Upload
kyle-lacy
View
9.754
Download
1
Embed Size (px)
DESCRIPTION
Presentation given at the Zappos HQ on trends changing consumer behavior in email, mobile, social and digital marketing. The future of marketing is very much dependent on the personalization of content and integration of data.
Citation preview
@kyleplacy
@kyleplacy
What do I do?
I am a marketer.
I’ve written 3 books.
Director, Global Content
Salesforce Marketing Cloud
@kyleplacy
trends vs reality
@kyleplacy
Click the center icon >>>>>
and browse for the image you want
to insert.
IF IMAGE INSERTS IN FRONT OF
FOOTER,
Right click on the image and
Select Arrange/Send to Back
@kyleplacy
What’s next?
@kyleplacy
What’s now?
@kyleplacy
one.
Moments Matter
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
two.
ConnectedConsumer
@kyleplacy
@kyleplacy@kyleplacy
Mobile Penetration Rate (Total Population)
21.1
30.3 28.8
18.3
33 33.430.2
33.730.2 31
35.9
22.2
45.1
38.2
28.8
43.4
54.350.7
42.7
50.9
43.5
48
33.5
59
45.5
39.8
52
67.5
63
54
62.2
56.4
0
10
20
30
40
50
60
70
80
2011
2012
2013
@kyleplacy@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
Mobility is about
creating seamless
experiences.
@kyleplacy@kyleplacy
@kyleplacy@kyleplacy
@kyleplacy@kyleplacy
@kyleplacy
Mobility is about
helping not selling.
@kyleplacy@kyleplacy
@kyleplacy@kyleplacy
@kyleplacy@kyleplacy
@kyleplacy@kyleplacy
@kyleplacy
Mobility is about
transforming the
experience.
@kyleplacy
83% of US consumers
research products while
in-store on their phone.Our Mobile Planet by Google
@kyleplacy
@kyleplacy@kyleplacy
@kyleplacy@kyleplacy@kyleplacy
@kyleplacy@kyleplacy@kyleplacy
What happens when 5 billion* additional peoplejoin the Internet?
*this number is completely made up but means A LOT of people
@kyleplacy@kyleplacy@kyleplacy
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
@kyleplacy
three.
AudienceEffect
@kyleplacy
@kyleplacy
Most people think our
main competitors are
Yahoo! and Bing. It’s
actually Amazon.Eric Schmidt, Chairman, Google
@kyleplacy
@kyleplacy@kyleplacy
via ben-evans.com
@kyleplacy@kyleplacy
via ben-evans.com
@kyleplacy@kyleplacy
via ben-evans.com
@kyleplacy
There is one thing they
all have in common…
They own the audience.
@kyleplacy
@kyleplacy
four.
ContentPersonalization
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
Increase in revenue when utilizing
personalized content
@kyleplacy
It’s about moving frompush to personalized.
@kyleplacy
@kyleplacy
five.
Collaborative Consumption
@kyleplacy
@kyleplacy
An economic model where creation, ownership and access are shared between people and corporations.Crowd Companies
@kyleplacy
@kyleplacy
@kyleplacy #mixwest14
@kyleplacy@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy #mixwest14
@kyleplacy
For every 1 percent increase in the
number of Airbnb bookings, there is a
.05 percent decrease in hotel
revenue.Study by Boston University 2013
@kyleplacy
@kyleplacy
@kyleplacy #DMAI14
@kyleplacy@kyleplacy
@kyleplacy@kyleplacy
@kyleplacy
six.
HumanizingAutomation
@kyleplacy
@kyleplacy
We must move from numbers
keeping score to numbers that drive
better actions.
David Walmsley
Head of Multichannel
Marks & Spencer
@kyleplacy
How do we make one department’s outputs another department’s
inputs?
@kyleplacy
Percent of Marketers Rating Cross-Functional Relationships
as Absolutely Critical/Very Important
86%
Head of
SalesCEO
Head of
ProductCOO CFO
78% 70% 67% 56% 37%
CIO
@kyleplacy
You are not marketers.
@kyleplacy
You are not technology experts.
@kyleplacy
or business professionals.
@kyleplacy
You are experience makers and managers.
@kyleplacy
It starts with data and ends with the experience.
It is the only thing that makes you relevant.