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Monday, November 21, 2011

The Hybrid Experience - How Digital, Interactive, Mobile, and Social Interact

Retailers today struggle with what to give customers in store, how to create a memorable experience, and how to create additional value and revenue. All are trying different tactics to increase revenues and loyalty through mobile /social sharing in store.

The question is, are these repeatable models to scale? Who owns this experience in a brand? Is there a central owner? I’ve heard more times than I can count that within each brand there are no short of 5 heads of marketing, each having different P&L, responsibilities and agendas. And then there are the brands’ agencies (plural), which all have different roles and agendas. So which agency and which VP of Marketing owns the “new hybrid” customer experience in store? When you determine who the owner is, where is their knowledge coming from? The lack of knowledge in the industry today on mobile is one of the main reasons so many brands have not done mobile, or have not done mobile well.

Mobile is exciting and it’s all over the news; you can’t help but read about a new mobile campaign rollout these days. Should you make corporate decisions by following what other brands have done? Do you really want to follow exactly what your competitor is doing? Anyone can hit one homerun but that doesn’t get you an over .300 batting average. You have to engage a company that lives and breathes mobile, you can’t run your business day to day and be in tune with every new technology out there.

Now, let’s talk about the new hybrid customer experience. This is the experience in which customers engage with a brand in store in the new “digital, interactive, mobile, social” realm. The reason I don’t give it a name and it can be classified into four categories. No one knows what to call digital interactions in store.

One size consumer experiences do not fit all. We have to look at our new consumers groups and how they want to engage, the channel they want to engage and how to get them to re-engage and come back into the store. This is the biggest miss by brands in the marketplace today.

Each brand usually is targeting multiple demographics. First you must outline a mobile strategy to understand your demographic channels, how to engage and how often to re-engage. It’s just as important to first run “blocking and tackling” campaigns prior to “trick plays”. We see more brands trying to do far out innovative things and a only few will stick, but creating a foundation for building a mobile database that will last and not just be “one timers” is built from the main steps in mobile.

So who are the demographics and how do you reach them?

Moms with kids


  • High text frequency
  • Use text to keep contact with kids
  • Search for locations and products on the go
  • Opt-in to mobile campaigns to get value add
  • Growing in smartphone usage


Minorities



  • Cell phones are primary household phones
  • Low landline usage
  • Low in-home internet access
  • Primary text users and watch cell phone minutes carefullyLow smartphone usage, typical phones are WAP or xHTML


Business Stakeholders



  • Sales, technology, and management
  • High smartphone usage
  • Uses a combination of text, email, and internet
  • Typically has 7-10 applications downloaded and uses 2-4 regularly


Corporate Business



  • Corporate America employees connected through Blackberries
  • This group works for corporate America , uses Blackberries frequently due to fast response via email and text
  • Low adoption rate of smartphones due to security issues with iPhones and Androids
  • Uses internet often, limited applications downloads


Tweens



  • Uses feature phones and "smaller" Blackberries
  • Parents pay phone bill to reach this demographic
  • 90% texting, 10%
  • Very limited smartphones in this demographic due to cost


High School/College Kids



  • Similar to tweens, using text frequently, voice less often
  • Limited smartphone usage due to costs, although growing in college aged demographic
  • High Facebook usage, although connects through mobile web vs. application


Non Mainstream Male



  • Early adopters of latest in technology and gadgets
  • Gamers, surfers, skateboarders, and musicians 23-35 year old male.
  • Highest demographic using Android OS powered devices
  • Uses mobile devices for gaming and texting, not a fan of "voice" conversations


So how do you connect and make an emotional connection and experience with these different consumer groups in store? You understand the key drivers around purchasing behavior, social behavior and choose interactions and experiences that go across multiple mobile channels to appeal to each demographic.

If you roll out a QR code program for tweens or minorities it will fail. If you roll out a QR code and SMS program for tweens, minorities and Moms, you will see the interactions by channel and give these groups multiple ways to engage with the brand.

More on Hybrid experiences and closing the gap in my next post.

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  86. The text highlights the challenges faced by retailers in creating a seamless hybrid experience incorporating digital, interactive, mobile, and social elements. It emphasizes the importance of a well-defined mobile strategy catering to different demographics, such as moms with kids, minorities, business stakeholders, corporate employees, tweens, high school/college kids, and non-mainstream males. The text emphasizes the need for a personalized approach, acknowledging that one-size-fits-all experiences are not effective. It also emphasizes the importance of building a solid foundation for mobile engagement through "blocking and tackling" campaigns before implementing more innovative strategies. The text also emphasizes the significance of emotional connections and in-store experiences that resonate with different consumer groups. The text advocates for a phased approach, emphasizing the importance of "blocking and tackling" campaigns as foundational efforts before embarking on more innovative strategies. It concludes that successful mobile strategies require a nuanced understanding of diverse consumer segments, a commitment to personalized experiences, and a strategic balance between foundational and innovative campaigns. abogado flsa

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  89. "The Hybrid Experience - How Digital, Interactive, Mobile, and Social Interact" provides a comprehensive exploration of the intersection between digital, interactive, mobile, and social media. Through insightful analysis and real-world examples, the book delves into the evolving landscape of consumer engagement and brand interaction. Readers gain valuable insights into leveraging these platforms to create meaningful experiences for users. With a focus on integration and innovation, this resource equips businesses with strategies to thrive in today's digital age. Overall, it's an essential guide for navigating the dynamic interplay of technology and consumer behavior. abogado accidentes camiones virginia




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  90. "The Hybrid Experience" is an engaging examination of the ways in which digital, interactive, mobile, and social components converge to form our contemporary environment. The book explores how these elements are interconnected and shows how they affect many facets of communication, culture, and society through incisive analysis and practical examples. With a sharp focus on how technology and human connection are changing, "The Hybrid Experience" offers insightful advice for people and organizations trying to understand the intricacies of the digital age. This book is a must-read for anyone interested in learning about the workings of modern technology and how it affects our lives. It is thought-provoking and engaging.
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  91. reckless driving ticket virginiaThe title piques curiosity, suggesting a multifaceted digital experience. The post's content is expected to explore how these elements interact and shape modern experiences. The impact of this hybrid experience on daily life, work, and entertainment may be discussed

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  92. divorce lawyer downtown hampton va It emphasizes the importance of a well-defined mobile strategy catering to different demographics, such as moms with kids, minorities, business stakeholders, corporate employees, tweens, high school/college kids, and non-mainstream males. The text emphasizes the need for a personalized approach, acknowledging that one-size-fits-all experiences are not effective.

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  94. A hybrid experience is a combination of physical and digital elements in an event, activity, or service, aiming to create a more interactive and seamless experience for participants. Digital technology can enhance the hybrid experience by enabling virtual participation, providing access to additional information, resources, and interactive elements. Interactive tools and features, such as audience polling, live Q&A sessions, social media integration, gamification elements, and augmented reality (AR) experiences, can enrich the hybrid experience. Digital tools can collect real-time data and analytics to understand participant behavior, preferences, and engagement levels, allowing for personalized experiences and optimization of content delivery. Collaboration and communication tools, such as messaging apps and video conferencing, facilitate seamless interaction and knowledge sharing across different locations. Accessibility and inclusivity can be improved by offering alternative means of participation for individuals with disabilities or those facing barriers to attending in-person events. This can include captioning services, sign language interpretation, or accessible online platforms. By integrating digital technology into hybrid experiences, organizations can create dynamic and inclusive environments that cater to a diverse range of participants, enhancing overall engagement and satisfaction.abogado de testamentos y sucesiones cerca de mĆ­

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  95. virginia dui penaltiesThe impact of this hybrid experience on daily life, work, and entertainment may be discussed. User feedback and anecdotes may provide a broader perspective on readers' understanding of this paradigm. The role of technology in shaping social interactions and personal connections is likely to be discussed. The potential challenges or opportunities arising from this hybridization could be explored. Reader comments may reflect enthusiasm or skepticism regarding these trends.

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  97. "hybrid experience" refers to a combination of physical and digital elements in various contexts, such as events, education, work environments, and customer interactions. Digital technology enhances hybrid experiences by enabling virtual interaction, overlaying digital content onto the physical world, and creating immersive virtual environments. Digital tools allow for the creation, distribution, and consumption of digital content, such as presentations, videos, documents, or training materials, which can be accessed and shared both in-person and remotely. Cloud-based collaboration platforms like Google Workspace, Microsoft 365, and Dropbox facilitate collaboration and document sharing among remote and in-person participants. IoT devices, such as sensors, wearables, or smart objects, collect data from the physical environment and transmit it digitally, which can be analyzed and visualized to enhance hybrid experiences. Mobile apps and devices enable users to access digital content and services on the go, allowing for seamless integration between physical and digital experiences. Data analytics and insights are also enabled by digital technologies, providing valuable insights into user behavior, preferences, and trends. This data can be used to personalize experiences, improve processes, and make data-driven decisions in hybrid environments. Overall, digital technology plays a crucial role in enhancing hybrid experiences by enabling virtual interaction, providing access to digital content and tools, facilitating collaboration, and leveraging data to optimize user experiences.abogados divorcio mclean va

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  99. "The Hybrid Experience: How Digital Transforms Reality" delves into the intersection of digital technology and real-world experiences. It likely explores how advancements like augmented reality and virtual reality are reshaping industries such as entertainment, education, and marketing. However, to enrich the content, consider delving deeper into case studies or examples illustrating the transformative power of digital experiences. Additionally, offering practical insights or tips for businesses looking to integrate digital elements into their operations could enhance the resource's value. Overall, it seems to be an intriguing exploration of the evolving landscape of hybrid experiences, poised to inspire both professionals and enthusiasts interested in the fusion of digital and physical realms. estate lawyers

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  101. divorce lawyer arlington vaThis is the experience in which customers engage with a brand in store in the new “digital, interactive, mobile, social” realm. The reason I don’t give it a name and it can be classified into four categories. No one knows what to call digital interactions in store.

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  104. "The Hybrid Experience" examines the intricate interplay of digital, interactive, mobile, and social platforms in today's interconnected world. Through insightful analysis, the book illuminates how these elements converge to shape modern experiences across various domains. It offers a compelling exploration of how businesses and individuals can harness these technologies to innovate and engage effectively in a rapidly evolving digital landscape. With practical examples and strategic insights, "The Hybrid Experience" provides valuable perspectives on navigating the complexities of digital transformation and enhancing user engagement in a hybrid environment. abogado de familia espaƱol



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  105. The hybrid customer experience in retail requires centralized leadership, specialized mobile marketing agencies, targeted customer personas, multi-channel engagement, and clear KPIs. Brands should partner with specialized agencies or build in-house teams to create tailored strategies. Customizing approaches based on demographics, using multiple mobile channels, and measuring success can help overcome challenges. Building emotional connections with consumers is crucial for creating memorable experiences. Exploring these points can provide actionable insights for brands to enhance their in-store and mobile strategies. motorcycle accident lawyer phoenix

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  106. yonkers new york criminal defense lawyersDigital tools allow for the creation, distribution, and consumption of digital content, such as presentations, videos, documents, or training materials, which can be accessed and shared both in-person and remotely. Cloud-based collaboration platforms like Google Workspace, Microsoft 365, and Dropbox facilitate collaboration and document sharing among remote and in-person participants. IoT devices, such as sensors, wearables, or smart objects, collect data from the physical environment and transmit it digitally, which can be analyzed and visualized to enhance hybrid experiences. Yonkers, New York has many criminal defense lawyers, including those with decades of experience, those who specialize in particular types of cases, and those who handle a variety of cases

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  107. The hybrid experience is a combination of digital and physical interactions, particularly in workplaces, education, and events. Key elements of a hybrid experience include flexible work environments, virtual collaboration tools, digital learning, event hybridization, data-driven insights, and enhanced accessibility. Employees can work from home or the office using digital tools to stay connected and productive. Virtual collaboration tools like Zoom, Microsoft Teams, and Google Workspace facilitate communication between remote and in-office team members. In education, hybrid models combine online courses with in-person classes for a personalized and accessible learning experience. Event hybridization allows conferences and meetings to be attended both in-person and virtually, expanding reach and participation. Digital tools can collect and analyze data on participation and engagement, helping organizations tailor their offerings for better outcomes. Hybrid experiences offer benefits such as increased flexibility, greater reach, improved work-life balance, and better engagement. Challenges include technology dependence, engagement challenges, and cultural integration. For specific strategies to implement a hybrid experience, contact us.arlington traffic lawyer

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