Download - Infiniti digital trends
Cloud
• Stored app purchases
• Stored contacts
• Stored documents
• Stored music, video & photos
Advanced UI
• Continued advances in device UI linked to new device adoption (Touch, Voice, Gesture, Sight)
• Natural User Interfaces (NUI) - More intuitive – less “learning”
• More, increasingly interaction based, engagement
Hyper-connectivity
• Superfast broadband
• Continued advance of 3G/ HSDPA (Now 63%)
• 4G - behaviour changing effects (Not huge by 2014 – 6% of subscribers)
• Wifi hotspots
Post PC
• Mass adoption of touch screen, connected devices
• 80%+ Smartphones and 35-40% touch tablets penetration
• Connected TVs and Set Top Boxes (STB)
• Myriad devices mean “adaptive” AND targeted experiences
• Context no longer defined by device type
• Start of decline of consumer PC usage for many consumer tasks
#1CONNECTED EXPERIENCES
Key trends
IMPLICATIONS
Infiniti cars are at the forefront of this changing landscape.
But our CRM strategy
must be totally aligned too.
#2DIGITAL
ENABLERS
Key trends
An ever-evolving range of digital enablers are helping to drive innovative and more immersive consumer experiences in the digital and CRM space
• Conduits - Augmented Reality, QR codes, Blippar, Google glasses, Shazam
• Adaptive Web Design
• NFC - Mobile wallet/ticketing
• Gesture technology (motion-sensors)
• Facial/voice recognition (siri)
• Holographics
• Mashups
IMPLICATIONS
How can we leverage these digital enablers
within CRM activity to provide more immersive and personalised experiences?
#3DYNAMIC PURCHASE
BEHAVIOUR
Key trends
Forrester’s marketing funnel McKinsey’s marketing funnel
1.3 The traditional marketing funnel
1.4 The consumer decision journey
Whichever model one subscribes to it’s clear purchase cycles and behaviours are less linear and more complex than ever before as more external factors influence the buying process
IMPLICATIONS
Does our planned
Customer Journey reflect this dynamic behaviour?
#4SOCIAL PROOF
Key trends
Social proof plays an increasingly important role in the way we make informed buying decisions
IMPLICATIONSHow many social influencers are registered on the Infiniti database?
What value can we attribute to them?Should they be treated differently via CRM? eg amplify RAOK?
How can we integrate social proof into our CRM content?
And their voice is more trusted than ours.
#5MORE
DEMANDING CONSUMERS
Key trends
Customers increasingly expect brands to listen to them in any digital environment…….whether we like it or not
Consumer dissatisfaction is even more amplified in this digital landscape with potentially damaging consequences on brand reputation
IMPLICATIONSCloser integration of customer service
Treatment of satisfied/dissatisfied customers
#6BIG DATA
Volume
Variety
BIG DATA
Velocity
The ‘3 Vs’ which create the challenge of Big Data
• Dealing with data volume, variety, velocity is forcing changes to many traditional approaches.
• Organizations are starting to abandon the concept of a single enterprise data warehouse containing all information needed for decisions.
• Instead they are moving toward multiple systems, including content management, data warehouses, data marts and specialized file systems
• The challenge is how to unlock this plethora of data to inform CRM strategy.
IMPLICATIONSWhat data sources can we use to enhance
CRM insights , targeting and messaging strategies?
Key trends
#7GAMING
Key trends
• 50% of U.K. and U.S. mobile gamers favour mobile devices as their primary home game platform
• 125 million people play mobile games in the US/UK.
• The console market declined 19% in the last year.
• Brands are using game mechanics to keep customers engaged with brand
IMPLICATIONSConsider leveraging casual gaming to build engagement with our products? How can we use game mechanics within the buying and ownership phases?
#8NICHE
COMMUNITIES
Key trends
Consumers congregate around common passion points• Growth of emerging platforms (Instagram, Tumblr,
Foursquare, Pinterest, Fancy, eBay, Spotify, Buyapowa, Path, MySpace…)
• Appealing to passion points can significantly increase relevancy Eg Nike Football, Tesco Wine Club, Baby, Sainsbury Little Ones
IMPLICATIONSWhat niche communities do we want to leverage
through CRM to support product truths and build higher engagement?
#9CONTENT IS KING
Key trends
quality content is everything
IMPLICATIONSQuality content drives brand engagement but also search
We need to create inspiring content, not just repurpose existing assets
Summary Of Key CRM Trends
#1CONNECTED EXPERIENCES
#2DIGITAL ENABLERS
#3 DYNAMIC PURCHASE
BEHAVIOUR
#4 SOCIAL PROOF
#5DEMANDING CONSUMERS
#6BIG DATA
#7GAMIFICATION
#8NICHE
COMMUNITIES
#9CONTENT IS KING
2014