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Kyle LacyDirector, Global Content & Research@kyleplacy,
www.kylelacy.com
Whats Next?@kyleplacy
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Whats Next?@kyleplacy
Whats Now?@kyleplacy
Data EqualsRelevanceone.@kyleplacy
Ginni RomettyCEO, IBMWhat you will see with rapid data and
social sharing is the death of the average and the era of you.
Businesses will be able to truly serve the
individual.@kyleplacy
1. Empathy2. Perspective TakingTwo types of marketing &
creative: @kyleplacy
EmpathyUnderstanding someones emotional state or
feelings@kyleplacy
They were reallygood at empathy.@kyleplacy
@kyleplacy
Perspective TakingCognitive & analytical its understanding
someones interests and behavior.@kyleplacy
@kyleplacy
MomentsMattertwo.@kyleplacy
@kyleplacy
ConnectedConsumerthree.@kyleplacy
@kyleplacy
I switched.@kyleplacy
91% of consumers indicated that access to content across all
devices was important.2014 Mobile Behavior Report, ExactTarget
Marketing Cloud @kyleplacy
83% of US Consumers research products while in-store on their
mobile phone.Googles Our Mobile Planet Report@kyleplacy
Email isMobile@kyleplacy #ETFOM
We sent over 1 billion digital messages on Cyber
Monday.@kyleplacy
Many of our retail clients experienced mobile open rates
exceeding 80%.@kyleplacy
The New Inboxfour.@kyleplacy
Rethinking Place. 26
Consumers are changing the future of the inbox into
a shopping engineBrought to you by ReturnPath
We are transforming The Inbox into a shopping engine27
Consumers are using [mo.b]to track their packagesand track their
spending
Consumers are using Slice to find out when prices fall and
products get recalledBrought to you by ReturnPath
mo.b arranges your emails into a searchable catalog of
purchases, analyzes your spending, tracks shipments, and protects
your privacy by providing a @motleyb.com email to use instead of
your personal address.
Slice sorts your purchases, tracks shipments, organizes your
receipts, tells you when prices drop for products you buy, and
alerts you to product recalls
28
Consumers are changing the future of the inbox into
a clutter-free environmentBrought to you by ReturnPath
We want clearer and un-cluttered inboxes29
Consumers are usingUnsubscriber to easily stop unwanted
emails
Consumers are usingmailstrom to methodically reach Inbox
ZeroBrought to you by ReturnPath
Unsubscriber allows users on any platform to mark which emails
they dont want, then Unsubscriber manages every part of the
unsubscribe process.
Mailstrom learns to sort your mailbox in groups of similar
messages, helping you quickly triage your email based on your
unique approach to cleaning out the inbox
30
Consumers are usingInbox Pause to controlwhen they get mail
Organizer
Consumers are using Organizer because it automatically sorts
their mail by category Brought to you by ReturnPath
Inbox Pause protects your productivity by keeping email from
distracting you at critical times. Users can suspend all incoming
messages and schedule them for delivery when its more
convenient.
Organizer automatically categorizes email in to inbox folders
and gives you a daily summary of who sent what
31
which is the reason Gmail developed the tabbed inbox, which
automatically sorts incoming email
Brought to you by ReturnPath
These behavioral changes are why GMAIL created Tabs
32
Locationfive.@kyleplacy #ETFOM
Rethinking Place. 33
@kyleplacy #ETFOM
Last mile project how do you innovate around the delivery point.
38
Brand Personalizationsix.@kyleplacy
1. Predictive Intelligence2. EGONomicsTwo types of brand
personalisation:@kyleplacy
1. Predictive Intelligence@kyleplacy
41% of consumers buy more from retailers who send personalised
emails based on past buying behaviours.Return Path@kyleplacy
12-25% increase in sales if the transactional message includes
personalised product recommendations.ExactTarget Marketing
Cloud@kyleplacy
2. EGONomics@kyleplacy
To offset a depersonalized society, consumers crave recognition
of their individuality.Faith Popcorn@kyleplacy
or a recognition of their social identity.@kyleplacy
ConnectedProductsseven.@kyleplacy
Data equalsRelevance
Data beatsOpinions
We must move from numbers keeping score to numbers that drive
better actions.David WalmsleyHead of MultichannelMarks &
Spencer@kyleplacy
exacttarget.com.au
