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Shel Israel - Lethal Generosity: Love Customers To Crush Competitors

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INBOUND 2015

Published in: Marketing
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Shel Israel - Lethal Generosity: Love Customers To Crush Competitors

  1. 1. #INBOUND15
  2. 2. Be kind to your customers. It will completely screw competitive efforts to hijack them away.
  3. 3. #INBOUND15 5 OLD STORIES
  4. 4. #INBOUND15  5 tech forces  Strong tech focus  Storm of change  Vision, not apps
  5. 5. #INBOUND15  AofC sequel  Lots of business apps  Millennial-tech factor  ‘Sharing’ competitors  Changes in marketing
  6. 6. MILLENNIALS
  7. 7. #INBOUND15 WHY MILLENNIALS MATTER  Emergent majority  Digital natives  Collaborators  Leading shopping trends  Sailthru research
  8. 8. #INBOUND15 25 44 22 24 34 24 19 9 SAILTHRU SURVEY 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. 9. #INBOUND15 MILLENNIAL EMPLOYEES • Facebook invite • Changed culture • Driving new business
  10. 10. #INBOUND15 MILLENNIAL KEIRETSUS
  11. 11. #INBOUND15 MILLENNIAL CUSTOMERS  Experience trumps brand  ‘Trust me, first’  Ads only start a sequence
  12. 12. CONTEXTUAL TECHNOLOGY
  13. 13. #INBOUND15 RAPID CHANGE  New business models  Uberize some things  Frictionless experience
  14. 14. #INBOUND15 WHAT’S TO SHARE?  Platforms-break-bricks model  Peer power  Millennial keiretsus
  15. 15. #INBOUND15 NORDSTROM
  16. 16. CONTEXTUAL RETAIL
  17. 17. #INBOUND15 LOCATION, LOCATION
  18. 18. #INBOUND15 BEACONING CUSTOMERS
  19. 19. #INBOUND15 BEYOND BEACONS
  20. 20. #INBOUND15 CONTACTLESS ECONOMY
  21. 21. MARKETING CROSSROADS
  22. 22. #INBOUND15 THE NEW PR  Everyone’s an influencer  Every company’s a media company  Data & analytics-driven  Integrating disciplines  Scaling personalization
  23. 23. #INBOUND15 THE NEW PR
  24. 24. #INBOUND15 TAPERING AD RETURNS  Traditional, to traditional-digital, to contextual  Death of 30-second spot—R/GA  Mobile, wearable dynamics  Peer influence
  25. 25. #INBOUND15 NEW ADS  Contextual-digital  Story-telling  Communities platforms  Scalable personalization
  26. 26. #INBOUND15 STORYTELLING ADS
  27. 27. #INBOUND15 CONTEXTUAL BILLBOARDS
  28. 28. #INBOUND15 CONTEXT & STORIES
  29. 29. #INBOUND15 CHANGING CONTEXT
  30. 30. #INBOUND15 PINPOINT MARKETING  Seller understands & anticipates  Exquisite experience  Personalization is scalable  Low costs, high profits & loyal customers
  31. 31. #INBOUND15 TAKEAWAYS  Recognize power shift  Embrace sharing economy  Experience trumps branding  Pinpoint marketing
  32. 32. Shel Israel Writer. Speaker. Nice Guy. http://ShelIsrael.com Shelisrael1@gmail.com

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