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How to maximize the value of your digital experiences
Digital Experiences – Nov. 18, 2015
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Lyle Bunn Digital Media Industry Consultant
Digital Experiences – Nov. 18, 2015 • 40 years of experience in information and telecommunication technology
• 14-year focus on digital place-based media
• 300+ published papers • International speaker
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Maximizing the benefit of digital technology
Digital Experiences – Nov. 18, 2015
• Invented industry that services its end users
• Creates enabling value • Empowers organizations • Improves valuation of enterprise through
brand equity
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Digital media trends Digital Experiences – Nov. 18, 2015
• Higher resolution display • Faster refresh rates • Content presented at higher quality • Single content management tools • Better integration into environment • Sustained dwell time appreciated by
patrons
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Gamification and Augmented Reality
Digital Experiences – Nov. 18, 2015 Gamification – makes the interaction with media fun Augmented reality – addition of info or visuals significantly changes that engagement experience
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On-location engagement experience factors
Digital Experiences – Nov. 18, 2015
• Life-changing experience • Memorable • Share with friends
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Success factors for enabling the value of digital media
Digital Experiences – Nov. 18, 2015 To improve valuation, support growth of brand equity and support productivity of the enterprise: Improve processes Exploit new assets (i.e., proliferation of info, data, statistics) Leverage communication tools
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Success factors for enabling the value of digital media (continued)
Digital Experiences – Nov. 18, 2015 Train and enrol participation Inspire us to engage Aligning with the values, attributes, characteristics and identity of brand
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SportChek Digital Experiences – Nov. 18, 2015
• Canadian sporting goods chain • Integrated digital media engages
consumers with customer and staff support interface
• 60% associate assisted sales • Key lesson – integrate digital media as a
device into sales associate process
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Whole Foods Avalon Store
Digital Experiences – Nov. 18, 2015
• Electronic shelf labels • Integrates social media into video wall in
café • Trialling mirrored gamification – interact
with mirror to create image with product promotion
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Time Warner Cable flagship Digital Experiences – Nov. 18, 2015
• Promotes vision of how media can be used in home
• Self-service areas • Large interactive flat panel • Integrated single content management
platform
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How do you get it right?
Digital Experiences – Nov. 18, 2015 Introduction of hand held devices to increase engagement between sales associate and patron: Move media from mobile device to video wall Display images onto handheld device Hand held devices give conversations more focus and better value
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How do you get it right? (continued)
Digital Experiences – Nov. 18, 2015 Understand how digital media will enable business and enterprise goals Mitigate risk through well qualified suppliers with proven digital media technologies Minimize total cost of ownership over time
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Opportunities in financial services
Digital Experiences – Nov. 18, 2015 Need for consumer confidence Requirement to generate profitability Integration of Millennial demographic as part of patron base Potential of selling financial-related services (i.e., insurance) under financial services portfolio
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Immersive Digital Experiences – Nov. 18, 2015
• Represents a range of issues • All senses are engaged • Creates productive place • Respects consumers’ time • Offers experiences that meet consumers’
needs • Offers options of engagement
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Acceptable ignorance
Digital Experiences – Nov. 18, 2015 It may not be worthy of investment to learn something in order to get the value from it Wouldn’t quantify value, not a unique insight Managing investment in digital media
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Question Period 1.800.747.5150 Access: 5697142
Digital Experiences – Nov. 18, 2015