Jonathan Macdonald - Keynote Thuiswinkel Update 2011

@jmacdonald#TWU11

this fluid world is a business and marketing consultancy that helps organisations achieve superior performance, and identify new sources and vehicles of revenue and growth in a changing business world

Alcatel LucentAmexAT&TBlykBPBTCiscoClinton CardsComverseDuluxDuracellExpediaFord

GSKHeinekenIBMKodakLevisliveapsLoeweMarketing WeekMediaComMicrosoftMindshareMinistry of SoundMotorola

NokiaNuffield HealthOgilvyPhillipsPosterscopeQuickTVSonyTeliaTescoTurner BroadcastUnileverVodafoneWPP

this fluid world

“this fluid world moved us away from developing just a digital strategy for Heineken, and helped us shape the way we plan to build the premium credentials of the brand going forward"

Bruce Reinders, Brands Director, Heineken

1. six macro trends

2. four effects on digital commerce

3. five pieces of advice

1. six macro trends

2. four effects on digital commerce

3. five pieces of advice

1/6

2/6

3/6

4/6

5/6

6/6

added to by the 7th mass media

thecommunicationideal.com6

1. six macro trends

2. four effects on digital commerce

3. five pieces of advice

1/4. increasing capabilityfor conversion

progress :-)

Amazon planning to launch mobile payment as an application

2/4. enhanced accountability

the growing analytics market

Google analytics custom reportingwith e-commerce filters

3/4. growing competition from small virtual players

right here

right now

4/4. advocacy is now a tradable currency

the emergence of social shopping

Uniqlo #luckycounter

1. six macro trends

2. four effects on digital commerce

3. five pieces of advice

1/5. nurture the armies of fanatics

para-social relationships

...remember, a fan is not necessarily

a fan

involvism.com

2/5. your ability to be agile is a determiningfactor of success

35% of EU Twitter users expect a response within an hour

3/5. use the new tools, platforms and channels strategically

Twelpforce - since July of 2009:• responded to over 28,000 customer enquiries• enlisted 2600 employees to share their knowledge• paid for itself many times, through PR and savings

4/5. mobilise

experiences

the research shows the need

vs

bobol.com: different experiences for different screens

5/5. be brave

jonathan macdonald

jonathan@thisfluidworld.com

www.thisfluidworld.com