Here is a presentation sketched live at an eConique C level marketing dialogue on April 19th 2014. This was delivered by Anthony Mullen of Forrester research:

Having just reviewed the sketch today (6th February 2015) the key points captured in the here are:

• There are now already more machine to machine interactions than human to human interactions
• Companies  must rely on customer pull marketing and not customer push
• It is not about developing ‘responsive’ or ‘adaptive’ mobile sites, it is about having a strategy and deploying this effectively on mobile
• Clearly there is far more Data than ever before to analyse, and this is more and more complex, so companies have to empty a whole range of tools to analyse this data
• The companies that will win will employ ‘unicorns’ and not just ‘I’ or ‘T’ shaped people. ‘M’ shaped people are able to multi task and can apply their skills in different contexts, and work autonomously.
• Customer trust is essential – “Be real or be rejected.”
• Consider the customer journey beyond your own touch points, customers interact and companies need to be ready for this,
• Examples given about trust in context – “I would not trust (a well known retail hughstreet brand)  if they offered me Chiropratric treatments.”
• Decentralise power. Make sure the people closest to the customers can engage in the conversation as they will have a more authentic voice.

Here is what Anthony said when I e mailed him a photo of his talk from my phone whilst he was taking questions:

“James Hoeksma from #Nokia Ux did a RT sketch of my talk this morning on ‘Everyone to Everyone and #Trust– cool!”

Original tweet is here: