Technology trends are important to any business because they define the next generation of marketing and consumer strategy. We’ll focus on the quickly evolving communication landscape and the impacts of increased consumer mobility, localization, smart machines, and the power of social. Based on six years of extensive research of over 10,000 global consumers, we've discovered seven trends that will be changing your business in the years to come. The session will equip you with the knowledge needed to understand and use tools to build a successful brand.

1. Track: Marketing Thought Leaders
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Trends Transforming Consumer
Communication
Kyle Lacy, Director of Global Content
Salesforce ExactTarget Marketing Cloud

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What’s Next?
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What’s Now?
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one.
Moments
Matter

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two.
Connected
Consumer
@kyleplacy

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70
60
50
40
30
20
10
0
52.2
56.4
32.7 33.1
19.6
50.9
43.5
64.6
46.9
24.7
62.2
Australia Canada China Japan UK USA
56.4
Mobile Penetration Rate (Total Population)

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Smartphone massive
growth potential with
only 30% of total market.
Mary Meeker’s 2014 Internet Trends Report

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Activities Used on Smartphone (Financial and Banking)
60
50
40
30
20
10
0
50.7
56.5
41.7 42.1
35.2
29.7 29.6
48.4
59.5
52.3
42
Australia Canada China Germany UK USA
53.3
2012
2013

26. Track: Marketing Thought Leaders
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The connected
consumer is
constant.

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@kyleplacy

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42% of US consumers
purchased a product on
their mobile phone (2013).
Google’s Our Mobile Planet Report

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83% of US consumers
research products while
in-store on their mobile
phone.
Google’s Our Mobile Planet Report

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three.
The Amazon
Effect/Affect
@kyleplacy

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three.
The Amazon
Effect/Affect
@kyleplacy
eCommerce

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@kyleplacy

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@kyleplacy via ben-evans.com

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@kyleplacy via ben-evans.com

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@kyleplacy
via ben-evans.com

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@kyleplacy
via ben-evans.com

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@kyleplacy
via ben-evans.com

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four.
@kyleplacy
Brand
Personalization

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12-25% increase in sales if
the transactional message
includes personalized
product recommendations.
Salesforce ExactTarget Marketing Cloud
@kyleplacy

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five.
Collaborative
Economy

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An economic model where
creation, ownership and access
are shared between people and
corporations.

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@kyleplacy
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six.
Social
Intelligence
@kyleplacy

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Embed Social Media Across the Fabric of the Organization &
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Empower Subject Matter Experts…
Product
Group
6
Marketing
Services
Solutions
Online Sales
Customer
Service
Comms
PR & HR
QUALITY &
INNOVATION
DEMAND &
THOUGHT
LEADERSHIP
CREDIBILITY CONVERSION CYCLE TIME RESOLUTION REPUTATION

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How do we make one
department’s outputs
another department’s
inputs?

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seven.
Humanizing
Automation
@kyleplacy

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Completes the Mortgage
Payments Calculator
Visits website to login to his
online banking and notices a
promotion for a home buying
guide; clicks to learn more
Begins the mortgage pre-approval
process by filling
out a form to request more
info
Receives a push notification to
schedule an appointment with a
Mortgage Specialist and does
so in the company Mobile app
Receives an email with a
list of materials to bring to his
appointment in a few days
Meets with his Mortgage
Specialist and completes the
pre-approval process
Receives a push notification
to remind him of his in-branch
appointment the next day
Receives a follow-up email to
congratulate him on his pre-approval
as well as info on next
steps in the home buying process
Uses the company mobile app
to keep track of homes they
visit; finds the perfect home
FaceTimes with the broker
and sends her the listing info;
is able to begin the process of
putting in an offer right then

73. Track: Marketing Thought Leaders
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Data equals
Relevance

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Experience
equals
Relevance

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Data beats
Opinions

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We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & Spencer
@kyleplacy

77. Track: Marketing Thought Leaders
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Take the after-session survey! (setup 2)
Take the Survey in
the Connections
2014 Mobile App
Join the
Conversation!
#CNX1
4
$50
Best Buy
Gift Card

78. Track: Marketing Thought Leaders
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