Technology and Marketing Trends Presentation for TD Bank Marketing

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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

Technologie Marketing

@kyleplacy
Technology Trends
Disrupting Consumer
Behavior
Kyle Lacy
Head of Marketing Strategy
OpenView Venture Partners

@kyleplacy
http://openview.vc/TDBankTech

@kyleplacy
What do I do?
I am a marketer.
I’ve written 3 books.
Head of Marketing Strategy
OpenView Venture Partners

@kyleplacy
one.
Moments
Matter
@kyleplacy

@kyleplacy
two.
Connected
Consumer
@kyleplacy

@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

@kyleplacy
Mobility is about
creating seamless
experiences.

@kyleplacy
Mobility is about
helping not selling.

@kyleplacy
Mobility is about
transforming the
experience.

@kyleplacy
83% of US consumers
research products
while in-store on their
phone.
Our Mobile Planet by Google

@kyleplacy@kyleplacy@kyleplacy
What happens when 5
billion* additional people
join the Internet?
*this number is completely made up but meansALOT of people

@kyleplacy
three.
Audience
Effect
@kyleplacy

@kyleplacy
Most people think our
main competitors are
Yahoo! and Bing. It’s
actually Amazon.
Eric Schmidt, Chairman, Google

@kyleplacy
There is one thing they
all have in common…
They own the audience.

@kyleplacy
four.
Content
Personalization@kyleplacy

@kyleplacy
It’s about moving from
push to personalized.
@kyleplacy

@kyleplacy
five.
Collaborative
Consumption
@kyleplacy

@kyleplacy
An economic model where
creation, ownership and
access are shared between
people and corporations.
Crowd Companies

@kyleplacy
@kyleplacy
@kyleplacy #mixwest14

@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

@kyleplacy
@kyleplacy
@kyleplacy #DMAI14

@kyleplacy
six.
Humanizing
Automation
@kyleplacy

@kyleplacy
We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & Spencer

@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
86%
Head of
Sales
CEO
Head of
Product
COO CFO
78% 70% 67% 56% 37%
CIO
Source : Salesforce Marketing Cloud

@kyleplacy
You are not technology
experts.

@kyleplacy
Social media
managers or SEO
experts.

@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.

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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

Hinweis der Redaktion

Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
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
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
Apps can pass a destination address to the Uber app, display pickup times, provide fare estimates, access trip history and more.
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
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.
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.
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.
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.
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.
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.

Technology and Marketing Trends Presentation for TD Bank Marketing

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Technology and Marketing Trends Presentation for TD Bank Marketing

Hinweis der Redaktion