1) The document promotes downloading a free iPad app now and discusses how digital technology is changing how we interact with products and each other.
2) As technology becomes more integrated into our lives and we have constant access to the internet, our awareness shifts from memory to online search and our purchasing decisions move from independent choice to assisted choices based on omniscience.
3) Relationships also shift from brands leading the conversation to consumers and social influence replacing traditional advertising as friends and peers become more accessible through technology.
Developer Data Modeling Mistakes: From Postgres to NoSQL
TheTrendWatch#15
1. Download our
free iPad app now!
➥
Marketing to
Cyborgs 101
1 TheTrendWatch#15 by Fullsix Group
2. Read
TheTrendWatch.com
➥
The Digital Era
2 TheTrendWatch#15 by Fullsix Group
3. Singularity?
http://goo.gl/xn9P
We won ’t experience 100 years
century — it will be mo
of progress in
re like 20,000
➥
the 21st
day’s rate).
Digital Explosion
years of progress (at to
Singularity
celerating returns by Ray Kurzweil Digital matches human intelligence
Sources: The Law of ac
Human Enhancement
Digital is embedded in our own body
Augmented Reality
Digital is changing our physical environment
Social Networks
Digital revolutionizes of our social life
YO
U
AR
Mass Interaction
EH
Digital is part of our identity
ER
E
Mass Media
Internet Digital influences behavior
Digital is born
1982 2045
3 TheTrendWatch#15 by Fullsix Group
4. The Singularity
Documenrary
http://youtu.be/
kJDvdEQJOew
➥
4 TheTrendWatch#15 by Fullsix Group
5. Read
TheTrendWatch.com
➥
Enhanced
Humans
5 TheTrendWatch#15 by Fullsix Group
6. Read
TheTrendWatch.com
➥
We are all
Cyborgs!
Definition:
"A person whose
physiological
functioning
is aided by a
mechanical 1 billion sma
rtphone by 2
or electronic device." comparative
1981 and 20
ly 800 millio
n PCs were
0 , 15
00. sold betwee
n
Sales of sma
Origin: 2012.
rtphones wi
ll exceed tho
se of PCs in
1960-1965 Sources: Mo
rg an Stanley R
esearch & In
cyb(ernetic) org(anism) ternet Data
Corporation
6 TheTrendWatch#15 by Fullsix Group
7. Read
TheTrendWatch.com
➥
ulation:
% of the global pop
Internet reaches 30 sers worldwide.
billions u
M ore than 2
online
24% of people internet"
w ithout the
"Can’t live
online a y l if e "
41% of people eir everyd
rnet in th
"Ne ed the inte
1
Nov ember 201
ymantec,
Sources: S
7 TheTrendWatch#15 by Fullsix Group
8. Read
TheTrendWatch.com
40 billion applications ➥
have already been downloaded from the App
Store and Android Market
Sources: ComScore, Jan 2012
Digital gives us
super powers that fulfill
our human needs!
8 TheTrendWatch#15 by Fullsix Group
9. WordLens
http://goo.gl/bjVwd
➥
9 TheTrendWatch#15 by Fullsix Group
10. Jawbone UP
http://youtu.be/
GiC8QR_oHhk
➥
10 TheTrendWatch#15 by Fullsix Group
11. Skin Scan app
skinscanapp.com
➥
11 TheTrendWatch#15 by Fullsix Group
12. Hightlight
http://youtu.be/
SiOMVBJnohI
➥
12 TheTrendWatch#15 by Fullsix Group
13. Facebook Disaster
Message Board
http://goo.gl/C9gCD
➥
13 TheTrendWatch#15 by Fullsix Group
14. VizWis app
http://vizwiz.org
➥
14 TheTrendWatch#15 by Fullsix Group
15. Oxfam App + RFID
Talesofthings.com
➥
15 TheTrendWatch#15 by Fullsix Group
16. Google Car
http://goo.gl/UItJw
➥
16 TheTrendWatch#15 by Fullsix Group
17. Hal Exoskeleton
http://youtu.be/
B_k30yeCk4c
➥
17 TheTrendWatch#15 by Fullsix Group
18. Read
TheTrendWatch.com
➥
Our Shift
from Human
to Machine
18 TheTrendWatch#15 by Fullsix Group
19. Read
48% of all retail sa TheTrendWatch.com
les
(53% by 2014) are e
or Web-influenced
ither online purcha
purchases.
ses ➥
93% of buyers use
in the in-store shop search
ping process.
Sources: Group M
Search
The 10 takeaways from the report provided
by Constant Contact and Chadwick Martin Bailey (September 2011)
• Consumers interact with their favorite brand on Facebook far more than other social networks
• 56 percent of consumers said they are more likely to recommend a brand to a friend after becoming
f desktop
a fan on Facebook
%o
• 51 percent of consumers said they are more likely to buy a product since becoming a fan on
20 are relate
d to loca tion Facebook
• 52 percent of those who go online said that they spend at least one hour per week on Facebook
se arches • 76 percent of consumers said they have never “unliked” a brand on Facebook;
• 77 percent of consumers said they interact with brands on Facebook primarily through reading
of mobile
posts and news feeds
40% lated to location
• 78 percent of consumers who like brands on Facebook said they like fewer than 10 brands
• 58 percent of consumers said they like a brand on Facebook because they are a customer
searc hes are re • 45 percent of consumers said they spend most of their time on Facebook in the news feed
le
yer, Goog
arissa Ma
Sources: M
19 TheTrendWatch#15 by Fullsix Group
20. Read
TheTrendWatch.com
➥
Active evaluation
Information gathering
Loyalty loop
Deeper relationship
Purchase
Moment of truth
Initial consideration set
Awareness
Post purchase experience
On-going exposure
Shared experience
Peer-to-peer
20 TheTrendWatch#15 by Fullsix Group
21. Read
TheTrendWatch.com
➥
Active evaluation
Information gathering
Because human memory is less
reliable than the cloud,
awareness shifts
towards search
Loyalty loop
Deeper relationship
Purchase
Moment of truth
Initial consideration set
Awareness
Post purchase experience
On-going exposure
Shared experience
Peer-to-peer
21 TheTrendWatch#15 by Fullsix Group
22. Google Glasses
http://goo.gl/a0czP
➥
22 TheTrendWatch#15 by Fullsix Group
23. Google Maps Indoor
maps.google.com/
starthere
➥
23 TheTrendWatch#15 by Fullsix Group
24. Read
TheTrendWatch.com
Because my attention will be spent
according to my personal tastes and
➥
reach shifts
history,
towards relevance
Active evaluation
Information gathering
Because human memory is less
reliable than the cloud,
awareness shifts
towards search
Loyalty loop
Deeper relationship
Purchase
Moment of truth
Initial consideration set
Awareness
Post purchase experience
On-going exposure
Shared experience
Peer-to-peer
24 TheTrendWatch#15 by Fullsix Group
25. Adaptive
Advertizing
http://youtu.be/
VduPn826HU0
➥
25 TheTrendWatch#15 by Fullsix Group
26. Into Now by Yahoo!
intonow.com
➥
26 TheTrendWatch#15 by Fullsix Group
27. Into Now by Yahoo!
intonow.com
➥
27 TheTrendWatch#15 by Fullsix Group
28. Amex Sync
http://youtu.be/
0B-Km9vAIwo
➥
28 TheTrendWatch#15 by Fullsix Group
29. Read
TheTrendWatch.com
Because I am now omniscient
Because my attention will be spent
according to my personal tastes and
(surroundings, price, product
details, potential rewards…) ➥
reach shifts
history,
traditional choice
towards relevance shifts towards
Active evaluation
assisted decisions
Information gathering
Because human memory is less
reliable than the cloud,
awareness shifts
towards search
Loyalty loop
Deeper relationship
Purchase
Moment of truth
Initial consideration set
Awareness
Post purchase experience
On-going exposure
Shared experience
Peer-to-peer
29 TheTrendWatch#15 by Fullsix Group
30. KLM Meet & Seat
http://youtu.be/
eL2lWn7oup4
➥
30 TheTrendWatch#15 by Fullsix Group
31. Whole Food
Kinect Cart
http://youtu.be/
16GiO8EEVpE
➥
31 TheTrendWatch#15 by Fullsix Group
32. Pull & Bear
Interactive Store
http://youtu.be/
2ZrOvuFSWzU
➥
32 TheTrendWatch#15 by Fullsix Group
33. Shopkick & Visa
http://youtu.be/
IUDLSoJ4OlU
➥
33 TheTrendWatch#15 by Fullsix Group
34. Read
TheTrendWatch.com
Because I am now omniscient
Because my attention will be spent
according to my personal tastes and
(surroundings, price, product
details, potential rewards…) ➥
reach shifts
history,
traditional choice
towards relevance shifts towards
Active evaluation
assisted decisions
Information gathering
Because human memory is less
reliable than the cloud,
awareness shifts
towards search
Loyalty loop
Deeper relationship
Purchase
Moment of truth
Initial consideration set
Awareness
Because humans tend to
avoid unnecessary effort,
Post purchase experience
point of sales shifts
On-going exposure towards all forms
of dematerialized
Shared experience
commerce
Peer-to-peer
34 TheTrendWatch#15 by Fullsix Group
35. Amazon App
http://youtu.be/
9PzUpKwlVcI
➥
35 TheTrendWatch#15 by Fullsix Group
36. Snooth Wine Pro
www.snooth.com/
iphone-app
➥
36 TheTrendWatch#15 by Fullsix Group
37. Read
TheTrendWatch.com
Because I am now omniscient
Because my attention will be spent
according to my personal tastes and
(surroundings, price, product
details, potential rewards…) ➥
reach shifts
history,
traditional choice
towards relevance shifts towards
Active evaluation
assisted decisions
Information gathering
Because human memory is less
reliable than the cloud,
awareness shifts
towards search
Loyalty loop
Deeper relationship
Purchase
Moment of truth
Initial consideration set
Awareness
Because humans tend to
avoid unnecessary effort,
Post purchase experience
point of sales shifts
On-going exposure towards all forms
of dematerialized
Shared experience
commerce
Peer-to-peer
Because technology brings social media and added services
use shifts from an isolated
to each product, its
experience towards a social one
37 TheTrendWatch#15 by Fullsix Group
38. Chobani Champlify
chobanichampions.
com/champlify
➥
38 TheTrendWatch#15 by Fullsix Group
39. BeauteCam
By RakuRaku
http://goo.gl/z3FDA
➥
39 TheTrendWatch#15 by Fullsix Group
41. Read
TheTrendWatch.com
Because I am now omniscient
Because my attention will be spent
according to my personal tastes and
(surroundings, price, product
details, potential rewards…) ➥
reach shifts
history,
traditional choice
towards relevance shifts towards
Active evaluation
assisted decisions
Information gathering
Because human memory is less
reliable than the cloud,
awareness shifts
towards search
Loyalty loop
Deeper relationship
Purchase
Because new media enables a 24/7 interactive Moment of truth
Initial consideration set and social conversation,
Awareness
the lead of the relation shifts Because humans tend to
from brand to consumer avoid unnecessary effort,
Post purchase experience
point of sales shifts
On-going exposure towards all forms
of dematerialized
Shared experience
commerce
Peer-to-peer
Because technology brings social media and added services
use shifts from an isolated
to each product, its
experience towards a social one
41 TheTrendWatch#15 by Fullsix Group
42. Google Places
google.com/places
➥
42 TheTrendWatch#15 by Fullsix Group
43. Starbucks
facebook.com/
Starbucks
➥
43 TheTrendWatch#15 by Fullsix Group
44. Pr%f
proofwhisky.com
➥
44 TheTrendWatch#15 by Fullsix Group
45. Nike Fuel Band
http://youtu.be/
uJvdiLkhnhc
➥
45 TheTrendWatch#15 by Fullsix Group
46. Read
TheTrendWatch.com
Because I am now omniscient
Because my attention will be spent
according to my personal tastes and
(surroundings, price, product
details, potential rewards…) ➥
reach shifts
history,
traditional choice
towards relevance shifts towards
Active evaluation
assisted decisions
Information gathering
Because human memory is less
reliable than the cloud,
awareness shifts
towards search
Loyalty loop
Deeper relationship
Purchase
Because new media enables a 24/7 interactive Moment of truth
Initial consideration set and social conversation,
Awareness
the lead of the relation shifts Because humans tend to
from brand to consumer avoid unnecessary effort,
Post purchase experience
point of sales shifts
Because the opinion of my family, On-going exposure towards all forms
friends, peers and VIP's are now
always within my reach, of dematerialized
traditional Shared experience
commerce
advertising shifts Peer-to-peer
Because technology brings social media and added services
towards influence
use shifts from an isolated
to each product, its
marketing strategies
experience towards a social one
46 TheTrendWatch#15 by Fullsix Group
47. Read
TheTrendWatch.com
➥
47 TheTrendWatch#15 by Fullsix Group
48. Tweet Seats
http://youtu.be/
mAUgdRWD8uA
➥
48 TheTrendWatch#15 by Fullsix Group
50. http://youtu.be/
IndZw9giHQU
50 TheTrendWatch#15 by Fullsix Group
51. Read
TheTrendWatch.com
Because I am now omniscient
Because my attention will be spent
according to my personal tastes and
(surroundings, price, product
details, potential rewards…) ➥
reach shifts
history,
traditional choice
towards relevance shifts towards
Active evaluation
assisted decisions
Information gathering
Because human memory is less
reliable than the cloud,
awareness shifts
towards search
Loyalty loop
Deeper relationship
Purchase
Because new media enables a 24/7 interactive Moment of truth
Initial consideration set and social conversation,
Awareness
the lead of the relation shifts Because humans tend to
from brand to consumer avoid unnecessary effort,
Post purchase experience
point of sales shifts
Because the opinion of my family, On-going exposure towards all forms
friends, peers and VIP's are now
always within my reach, of dematerialized
traditional Shared experience
commerce
advertising shifts Peer-to-peer
Because technology brings social media and added services
towards influence
use shifts from an isolated
to each product, its
marketing strategies
experience towards a social one
51 TheTrendWatch#15 by Fullsix Group
52. Read
TheTrendWatch.com
➥
Touchpoint
Evaporation
52 TheTrendWatch#15 by Fullsix Group
53. Read
TheTrendWatch.com
➥
Interfaces evolve:
From solid… to liquid… to gas
53 TheTrendWatch#15 by Fullsix Group
54. Disney App Mates
appmatestoys.com
➥
54 TheTrendWatch#15 by Fullsix Group
55. Lego
Life of George
George.lego.com
➥
55 TheTrendWatch#15 by Fullsix Group
56. Crayola iMarker
store.griffintechno
logy.com/crayola-
colorstudiohd
➥
56 TheTrendWatch#15 by Fullsix Group
57. Shazam for TV
http://goo.gl/ty2Fl
➥
57 TheTrendWatch#15 by Fullsix Group
58. I'm Precious
yesiamprecious.com
➥
58 TheTrendWatch#15 by Fullsix Group
59. Walmart App
http://goo.gl/R853m
➥
59 TheTrendWatch#15 by Fullsix Group
60. Samsung
Es8000 smart TV
http://goo.gl/VfQiy
➥
60 TheTrendWatch#15 by Fullsix Group
61. Emotiv
http://emotiv.com
➥
61 TheTrendWatch#15 by Fullsix Group
62. Read
TheTrendWatch.com
➥
Frictionomy
62 TheTrendWatch#15 by Fullsix Group
63. Read
TheTrendWatch.com
➥
Reducing the friction of
information exchange
63 TheTrendWatch#15 by Fullsix Group
64. Kooaba Shortcut
http://youtu.be/
d5ONZHIgheM
➥
64 TheTrendWatch#15 by Fullsix Group
65. Amazon Kindle Fire
http://goo.gl/oOMgd
➥
65 TheTrendWatch#15 by Fullsix Group
66. Aereo
aereo.com
➥
66 TheTrendWatch#15 by Fullsix Group
67. Read
TheTrendWatch.com
➥
Reducing friction of
money exchange
67 TheTrendWatch#15 by Fullsix Group
68. Read
TheTrendWatch.com
➥
Consumer Merchant
opens his receives
wallet money
68 TheTrendWatch#15 by Fullsix Group
69. Read
TheTrendWatch.com
➥
Consumer Merchant
opens his receives
wallet money
69 TheTrendWatch#15 by Fullsix Group
70. Isis Mobile Wallet
Paywithisis.com
➥
70 TheTrendWatch#15 by Fullsix Group
71. Amex Serve
serve.com
➥
71 TheTrendWatch#15 by Fullsix Group
72. PayPal Here
http://youtu.be/
s_R8TJMNWnU
➥
72 TheTrendWatch#15 by Fullsix Group
73. Read
TheTrendWatch.com
➥
Reducing friction of
physical goods exchange
73 TheTrendWatch#15 by Fullsix Group
74. Read
TheTrendWatch.com
59% of consumers use their phone to
shop from home, and 28% use their ➥
phone in the retail to shop
Source: Experian Study, 2011
hone users
dult online iP
24% of U.S. a
ndroid users
and 21% of A application
h ave u s e d a shopping
in the past t hree months
011
Sourc e: Forrester, 2
Mobile commerce sho
wed
86% year-over-year g
rowth
from 2010 to 2011
Source: Appcelerator
and IDC
74 TheTrendWatch#15 by Fullsix Group
75. Tesco
Shopping App
http://youtu.be/
Q6w-ktXcVvY
➥
75 TheTrendWatch#15 by Fullsix Group
76. Amazon webstore
http://youtu.be/
1Esdw2cQFKI
➥
76 TheTrendWatch#15 by Fullsix Group
77. Delta + Amazon
delta.com
➥
77 TheTrendWatch#15 by Fullsix Group
78. InstaPrint
http://instaprint.me
➥
78 TheTrendWatch#15 by Fullsix Group
79. Read
TheTrendWatch.com
➥
Brand
Challenges
79 TheTrendWatch#15 by Fullsix Group
80. Read
TheTrendWatch.com
➥
Mass one-to-one:
As the relationship with your consumer gets deeper,
the "reciprocal added value exchanged" becomes
the most efficient Key Performance Indicator
to pilot your investment.
80 TheTrendWatch#15 by Fullsix Group
81. Google Re:Brief
Projectrebrief.com
➥
81 TheTrendWatch#15 by Fullsix Group
82. Ikea
Video Instructions
http://goo.gl/O0F7C
➥
82 TheTrendWatch#15 by Fullsix Group
83. Read
TheTrendWatch.com
➥
Consum'actor:
People become increasingly active.
This role can be leveraged to not only impact
brand image, but also product and services,
and even your very own business model.
83 TheTrendWatch#15 by Fullsix Group
84. Guardian
Open journalism
http://youtu.be/
vDGrfhJH1P4
➥
84 TheTrendWatch#15 by Fullsix Group
85. Hands Up
http://handsup.cn
➥
85 TheTrendWatch#15 by Fullsix Group
86. TripXP
tripxp.com/fr
➥
86 TheTrendWatch#15 by Fullsix Group
87. Social Blood
socialblood.org
➥
87 TheTrendWatch#15 by Fullsix Group
88. The amazings
http://theamazings.org
➥
88 TheTrendWatch#15 by Fullsix Group
89. Esurance by Allstate
youtube.com/user/
Esurance
➥
89 TheTrendWatch#15 by Fullsix Group
90. Read
TheTrendWatch.com
➥
Redefine space:
Global consistency,
local relevance.
90 TheTrendWatch#15 by Fullsix Group
91. Read
TheTrendWatch.com
➥
Redefine time:
Agility: Simplify internal processes
to catch up with your consumer's pace.
Flexibility: When you don't know about tomorrow,
you had better be out experimenting
rather than planning!
Consistency: the brand-consumer relation is now 24/7
and requires constant investment.
91 TheTrendWatch#15 by Fullsix Group
92. Read
TheTrendWatch.com
➥
People
Challenges
92 TheTrendWatch#15 by Fullsix Group
93. Read
TheTrendWatch.com
➥
Security:
Hacking your life…
93 TheTrendWatch#15 by Fullsix Group
94. TED Avi Rubin
http://goo.gl/qCykv
➥
94 TheTrendWatch#15 by Fullsix Group
95. Read
TheTrendWatch.com
➥
Happiness:
Choosing how to spend our attention
between digital and real life…
95 TheTrendWatch#15 by Fullsix Group
96. Diminished Reality
http://youtu.be/
FgTq-AgYlTE
➥
The "dim
inished
reality"
Filtering
al
to custom l available data
ize and
a tailore rebuild
d enh an
ced real
ity.
YouTub
e
60 hour
s of vide
ois u p l o
aded e
Facebo very m
ok inute
250 mil
lion ph
otos up
loaded
Instagr daily
am
5.2 mill
ion pic
60 pho tures u
96 tos per
second
ploade
d daily TheTrendWatch#15 by Fullsix Group
:
97. Read
TheTrendWatch.com
➥
Education:
From knowledge to know-how
97 TheTrendWatch#15 by Fullsix Group
98. KONY 2012
http://youtu.be/
Y4MnpzG5Sqc
➥
"KONY 2012" tops 100 million views in 6 days
and becomes the most viral video in history
98 TheTrendWatch#15 by Fullsix Group
99. Read
TheTrendWatch.com
➥
Singularity:
What is "Human"?
99 TheTrendWatch#15 by Fullsix Group
100. Quantum Dream
"Kara"
http://youtu.be/
Ywh4oEkCnA4
➥
100 TheTrendWatch#15 by Fullsix Group
101. Read
TheTrendWatch.com
➥
Humanity:
Should we die or not?
101 TheTrendWatch#15 by Fullsix Group
102. ist Hans Nano technology
s lik e robotic urzweil http://youtu.be/
Scientist tor Ray K into
nd inven abr0oP4pW0c
oravec a ur minds
M loading o
robots or
can live f
up
advocate tual reality so th
vir
orever.
at we
➥
an b e
r minds c if
e that ou
Th ey believ ur brains
d out side of o
replicate rn of
y copy the patte ng
we simpl al activit
y taki
emic
neuro-ch
r bodies.
pl ace in ou
e
r than th
te rn, rathe takes
That pat e pattern
which th f it can
brains in s onality. I
” the per medium,
s hape, “is a digital
erred to
be transf ortal.
m ade imm
it can be
102 TheTrendWatch#15 by Fullsix Group
103. Aubrey de Grey
http://youtu.be/
hgLRhxvRlKg
➥
103 TheTrendWatch#15 by Fullsix Group
104. Read
TheTrendWatch.com
➥
Digital Theory
of Evolution?
104 TheTrendWatch#15 by Fullsix Group
105. Read
TheTrendWatch.com
➥
"It is not the strongest
of the species that survives,
nor the most intelligent,
but rather the one
most responsive to change."
- Charles Darwin & Clarence Darrow
105 TheTrendWatch#15 by Fullsix Group
106. Read
TheTrendWatch.com
➥
Thank You!
106 TheTrendWatch#15 by Fullsix Group