The team at OneStop invited me to Los Angeles to speak to a wonderful group of digital marketers, etailer/retailer, search and commerce strategists. Among the many things I’m studying and speaking about these days, the future of retail is fascinating to me personally and professionally.
The future of retail isn’t just about new technology, the latest gadgets and all of the incredible startups that are pushing retail, commerce and everything else forward. It’s also shaped by connected/mobile customers who are more discerning, elusive and sophisticated.
Following my presentation at LeWeb about the nuances between iteration, innovation and disruption (and the impact of each), I was invited to the business pavilion to share my views on digital transformation. The host for the conversation was my dear friend Benjamin Costantini. Before we could get settled, Ben brought a bottle of champagne on stage, two glasses, we toasted and the discussion started…on the right foot, or taste, I should say.
After I presented at the ClickZ Live event in Chicago, I went back stage to share highlights of my talk with those who couldn’t be there. Among the many different topics I speak about at conferences, ClickZ asked me to focus on the future of marketing.
At the time, I was still writing X and wanted to share complete concepts that served as its foundation. In this short 2 minute video, I share my ideas around experience architecture, the A.R.T. of engagement and the role of you and me in the future of marketing.
I’ve been speaking professionally for just over 10 years and I’ve learned many things along the way. One lesson though stands at the top, which is no matter how much I think I know, I must always keep learning. Like everyone and everything, I must compete for relevance now and in the future by re-thinking and re-imagining my purpose and the value I hope offer others. So, once a year, I take time to reflect on what’s important and also what’s stirring ahead. This time of year is perfect to assess my platform for the year ahead and I wanted to share it with you here.
I’ve been working with IBM over the past several years on everything from the future of work to cognitive computing to social business to smartercommerce. Most recently, IBM and I have partnered on something a bit more experiential. The Commerce, Mobile and Social team at IBM selected X: The Experience When Business Meets Design as the company’s latest title for its monthly book club.
A few weeks ago, I had a very interesting conversation with Fortune’s Sarah Silbert, one that’s still resonating with me. Silbert was exploring Uber’s marketing partnerships and how they might be different than what we see from Lyft and others. Her hunch was that Uber not only amplifies “the on-demand economy—it’s also setting the pace for a new generation of brand marketing.” The story was prompted by Uber’s many partnerships with brands, specifically the promotion to launch the new BMW 7 Series. But that’s just one of many examples. Whether it’s AMEX or Uber for Kittens/Puppies, the company is exploring with many marketing models that I’m sure generate revenue in new and interesting ways.
It’s been a bit of a whirlwind since the launch of X. In the last two weeks, I’ve hosted conversations about the promise of experience design in London, Düsseldorf, Oslo, Sydney and Geelong.
Somewhere along the Atlantic, I was asked to answer a few questions ahead of my arrival in Geelong for the Pivot Summit by Courtney Crane of the Geelong Advertiser. Thanks to the magic (or curse) of inflight wifi, I was able to make her deadline. But it was more than a Q&A, it was the purpose of the conversation that stopped time to reflect on how this once bustling city is proactively investigating how to build upon its history to adapt for the future.
Imagine you’re getting ready to drive your car. But when you turn on the engine, you get a mobile notification telling you that your oil needs to be changed, and it gives you a link to the nearest dealership with a 10% discount coupon. You’re left surprised and delighted by the sheer, almost magical convenience of it all. But is that event classified as a sales, service or marketing interaction? The correct answer is: all of the above.
Sometimes, in fact oftentimes, the most important audience for your message are the people who are already working for you.
In an age of online surveys and instant feedback across social channels, articulating your message to the people who work in your company can often be neglected. In fact, if you haven’t convinced and energized your own people, you’re going to be hard pressed to convince the market.
As a digital analyst, I spend a lot of his time thinking about the future of customer experience. So much so that my next book attempts to rethink the term “experience,” X:The Experience of Business Meets Design. “X” explores experience architecture the various ways companies can design meaningful and shareable experiences in every moment of truth.
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. More so, he humanizes technology’s causal effect to help people see people differently and understand what to do about it. He is an award-winning author and avid keynote speaker who is globally recognized as one of the most prominent thought leaders in digital transformation and innovation.