Presentation given at the Borsen IT conference on May 14th in Copenhagen.

2. Kyle Lacy
Director
Global Content Marketing & Research
@kyleplacy, www.kylelacy.com

3. What’s Next?
@kyleplacy

4. 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

5. What’s Next?
@kyleplacy

6. What’s Now?
@kyleplacy

7. 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

8. Moments
Matter
one.
@kyleplacy

9. @kyleplacy

11. Consumer
Mobility
two.
@kyleplacy

12. @kyleplacy

13. I switched.
@kyleplacy

14. @kyleplacy
Smartphone Penetration (Total Population)
0
10
20
30
40
50
60
70
35.9
22.2
45.1
38.2 38.2
28.8
18.2
27.9
43.4
54.3
15.5
44.2
50.7
42.7
50.9
48
33.5
59
45.5
42.3
39.8
32.5
41.3
52
67.5
35
55.4
63
54
62.2
2012
2013

15. @kyleplacy
39% increase in
smartphone penetration
in Europe between 2012-
2013.

16. @kyleplacy
0
10
20
30
40
50
60
70
80
69.3
57.8
72.1
58.9
64.4
58.1
61.5
66.2
57.8 56.6 57.3
53.7
71.4
63.4
67.8
Used a Search Engine for Product Search
2013 Activities on a Smartphone (Google)

17. @kyleplacy
62% have used a search
engine to research a
product.

18. @kyleplacy
Purchased a Product or Service
2013 Activities on a Smartphone (Google)
0
5
10
15
20
25
30
35
40
45
50
37
25
42.4
28.3
31.2
34.3
31.8
33.8
31.1
45.7
38.8
30.5
46.9
42.6
39.3

19. @kyleplacy
36% have purchased
a product or service
on their smartphone.

21. Location
three.
@kyleplacy

22. @kyleplacy

24. @kyleplacy #ETFOM

25. Brand
Personalisation
four.
@kyleplacy

26. 1. Predictive Intelligence
2. EGONomics
Two types of brand personalisation:
@kyleplacy

27. 1. Predictive
Intelligence
@kyleplacy

28. 41% of consumers buy more
from retailers who send
personalised emails based on
past buying behaviours.
Return Path
@kyleplacy

39. 12-25% increase in sales if
the transactional message
includes personalised
product recommendations.
ExactTarget Marketing Cloud
@kyleplacy

40. The future of marketing is
also a recognition of a
customer’s social identity
and their quantified self.
@kyleplacy

41. Connected
Products
five.
@kyleplacy

45. Data equals
Relevance

46. Data beats
Opinions

48. We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & Spencer
@kyleplacy

49. exacttarget.com.au