The bad is getting parked in a digital cul-de-sac by a brand’s nascent and fumbling direct-to-consumer play.And the ugly is disruptive marketing dressed up like experience that comes off as robo stalking to the end user—you.Brand marketers are struggling with experience-based interactions with consumers who have come to demand a true omnichannel and omniplatform flow from marketing.In this, the ninth and penultimate Digital Transformation Playbook in partnership with Accenture Interactive, we look at the steady evolution of consumer experience, platforms and brand marketing.The reporting, stats and insights we’ve pulled together on the following pages suggest that brands need to shed legacy platforms and practices as fast as possible to meet the light-speed demands consumers have of them.“By offering seamless services and communication across touch points, your brand can offer ease and even bring moments of joy to a person’s daily life,” she writes.
From Taco Bell’s movie theater to Poo-Pourri’s “Poop-Up” shop featuring a toilet bowl ball pit, the concept of pop-up shops has morphed from an experimental exercise to a bona fide experiential brand extension.Just this year, Away, Brandless, Casper, Coach, Diesel, M’s, Poo-Pourri, Taco Bell, Target, Snickers and so many more have created temporary spaces to showcase new products, boost brand awareness or simply introduce a brand to the world.“If you go to a regular store, you are more surprised if you get something experiential and immersive, but today when someone goes to a pop-up they walk in expecting something more,” Melissa Gonzalez, founder of retail strategy and pop-up architectural firm Lion’esque Group, said.“You want to to think through how you are going to deliver that and know what your goals are.”What exactly does that entail?Inside the co-branded Pint Shop, the two brands not only provided free samples of seven new flavors (and a chance to buy said ice creams), but also a special, interactive tasting room experience where attendees could get a more in-depth look at how ice cream is made.
Building an ecosystem that supports connected experiences is technologically complex and strategically multifaceted—but, ultimately, it’s about fostering human connections.By adopting a customer-centric mindset and ensuring you have a connected technology platform to drive marketing performance, companies can harness complexity to build enduring relationships.Here are five basic principles to help marketers and technologists on their path to building a solid foundation with customers.Living profiles can be constructed based on the most unique aspects of an individual to help drive an orchestrated experience across touch points, enabling brands to engage much like a concierge or personal assistant.When mar-tech provider Lumascape labeled such solutions customer data platforms (CDPs), they became the talk of the town and the savviest marketers became aware of the need for these persistent, unified customer databases.I’m consistently frustrated by clunky user interactions that run the gamut from disruptive to debilitating in my daily life.
Marketing technology is increasingly enabling marketers to be more strategic and direct their investments more effectively.But marketers also face challenges as they implement new strategies and integrate new technologies.More than half feel “overwhelmed” by the sheer amount of mar-tech data they’re now confronted with, according to Accenture Research.Meanwhile, only about a third of marketers globally believe the CEO of their company recognizes the revenue and cost-saving potential of investing in mar tech, and the majority think the mar-tech industry itself is evolving faster than their company’s use of it.Still, nearly seven in 10 marketers are turning to mar tech to increase overall ROI, and nearly half are doing so to improve their marketing efficiency.Jim LaLonde, head of marketing platforms, North America, Accenture Interactive, said that with technology investment up across organizations, “the challenge for marketers is to identify the right mix of technology to make consumers feel like they are having a truly personalized experience.”
At Nike’s new concept store in West Los Angeles, the digital and the physical converge.Nike by Melrose’s 4,557 square feet of retail space is designed to create an experience that blends mobile app convenience with high-touch human connections.If they see a shoe or shirt they like, they can scan a QR code to summon a salesperson (Nike calls them “athletes”) to bring it in a different size or color.Or they can skip the store entirely and order gear via Swoosh Text SMS, then have it stored in a secure locker or waiting for them curbside the next time they drive by.Nike: From its communications to its connected product lines and concept stores, Nike has set a high bar for user experience, says Valtech's Jonathan Goldmacher."They've really thought about their promise and their premise, and brought it to life in ways that are incredibly admirable and astonishing."
While many who shepherd the business world’s most important initiatives are trained and credentialed as bonafide project managers, just as many workers find projects heaped upon them — whether they have the training or not.These “battlefield commissions” often come out of the blue, so you never know when your boss might one day turn to you and expect a key project get done right, regardless of experience.No matter your industry, it’s probably not going to hurt to know the project management process before that pivotal day comes.You can get educated now with the Complete Project Management course mega-bundle, selling now for just $29 from TNW Deals.This collection features 11 courses, tailored to lay out the tools and procedures any budding project manager needs to understand.Setting Up A Real-World Project In JIRA
Android is an obvious choice for people who don’t want the kind of top-down control you get from companies like Apple, where everything is prefabricated to fit into a specific brand identity instead of catering to a user’s specific needs and preferences.Google’s open source software, fortunately, provides plenty of room for developers to customize your OS experience.So, without further ado, here are some of the coolest ways you can personalize your home screen on Android.You can opt for one of the bundled wallpapers, download some new ones or use your own existing photos.Choose from the existing wallpapers or use one of your own photos.Once you’ve made your selection, tap on “Set wallpaper.”
Intrigued by Pokemon Go's location-based gameplay, but desire a bit more action in your experience?The Walking Dead: Our World mobile game might be up your alley.AMC and developer Next Games, made up of folks who helped make Angry Birds and Clash of Clans, launched the game on iOS and Android on July 12, but made its big promotional push at San Diego Comic-Con, with players able to run around an augmented reality version of downtown San Diego for special prizes and missions.It's one of the various pop culture properties hoping to make a splash at Comic-Con, helped by the awareness of the top-rated show in America, as well as an emotional panel in which Andrew Lincoln, who plays lead character Sheriff Rick Grimes, confirmed he would leave The Walking Dead the end of the upcoming ninth season.Our World, meanwhile, is trying to tap into what made Pokemon Go such a global phenomenon.Like the smash-hit game with digital monsters, Our World has mapped the reality of The Walking Dead onto the real world using augmented reality and data from Google Maps.
At San Diego Comic-Con 2018 so far, the best parts of the show have been around the convention center not inside of it.And the technologically packed Jack Ryan experience was no exception.(Bonus points: Name the other four actors to have played the famous CIA agent.)From Oculus Rift to Alexa-integrated missions, the entire activation felt closer to Westworld's SXSW Sweetwater experience than a typical SDCC activation.The activation is touted as "the world's first experimental first episode," and it was definitely worth the wait.If you're unfamiliar with his backstory, Jack Ryan is the ultimate boy scout and he's had five movies to prove it.
If you want the best possible laptop experience, you need to think about four main things:A slim premium design and materialsAn Intel Core i7 processorAnd at least 16GB of RAMIt's tough to say which of these 4 checklist items matter the most — each person might value one particular element more than another.One of the factors that makes the biggest difference, in my opinion, is the screen resolution.
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Now is the time for arch-rival Walmart to swoop in with a Prime-like offering that strikes at the weaknesses Amazon has introduced into its formidable loyalty program: price, a lack of focus, and competing subscription services.Amazon has invested in its Prime program continuously, adding feature after feature in an obvious bid to make the service appear as valuable as possible.This only goes so far, though.For years users have been subject to these pressures, watching the price of Prime rise all the while, and meanwhile other services are getting better and better.Not by providing the same thing as Amazon, but by providing something simpler and more focused, taking over the workhorse duties of Prime (shipping, sales, some basic media of opportunity) at a much lower price, granting the customer freedom to pursue their own choice in subscriptions while not meaningfully affecting their online retail experience.Free 2-day shipping on all items with no minimum amount; grocery and secure package delivery; a set of basic TV and music streams or even just a partnership with a couple existing products; and lastly some in-store benefits like members-only promotions and perhaps even early access on Black Friday.
Despite my love of Dark Souls III and Bloodborne, my experience with the original Dark Souls was brief and unpleasant.I attempted to play the opening hour of the game on PC back in college, but I found the combat sluggish and the difficulty daunting.Dark Souls Remastered launched on consoles and PC in May, and with my love of Soulslikes firmly cemented, I decided to give the game another chance.What a difference experience makes!The first boss fight with the Asylum Demon was a piece of cake, and though rolling and dodging are far less useful on Dark Souls than they are in Dark Souls III, Bloodborne, or even The Surge, I became accustomed to the stand-your-grand combat style of the original.There’s a complete lack of hand-holding once you complete the tutorial area.
Coffee Meets Bagel (CMB) is a highly curated dating service where women call the final shot on who gets to talk to them among guys who expressed interest.We believe that the best dating experience is offered through a differentiated service for men and women.Globally, Cofee Meets Bagel has generated more than one million dates and lasting relationships.Coffee Meets Bagel was created by three sisters: Arum, Dawoon, and Soo Kang.The site was launched in New York City on April 17, 2012.Coffee meets Bagel aka CMB is quite similar to Tinder when it comes to the basics, however, it is more inclusive.The app brings you one match “Bagel” every day at noon, based on what you like, your location and common interests.The bagel will not be a random person but someone who has mutual friends with you.
MythBusters had a way of making science seem cool, especially when the cast blew stuff up or crashed cars.But when the show was cancelled in 2016, we were left visiting random YouTube channels to get our science fix.Luckily, former MythBusters co-host Adam Savage is back with a young group of mad geniuses for his new TV show MythBusters Jr., which premieres on Discovery's Science Channel this fall.To promote STEAM (Science, Technology, Engineering, Arts and Math) education, Adam and his team of young scientists will tackle myths much like those seen in the original MythBusters series using explosions, chemistry, physics and popular culture know-how.The new cast, announced by Discovery Channel on Friday, includes Valerie Castillo, a 15-year-old skilled builder and robotics expert with experience in CAD drawing and 3D printing; Elijah Horland, a 12-year-old self-taught maker and programmer who started building computers at 9; Cannan Huey-You, a 12-year-old with a background in coding and motion physics who dreams of being an astronaut; Jesse Lawless, a 15-year-old car enthusiast who built a mini chopper by himself at age 12; Rachel Pizzolato, a 14-year-old who's remodeled houses since she was young; and Allie Weber, a 13-year-old patent inventor recognized by 3M as one of the top 10 young scientists in the country.Savage not only returns as the show's host, but will also be the executive producer of the new Discovery Channel's science-based series, which will run for 10 episodes.
It wasn’t long ago that Apple rose to meet Microsoft’s 12.3-inch Surface Pro with its very own, 12.9-inch iPad Pro.So, it was only a matter of time before Microsoft met Apple in kind with its own 10-inch tablet (again): the Surface Go.Both tablets are incredibly thin, but the iPad’s 0.29 inches (7.5mm) of thinness narrowly beats out the Surface Go at 0.33 inches (8.3mm).Naturally, these differences would be difficult to discern either when in your hand or in your bag.However, those differences in size and weight do lend the Surface Go a unique advantage: ports.Compared to the new iPad’s sole Lightning connector, the Surface Go has a veritable bevy of ports from USB-C to microSD to Microsoft’s own Surface Connect port.
A seven-year-old girl was playing the online game Roblox a few weeks ago when her in-game character was assaulted by two other characters in the game.The girl’s mother, Amber Petersen, saw the incident unfolding on the iPad screen—two male characters sexually assaulting her daughter’s avatar as it was lying on the ground.Horrified, Petersen took screenshots and posted them on Facebook, blasting the game’s maker (also called Roblox) for allowing this to take place on a gaming site for kids.In the post she described what she witnessed in the game:At first, I couldn’t believe what I was seeing.My sweet and innocent daughter’s avatar was being VIOLENTLY GANG-RAPED ON A PLAYGROUND by two males.
We're at the point where you can buy a premium smartphone for as low as $530 and still get a similar high-end experience as you would on a $1,000 smartphone, and the option to go the less expensive route is more alluring than ever.The endless smartphone camera debate rages on, and it's likely to keep going until smartphone makers can't possibly improve smartphone cameras any further.And you'd be right — at least in certain situations.But there were certainly some instances when the OnePlus 6 actually did better than the iPhone X.Check out how the $530 OnePlus 6 does against a smartphones that's almost twice its price:Starting off with this view right outside the BI office, the iPhone X's photo is vastly superior.
It took a number of years -- with the help of hard-earned lessons from experience, some books, webinars and conferences -- to finally learn the non-technical keys to success.But, now that I have, here's how you other technical founders should approach sales and marketing:Fill an existing market need; don't create one.The first step is to identify an existing -- and painful -- problem or need in the market, and assess how you can meet those needs far better than the current solutions.1 reason startups fail in an astonishing 42 percent of cases, according to CB Insights.This analysis highlights the fact that, ultimately, building a need for your product is a losing proposition.