com/3039624/apps-are-getting-all-emotional

WE CAN THEN CREATE A PLATFORM TO LINK NATIONAL AWARENESS TO REGIONAL CALLS TO ACTION OR RELEVANCENational Media-Awareness

Regional Media-Hyperlocal RelevanceInteraction/Retargeting

Proximity/Device Behavior/Data

Context/Content

Unlock Action Streaming Video/Audio

Offers

Value Utility

THEN LEVERAGE PARTNERS TO TARGET OFFERS BY USING CONTEXT AND CONTENTUse context (time, place, and mindset) to connect, synchronize, and deliver across all screens

FINALLY WE CAN ENHANCE CREATIVE FOR CONTEXT, TRIAL, AND MULTI-SCREEN DELIVERY

New context, format & language will allow for breakthrough in video, social, and loyalty

TRACKING SUCCESS Relevance and offer sensitivity to location on mobile is critical to success any physical attributionLoyalty incentives will become even more important to move from national to local platforms

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So how would you this new view and data to execute developing a strategy for a client?

COMMUNICATIONS STRATEGYMobile Payment

MOBILE PAYMENT IS NO DIFFERENT FROM ANY OTHER SCENARIO, SO PLAN ACCORDINGLY

FIND KEY ENVIRONMENTAL FACTORS THAT CAN BE LEVERAGED FOR ADOPTIONApps for loyalty and payment are increasingly targeting smaller influential groups to gain adoption

New York Times: http://nyti.ms/1EXBeBCPayment mechanisms are being developed on popular apps for retail and products

Re/code: http://recode.net/2015/06/02/pinterest-launches-the-buy-buttonTargeting centers of tech and innovation outside of Silicon Valley and Alley; can spur pocket of high adoption and evangelism

Forbes: http://www.forbes.com/sites/joelkotkin/2013/07/31/americas-engineering-centers/Mass consumers haven’t adopted mobile payment yet, because it is not sufficiently universal, convenient, or secure

IPG Media Lab: http://www.ipglab.com/wp-content/uploads/2014/10/IPG-MEDIA-LAB_FINAL_POV-Mobile-Payment.pdf

MESSAGING APPROACH USING DATA REQUIRES SUBTLETY

From one message to all…

MESSAGING APPROACH USING DATA REQUIRES SUBTLETY…to multiple ones focused on context,

time, and value

HYPER-TARGETED PROGRAMMATIC DISPLAY AND SEARCH CAN ACTUALLY BE MIRRORED IN REAL-LIFE CONSUMER JOURNEYS

The market post Apple Pay makes for a few major areas to target messages and leverage triggers to call to action-mainly proximity and social powered mobile payments

ADDING LOCATION TO THE MIX AS WELL CAN EVEN HELP INCREASE ITEM COST AND ULTIMATELY WHAT PARTNERS CAN BE LEVERAGED

MOBILE FIRST STRATEGY WILL ALLOW FOR COMMUNICATIONS WITH FUTURE SCALE

ALL OF THIS DRIVES WHERE DOLLARS SHOULD BE INVESTED• TV, Digital Video,

Social Media, • Co-op Ads w/ Bank

Partnerships

• TV, Digital Video & OOH, Native content , Sports Sponsorships

• Retargeted loyalty programs

• Location based Engagement, (VenueNext/Live Nation)

• E-mail, Mobile Apps, Mobile Video

Non-CustomersCustomers

Aware

ness/R

each

ADDING VALUE/UTILITY IS PARAMOUNT TO SUCCESS FOR CUSTOMERS AND PROSPECTS TO KEEPING USING MOBILE PAYMENTS

MOBILE WALLETS ARE POISED TO BE IMPORTANT TOOLS FOR MARKETING -SO A CRM CENTRIC APPROACH IS CRITICAL TO ACQUISITION

AN EXAMPLE WOULD BE OFFERS AND ACTIVATIONS IN STORE AND AT RETAIL

OR ADDING MORE VALUE AND CONTEXT WITH RELEVANT REWARDS, AND DISCOUNTS Extra incentives, like reward programs, can help convince consumers to switch to paying with their phones.

This also improves the data brands can collect, which will be used to provide more value to the consumer.

Location again will be key to how media is targeted and purchased to take advantage of this.

Thanks, and keep in touch:Melvin Wilsonmlwhu1@gmail.com@c3mlw