Technology Trends Disrupting Consumer Behavior v.20
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New and updated deck! Featuring the five technology trends completely changing consumer behavior. This includes everything from email marketing, personalization, Uber, Airbnb, Sharing Economy, moments matter, customer lifecycle marketing, leveraging your owned audience, the power of Amazon and growth of mobile technology. Everything is changing the way consumers behave. 1. Moments Matter 2. Connected Consumer 3. Owned Audiences 4. Collaborative Economy 5. Humanizing Automation
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Technology Trends Disrupting Consumer Behavior v.20
- 1. @kyleplacy Technology Trends Disrupting Consumer Behavior Kyle Lacy Head of Marketing Strategy OpenView Venture Partners
- 2. @kyleplacy What do I do? I am a marketer. I’ve written 3 books. Head of Marketing Strategy OpenView Venture Partners Previously at ExactTarget & Salesforce http://openview.vc/WIS_Travel
- 4. @kyleplacy
- 7. @kyleplacy The Trends. • Moments Matter • Connected Consumer • Owned Audiences • Collaborative Economy • Humanizing Automation
- 9. @kyleplacyPhotos by Seth Casteel
- 10. @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 Americans now spend 151 minutes per day on smartphones, more than on TV or laptops. (Millward Brown, 2014)
- 14. @kyleplacy
- 15. @kyleplacy
- 16. @kyleplacy 45M 16B 1B 130M Photos/Day Total Photos Likes/Day Users
- 17. @kyleplacy Photo by lzf, iStock Photo Photo by lzf, iStock Photo 1 in 5 searches on Google are related to location. (Google Data, Global, March 2014)
- 18. @kyleplacy By 2017 there will be over 20 billion connected devices.
- 19. @kyleplacy Billions of connected devices demands a completely seamless experience
- 23. @kyleplacy Mobility is about helping not selling.
- 27. @kyleplacy
- 28. @kyleplacy Mobility is about transforming the experience.
- 29. @kyleplacy 83% of US consumers research products while in-store on their phone. Our Mobile Planet by Google
- 30. @kyleplacy
- 33. @kyleplacy@kyleplacy@kyleplacy What happens when 5 billion* additional people join the Internet? *this number is completely made up but meansALOT of people
- 36. @kyleplacy Whoever owns the audience… owns the experience.
- 37. @kyleplacy
- 38. @kyleplacy Photo by lzf, iStock Photo Photo by lzf, iStock Photo 1 in 5 searches on Google are related to location. (Google Data, Global, March 2014)
- 39. @kyleplacy
- 40. @kyleplacy
- 42. @kyleplacy Most people think our main competitors are Yahoo! and Bing. It’s actually Amazon. Eric Schmidt, Chairman, Google
- 47. @kyleplacy Jeremian Owyang - Crowd Companies “The people formerly called consumers are now getting what they need from each other, rather than from traditional institutions. Instead of buying new things, people are sharing products with each other in an emerging societal shift called the Sharing Economy.”
- 48. @kyleplacy Jeremian Owyang - Crowd Companies “These Empowered Individuals are beginning to function like hotels, taxis, farms, restaurants, manufacturers and other traditional business models. The crowd is becoming a company unto itself - it’s backed by powerful technologies, like social networks and mobile devices, and it is self-organizing.”
- 49. @kyleplacy
- 50. @kyleplacy
- 51. @kyleplacy
- 52. @kyleplacy
- 53. @kyleplacy
- 54. @kyleplacy
- 55. @kyleplacy
- 56. @kyleplacy
- 57. @kyleplacy
- 58. @kyleplacy
- 59. @kyleplacy “Investors have valued Uber as if it’s bigger than the entire taxi industry.” Travis Kalanick, CEO, Uber
- 60. @kyleplacy
- 61. @kyleplacy
- 63. @kyleplacy FastCompany “The company is believed to be in the process of raising a war chest of close to $1 billion — with about half of that secured. We’ve heard that Airbnb has been courted by investors out of Asia, as well as larger private-equity groups.”
- 64. @kyleplacy 34,000 cities 190 countries 1 million listings 30 million nights book
- 65. @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
- 66. @kyleplacy • Airbnb generated $632 million in economic activity in New York in one year • Airbnb visitors stay on average 6.4 nights (compared to 3.9 for hotel guests) and spend $880 at NYC businesses (compared to $690 for average New York visitors) • 82% of Airbnb listings in New York are outside of the main tourist area of midtown Manhattan, and the average Airbnb guest spends $740 in the neighborhood where she stays • In one year, Airbnb generated $104 million in New York City economic activity outside Manhattan
- 67. @kyleplacy What does this mean for brands? @kyleplacy
- 69. @kyleplacy We must move from numbers keeping score to numbers that drive better actions. David Walmsley Head of Multichannel Marks & Spencer
- 70. @kyleplacy How do we make one department’s outputs another department’s inputs?
- 71. @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
- 72. @kyleplacy You are not marketers.
- 73. @kyleplacy You are not technology experts.
- 74. @kyleplacy Social media managers or SEO experts.
- 75. @kyleplacy You are experience makers and managers.
- 76. @kyleplacy It starts with data and ends with the experience. It is the only thing that makes you relevant.
- 77. @kyleplacy The Trends • Moments Matter • Connected Consumer • Owned Audience • Collaborative Economy • Humanizing Automation
- 78. @kyleplacy What do I do? I am a marketer. I’ve written 3 books. Head of Marketing Strategy OpenView Venture Partners Previously at ExactTarget & Salesforce http://openview.vc/WIS_Travel
Notas del editor
- Last mile project – how do you innovate around the delivery point.
- Last mile project – how do you innovate around the delivery point.
- 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.