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ME
PERSONALIZATION It should be every company’s goal.
You will like
Dear David,
PERSONALIZATION is individualizing for
competitive advantage
COMMUNICATIONPRODUCTSERVICE
EXPERIENCE
v
PRODUCT
SERVICE
EXPERIENCE
COMMUNICATION
EVOLUTION OF PERSONALIZATONDRIVEN BY THE MACRO TREND OF DEMASSIFICATION
v
Broadcast to mass market with non-specific message
Products made en masse at producer’s discretion
Uniform in person, toll-free numbers
Physical only (product use and in-store)
PRODUCT
SERVICE
EXPERIENCE
COMMUNICATION
MASS PRODUCTION
MASS MARKETSHOW WE CONSUME
HOW WE MAKE STUFF
v
Broadcast to mass market with non-specific message
Products made en masse at producer’s discretion
Uniform in person, toll-free numbers
Physical only (product use and in-store)
Narrowcast to large consumer segments with tailored message
Specific product made for a segment
Easier, faster through web sites, email
Physical and digital separate channels (web)
PRODUCT
SERVICE
EXPERIENCE
COMMUNICATION
LEAN PRODUCTION
MARKET SEGMENTS
MASS PRODUCTION
MASS MARKETSHOW WE CONSUME
HOW WE MAKE STUFF
v
Broadcast to mass market with non-specific message
Products made en masse at producer’s discretion
Uniform in person, toll-free numbers
Physical only (product use and in-store)
Narrowcast to large consumer segments with tailored message
Specific product made for a segment
Easier, faster through web sites, email
Physical and digital separate channels (web)
Narrowcast to small consumer segments with triggered message
Small-batch products, and finite set of customizable features
Tailored through CRM, live chat and online communities
Physical and digital complementary (social, apps, SMS)
PRODUCT
SERVICE
EXPERIENCE
COMMUNICATION
LEAN PRODUCTION
CRAFT PRODUCTION
MARKET NICHESMARKET SEGMENTS
MASS PRODUCTION
MASS MARKETSHOW WE CONSUME
HOW WE MAKE STUFF
v
Broadcast to mass market with non-specific message
Products made en masse at producer’s discretion
Uniform in person, toll-free numbers
Physical only (product use and in-store)
Narrowcast to large consumer segments with tailored message
Specific product made for a segment
Easier, faster through web sites, email
Physical and digital separate channels (web)
Narrowcast to small consumer segments with triggered message
Small-batch products, and finite set of customizable features
Tailored through CRM, live chat and online communities
Physical and digital complementary (social, apps, SMS)
Integrated, closed-loop content streams, co-created and distributed socially
Connected products and spontaneous build-to-order manufacturing
Self-managed and rewarded in real time, use of predictive analytics
Physical and digital integrated (context-aware devices, mobility)
PRODUCT
SERVICE
EXPERIENCE
COMMUNICATION
LEAN PRODUCTION CO-CREATION
MICRO NICHES
CRAFT PRODUCTION
MARKET NICHESMARKET SEGMENTS
MASS PRODUCTION
MASS MARKETSHOW WE CONSUME
HOW WE MAKE STUFF
v
Broadcast to mass market with non-specific message
Products made en masse at producer’s discretion
Uniform in person, toll-free numbers
Physical only (product use and in-store)
Narrowcast to large consumer segments with tailored message
Specific product made for a segment
Easier, faster through web sites, email
Physical and digital separate channels (web)
Narrowcast to small consumer segments with triggered message
Small-batch products, and finite set of customizable features
Tailored through CRM, live chat and online communities
Physical and digital complementary (social, apps, SMS)
Integrated, closed-loop content streams, co-created and distributed socially
Connected products and spontaneous build-to-order manufacturing
Self-managed and rewarded in real time, use of predictive analytics
Physical and digital integrated (context-aware devices, mobility)
Biodata-driven, content via wearable tech, implants, screens & Internet of Things
GRIN technology-based, adaptive production
Bot-based, predictive optimization
Digital, physical, neurophysiological integrated (AI, mind uploading)
PRODUCT
SERVICE
EXPERIENCE
COMMUNICATION
LEAN PRODUCTION
SMART PRODUCTION
MARKETS OF ONE
CO-CREATION
MICRO NICHES
CRAFT PRODUCTION
MARKET NICHESMARKET SEGMENTS
MASS PRODUCTION
MASS MARKETSHOW WE CONSUME
HOW WE MAKE STUFF
v
Broadcast to mass market with non-specific message
Products made en masse at producer’s discretion
Uniform in person, toll-free numbers
Physical only (product use and in-store)
Narrowcast to large consumer segments with tailored message
Specific product made for a segment
Easier, faster through web sites, email
Physical and digital separate channels (web)
Narrowcast to small consumer segments with triggered message
Small-batch products, and finite set of customizable features
Tailored through CRM, live chat and online communities
Physical and digital complementary (social, apps, SMS)
Integrated, closed-loop content streams, co-created and distributed socially
Connected products and spontaneous build-to-order manufacturing
Self-managed and rewarded in real time, use of predictive analytics
Physical and digital integrated (context-aware devices, mobility)
Biodata-driven, content via wearable tech, implants, screens & Internet of Things
GRIN technology-based, adaptive production
Bot-based, predictive optimization
Digital, physical, neurophysiological integrated (AI, mind uploading)
PRODUCT
SERVICE
EXPERIENCE
COMMUNICATION
LEAN PRODUCTION
SMART PRODUCTION
MARKETS OF ONE
CO-CREATION
MICRO NICHES
CRAFT PRODUCTION
MARKET NICHESMARKET SEGMENTS
MASS PRODUCTION
MASS MARKETSHOW WE CONSUME
HOW WE MAKE STUFF CO-CREATION
MICRO NICHES
LEAN PRODUCTION
SMART PRODUCTION
MARKETS OF ONE
CO-CREATION
MICRO NICHES
CRAFT PRODUCTION
MARKET NICHESMARKET SEGMENTS
MASS PRODUCTION
MASS MARKETSHOW WE CONSUME
HOW WE MAKE STUFF
LEAN PRODUCTION
SMART PRODUCTION
MARKETS OF ONE
CO-CREATION
MICRO NICHES
CRAFT PRODUCTION
MARKET NICHESMARKET SEGMENTS
MASS PRODUCTION
MASS MARKETSHOW WE CONSUME
HOW WE MAKE STUFF
SMART PRODUCTION
MARKETS OF ONE
MOBILITYSOCIAL
DISCOVERY
BIG DATACONNECTED PRODUCTS
Smartphones now contain as many as
18 SPECIALIZED SENSORSProximity Sensor
GSM/CDMA Cellular
Wi-Fi
Three-Axis Gyro
Accelerometer
Digital Compass
Barometer
AltimeterThermometer
Rear CameraFront Facing Camera
Ambient Light Sensor
Multi-Touch Display
Bluetooth 4.0
Assisted GPS
GLONASS
NFC
Dual-Sensor Microphone Array
WEAPON OF PERSONAL EMPOWERMENT
Proximity Sensor
GSM/CDMA Cellular
Wi-Fi
Three-Axis Gyro
Accelerometer
Digital Compass
Barometer
AltimeterThermometer
Rear CameraFront Facing Camera
Ambient Light Sensor
Multi-Touch Display
Bluetooth 4.0
Assisted GPS
GLONASS
NFC
Dual-Sensor Microphone Array
of ecommerce traffic is mobile.
MOBILITY
Mobile media consumption share has tripled since 2009 – content consumption up across the board
3x
Mobile devices outsold PCs in 2012 globally.
$ 20%
SOCIAL DISCOVERY
CONNECTED PRODUCTS
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
16 BILLON DEVICES WILL BE CONNECTED TO THE INTERNET BY 2015
0
2
4
6
8
10
12
14
16
NU
MBER
OF
DEV
ICES
IN
BIL
LION
S
Automotive, Marine & Aviation
CommunicationsConsumer & Entertainment
Industrial & Medical Automation
Computers
BIG DATA
VOLUME VELOCITY VARIABILITY
By 2017, the CMO will spend more on I.T. than the CIO.“ ”Laura McClellan, Gartner Analyst
1900 1920 1940 1960 1980 2000 2020 2040
PERSONALIZATION IS AT A TIPPING POINT
MASS PHENOMENA
TECHNOLOGY ADVANCEMENT
MASS PERSONALIZATION
Bob McDonald, P&G CEO
Our vision is to build lifelong one to one relationships in real time with people around the world.
“”
Personalization can deliver five to eight times the ROI on marketing spend and lift sales 10% or more.
Josh Leibowitz, McKinsey Partner
IT’S PERSONALSURPRISE & DELIGHTAT SCALE
BETTER CORPORATE CITIZENSHIP
CONSUMERDECISION-MAKING
SHIFTS
BREAKING DOWN
THE SILOS
ONE SIZE FITS ALL
ONE SIZE FITS ONE