The Future of Digital Marketing Experiences By Julie Ask

The Future of Digital Marketing ExperiencesJulie Ask, VP and Principal Analyst

May 28th 2017

© 2017 Forrester Research, Inc. Reproduction Prohibited 4

SMS: 272Combination of personal messages and notifications from brands

WhatsApp: 0LINE: 3We Chat: 45Instant messaging apps to communicate with friends plus brands

Slack: 0Collaboration platform with a select group of colleagues in same coverage area

Voicemail: 38Personal and work phone

App Updates: 138Notices to update applications

Facebook: 0Social updates/posts from friends and family

Work Email: 4,937Corporate email hosted by Google

Personal Email: 24,998Personal email hosted by Google


Too many marketers are trying to do old things in new ways rather than do new things.


OLD WAYS NEW WAYS

• Customer segmentation

• Targeting

• Campaigns

• Media schedules

• Anytime

• Business event

• Individual customer

• Engaging

• Interactions

• Customer moments

• Right time

• Customer event


150 to 20030 Billion

7%


You won’t own enough of your customers’ mobile moments.



$


You won’t be able to manufacture as many mobile moments as you’d like.



1M

100K10M

10M+

5%

25%1-2%

<1%“Champs central du Wrigley Field” by Jblesage is licensed under CC by 3.0


Your best customers rely on your apps—not on your website.


Web

Apps


Your customers are not going to download and use your app.





There is an arms race going for mobile moments.

AUDIENCE DATA



WalletWallet share


Wallet

Virtual assistant

Wallet share

Everything


Wallet

Virtual assistant

Maps

Wallet share

Transit patterns, location

Everything


Wallet

Virtual assistant

Maps

SearchPurchase Intent

Wallet share


Everything


Calendar

Wallet

Virtual assistant

Maps

SearchScheduling

Purchase Intent

Wallet share


Everything


Calendar

Social networks

Health

Home

Wallet

Virtual assistant

Maps

Search

Commerce

Browser

Email

Auto

Spend, entertainment patterns

Transit patterns

Fitness

Everything

Everything

Spend

Friends, interests

Scheduling

Purchase Intent

Wallet share


Everything

© 2017 Forrester Research, Inc. Reproduction Prohibited 33“Risk” by Ben Stephenson is licensed under CC by 2.0


Email

Maps

Wallet

Health

AR/VR

Social

IM

Virtual assistant


Email

Maps

Wallet

Health

AR/VR

Social

IM

Virtual assistant

Facebook paid$1B for Instagram

and$19B for WhatsApp


Email

Maps

Wallet

Health

AR/VR

Social

IM

Virtual assistant

Apple launched HealthKit in

September 2014…


Email

Maps

Wallet

Health

AR/VR

Social

IM

Virtual assistant

Apple launched HealthKit in

September 2014…Google released

Google Fit for Android 1 month later


Email

Maps

Wallet

Health

AR/VR

Social

IM

Virtual assistant

Apple’s Siri: 2010Google Now: 2012

Microsoft’s Cortana: 2014Amazon Echo: 2014Facebook M: 2015


Email

Maps

Wallet

Health

AR/VR

Social

IM

Virtual assistant





What do these challenges mean for you?

Disintermediatethe mobile OS (or become it)… which in turn will allow them to

DisintermediateDominateyour customers’ mobile moments and own their data… which in turn will allow them to

DisintermediateDominateDistanceyou from your customer with services that better utilize data and insights.



What should you do?


+Build an App


App +


App +Messaging


App +


App +Automation


App +


App +Omnichannel


App +


App +Products


App +


WebApp +


App +


App +Instant Apps


App +


App +Progressive Web Apps


App +


App +Ecosystem

AUDIENCE

DATA


App +


App +Fragments


App +


App +Data


App +


App +Services


App +


App +Conversational Interface


App +


App +Chatbots


App +


App +Virtual Assistants

App +

MessagingAutomationOmni-ChannelProductsWebInstant AppsProgressive Web Apps

EcosystemFragmentsServices

Conversational Interface ChatbotsVirtual Assistants

App + ...

forrester.com

Thank you

Julie Ask+1 [email protected]@JulieAsk