Kyle Lacy
Director, Global Content & Research
@kyleplacy, www.kylelacy.com
@kyleplacy
@kyleplacy
What’s Next?
@kyleplacy
Click the center icon >>>>>
and browse for the image you want
to insert.
IF IMAGE INSERTS IN FRONT OF
FOOTER,
Right click ...
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...
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
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...
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 Ma...
99.5% will be upgrading
to a smartphone.
2014 Japan Consumer Insights Report, ExactTarget Marketing Cloud
@kyleplacy
Content is
Mobile
@kyleplacy #ETFOM
91% of consumers
indicated that access to
content across all devices
was important.
2014 Mobile Behavior Report, ExactTarg...
We sent over 1 billion digital
messages on Cyber Monday.
@kyleplacy
Many of our retail clients
experienced mobile open
rates exceeding 80%.
@kyleplacy
@kyleplacy
Location
four.
@kyleplacy #ETFOM
@kyleplacy #ETFOM
83% of US Consumers
research products while
in-store on their mobile
phone.
Google’s Our Mobile Planet Report
@kyleplacy
Personalization
of Brand
five.
@kyleplacy
1. Predictive Intelligence
2. EGONomics
Two steps towards brand personalization:
@kyleplacy
Predictive
Intelligence
@kyleplacy
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...
EGONomics
@kyleplacy
To offset a depersonalized
society, consumers crave
recognition of their
individuality.
Faith Popcorn
@kyleplacy
Connected
Products
six.
@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
Data equals
Relevance
Data beats
Opinions
We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & ...
exacttarget.com.au
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
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Six Trends Changing Consumer Behavior (UPDATED) New Orleans

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Presentation given at the Event & Arena Marketing Conference in New Orleans on June 12. We discuss the power of EGOnomics, mobility, localization and brand personalization.

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  • Smartphone Penetration – Total Population
    We also know that mobile email open rates are growing exponentially.
  • Rethinking Place.
  • Last mile project – how do you innovate around the delivery point.
  • Six Trends Changing Consumer Behavior (UPDATED) New Orleans

    1. 1. Kyle Lacy Director, Global Content & Research @kyleplacy, www.kylelacy.com
    2. 2. @kyleplacy
    3. 3. @kyleplacy
    4. 4. What’s Next? @kyleplacy
    5. 5. Click the center icon >>>>> and browse for the image you want to insert. IF IMAGE INSERTS IN FRONT OF FOOTER, Right click on the image and Select Arrange/Send to Back
    6. 6. What’s Next? @kyleplacy
    7. 7. What’s Now? @kyleplacy
    8. 8. Data Equals Relevance one. @kyleplacy
    9. 9. 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
    10. 10. 1. Empathy 2. Perspective Taking Two types of marketing & creative: @kyleplacy
    11. 11. Empathy Understanding someone’s emotional state or feelings @kyleplacy
    12. 12. They were really good at empathy. @kyleplacy
    13. 13. @kyleplacy
    14. 14. Perspective Taking Cognitive & analytical – it’s understanding someone’s interests and behavior. @kyleplacy
    15. 15. Moments Matter two. @kyleplacy
    16. 16. @kyleplacy
    17. 17. Consumer Mobility three. @kyleplacy
    18. 18. @kyleplacy
    19. 19. @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
    20. 20. Smartphone massive growth potential with only 30% of total market. Mary Meeker’s 2014 Internet Trends Report @kyleplacy
    21. 21. Out of the 74% of Japanese consumers intending to upgrade their phone… Japan Consumer Insights Report 2014, ExactTarget Marketing Cloud @kyleplacy
    22. 22. 99.5% will be upgrading to a smartphone. 2014 Japan Consumer Insights Report, ExactTarget Marketing Cloud @kyleplacy
    23. 23. Content is Mobile @kyleplacy #ETFOM
    24. 24. 91% of consumers indicated that access to content across all devices was important. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud @kyleplacy
    25. 25. We sent over 1 billion digital messages on Cyber Monday. @kyleplacy
    26. 26. Many of our retail clients experienced mobile open rates exceeding 80%. @kyleplacy
    27. 27. @kyleplacy
    28. 28. Location four. @kyleplacy #ETFOM
    29. 29. @kyleplacy #ETFOM
    30. 30. 83% of US Consumers research products while in-store on their mobile phone. Google’s Our Mobile Planet Report @kyleplacy
    31. 31. Personalization of Brand five. @kyleplacy
    32. 32. 1. Predictive Intelligence 2. EGONomics Two steps towards brand personalization: @kyleplacy
    33. 33. Predictive Intelligence @kyleplacy
    34. 34. 41% of consumers buy more from brands who send personalized emails based on past buying behaviors. Return Path @kyleplacy
    35. 35. 12-25% increase in sales if the transactional message includes personalized product recommendations. ExactTarget Marketing Cloud @kyleplacy
    36. 36. EGONomics @kyleplacy
    37. 37. To offset a depersonalized society, consumers crave recognition of their individuality. Faith Popcorn @kyleplacy
    38. 38. Connected Products six. @kyleplacy
    39. 39. Sensor use is rising rapidly at +34% Y/Y growth. Mary Meeker’s 2014 Internet Trends Report @kyleplacy
    40. 40. 8 Billion units were shipped in 2013. Mary Meeker’s 2014 Internet Trends Report @kyleplacy
    41. 41. Data equals Relevance
    42. 42. Data beats Opinions
    43. 43. We must move from numbers keeping score to numbers that drive better actions. David Walmsley Head of Multichannel Marks & Spencer @kyleplacy
    44. 44. exacttarget.com.au
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