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Moments Matter - Technology Transforming Consumer Behavior

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Presentation given at the Argyle CMO Conference in San Francisco on November 6th.

Veröffentlicht in: Marketing
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Moments Matter - Technology Transforming Consumer Behavior

  1. @kyleplacy
  2. What do I do? I am a marketer. I’ve written 3 books. Director, Global Content Salesforce Marketing Cloud @kyleplacy
  3. trends vs reality @kyleplacy
  4. 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
  5. What’s next? @kyleplacy
  6. What’s now? @kyleplacy
  7. one. Collaborative Economy @kyleplacy @kyleplacy
  8. An economic model where creation, ownership and access are shared between people and corporations. Crowd Companies @kyleplacy
  9. @@kkyylleeppllaaccyy
  10. @kyleplacy @kyleplacy @kyleplacy #DMAI14
  11. @@kkyylleeppllaaccyy
  12. @kyleplacy @kyleplacy @kyleplacy #mixwest14
  13. 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
  14. @kyleplacy
  15. @kyleplacy
  16. @@kkyylleeppllaaccyy
  17. @@kkyylleeppllaaccyy
  18. two. Consumer Mobility @kyleplacy @kyleplacy
  19. Mobile Penetration Rate (Total Population) 21.1 80 70 60 50 40 30 20 10 @@kkyylleeppllaaccyy 30.3 28.8 18.3 33 33.4 30.2 33.7 30.2 31 35.9 22.2 45.1 38.2 28.8 43.4 54.3 50.7 42.7 50.9 43.5 48 33.5 59 45.5 39.8 52 67.5 63 54 62.2 56.4 0 2011 2012 2013
  20. @kyleplacy
  21. @kyleplacy
  22. Mobility is creating seamless experiences. @kyleplacy
  23. @@kkyylelpelapcylacy
  24. @@kylkepyllaecpylacy
  25. @@kylkepyllaecpylacy
  26. Mobility is helping not selling. @kyleplacy
  27. @@kylkepyllaecpylacy
  28. @@kylkepyllaecpylacy
  29. @@kylkepyllaecpylacy
  30. Mobility is an enhanced experience. @kyleplacy
  31. 83% of US consumers research products while in-store on their phone. Our Mobile Planet by Google @kyleplacy
  32. @kyleplacy
  33. The consumser is constantly connected. @kyleplacy
  34. What happens when 5 billion* additional people join the Internet? @@kkyy@lleepkplyallaeccypylacy *this number is completely made up but means A LOT of people
  35. $$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$ @@kkyy@lleepkplyallaeccypylacy
  36. three. Audience Effect @kyleplacy @kyleplacy
  37. Most people think our main competitors are Yahoo! and Bing. It’s actually Amazon. Eric Schmidt, Chairman, Google @kyleplacy
  38. @@kkyylleeppllaaccyy via ben-evans.com
  39. @@kkyylleeppllaaccyy via ben-evans.com
  40. @kyleplacy
  41. @kyleplacy
  42. @kyleplacy
  43. @kyleplacy
  44. @@kkyylleeppllaaccyy
  45. @kyleplacy
  46. four. Personalized Content @kyleplacy @kyleplacy
  47. @@kkyylleeppllaaccyy
  48. @@kkyylleeppllaaccyy
  49. @@kkyylleeppllaaccyy
  50. It’s about moving from push to personalized. @kyleplacy @kyleplacy
  51. There is no such thing as omni-channel. I actually find it quite ridiculous. Ivan Wicksteed, CMO, Old Navy @kyleplacy
  52. It is about understanding each channel’s role in the experience. Ivan Wicksteed, CMO, Old Navy @kyleplacy
  53. How do we make one department’s outputs another department’s inputs? @kyleplacy
  54. Percent of Marketers Rating Cross-Functional Relationships as Absolutely Critical/Very Important Head of Sales 86% @kyleplacy CEO Head of Product COO CFO CIO 78% 70% 67% 56% 37%
  55. You are not marketers. @kyleplacy
  56. You are not technologists. @kyleplacy
  57. You are not the CMO, CIO, CFO, CTO or CEO. @kyleplacy
  58. You are experience makers and managers. @kyleplacy
  59. It starts with data and ends with the experience. It is the only thing that makes you relevant. @kyleplacy
  60. We must move from numbers keeping score to numbers that drive better actions. David Walmsley Head of Multichannel Marks & Spencer @kyleplacy

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