Attention is a currency. We spend it. We earn it. And, sometimes we waste it.
Experience is something special. It’s all the rage at the moment, yet, we often talk about it as is if it’s a thing. But, as we know, deep down, the best things in life aren’t things, they’re experiences. One of things that makes it so hard to make experience a strategic and actionable part of our work is that the word “experience” means so many things to so many different people across so many aspects of the organization.
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.
As 2015 drew to a close, I flew to Düsseldorf from London to close out NEOCOM, an annual event for multichannel retail and commerce. There I spoke about “retail re-imagined,” redesigning the online and offline shopping experience based on the incredible technology and behavioral trends playing out now and over the next few years.
Following the event, I met with the NEOCOM team to shoot a short three-minute video that I would love for you to see.
Following the Miss Universe debacle, conversations continue to focus on Steve Harvey and his incredible mistake announcing “Miss Colombia” as the winner, then correcting himself two minutes later, saying Miss Philippines was the rightful winner. Aside from whether or not beauty pageants should still be a thing and why was it that Steve Harvey missed a good portion of the rehearsal, I wanted to turn the spotlight over to the importance of design.
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.
There’s this wonderful magazine, yes a print magazine, in France called INfluencia. While it’s also equally lovely online, I thoroughly enjoy the intricate design work that goes into each page. When INfluencia reached out to talk about X and the future of experience design, I jumped at the chance. If you speak French, it’s online here. Below is the translated version if you prefer English.
INFluencia: Les start-up, l’avenir de l’expérience client ?
Each year, my good friend Bryan Kramer assembles an incredible group of experts across several sectors to share their marketing predictions for the next year. The diversity of forecasts and observations is really worth exploring. I’ll share mine with you here…
Quite honestly, we’ll see more of the same patterns we’ve seen in previous predictions…new platforms, new ways to engage, new data sources and tools to improve accuracy, metrics, frequency and reach. My prediction is more of a clarion call for marketers to take a step back and learn more about the role marketing can play in shaping the customer experience in every moment of truth.
Close your eyes for a moment and think about the last time you had a truly great experience… an experience that moved you…that captured your heart, mind and spirit. What about it was so special? Now, bring it to life for someone else…and they’ll do the same.
Three-and-a-half years in the making, I’m proud and also relieved to finally announce that X is now available online and in a store near you. I can’t tell you how important this is to me. There were several times along the way including up until the end when I thought this book would never see the light of day. I can’t wait to share it with you.
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.
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.