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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.

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.
  • Transcript

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

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