Experience Styling Professionals
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1 ESP Meet the Experience Styling Professionals Katrina Klier Managing Director, Accenture
2 Find out about Accenture: or on LinkedIn Find out about me: or LinkedIn Blog and Other Good Stuff: Copyright 2013 Accenture All rights reserved. 2
3 It s a Mad, Mad Digital World Sources: Facebook, TechCrunch, Pingdom, Washington Post, Nielsen, Radicati Group Copyright 2013 Accenture All rights reserved. 3
4 People Use Digital Channels Differently Video TV Social Widgets Call center Website Store Rating sites Paid search IP TV Blogs Print Organic search Mobile Games Banner Lead gen Source: Accenture: From Marketing Communications to Experience Engineering Direct mail Copyright 2013 Accenture All rights reserved. 4
5 Everyone and Everything is Mobile 81% of Americans live in Urban Areas which grew 3 points faster than the total population p Less than 59% of Americans live in the state where they were born Sources: Reuters, Career- Advice, emarketer, Pew Research, Comscore Over 80% of people in North America have access to the Internet On average people change jobs every 3 years and have 5-7 careers in their lifetime In 2009 only 2% of US adults owned a tablet or e-reader, now more than a third do 91% of Americans own a cell phone and 56% own a smartphone Over 10% of global Internet traffic is via phones Copyright 2013 Accenture All rights reserved. 5
6 Which means People know more people they experience more of the world and they seek, consume and share content at a rapid pace Copyright 2013 Accenture All rights reserved. 6
7 Building Trust is More Complex Online Video Ads Online Banner & Mobile Display Ads Sponsored Social Media Ads Television Ads Magazine Ads Newspaper Ads 92% 70% 58% Text Ads on their Phones 36% 33% 29% 36% 47% 47% 46% Source: Nielsen Copyright 2013 Accenture All rights reserved. 7
8 Expectations Have Changed People expect brands to provide Copyright 2013 Accenture All rights reserved. 8
9 The Traditional Sales Funnel is Dead All about closing a sale Once the customer started to use the product, the conversation stopped Little to no incentive for repeat purchase No way for a customer to be an active fan of the brand or products Source: Accenture, Serving the Nonstop Customer, 2012 Copyright 2013 Accenture All rights reserved. 9
10 The New Experience Model Brand-Controlled Content or Channels: Expectation, Promise Accenture, Serving the Nonstop Customer, 2012 Open Content or Channels: Reality, Delivery Copyright 2013 Accenture All rights reserved. 10
11 CMOs are Shifting Their Talent Mix % of Marketing Employees dedicated to: Next year This year Customer Digital it Marketing & Direct Marketing Mass Media/ Analytics Marketing Media Analytics Marketing/ Campaign Management Operations Advertising Accenture: Turbulence for the CMO Copyright 2013 Accenture All rights reserved. 11
12 The Talent Mix Change Is Not Enough You need a new approach to content and experiences and that requires a new breed of marketer Copyright 2013 Accenture All rights reserved. 12
13 Analytics Science DATA Interests Product or Behavioral Search Analytics service Activity Expressed via Expressed social graph through customer profile Expressed through browsing history cookies Expressed through keywords Expressed via my actions on site SOURCE Social CRM DIsplay Search Site INTEGRATED ANALYTICS AND INSIGHTS Data Backbone / Context Engine Accenture: From Marketing Communications to Experience Engineering Copyright 2013 Accenture All rights reserved. 13
14 Art Form of Emotional Connection Copyright 2013 Accenture All rights reserved. 14
15 A Great Experience Stylist is Copyright 2013 Accenture All rights reserved. 15
16 The Mad-Man + Math-Man Team The Creative Mastermind The Data Guru The Foundational Analyst The Integration Maven The Amplification The Big The The Travel Ninja Thinker Conversationalist Guide Copyright 2013 Accenture All rights reserved. 16
17 An example Accenture Outlook Pilot case for experience styling Industry leading print publication Thought leadership content Well known in client base Opportunity Create more conversations Take thought leadership to new audience Enrich experiences Copyright 2013 Accenture All rights reserved. 17
18 The Outlook customer experience Social Media iphone App Website ipad App Copyright 2013 Accenture All rights reserved. 18
19 Experience Styling as DNA Retrofit Pilot Scale Measure Refine Copyright 2013 Accenture All rights reserved. 19
20 Join the conversation. Find out about Accenture: or on LinkedIn Find out about me: or LinkedIn Blog and Other Good Stuff: Copyright 2013 Accenture All rights reserved. 20
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