In this episode of Masters of Max, host Tom Butta welcomes Julie Ask, a renowned expert in consumer digital experiences and former Principal VP analyst at Forrester Research, Inc.. Julie's extensive background as a futurist and digital product strategist sets the stage for a great discussion on the challenges brands face in orchestrating seamless digital experiences.

During the interview, Julie highlights the evolving landscape of consumer digital experiences, emphasizing the importance of immersive interfaces on mobile devices and the growing trend towards “invisible” experiences that anticipate and fulfill consumer needs. While in the past, most consumers would actively pull information from brands when desired, Julie emphasizes that now consumers expect brands to push relevant offerings to them.

As the discussion progresses, Tom and Julie explore the impact of AI on digital experiences, touching on the complexities of using generative AI and the need for brand authenticity and control. They address the critical importance of trust in gaining customers willing to provide information to brands as well as the challenges organizations face in stitching together data silos to orchestratie cross-channel interactions spanning different business functions. Julie underscores the need to break down organizational silos to deliver cohesive interactions because ultimately: “the customer doesn't want to see functions within your brand, the customer wants to see your brand.”

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Guest Bio

Julie Ask is a technology futurist and digital product strategist who has advised hundreds of global brands on how to design effective consumer engagement strategies to drive business outcomes. Her work defines the evolution of consumer digital experiences and inspires brands to take action.

During her 20+ years as an industry analyst at Forrester, she researched, developed insights, and wrote hundreds of pieces of research on consumer mobile and digital experiences; delivered dozens of speeches and webinars; appeared regularly on Bloomberg TV; and co-authored a book, The Mobile Mind Shift.

Her most impactful work included: visions of future digital experiences, realistic assessments of emerging technologies and their capabilities, decision frameworks, consumer behavior models, maturity assessments, technology portfolio recommendations, consumer mobile engagement strategies, and operational- and design best practices.

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Guest Quote

"There is going to be more of a demand for orchestration, not just across marketing, but for operations and customer care service as well. Orchestration is probably one of the most difficult challenges that brands are facing as we look at the future of consumer digital experiences. Marketers are going to need to play a very important role in helping solve that problem because they tend to own the outbound messaging channels. Whether it's email, push, SMS, or otherwise. It's a really hard problem to solve.” – Julie Ask

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Time Stamps

*(01:10) Who is Julie Ask?

*(02:04) What is changing in the world of digital experience?

*(05:24) Where does AI fit into the equation?

*(07:49) The challenges brands are facing today

*(10:02) It always comes back to data

*(15:31) Why trust is critical to unlocking consumer engagement

*(17:55) What tools marketers can employ to set themselves up for success

*(20:40) Moments vs. Experiences

*(24:17) Who is responsible for the brand // customer relationship

*(25:15) Overcoming silos

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Links

• Connect with Julie Ask on LinkedIn
• Connect with Tom Butta on LinkedIn
• Check out the Airship website