This is the generic version of my presentation on my new book, Lethal Generosity.

2. Be kind to your customers. It will
destroy competitive efforts to hijack
them.

3. 5 OLD STORIES

4.  5 tech forces
 Strong tech focus
 Rapid change
 Few business apps

5.  A of C sequel
 Lots of business stories
 Millennials
 New competitors
 Marketing changes

6. MILLENNIALS

7. WHY MILLENNIALS MATTER
 Emergent majority
 Digital natives
 Collaborators
 Trend starters
 Sailthru research

8. 25
44
22
24
34
24
19 9
SAILTHRU MILLENNIAL RESEARCH
Millennials Others
Personalization
Use it!
Use only if it
helps me
Tell me
what you
have
No!
Millennials Non-Millennials
Data Use
55 41
Millennials Others
Retailers & Personal Data
63 52

9. MILLENNIAL EMPLOYEES
• Facebook challenge
• Changed culture
• Driving new business

10. MILLENNIAL KEIRETSUS

11. MILLENNIAL CUSTOMERS
 Experience trumps brand
 ‘Trust me, first’
 Ads only start a sequence

12. CONTEXTUAL
TECHNOLOGY

13. RAPID CHANGE
 New business models
 Uberize some things
 Frictionless experience

14. WHAT’S TO SHARE?
 Platforms-break-bricks model
 Peer power
 Millennial keiretsus

15. NORDSTROM

16. CONTEXTUAL
RETAIL

17. #INBOUND15
LOCATION, LOCATION

18. #INBOUND15
BEACONING CUSTOMERS

19. BEYOND BEACONS

20. CONTACTLESS ECONOMY

21. Marketing Crossroads

22. THE NEW PR
 Everyone’s an influencer
 Every company’s a media company
 Data & analytics-driven
 Integrating disciplines
 Scaling personalization

23. THE NEW PR

24. #INBOUND15
TAPERING AD RETURNS
 Traditional, to traditional-digital, to contextual
 Death of 30-second spot—R/GA
 Mobile, wearable dynamics
 Peer influence

25. #INBOUND15
NEW ADS
 Contextual-digital
 Story-telling
 Communities platforms
 Scalable personalization

26. #INBOUND15
STORYTELLING ADS

27. #INBOUND15
CONTEXTUAL
BILLBOARDS

28. CONTEXT & STORIES

29. CHANGING CONVERSATIONS

30. PINPOINT MARKETING
 Seller understands & anticipates
 Exquisite experience
 Personalization is scalable
 Low costs, high profits & loyal customers

31. TAKEAWAYS
 Recognize power shift
 Embrace sharing economy
 Focus on experience
 Understand changes
 Pinpoint generously

32. Shel Israel
Writer. Speaker. Nice Guy.
www.facebook.com/shel.israel
Shelisrael1@gmail.com