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Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
exacttarget.com
exacttarget.com/blog
kylelacy.com
@kyleplacy
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
What’s Next?
@kyleplacy
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What’s Next?
@kyleplacy
What’s Now?
@kyleplacy
Data Equals
Relevance
one.
@kyleplacy
Ginni Rometty
CEO, IBM
What you will see with rapid
data and social sharing is the
death of the average and the era
of you.
Businesses will be able to truly
serve the individual.
@kyleplacy
1. Empathy
2. Perspective Taking
Two types of marketing & creative:
@kyleplacy
Empathy
Understanding someone’s
emotional state or feelings
@kyleplacy
They were really
good at empathy.
@kyleplacy
@kyleplacy
Perspective Taking
Cognitive & analytical – it’s
understanding someone’s
interests and behavior.
@kyleplacy
Moments
Matter
two.
@kyleplacy
@kyleplacy
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
Consumer
Mobility
three.
@kyleplacy
@kyleplacy
@kyleplacy
Mobile Penetration (Total Population)
0
10
20
30
40
50
60
70
Australia Brazil China France Germany Japan UK USA
36.8 35.4
27
18.3
5.9
30.2 31
52.2
13.8
33.1
38.2
28.8
19.6
50.9
43.5
64.6
26.3
46.9
42.3
39.8
24.7
62.2
56.4
2011
2012
2013
Smartphone massive
growth potential with
only 30% of total market.
Mary Meeker’s 2014 Internet Trends Report
@kyleplacy
Out of the 74% of
Japanese consumers
intending to upgrade their
phone…
Japan Consumer Insights Report 2014, ExactTarget Marketing Cloud
@kyleplacy
99.5% will be upgrading
to a smartphone.
2014 Japan Consumer Insights Report, ExactTarget Marketing Cloud
@kyleplacy
@kyleplacy
8.7
4.4
13.7
47.2
15.5
30.6
15.2
9.3
22.7
57.8
26
41.3
0
10
20
30
40
50
60
70
USA | Purchased a
product or service
USA | Searched for a
flat or house
USA | Searched for
restaurants or
pubs/bars
USA | Accessed a social
network
USA | Reviewed
websites, blogs or
message boards
USA | Looked up
directions or used a
map
2012
2013
Activities used on Smartphone (last 7 days)
Content is
Mobile
@kyleplacy
91% of consumers
indicated that access to
content across all devices
was important.
2014 Mobile Behavior Report, ExactTarget Marketing Cloud
@kyleplacy
26 million US consumers
will book travel via a
smartphone this year.
European Travel Commission
@kyleplacy
@kyleplacy
Location
four.
@kyleplacy #ETFOM
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
@kyleplacy #ETFOM
83% of US Consumers
research products while
in-store on their mobile
phone.
Google’s Our Mobile Planet Report
@kyleplacy
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
Personalization
of Brand
five.
@kyleplacy
Predictive
Intelligence
@kyleplacy
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
41% of consumers buy more
from brands who send
personalized emails based on
past buying behaviors.
Return Path
@kyleplacy
12-25% increase in sales if
the transactional message
includes personalized
product recommendations.
ExactTarget Marketing Cloud
@kyleplacy
Collaborative
Economy
six.
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
The New Collaborative Economy Customer Score
1. Customer Ratings
2. Provider Quality
3. New Loyalty Data
4. A New Perspective
Connected
Products
seven.
@kyleplacy
Sensor use is rising
rapidly at +34% Y/Y
growth.
Mary Meeker’s 2014 Internet Trends Report
@kyleplacy
8 Billion units were
shipped in 2013.
Mary Meeker’s 2014 Internet Trends Report
@kyleplacy
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
Data equals
Relevance
Data beats
Opinions
Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition
We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & Spencer
@kyleplacy
exacttarget.com

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Seven Technology Trends Changing Consumer Behavior - Tourism Industry Edition

Editor's Notes

  1. Smartphone Penetration – Total Population We also know that mobile email open rates are growing exponentially.
  2. Rethinking Place.
  3. Last mile project – how do you innovate around the delivery point.
  4. Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach. Has a presence in nearly every county on earth Median price of a hotel vs cost of an Airbnb apartment
  5. The new Collaborative Economy Customer Score provides insights never before combined: Customer ratings. Uber drivers rate passengers – we know who the best customers are – and who’s not worthy for a late night ride. Provider quality. Like Yelp and eBay, customers can rate the drivers, a social metric. . Local transaction data. Since these transactions are happening at a local level, they provide data regarding traffic routes and times, and can, therefore be used to accurately predict when and where people use Uber’s services. New loyalty data. Since Uber and Amex are sharing their data and rewards, they lock in a powerful new relationship. A new perspective. When combined with traditional financial data like loyalty points, credit scores, and net worth, we can have a powerful new insights into customer behaviors.