Human-Driven Experience - by Robert Harles (Hardcover)

About the Book

"95% of consumers are now making at least one lasting change to how they live, shop and work. Consumers are being forced to face their own consumption, causing many to reconsider their purchases accordingly. Consumers are planning to maintain increased connections with their communities, and some will actively purchase from brands that provide a sense of community. The consumer you thought you knew is no longer, and there is an urgent need to get reacquainted with consumers to understand the changes they've been through, and the new values they hold. Companies need to increase consumer confidence to encourage a return to the public domain. Technology enables the change in consumer behaviour, but it also alienates it. Digital is facilitating life at home, enabling virtual working and learning, as well as providing entertainment and connection. But this ubiquity also creates a roadblock for those who do not have the access or skills to adequately navigate the online world. Companies must outmanoeuvre uncertainty by course correcting, again and again as circumstances change. This requires them to reassess assumptions, re-evaluate scenarios and strengthen their ability to sense and respond. Humanizing Digital will provide a blueprint for what businesses can do to ensure they effectively adjust their assumptions about consumers, re-evaluate all scenarios and strengthen their capability to predict and respond accordingly. If we are to overcome the growing environment of digital life, we need to better understand how building trust is critical to meet the needs of our customers, employees and citizens. This will in turn foster better communication, improve marketing, collaboration & innovation, buttress democracy and generate profitable growth"--

Book Synopsis

Explore the human side of the latest digital technologies and trends

In Human-Driven Experience: The Battle for Trust in a Digital Age, veteran digital strategist delivers a must-read exploration of how to capture the attention of consumers whose tolerance for inauthenticity is at an all-time low. In the book, you'll discover ways to harness the sometimes whiplash-inducing pace of change in the marketplace to accelerate innovation in your own organisation.

The author discusses the need for increased mobility between functional areas like information technology, digital and marketing and how privacy and security must become essential components of your brand's promise to consumers. You'll also find:

• Strategies for creating end-to-end digital experiences that hit home with consumers
• Techniques for rising above the ever-loudening din of inauthentic advertising and marketing that has made consumers increasingly sceptical of new and established brands
• Incisive discussions of how data is becoming ever more targeted, identifiable and real-time - and what to do about it

Perfect for executives, managers and other business leaders, Human-Driven Experience is also a can't-miss resource for marketing, digital and IT professionals looking for ways to make sense of a consumer landscape that's been turned upside down by digital technologies.

From the Back Cover

GET A GRIP ON THE HUMAN SIDE OF NEW DIGITAL TECHNOLOGIES

Human-Driven Experience is a startlingly eye-opening exploration of how businesses need to adapt their operations to accommodate increasingly unpredictable consumers in the digital age. The book tackles pressing and relevant topics, from the increasing importance of direct e-commerce to the crumbling barriers between functional areas in digital, marketing and information technology.

You'll explore new data privacy and security trends and how to put them at the centre of your brand's promises to consumers and the increasing likelihood of the creation of a new "bill of rights" for citizens as data becomes ever more targeted, personally identifiable and current.

The book walks you through how to create end-to-end digital experiences that intersect with consumers in rich and contextual ways and capture the imaginations of human beings who have become inured to artificial and superficial attempts to exploit their attention.

A can't-miss roadmap to navigating a commercial landscape that's been turned upside down by new digital technologies--and our reactions to it--Human-Driven Experience is the prescriptive and practical blueprint you've been looking for to prepare your business for tomorrow and every day after.

About the Author

ROBERT HARLES is responsible for developing Accenture Song's offerings in social media and emerging channels around the world. He creates digital programs that drive measurable strategic impact for clients worldwide. He has extensive experience creating successful digital businesses in the areas of strategy, digital design and marketing, social media and emerging channels.