DX3Canada Conference Synopsis : Toronto

DX3CANADA Conference

A syNopsis of the DX3CANADA eveNttoroNto, CANADA JANuAry 25-26, 2012

YOU ARE NOT JUST BEHIND TECHNOLOGY YOU ARE BEHIND YOUR CUSTOMER’S TECHNOLOGY.

THERE ARE OVER 1,500 CHANNELS FOR DIGITAL ENGAGEMENT. ALLOW YOUR CUSTOMER TO USE ANY STREAM THEY WISH. AS A BRAND YOU NEED TO BE A ENABLER.

SHOPPERS WANT TO BE MORE INFORMED THE JOURNEY STARTS AT SEARCH70% OF SHOPPERS LEARN BEFORE BUYING

WWW.zEROMOMENTOFTRUTH.COM

STEP 1. YOU SEE AN ADSTEP 2. YOU SEARCH ONLINE BUT WHAT HAPPENS IF YOUR BRAND ISN’T THERE?

WWW.zEROMOMENTOFTRUTH.COM

THE PLAN:1. ENGAGEMENT2. TARGETING3. ROI (MEASURED BY REACH/ADVOCATES)4. SHARE OF CONVERSATION

IN 2012 A CAMPAIGN DOESN’T TURN OFF• 365 DAYS OF PLANNING• BUDGET FOR ONGOING ENGAGEMENT• BUDGET FOR TESTING, LEARNING AND MAKING CHANGES

EVERY YEAR PEOPLE SHARE 100% MORE ONLINE THAN THEY DID THE YEAR BEFOREzUCKS LAW

hTTP://www.YOUTUBE.cOM/wATch?v=T5cB8MNA6Jk

CUSTOMIzED CONTENT. IN THE FUTURE YOUR TORONTO STAR WILL BE DIFFERENT THAN YOUR FATHERS’.

APS LIKE FLIPBOARD AND

PULSE ALLOW YOU TO CUSTOMIzE YOUR NEWS

THERE WILL BE MORE SOCIAL CHANNELS FOR MEDIA CONSUMPTION THAN EVER BEFORE WHICH MEANS MORE OPPORTUNITIES FOR ADVERTISERS.

MOBILE MIGHT SAVEPUBLISHING18% OF CANADIANS NOW HAVE A E-READER.

EVERYTHING WILL BE AN APPAPPS WILL RUN ON TVS, FRIDGES, IPADS AND SOCIAL NETWORKS.

SO BUILDING FOR ONE PLATFORM WILL HOPEFULLY ROLL OUT TO EVERYTHING ELSE.

WHAT WILL CHANGE MOBILE IN CANADA?51% SMARTPHONE USERS HAVE A BLACKBERRY. 29% HAVE A IPHONE.

CANADA NEEDS MORE1. TOWERS (SPEED)2. COMPETITION (ROGERS, TELUS AND BELL MAKE UP 90% OF MARKET)

IT TAKES YOU 1 HOUR TO REALIzE YOU LOST YOUR WALLET AND 4 SECONDS TO REALIzE YOU LOST YOUR PHONE

THE MOBILE WALLET WILL HAPPEN. BUT NOT VERY SOON.THE CHIP TOOK 10 YEARS TO IMPLEMENT. PAYPAL PREDICTS 5 MORE YEARS FOR THE MOBILE WALLET.

RETAILERS DON’T CONTROL CUSTOMERS - THEY MANAGE EXPERIENCE.• SEcURITY (COMPANIES THAT SEND INFO)

• MEDIA cOMPANIES (ROGERS)

• BANkS• vISA / MASTERcARD ETc.

“COMMUNICATIONS TOOLS DON’T GET SOCIALLY INTERESTING UNTILL THEY GET TECHNOLOGICALLY BORING.” CLAY SHIRKY

A CHANGE IN BEHAVIOR NOT A CHANGE IN TECHNOLOGY.

THE FUTURE OF RETAIL:THE DESTINATION IS YOU

THERE WILL BE A LAND GRABhttp://www.youtube.com/watch?v=4erNe_NpdyE

THE STORE WILL BE A MEDIA POINT NOT A DISTRIBUTION POINT.BRANDS WILL CARE LESS ABOUT IN-STORE SALES AND MORE ABOUT IMPRESSIONS PER ASSOCIATE. IF YOU WORK AT APPLE YOU BETTER HAVE A KLOUT SCORE OF 50+ AND YOU BETTER INFLUENCE PEOPLE.

NEW MODEL1. IMPRESSIONS START AT STORE2. CUSTOMERS SEND OUT MESSAGES WITH THE BRAND’S HELP3. PURCHASE IS MADE ANYWHERE

WHY IS THIS HAPPENING? I LIKE GETTING STUFF AFTER I PAY FOR IT.1. RETAILERS CAN’T GIVE YOU THE BEST PRICES BECAUSE DISTRIBUTION COST TO MUCH.

2. UNFORTUNATELY IMPULSE PURCHASES ARE NOT PAYING FOR THE COST OF SHIPPING/DISTRIBUTION.

MOBILE DOESN’T ALWAYS MEAN SHOPPING ON THE GO. PAYPAL SALES REFLECT MOBILE SHOPPING AT HOME, ON THE COUCH. THE MOST MOBILE TRANSACTIONS ALL YEAR HAPPENED ONE HOUR AFTER THANKSGIVING DINNER!

SYNCHRONIzING SHOPPING

COMPANION APP FROM GLOBAL

WILL PAYPAL WILL CONVERT YOUR LOYALTY POINTS TO REAL MONEY?

WHAT IS DRIVING SALES?

2011

ROI TRADITIONALTV/PRINT

ONLINE DISPLAY/ BANNERS

ONLINE SEARCH

SOCIAL

OFFLINE SALES

$1 $6 $36 $108

ONLINE SALES

$1 $1 $5 $15

IN 2-5 YEARS THERE WILL BE NO ONLINE OR OFFLINE (NO MORE E-COMMERCE) JUST COMMERCE. FROM A TECHNOLOGY STAND POINT THERE WILL BE NO SEPARATION JUST ONE POS (IN THE CLOUD)

THIS MEANS MORE COLLABORATION WITH “OPEN SHARING.” EVERYTHING WILL AUTOMATICALLY CONNECT WITH FACEBOOK, AND OTHER SOCIAL SITES. STORES WILL NO LONGER CONTROL THE DATA.

QR CODES STILL MATTERIN CANADA 1 IN 5 QR CODES SCANNED LEAD TO A PURCHASE.68% FEMALES AND ONLY 32% MALE SCAN QR CODES.

HTTP://WWW.YOUTUBE.COM/WATCH?V=-I-C-EACEKM

QR CODES STILL MATTER

QR CODES STILL MATTER

SO WHAT?

CANADA WILL NO LONGER BE LUIGIWITH MOBILE USERS LEAVING BLACKBERRY IT WILL ALLOW FOR A MORE SOCIAL/DIGITAL COMMUNITY, ESPECIALLY IN- STORE.

THIS WILL LEAD TO ENGAGING, TARGETED AND SOCIAL ADVERTISING OPPORTUNITIES

SO WHAT?

THE CANADIAN MEDIA LANDSCAPE WILL CHANGE THIS YEARUNLIKE OUR US COUNTERPARTS, CANADIAN MEDIA OUTLETS ARE ALLOWED TO SHARE CONTENT VIA THEIR APPS. THIS MEANS THAT ROGERS/BELL WON’T CONTROL WHAT WE CONSUME OR HOW WE BUY ADS. MEANING WE CAN NOW BE MORE CREATIVE.

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