Presentation deck given at TrackMaven's digital conference in Boston on July 7, 2016

1. MARKETING IS DEAD
Kyle Lacy, 7/07/2016
Understanding the trends changing content and
what you must do to survive

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Louis CK Video

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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 Facebook
Chrome
YouTube
Worldwide 33 12 3 4 hours Facebook
WhatsApp
Chrome
DAY IN THE LIFE OF A MOBILE USER

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IT IS SEAMLESS…

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MOBILITY HAS MATURED BUT
INTERNET USAGE IS GROWING

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WHOEVER OWNS THE
NETWORK. OWNS THE
EXPERIENCE.
DISRUPTIVE TREND #2

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18SALES GROWTH FOR SELECT INTERNET
RETAILERS

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COMPARISONS MATTER
$54B CAP
$12B CASH
$49B CAP
$21B CASH
$165B CAP
$40B CASH
$510B CAP
$75B CASH
$584B CAP
$215B CASH
$377B CAP
$92B CASH

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THE 5 PS OF MARKETING
SURVIVAL
EVOLUTION #1

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MARKETING MUST REORG TO
SURVIVE

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PEOPLE
PRINCIPLES
PROCESS
PROGRAMS
PERFORMANCE
MARKETING TEAM FUNDAMENTALS

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People: The most important part of any organization. You must concentrate on
hiring for aptitude, attitude and agility.
Principles: The fundamental beliefs, objectives and behaviors of your team.
Process: The inner workings of how your team operates and functions. Focusing
on how you optimize the four components of the marketing mix: product, pricing,
promotions and channels for both execution and awareness. This also includes
alignment between team members and other business units in the organization.
THE NEW WAY

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Programs: It’s all about continuous rapid improvement. How do you deliver
programs to create marketing leverage that uncovers new sources of revenue
growth, optimize current marketing programs and increases marketing production
efficiency at scale?
Performance: This is the foundation of any strong marketing organization. You
must measure everything in order to discover better ways to reach customers.
THE NEW WAY

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THE OLD WAY
MARKETING
Operations Creative

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UXPERIENCE MATTERS
EVOLUTION #2

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IT’S NOT CONTENT
MARKETING. IT’S THOUGHT-
LEADERSHIP.
EVOLUTION #3

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DIE ENGAGEMENT METRICS!
LONG LIVE UNIT ECONOMICS!
EVOLUTION #4

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DATA CLEANSE FOR HEALTHY
ARTIFICIAL INTELLIGENCE
EVOLUTION #5