Human-Driven Experience: The Battle for Trust in the Digital Age - Hardcover

by Robert Harles (Author)

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.

Front Jacket

Consumer behaviour is changing dramatically in the digital age. It is said that 95% of consumers are making at least one lasting change in how they live, shop and work. Their inclinations, habits, brand preferences and more are increasingly fluid, changing quickly and without warning. How are modern businesses supposed to adjust their operations when it's difficult to know what consumers will do tomorrow, let alone months after?

In Human-Driven Experience: The Battle for Trust in the Digital Age, celebrated digital strategist Robert Harles delivers an incisive blueprint for businesses seeking to strengthen their ability to predict--and respond to--consumer behaviour. You'll learn to overcome the whiplash inducing variability of the current digital environment and build trust with large groups of consumers, employees and citizens.

In the book, you'll find expansive discussions of the evolution of research, data analytics, automation and artificial intelligence. It also includes explorations of the necessity for a new consumer and citizen bill of rights as data becomes more targeted and immediate in both usage and application.

Human-Driven Experience emphasises the need for executives in informational, digital and marketing roles to work together--and for privacy and security to become an integral part of the brand promise. An increasing reliance on direct e-commerce, whether B2B, B2C, or D2C are rendering traditional technology heavy lifts less acceptable, as companies are expected to move quickly and nimbly.

An indispensable resource for executives, managers and other business leaders, Human-Driven Experience will also earn a place in the libraries of business development and innovation professionals, marketers and product teams.

Back Jacket

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.

Author Biography

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.