CETW Session #3 – Hybrid Experiences – the Holy Grail for DOOH?

These are notes recapping session #3 that I’ve attended at CETW. Excellent session because of the panelists. Agency and big brand point-of-view that this conference has desperately needed. There are many issues that the proliferation of technology has presented us all with. Operational issues, platform issues, knowledge issues – this world of marketing & communications & providing brand experiences is new, it’s fragmented and it’s happening very quickly. So people are doing what they need to do, figuring it out as they go, putting good thinking around it, but there is no 1 solution yet. This was not a panel about “DOOH,” it was a panel on “omnichannel” experiences.

Speakers – Carrie Chitsey, CEO, 3Seventy, Jeremy Lockhorn, VP, Emerging Media, Razorfish, Michael Tobin, Macy’s

What is your perspective of the hybrid experience and what does it mean to you?

Tobin – there are a couple different lenses that I look through when thinking about “hybrid” experiences – digital experience, physical retail – what are the benefits of both?  Customers and employees are both audiences, too. Take the best of what’s happening online and the advantages of real-life, in-store and combining them.

Most of their early success has been enabling associates. Have not had a lot of success with self-service (customers).

Chitsey – we’re dealing w/ a different type of consumer today. The social ADD consumer. Phone is always w/ them, posting on FB good/bad/ugly about experiences, checking prices, etc.. Mobile bridges the gap between online and in-store. Provide instant reviews from peers, enabling instant rebates and coupons (time-sensitive), etc…

One strategy for one demo will not work. Location, as it relates to brick and mortar stores is really important.

Really have to think about what you’re trying to accomplish via mobile technology before you actually do something on mobile.

Lockhorn – up until 5-6 years ago, we were shackled to the PC. Suddenly, we have this entirely set of new tools that we can use. Seeing radical transformation of the web brought forth across all channels and industries. Tremendous opportunity to find better ways to engage consumers.

Hybrid experiences – mobile/image recognition, augmented reality

Questions around specific mobile technologies:

Tobin – Mobile is the bridge, but what do we owe them on the other side of that bridge? When we take it beyond the utility of the experience, what’s the magic? What do we owe them?

Lockhorn – re: voice activation – this represents a broad trend now, a move towards natural user interface. Remarkable how that expectation has proliferated. People are ignoring keyboard and mouse for touch and when it doesn’t have touch, people won’t interact with it.

Touch and gesture, much more engaging and interactive. Really intuitive.

Tobin – re: Google wallet – benefits of mobile wallets are profound, everything is connected to YOU. It’s not about no-more-carrying-around-credit-cards, it’s all about having the potential to make YOUR experience better over time.

Lockhorn – Mobile has ability to activate print and most everything (if not all) around us

Who do you think is doing great at bringing digital/physical worlds together?

Lockhorn (and the other 2) – part of me thinks that no one is doing it well. You know why? It’s hard. There is no fully integrated solution. You have to hack things together.

Chitsey – the biggest barrier is knowledge. Most people don’t know enough about mobile to do anything other than implement a campaign. Thinking strategically is hard because of these pockets of knowledge. How do you use data to do something else beyond the initial execution/campaign? The intellectual models have to change.

Other challenges?

Lockhorn – we’ve all heard about the funnel, right? Very linear process. Not that way anymore. We’ve all seen different “journey” models now. We have our own take on that. We haven’t figured it out, but got a lot of smart thinking behind it. The journey changes from category to category.

Other nuggets:

Chitsey – re: SMS still relevant and here to stay – interactive text messaging is here to stay. What will be gone soon will be this 1-way push messaging via text messaging. We don’t do anything without interactivity.

Tobin – put customer at the forefront of the experience and solution.

Chitsey – who is the new CMO? Look at IBM deck.

All of this technology is great, has lots of potential. But continue asking, especially after you do something with these new technologies – Now what?

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