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Kyle Lacy - Technology Trends Shifting Customer Behavior

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Veröffentlicht am

INBOUND 2015

Veröffentlicht in: Marketing
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Kyle Lacy - Technology Trends Shifting Customer Behavior

  1. 1. INBOUND15 Technology Trends Shifting Customer Behavior Why technology is changing the way we think, buy and communicate. Kyle Lacy Head of Marketing Strategy OpenView Venture Partners
  2. 2. INBOUND15 What do I do? I am a marketer. I’ve written 3 books. Head of Marketing Strategy OpenView Venture Partners Previously at ExactTarget & Salesforce @kyleplacy http://openview.vc/Inbound15
  3. 3. trends vs reality INBOUND15@kyleplacy
  4. 4. what’s next? INBOUND15@kyleplacy
  5. 5. what’s now? INBOUND15@kyleplacy
  6. 6. INBOUND15 • Moments • Mobility • Audience Effect • Data at Scale • Cloud Computing • Machine Learning • Humanizing Automation Trends Shifting Consumer Behavior @kyleplacy
  7. 7. INBOUND15 1 Moments Matter @kyleplacy
  8. 8. INBOUND15@kyleplacy
  9. 9. Photos by Seth Casteel INBOUND15@kyleplacy
  10. 10. INBOUND15@kyleplacy
  11. 11. INBOUND15 2 Mobility @kyleplacy
  12. 12. INBOUND15@kyleplacy
  13. 13. INBOUND15 (Millward Brown, 2014) Americans now spend 151 minutes per day on smartphones, more than on TV or laptops @kyleplacy
  14. 14. INBOUND15 (Google, 2015) 66% of all time spent on ecommerce sites is done across a mobile device
  15. 15. Photo by lzf, iStock Photo Photo by lzf, iStock Photo 1 in 5 searches on Google are related to location. (Google Data, Global, March 2014) INBOUND15
  16. 16. INBOUND15 (Millward Brown, 2014) By 2017 there will be over 20 billion connected devices. @kyleplacy
  17. 17. Mobility is seamless. INBOUND15@kyleplacy
  18. 18. @kyleplacy INBOUND15@kyleplacy
  19. 19. @kyleplacy INBOUND15@kyleplacy
  20. 20. @kyleplacy INBOUND15@kyleplacy
  21. 21. INBOUND15 Mary Meeker 40% of global mobile users have a smartphone. INBOUND15@kyleplacy
  22. 22. INBOUND15INBOUND15@kyleplacy
  23. 23. There is still massive growth potential for smartphones. INBOUND15INBOUND15@kyleplacy
  24. 24. @kyleplacy@kyleplacy INBOUND15@kyleplacy
  25. 25. @kyleplacy@kyleplacy INBOUND15@kyleplacy
  26. 26. @kyleplacy@kyleplacy $$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$ INBOUND15@kyleplacy
  27. 27. INBOUND15 3 Audience Effect
  28. 28. INBOUND15 Whoever owns the audience… owns the experience.
  29. 29. $678B INBOUND15@kyleplacy
  30. 30. $178B INBOUND15@kyleplacy
  31. 31. $90B INBOUND15@kyleplacy
  32. 32. $68B INBOUND15@kyleplacy
  33. 33. INBOUND15 Eric Schmidt, Chairman, Google Most people think our main competitors are Yahoo! And Bing. It’s actually Amazon. INBOUND15@kyleplacy
  34. 34. via ben-evans.com INBOUND15@kyleplacy
  35. 35. INBOUND15 Scott Galloway, NYU Stern Over the last nine months Amazon’s shipping costs have gone up more than 40%... INBOUND15@kyleplacy
  36. 36. INBOUND15 Scott Galloway, NYU Stern Their shipping fees were $3B, but they spent almost $7B on transportation costs… INBOUND15@kyleplacy
  37. 37. INBOUND15@kyleplacy
  38. 38. INBOUND15@kyleplacy
  39. 39. INBOUND15@kyleplacy
  40. 40. @kyleplacy @kyleplacy #mixwest14
  41. 41. INBOUND15 • 34,000 cities • 190 countries • 1 million listings • Over 30 millions nights booked The Power of Airbnb @kyleplacy
  42. 42. INBOUND15 5 Big Data @kyleplacy
  43. 43. INBOUND15 5 Big Data Data at Scale @kyleplacy
  44. 44. Courtesy of Alex Tellez + Amy Wang + H2O Team INBOUND15@kyleplacy
  45. 45. one. Moments Matter INBOUND15@kyleplacy
  46. 46. INBOUND15 Dan Ariely, Professor at Duke Big data is like teenage sex… everyone talks about it, nobody really knows how to do it, everyone else is doing it, so everyone claims they are doing it.” @kyleplacy
  47. 47. INBOUND15 6 Cloud Computing @kyleplacy
  48. 48. INBOUND15 Om Malik Cloud computing has changed how startups are built and companies are scaled. @kyleplacy
  49. 49. INBOUND15@kyleplacy
  50. 50. INBOUND15 1. Data contains information of great business / personal value. 2. If you can extract those insights from the data, you can make better decisions. The Hope of Big Data Predicting future stock movements = $$$ Netflix movie recommendations = better experience = $$$ @kyleplacy
  51. 51. INBOUND15 7 Machine Learning @kyleplacy
  52. 52. INBOUND15 Machine learning is the technology that automatically finds patterns in your data and uses them to make predictions for new data points @kyleplacy
  53. 53. INBOUND15@kyleplacy
  54. 54. INBOUND15@kyleplacy
  55. 55. INBOUND15 Our technology application generates news stories, industry reports, headlines and more – at scale and without human authoring or editing @kyleplacy
  56. 56. INBOUND15@kyleplacy
  57. 57. INBOUND15 8 Humanizing Automation @kyleplacy
  58. 58. INBOUND15 David Walmsley We must move from numbers keeping score to numbers that drive better actions. @kyleplacy
  59. 59. INBOUND15 1. Analytics should be worshipped 2. Content should (and will) be personalized 3. Understand industry trends 4. People are paramount 5. Don’t underestimate your community Tracking the Trends @kyleplacy
  60. 60. You are not marketers. social media managers engineers content experts writers technologists INBOUND15@kyleplacy
  61. 61. You are experience makers and managers. INBOUND15@kyleplacy
  62. 62. The experience is the only thing that makes you relevant. INBOUND15@kyleplacy
  63. 63. INBOUND15 What do I do? I am a marketer. I’ve written 3 books. Head of Marketing Strategy OpenView Venture Partners Previously at ExactTarget & Salesforce @kyleplacy http://openview.vc/Inbound15

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