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Technology and Marketing Trends Presentation for TD Bank Marketing

Presentation given at TD Bank in Toronto, Ontario on Thursday, January 15th 2014. Technology trends that are completely transforming consumer behavior.

1. Understanding that moments matter to any business strategy.
2. The connected consumer is the future of all business.
3. Don't ignore Amazon, Google, Alibaba and Apple's ability to completely change the way you do business.
4. Content personalization is the future of content marketing.
5. The collaborative economy is an old idea rebuilt from the likes of Uber and Airbnb.
6. Humanizing Automation - it isn't marketing automation or direct response marketing. It is about personalizing the entire experience for the customer

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Technology and Marketing Trends Presentation for TD Bank Marketing

  1. @kyleplacy Technology Trends Disrupting Consumer Behavior Kyle Lacy Head of Marketing Strategy OpenView Venture Partners
  2. @kyleplacy http://openview.vc/TDBankTech
  3. @kyleplacy What do I do? I am a marketer. I’ve written 3 books. Head of Marketing Strategy OpenView Venture Partners
  4. @kyleplacy trends vs reality
  5. @kyleplacy
  6. @kyleplacy what’s next?
  7. @kyleplacy what’s now?
  8. @kyleplacy one. Moments Matter @kyleplacy
  9. @kyleplacy
  10. @kyleplacy
  11. @kyleplacy two. Connected Consumer @kyleplacy
  12. @kyleplacy Mobile Penetration Rate (Total Population) 21.1 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 10 20 30 40 50 60 70 80 2011 2012 2013
  13. @kyleplacy
  14. @kyleplacy
  15. @kyleplacy
  16. @kyleplacy Mobility is about creating seamless experiences.
  17. @kyleplacy@kyleplacy
  18. @kyleplacy@kyleplacy
  19. @kyleplacy@kyleplacy
  20. @kyleplacy Mobility is about helping not selling.
  21. @kyleplacy@kyleplacy
  22. @kyleplacy@kyleplacy
  23. @kyleplacy@kyleplacy
  24. @kyleplacy
  25. @kyleplacy Mobility is about transforming the experience.
  26. @kyleplacy 83% of US consumers research products while in-store on their phone. Our Mobile Planet by Google
  27. @kyleplacy
  28. @kyleplacy@kyleplacy
  29. @kyleplacy@kyleplacy@kyleplacy
  30. @kyleplacy@kyleplacy@kyleplacy What happens when 5 billion* additional people join the Internet? *this number is completely made up but meansALOT of people
  31. @kyleplacy@kyleplacy@kyleplacy $$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$
  32. @kyleplacy three. Audience Effect @kyleplacy
  33. @kyleplacy Most people think our main competitors are Yahoo! and Bing. It’s actually Amazon. Eric Schmidt, Chairman, Google
  34. @kyleplacy
  35. @kyleplacy via ben-evans.com
  36. @kyleplacy via ben-evans.com
  37. @kyleplacy via ben-evans.com
  38. @kyleplacy There is one thing they all have in common… They own the audience.
  39. @kyleplacy
  40. @kyleplacy four. Content Personalization@kyleplacy
  41. @kyleplacy
  42. @kyleplacy
  43. @kyleplacy
  44. @kyleplacy
  45. @kyleplacy
  46. @kyleplacy
  47. @kyleplacy
  48. @kyleplacy
  49. @kyleplacy
  50. @kyleplacy It’s about moving from push to personalized. @kyleplacy
  51. @kyleplacy five. Collaborative Consumption @kyleplacy
  52. @kyleplacy An economic model where creation, ownership and access are shared between people and corporations. Crowd Companies
  53. @kyleplacy @kyleplacy @kyleplacy #mixwest14
  54. @kyleplacy
  55. @kyleplacy
  56. @kyleplacy
  57. @kyleplacy
  58. @kyleplacy @kyleplacy @kyleplacy #mixwest14
  59. @kyleplacy 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
  60. @kyleplacy @kyleplacy @kyleplacy #DMAI14
  61. @kyleplacy
  62. @kyleplacy
  63. @kyleplacy six. Humanizing Automation @kyleplacy
  64. @kyleplacy We must move from numbers keeping score to numbers that drive better actions. David Walmsley Head of Multichannel Marks & Spencer
  65. @kyleplacy How do we make one department’s outputs another department’s inputs?
  66. @kyleplacy Percent of Marketers Rating Cross-Functional Relationships as Absolutely Critical/Very Important 86% Head of Sales CEO Head of Product COO CFO 78% 70% 67% 56% 37% CIO Source : Salesforce Marketing Cloud
  67. @kyleplacy You are not marketers.
  68. @kyleplacy You are not technology experts.
  69. @kyleplacy Social media managers or SEO experts.
  70. @kyleplacy You are experience makers and managers.
  71. @kyleplacy It starts with data and ends with the experience. It is the only thing that makes you relevant.
  72. @kyleplacy http://openview.vc/TDBankTech

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