Open Brand Summit: Kelly Mooney
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The document discusses the evolution of personalization, from mass production and mass markets to more customized experiences. It describes how personalization has progressed from broadcasting uniform messages to mass audiences to narrowcasting tailored messages to smaller consumer segments and individual customers. The trend is driven by factors like mobility, social media, big data, and connected products that enable more personalized experiences and real-time interactions. The document argues that effective personalization can significantly increase returns on marketing investments and customer sales.
Open Brand Summit: Kelly Mooney
- 2. ME
- 4. PERSONALIZATIONIt should be every company’s goal.
- 6. You will like Dear David,
- 7. PERSONALIZATION is individualizing for competitive advantage
- 9. v PRODUCT SERVICE EXPERIENCE COMMUNICATION EVOLUTION OF PERSONALIZATON DRIVEN BY THE MACRO TREND OF DEMASSIFICATION
- 10. 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 MARKETS HOW WE CONSUME HOW WE MAKE STUFF
- 11. 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 MARKETS HOW WE CONSUME HOW WE MAKE STUFF
- 12. 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 MARKETS HOW WE CONSUME HOW WE MAKE STUFF
- 13. 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 MARKETS HOW WE CONSUME HOW WE MAKE STUFF
- 14. 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 MARKETS HOW WE CONSUME HOW WE MAKE STUFF
- 15. 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 MARKETS HOW WE CONSUME HOW WE MAKE STUFF CO-CREATION MICRO NICHES
- 28. LEAN PRODUCTION SMART PRODUCTION MARKETS OF ONE CO-CREATION MICRO NICHES CRAFT PRODUCTION MARKET NICHESMARKET SEGMENTS MASS PRODUCTION MASS MARKETS HOW WE CONSUME HOW WE MAKE STUFF
- 29. LEAN PRODUCTION SMART PRODUCTION MARKETS OF ONE CO-CREATION MICRO NICHES CRAFT PRODUCTION MARKET NICHESMARKET SEGMENTS MASS PRODUCTION MASS MARKETS HOW WE CONSUME HOW WE MAKE STUFF SMART PRODUCTION MARKETS OF ONE
- 35. Smartphones now contain as many as 18 SPECIALIZED SENSORS Proximity Sensor GSM/CDMA Cellular Wi-Fi Three-Axis Gyro Accelerometer Digital Compass Barometer Altimeter Thermometer Rear Camera Front Facing Camera Ambient Light Sensor Multi-Touch Display Bluetooth 4.0 Assisted GPS GLONASS NFC Dual-Sensor Microphone Array
- 36. WEAPON OF PERSONAL EMPOWERMENT Proximity Sensor GSM/CDMA Cellular Wi-Fi Three-Axis Gyro Accelerometer Digital Compass Barometer Altimeter Thermometer Rear Camera Front Facing Camera Ambient Light Sensor Multi-Touch Display Bluetooth 4.0 Assisted GPS GLONASS NFC Dual-Sensor Microphone Array
- 37. 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%
- 38. SOCIAL DISCOVERY
- 40. 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 NUMBEROFDEVICESINBILLIONS Automotive, Marine & Aviation Communications Consumer & Entertainment Industrial & Medical Automation Computers
- 44. BIG DATA VOLUME VELOCITY VARIABILITY
- 45. By 2017, the CMO will spend more on I.T. than the CIO.“ ”Laura McClellan, Gartner Analyst
- 46. 1900 1920 1940 1960 1980 2000 2020 2040 PERSONALIZATION IS AT A TIPPING POINT MASS PHENOMENA TECHNOLOGY ADVANCEMENT MASS PERSONALIZATION
- 47. Bob McDonald, P&G CEO Our vision is to build lifelong one to one relationships in real time with people around the world. “ ”
- 48. Personalization can deliver five to eight times the ROI on marketing spend and lift sales 10% or more. Josh Leibowitz, McKinsey Partner
- 57. IT’S PERSONAL SURPRISE & DELIGHT AT SCALE BETTER CORPORATE CITIZENSHIP CONSUMER DECISION-MAKING SHIFTS BREAKING DOWN THE SILOS
- 58. ONE SIZE FITS ALL
- 59. ONE SIZE FITS ONE