Re: [projectvrm] Fwd: MediaPost's IoT: Shopping - Transforming the Shopping Experience - 8/6 NYC

[Dan Miller < >]

Hi all:

Late, once again, to this thread, and I have two observations to make. First is that MediaPost is trying to stay relevant and appeal to its IoT oriented sponsors by bringing beacons and sensors into the digital marketing equation. The second is that I can guarantee that there will be a lot of talk about loyalty programs and recognizing the "always on shopper" thanks to some sense of persistent (opt-in) tracking. As has been noted, Google is totally into this:

I wrote about Jon Alferness's address to Google devotees a few weeks ago here: https://www.linkedin.com/grp/post/6721163-6026770758544478210?trk=groups-post-b-title

(BTW: I recommend that interested folks join the discussion of Intelligent Assistants on that linked in group).

Google's framework of Estimated Total Conversions is a self-serving way for them to address the attribution issue. Sure, all searches start with Google but does the Google search lead to a sale? who knows.

All we know is that advertising is playing a diminishing role in influencing a purchase decision - though it is often a good means to do awareness raising. Personal Assistants (automated or live) have a very important role to play if they are indeed the main influencer.

I don't think our views of Clippy should taint our view of Cortana, Siri, GoogleNow or any of the branded Enterprise Virtual Assistants that are there to answer questions and move individuals closer to making a purchase decisions.

I don't know anything about MiiP and have never encountered it (which should say something).

There's a chance for Intelligent Assistants to be deployed in ways that support each individual's efforts to search, navigate, shop, communicate, and complete transactions efficiently. That would be the ultimate success for VRM.

-Dan

On Fri, Jul 17, 2015 at 5:36 PM, Doc Searls < " target="_blank"> > wrote:

Sharing this.

What do you think they mean by “always on shopping?”

Can we (meaning everybody who cares about this, and thinks as objectively as possible) start by assuming that customers are going to spend $X, £X or €X, regardless of whether are herded by the kind of cattle-prods described below?

If so, how much of the below is a waste for everybody, and how much is just stores adapting a bit to customers with mobile devices, making shopping a bit easier? 

I suspect that most of what’s imagined here isn’t going to help the customer navigate the store one bit, but rather annoy the crap out of her. (As will, I am sure, MiiP the monkey <http://bits.blogs.nytimes.com/2015/07/14/meet-miip-the-ad-monkey-in-your-app/>.)

But rather than just mock or complain, what amongst the tech being developed will give customers more agency, and better ways of navigating retail spaces and engaging with the retailers and brands on display? Or, in other words, what will give VRM meaning there?

Doc

Begin forwarded message:

From: MediaPost < " target="_blank"> >

Subject: MediaPost's IoT: Shopping - Transforming the Shopping Experience - 8/6 NYC

Date: July 6, 2015 at 3:06:46 PM EDT

To: " target="_blank">

 

August 6, 2015 - Radisson Martinique - New York City

Transforming the Shopping Experience

Thanks to mobile research and always-on shopping, many shoppers have pretty much made up their mind what they want before they walk into a physical store, where most of the actual purchasing still occurs. Consumers can be messaged upon entry thanks to beacons, geofences, tags and audio signals. But make no mistake; it's not about that one-time welcome message. The entire shopper experience is being transformed by a vastly growing number of sensors and mobile technologies all over the store. It's all about the when, where and how to engage with the customer.

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