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@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. 
Collaborative 
Economy 
@kyleplacy 
@kyleplacy
An economic model where 
creation, ownership and access 
are shared between people and 
corporations. 
Crowd Companies 
@kyleplacy
@@kkyylleeppllaaccyy
@kyleplacy 
@kyleplacy 
@kyleplacy #DMAI14
@@kkyylleeppllaaccyy
@kyleplacy 
@kyleplacy 
@kyleplacy #mixwest14
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
@@kkyylleeppllaaccyy
@@kkyylleeppllaaccyy
two. 
Consumer 
Mobility 
@kyleplacy 
@kyleplacy
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
@kyleplacy
@kyleplacy
Mobility is creating 
seamless experiences. 
@kyleplacy
@@kkyylelpelapcylacy
@@kylkepyllaecpylacy
@@kylkepyllaecpylacy
Mobility is helping not 
selling. 
@kyleplacy
@@kylkepyllaecpylacy
@@kylkepyllaecpylacy
@@kylkepyllaecpylacy
Mobility is an enhanced 
experience. 
@kyleplacy
83% of US consumers 
research products while 
in-store on their phone. 
Our Mobile Planet by Google 
@kyleplacy
@kyleplacy
The consumser is constantly 
connected. 
@kyleplacy
What happens when 5 
billion* additional people 
join the Internet? 
@@kkyy@lleepkplyallaeccypylacy 
*this number is completely made up but means A LOT of people
$$$$$$$$$$$$$$$$$$$$$$$ 
$$$$$$$$$$$$$$$$$$$$$$$ 
$$$$$$$$$$$$$$$$$$$$$$$ 
$$$$$$$$$$$$$$$$$$$$$$$ 
$$$$$$$$ 
@@kkyy@lleepkplyallaeccypylacy
three. 
Audience 
Effect 
@kyleplacy 
@kyleplacy
Most people think our 
main competitors are 
Yahoo! and Bing. It’s 
actually Amazon. 
Eric Schmidt, Chairman, Google 
@kyleplacy
@@kkyylleeppllaaccyy 
via ben-evans.com
@@kkyylleeppllaaccyy 
via ben-evans.com
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
@@kkyylleeppllaaccyy
@kyleplacy
four. 
Personalized 
Content 
@kyleplacy 
@kyleplacy
@@kkyylleeppllaaccyy
@@kkyylleeppllaaccyy
@@kkyylleeppllaaccyy
It’s about moving from 
push to personalized. 
@kyleplacy 
@kyleplacy
There is no such thing 
as omni-channel. I 
actually find it quite 
ridiculous. 
Ivan Wicksteed, CMO, Old Navy 
@kyleplacy
It is about understanding 
each channel’s role in 
the experience. 
Ivan Wicksteed, CMO, Old Navy 
@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 
Head of 
Sales 
86% 
@kyleplacy 
CEO 
Head of 
Product 
COO CFO 
CIO 
78% 70% 67% 56% 37%
You are not marketers. 
@kyleplacy
You are not 
technologists. 
@kyleplacy
You are not the CMO, 
CIO, CFO, CTO or CEO. 
@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. 
@kyleplacy
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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Moments Matter - Technology Transforming Consumer Behavior

Hinweis der Redaktion

  1. Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach. Has a presence in nearly every country on earth Median price of a hotel vs cost of an Airbnb apartment
  2. Google and Waze have already started to share data (May 2014), in addition, Google is rolling out retail delivery with Shopping Express, and also has self-driving cars. Uber enables P2P transportation –largest investor is Google $258m
  3. Apps can pass a destination address to the Uber app, display pickup times, provide fare estimates, access trip history and more.
  4. Apps can pass a destination address to the Uber app, display pickup times, provide fare estimates, access trip history and more.
  5. Last mile project – how do you innovate around the delivery point.
  6. Last mile project – how do you innovate around the delivery point.
  7. There is one thing they have in common – they own the audience.
  8. So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing. Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
  9. So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing. Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
  10. So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing. Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
  11. So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing. Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
  12. So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing. Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
  13. So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing. Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
  14. So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing. Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
  15. So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing. Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.