#ZGMultifamily

IT SHOULDN’T BE SCARY T GO DIGITALKyle Lacy, Head of Marketing Strategy, OpenView

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We must understand change.

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Why is this happening?

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Mobility completely changed the game.

CURRENT DISRUPTION

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DAY IN THE LIFE OF A MOBILE USER

Average # Apps

Installed on Device

Average Numbers of Apps Used

Daily

Average # of Apps

Accounting for 80%+ of App Usage

Time Spent on Phone (per Day)

Most Commonly Used Apps

USA 37 12 3 5 hours FacebookChromeYouTube

Source: KPCB Internet Trends Report

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Every customer is a consumer first.

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And the consumer experience is seamless.

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Smart machines are here to stay.

FUTURE DISRUPTION

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Have no fear.

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We don’t survive.

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We evolve.

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Embracing the 4 Ps f Digital Evolution

SUPREME SURVIVAL TIP

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PROCESS

PEOPLEPERSONA

PERFORMANCE

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PEOPLEDo you have the right people? Hire for aptitude, attitude and agility.

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Is your team organized to win in the digital environment?

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Acquisition Conversion Brand

ContentPR

Brand EnablementCorporate Comms

CreativeEvents

DigitalTraditional

AdsManagersOperationsAutomation

Personas/StrategyMessaging

Sales Enablement Training

Retention

THE MODERN MARKETING ORG

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The marketing team of the future…

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controls every aspect of the consumer experience.

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PERSONADo you know your customer? Do you understand their behavior, motivations, goals and demographics?

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PERSONAa semi-fictional representation of your ideal customer based on market research and real data about your existing customers. 

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PROCESSHow does your team operate and optimize for product, pricing, promotions and channels?

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Your UXperience matters.

PROCESS TIP #1

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Get the experience right and your product will sell itself.

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Or you customers will sell it for you.

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73% of companies consider user experience a top prioritySource: Forrester Research, Forrester’s CX Index

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1% of companies deliver an excellent experienceSource: Forrester Research, Forrester’s CX Index

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Source: UserTesting.com

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Customer service is the new marketing.

PROCESS TIP #2

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Social media engagement is about retention, not acquisition.

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It’s time to hug your haters.

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$500 Billion Per

Year inMarketing

Source: Jay Baer, Hug Your Haters

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$500 Billion Per

Year inMarketing $9

Billion PerYear in

Customer Service

Source: Jay Baer, Hug Your Haters

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40% of social media haters expect a reply within one hour.Source: Jay Baer, Hug Your Haters

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Answering one complaint online increases customer love as much as 25%.Source: Jay Baer, Hug Your Haters

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80% of companies say they deliver exceptional customer service.Source: Jay Baer, Hug Your Haters

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8% of their customers agree.Source: Jay Baer, Hug Your Haters

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Go back and answer the first 2 pages of reviews everywhere.Source: Jay Baer, Hug Your Haters

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PERFORMANCEDo you have the system in place to track and evolve?

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Source: David Walmsley

“We must move from numbers keeping score to numbers that drive better actions.”

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Data is life.PERFORMANCE TIP #1

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70% of technology implementations fail because of BAD DATA.Source: Forrester Research

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What about small data vs. big data vs. medium data vs. somewhat large data?

Courtesy of Alex Tellez + Amy Wang + H2O Team

one.Moments Matter

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HOW DO YOU EFFICIENTLY MANAGE DATA?

• Database cleansing should be top priority• Do you have someone focused on data management?• Get your team off spreadsheets• One system of record for the entire company• Get your team off spreadsheets• Get your team off spreadsheets

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Better Goal Tracking Leads to Better Results

PERFORMANCE TIP #2

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Data / Automation

CRM

MY PRIMARY STACK

Goal / ProjectManagement

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Die engagement metrics. Long live unit economics.

PERFORMANCE TIP #3

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Marketing should function like an ecommerce company.

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ENGAGEMENT IS IMPORTANT

• Open Rate• Click Through Rate• Cost per Click• Time on Site• Bounce Rate• Close rate per Channel

But secondary

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UNIT ECONOMICSDirect revenues and costs associated with a particular business model expressed on a per unit basis.

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LIFETIME VALUE (LTV)the amount of revenue a single user generated during the entire duration of their usage of your service

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Strive to understand your unit economics better than the CEO

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PROCESS

PEOPLEPERSONA

PERFORMANCE

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We believe providing (individual) with this (service) will result in this (outcome).

We will know this when we see (measureable result).@JimKalbach

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Your PEOPLE should develop and re-develop your PERSONAS and PROCESSES to improve PERFORMANCE.

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One last thing…

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You are not marketers

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You are not marketersgrowth hackers

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You are not marketersgrowth hackersCEOsocial media ninjas

@KYLEPLACY@KYLEPLACY76 @KYLEPLACY

You are not marketersgrowth hackersCEOsocial media ninjasdigital marketing savantsor growth hackers

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You are experience makers and managers.

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It is the only thing that makes you relevant.

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@kyleplacy

Thank you!