Moving Your Brand to the Next Round of Modern Commerce Disruption
Brian Solis
Head of Global Innovation, ServiceNow | 8x Best-Selling Author | Keynote Speaker | Digital Futurist | Ex Salesforce Exec | Ex Google Advisor
The evolution of modern commerce is underway. Every day, we are introduced to new, niche players that introduce new personalized product and business models. At the same time, traditional retailers are learning how to innovate and also acquire innovative startups to introduce new capabilities, expertise and leadership into the fold. And of course, Amazon only continues to disrupt on all fronts.
At the heart of this rapid evolution and revolution is emergent technology such as AI, machine learning, mobile, conversational commerce, et al. But technology isn't in of itself the driver of modern commerce disruption. It is more and more, becoming a facilitator of modern customer engagement. Customers too are evolving and as a result, their behaviors, expectations, preferences, values, et al., are shifting. The other catalyst is human. Disruptors are increasingly placing connected consumers at the center of everything. And the key to doing so effectively is extreme personalization and the ability to scale customer engagement to an audience of one.
Recently, I partnered with Sameer Patel, CEO of Kahuna, to publish an ebook that introduces a blueprint for personalizing customer experiences, "The Next Modern Commerce Disruption: A Marketer's Blueprint to Win in the Age of Personalization."
To launch our masterpiece, I visited Kahuna's HQ in Silicon Valley to record a series of promotional videos with Sameer. As we were doing so, we ended up talking about the trends driving the next modern commerce disruption and what ALL brands in every industry must do now to compete for modern customers. Thankfully it was all caught on video and it was edited into a short but insightful eight-minute video.
The Next Modern Commerce Disruption
Segment 1: The Two Trends Reshaping the e-Commerce Landscape
Segment 2: The Three Rounds of Modern Commerce Disruption
Segment 3: What Digital disruptors Do Differently to Win
Segment 4: Transitioning Your Marketing from Customer Segments to an Audience of One
Segment 5: Moving Your Brand to the Next Round of Modern Commerce Disruption
Brian Solis is principal analyst and futurist at Altimeter, the digital analyst group at Prophet. He's also a world renowned keynote speaker and 7x best-selling author. His latest book, X: Where Business Meets Design, explores the future of brand and customer engagement through experience design. Follow him on Twitter, Facebook and LinkedIn. Invite him to speak at your next event.
Dirección Académica de Marketing Univ. Francisco de Vitoria. Prof. TITULAR. Sexenio Investigación, (ANECA). Research Leader (IP) en Digital Business, Innovation and Marketing UFV & UCM. Talent research Member TEC Asía.
7 年Congrats Brian Solis!
Marketing (Support,Sales, Marcomm & Promotion) & Secretary & PA to President Director at PT. Bali Pecatu Graha @ Bali
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7 年Para lo que estén interesados en ser Representantes de mi invencion, estoy promocionando mi Tecnología (Generación de Energía Eléctrica Sin Uso de Combustibles, no Eólico ni Solar, menos Electrolisis) , y por medios de estos Link comunico de que se trata la misma: Vídeo: https://www.youtube.com/watch?v=eAOr2pYf-YI Facebook: https://www.facebook.com/akramnimerabouassi Linkedln: https://www.dhirubhai.net/pulse/el-futuro-de-tus-descendientes-dependen-nosotros-y-lo-akram
International Speaker | Workshop Facilitator | Storyteller | Musician | Gallup StrengthsFinder Coach | 300+Episodes Podcast Host | Author | Job Interview Coach
7 年What continues to be fascinating to me, Brian Solis, is the organizations that ignore where their customer and primary stakeholder sentiment and needs are going, particularly in the public sector. I know it takes a lot to shift a very large, very established organization, but if they don't, there are huge consequences, as you have mentioned in other posts. It continues to be a battle to convince leadership in government agencies that they MUST reach their customers where they are, and engage them in discussions about how to move forward. This has to start at the local level. I believe that is one of the major reasons our infrastructure is failing - because we haven't been making the effort to reach PEOPLE, as opposed to some faceless group of taxpayers - to engage them in the decision making process. That means many have absolutely no idea how public infrastructure is funded, how it works, what it takes to maintain, and the impact its failure will have on our global economy and health. When it comes to transitioning market segments to an audience of one, our work is cut out for us in the public sector, as must as - or more than - the private sector. I'd love to hear your thoughts on moving forward in this industry.