Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
NEED NEW TITLE SLIDE
Kyle Lacy, 8/25/2016
Understanding the trends changing content and
what you must do to survive
@KYLEPLACY #ufx2016
2
@KYLEPLACY #ufx2016
3
I am a marketer.
I’ve written 3 books.
Vice President of Marketing
OpenView Venture Partners
Previou...
@KYLEPLACY #ufx2016
44
WE MUST UNDERSTAND
CHANGE
@KYLEPLACY #ufx2016
5
TECHNOLOGICAL ADVANCEMENT
Industrial
Revolution
1760-1840
Information
Revolution
1940-1990
Consumer
...
@KYLEPLACY #ufx2016
6
Louis CK Video
@KYLEPLACY #ufx2016
77
WHY IS THIS HAPPENING?
8
@KYLEPLACY #ufx2016
MOBILITY COMPLETELY
CHANGED THE GAME
DISRUPTIVE TREND #1
@KYLEPLACY #ufx2016
99
@KYLEPLACY #ufx2016
10
Average #
Apps Installed
on Device
Average
Numbers of
Apps Used
Daily
Average # of
Apps
Accounting ...
11
@KYLEPLACY #ufx2016
IT IS SEAMLESS
@KYLEPLACY #ufx2016
1212
@KYLEPLACY #ufx2016
1313
MOBILE TECHNOLOGY
CONSUMPTION HAS
MATURED
@KYLEPLACY #ufx2016
1414
GLOBAL INTERNET
CONSUMPTION IS JUST
BEGINNING
15
@KYLEPLACY #ufx2016
WHOEVER OWNS THE
AUDIENCE, OWNS THE
MARKET
DISRUPTIVE TREND #2
@KYLEPLACY #ufx2016
1616
@KYLEPLACY #ufx2016
1717
AMOUNT GLOBAL WEB
TRAFFIC DIPPED WHEN
GOOGLE SUFFERED A 5
MINUTE OUTAGE
40%
http://expandedrambli...
@KYLEPLACY #ufx2016
18
181 ACQUISITIONS
AS OF APRIL 16, 2016
@KYLEPLACY #ufx2016
19
20
@KYLEPLACY #ufx2016
THE RISE OF
THE MACHINES
DISRUPTIVE TREND #3
@KYLEPLACY #ufx2016
2727
70% OF YOUR JOB WILL BE
AUTOMATED BY 2020*
*me
28
@KYLEPLACY #ufx2016
HAVE NO FEAR
@KYLEPLACY #ufx2016
29
MARKETING DOESN’T
SURVIVE.
@KYLEPLACY #ufx2016
30
MARKETING DOESN’T
SURVIVE. IT EVOLVES.
31
@KYLEPLACY #ufx2016
EMBRACING THE 5 PS OF
MARKETING SURVIVAL
EVOLUTION #1
32
@KYLEPLACY #ufx2016
PEOPLE
PRINCIPLES
PROCESS
PROGRAMS
PERFORMANCE
33
@KYLEPLACY #ufx2016
What are your fundamental beliefs
and objectives of your team?
PRINCIPLES
34
@KYLEPLACY #ufx2016
How does your team operate and
optimize for product, pricing, promotions
and channels?
PROCESS
35
@KYLEPLACY #ufx2016
Do you have the right people?
Hire for aptitude, attitude and agility.
PEOPLE
@KYLEPLACY #ufx2016
36
37
@KYLEPLACY #ufx2016
How do you deliver programs that
uncover new sources of revenue growth?
PROGRAMS
38
@KYLEPLACY #ufx2016
Do you have the system in place to
track and evolve?
PERFORMANCE
39
@KYLEPLACY #ufx2016
YOUR UXPERIENCE
MATTERS
EVOLUTION #2
@KYLEPLACY #ufx2016
40
GET THE EXPERIENCE RIGHT
AND YOUR PRODUCT WILL
SELL ITSELF
@KYLEPLACY #ufx2016
41
OR YOUR CUSTOMERS WILL
SELL IT FOR YOU
@KYLEPLACY #ufx2016
4343
@KYLEPLACY #ufx2016
4444
1% OF COMPANIES
DELIVER AN EXCEPTIONAL
UX EXPERIENCE
@KYLEPLACY #ufx2016
45
via UserTesting
MAP OUT YOUR CUSTOMER JOURNEY
@KYLEPLACY #ufx2016
46
AWARENESS EVALUATION PURCHASE USAGE REPURCHASE ADVOCACY
@KYLEPLACY #ufx2016
47
AWARENESS EVALUATION PURCHASE USAGE REPURCHASE ADVOCACY
Corp Brand
Website
Press
Advertising
Social...
48
@KYLEPLACY #ufx2016
IT’S NOT CONTENT
MARKETING. IT’S THOUGHT
LEADERSHIP.
EVOLUTION #3
@KYLEPLACY #ufx2016
49
THOUGHT LEADERSHIP IS
NOT ABOUT YOU.
@KYLEPLACY #ufx2016
50
THOUGHT LEADERSHIP IS
NOT ABOUT YOU. IT STARTS
AND ENDS WITH YOUR
CUSTOMER.
@KYLEPLACY #ufx2016
51
FOUR TYPES OF THOUGHT LEADERSHIP
EXPERIENTIAL CONSUMER PEER BENCHMARK
@KYLEPLACY #ufx2016
52
EXPERIENTIAL THOUGHT LEADERSHIP
Experience your
buyer’s customer
journey.
@KYLEPLACY #ufx2016
53
EXPERIENTIAL THOUGHT LEADERSHIP
Shopped in 100 retail stores
Tracked 80 different marketing
touch p...
@KYLEPLACY #ufx2016
54
CONSUMER THOUGHT LEADERSHIP
Understand
trends in
consumer
behavior.
@KYLEPLACY #ufx2016
55
PEER THOUGHT LEADERSHIP
Let your
prospects and
customers
compare
against each
other.
@KYLEPLACY #ufx2016
56
BENCHMARK THOUGHT LEADERSHIP
Your data is your
only differentiator.
@KYLEPLACY #ufx2016
57
THOUGHT LEADERSHIP IS
NOT THE SALE’S PITCH.
@KYLEPLACY #ufx2016
58
5
THOUGHT LEADERSHIP IS
NOT THE SALE’S PITCH. IT
SUPPLEMENTS THE SELL.
59
@KYLEPLACY #ufx2016
DIE ENGAGEMENT METRICS!
LONG LIVE UNIT
ECONOMICS!
EVOLUTION #4
60
@KYLEPLACY #ufx2016
“WE MUST MOVE FROM
NUMBERS KEEPING SCORE TO
NUMBERS THAT DRIVE BETTER
ACTIONS.”
DAVID WALMSLEY
@KYLEPLACY #ufx2016
61
6
MARKETING SHOULD
FUNCTION LIKE AN
ECOMMERCE COMPANY
@KYLEPLACY #ufx2016
62
• Open Rate
• Click Through Rate
• Cost per Click
• Time on Site
• Bounce Rate
• Close rate per Cha...
@KYLEPLACY #ufx2016
63
UNIT ECONOMICS ARE
IMPORTANT TO
UNDERSTAND
@KYLEPLACY #ufx2016
64
CAC & LCV & LTV
PAYBACK PERIOD
CUSTOMER RETENTION
@KYLEPLACY #ufx2016
65
KNOW YOUR UNIT
ECONOMICS BETTER THAN
THE CEO
66
@KYLEPLACY #ufx2016
DATA CLEANSE IS MORE
IMPORTANT THAN ANY
TREND
EVOLUTION #4
67
@KYLEPLACY #ufx2016
“BIG DATA IS LIKE TEENAGE SEX…
EVERYONE TALKS ABOUT IT, NOBODY
REALLY KNOWS HOW TO DO IT,
EVERYONE ...
@KYLEPLACY #ufx2016
68
4300% INCREASE IN
ANNUAL DATA GENERATION
BY 2020*
*http://www.csc.com/big_data/flxwd/83638-big_data...
@KYLEPLACY #ufx2016
69
70% OF CRM
IMPLEMENTATIONS FAIL
BECAUSE OF BAD DATA*
*Forrester Research
@KYLEPLACY #ufx2016
70HOW DOES MARKETING EFFICIENTLY MANAGE
DATA?
• Database cleanse should be your top priority
• Get you...
@KYLEPLACY #ufx2016
71
AND ONE LAST THING…
@KYLEPLACY #ufx2016
72
YOU ARE NOT GROWTH
HACKERS
@KYLEPLACY #ufx2016
73
YOU ARE NOT GROWTH
HACKERS OR MARKETERS
@KYLEPLACY #ufx2016
74
YOU ARE NOT GROWTH
HACKERS OR MARKETERS
FOUNDERS OR THE CEO
@KYLEPLACY #ufx2016
75
YOU ARE NOT GROWTH
HACKERS OR MARKETERS
FOUNDERS OR THE CEO
DIGITAL SAVANTS OR SOCIAL
NINJAS
@KYLEPLACY #ufx2016
76
YOU ARE EXPERIENCE
MAKERS AND MANAGERS.
@KYLEPLACY #ufx2016
77
THE CREATION AND
MANAGEMENT OF THE
CUSTOMER EXPERIENCE IS
THE ONLY THING THAT
MAKES YOU RELEVANT.
@KYLEPLACY #ufx2016
78
I am a marketer.
I’ve written 3 books.
Vice President of Marketing
OpenView Venture Partners
Previo...
Marketing is Dead - Uberflip User Conference Presentation
Marketing is Dead - Uberflip User Conference Presentation
Marketing is Dead - Uberflip User Conference Presentation
Marketing is Dead - Uberflip User Conference Presentation
Marketing is Dead - Uberflip User Conference Presentation
Marketing is Dead - Uberflip User Conference Presentation
Marketing is Dead - Uberflip User Conference Presentation
Upcoming SlideShare
Loading in …5
×

Marketing is Dead - Uberflip User Conference Presentation

5,841 views

Published on

Presentation given at Uberflip's User Conference on 8/25/2016. The deck focuses on the 3 disruptions of the marketing profession by technology and the 5 ways to survive. Enjoy!

Published in: Marketing

Marketing is Dead - Uberflip User Conference Presentation

  1. NEED NEW TITLE SLIDE Kyle Lacy, 8/25/2016 Understanding the trends changing content and what you must do to survive
  2. @KYLEPLACY #ufx2016 2
  3. @KYLEPLACY #ufx2016 3 I am a marketer. I’ve written 3 books. Vice President of Marketing OpenView Venture Partners Previously at ExactTarget & Salesforce ABOUT KYLE
  4. @KYLEPLACY #ufx2016 44 WE MUST UNDERSTAND CHANGE
  5. @KYLEPLACY #ufx2016 5 TECHNOLOGICAL ADVANCEMENT Industrial Revolution 1760-1840 Information Revolution 1940-1990 Consumer Revolution 2000-2016 Intelligence Revolution 2020+ Mobile Social SaaS Cloud Machine Learning Computers Radio Television Internet Cotton Gin Steam Engine Bessemer Process Model T Telephone Transistor Nanotechnology Artificial Intelligence Virtual Reality
  6. @KYLEPLACY #ufx2016 6 Louis CK Video
  7. @KYLEPLACY #ufx2016 77 WHY IS THIS HAPPENING?
  8. 8 @KYLEPLACY #ufx2016 MOBILITY COMPLETELY CHANGED THE GAME DISRUPTIVE TREND #1
  9. @KYLEPLACY #ufx2016 99
  10. @KYLEPLACY #ufx2016 10 Average # Apps Installed on Device Average Numbers of Apps Used Daily Average # of Apps Accounting for 80%+ of App Usage Time Spent on Phone (per Day) Most Commonly Used Apps USA 37 12 3 5 hours Facebook Chrome YouTube Worldwide 33 12 3 4 hours Facebook WhatsApp Chrome DAY IN THE LIFE OF A MOBILE USER
  11. 11 @KYLEPLACY #ufx2016 IT IS SEAMLESS
  12. @KYLEPLACY #ufx2016 1212
  13. @KYLEPLACY #ufx2016 1313 MOBILE TECHNOLOGY CONSUMPTION HAS MATURED
  14. @KYLEPLACY #ufx2016 1414 GLOBAL INTERNET CONSUMPTION IS JUST BEGINNING
  15. 15 @KYLEPLACY #ufx2016 WHOEVER OWNS THE AUDIENCE, OWNS THE MARKET DISRUPTIVE TREND #2
  16. @KYLEPLACY #ufx2016 1616
  17. @KYLEPLACY #ufx2016 1717 AMOUNT GLOBAL WEB TRAFFIC DIPPED WHEN GOOGLE SUFFERED A 5 MINUTE OUTAGE 40% http://expandedramblings.com/index.php/by-the-numbers-a-gigantic-list-of-google-stats-and-facts
  18. @KYLEPLACY #ufx2016 18 181 ACQUISITIONS AS OF APRIL 16, 2016
  19. @KYLEPLACY #ufx2016 19
  20. 20 @KYLEPLACY #ufx2016 THE RISE OF THE MACHINES DISRUPTIVE TREND #3
  21. @KYLEPLACY #ufx2016 2727 70% OF YOUR JOB WILL BE AUTOMATED BY 2020* *me
  22. 28 @KYLEPLACY #ufx2016 HAVE NO FEAR
  23. @KYLEPLACY #ufx2016 29 MARKETING DOESN’T SURVIVE.
  24. @KYLEPLACY #ufx2016 30 MARKETING DOESN’T SURVIVE. IT EVOLVES.
  25. 31 @KYLEPLACY #ufx2016 EMBRACING THE 5 PS OF MARKETING SURVIVAL EVOLUTION #1
  26. 32 @KYLEPLACY #ufx2016 PEOPLE PRINCIPLES PROCESS PROGRAMS PERFORMANCE
  27. 33 @KYLEPLACY #ufx2016 What are your fundamental beliefs and objectives of your team? PRINCIPLES
  28. 34 @KYLEPLACY #ufx2016 How does your team operate and optimize for product, pricing, promotions and channels? PROCESS
  29. 35 @KYLEPLACY #ufx2016 Do you have the right people? Hire for aptitude, attitude and agility. PEOPLE
  30. @KYLEPLACY #ufx2016 36
  31. 37 @KYLEPLACY #ufx2016 How do you deliver programs that uncover new sources of revenue growth? PROGRAMS
  32. 38 @KYLEPLACY #ufx2016 Do you have the system in place to track and evolve? PERFORMANCE
  33. 39 @KYLEPLACY #ufx2016 YOUR UXPERIENCE MATTERS EVOLUTION #2
  34. @KYLEPLACY #ufx2016 40 GET THE EXPERIENCE RIGHT AND YOUR PRODUCT WILL SELL ITSELF
  35. @KYLEPLACY #ufx2016 41 OR YOUR CUSTOMERS WILL SELL IT FOR YOU
  36. @KYLEPLACY #ufx2016 4343
  37. @KYLEPLACY #ufx2016 4444 1% OF COMPANIES DELIVER AN EXCEPTIONAL UX EXPERIENCE
  38. @KYLEPLACY #ufx2016 45 via UserTesting MAP OUT YOUR CUSTOMER JOURNEY
  39. @KYLEPLACY #ufx2016 46 AWARENESS EVALUATION PURCHASE USAGE REPURCHASE ADVOCACY
  40. @KYLEPLACY #ufx2016 47 AWARENESS EVALUATION PURCHASE USAGE REPURCHASE ADVOCACY Corp Brand Website Press Advertising Social Sponsorship Employees Referrals Word of mouth Offers Experience Referrals Website Press Advertising Ease of Use Price Bags Locations Ease of Use Experience Referral Offers Pre-flight Boarding Airplane Luggage Seats Bathrooms Inflight Service Time Drinks Retrieval Notifications Contact App Use Check-in Loyalty Program Post flight comm Offers Hotels/Cars Hospitality Forums Referrals Support Complains Loyalty Prog Social Media Advertising Word of Mouth AIRLINE CUSTOMER JOURNEY
  41. 48 @KYLEPLACY #ufx2016 IT’S NOT CONTENT MARKETING. IT’S THOUGHT LEADERSHIP. EVOLUTION #3
  42. @KYLEPLACY #ufx2016 49 THOUGHT LEADERSHIP IS NOT ABOUT YOU.
  43. @KYLEPLACY #ufx2016 50 THOUGHT LEADERSHIP IS NOT ABOUT YOU. IT STARTS AND ENDS WITH YOUR CUSTOMER.
  44. @KYLEPLACY #ufx2016 51 FOUR TYPES OF THOUGHT LEADERSHIP EXPERIENTIAL CONSUMER PEER BENCHMARK
  45. @KYLEPLACY #ufx2016 52 EXPERIENTIAL THOUGHT LEADERSHIP Experience your buyer’s customer journey.
  46. @KYLEPLACY #ufx2016 53 EXPERIENTIAL THOUGHT LEADERSHIP Shopped in 100 retail stores Tracked 80 different marketing touch points over 90 days Delivered tailored report cards and competitive analysis
  47. @KYLEPLACY #ufx2016 54 CONSUMER THOUGHT LEADERSHIP Understand trends in consumer behavior.
  48. @KYLEPLACY #ufx2016 55 PEER THOUGHT LEADERSHIP Let your prospects and customers compare against each other.
  49. @KYLEPLACY #ufx2016 56 BENCHMARK THOUGHT LEADERSHIP Your data is your only differentiator.
  50. @KYLEPLACY #ufx2016 57 THOUGHT LEADERSHIP IS NOT THE SALE’S PITCH.
  51. @KYLEPLACY #ufx2016 58 5 THOUGHT LEADERSHIP IS NOT THE SALE’S PITCH. IT SUPPLEMENTS THE SELL.
  52. 59 @KYLEPLACY #ufx2016 DIE ENGAGEMENT METRICS! LONG LIVE UNIT ECONOMICS! EVOLUTION #4
  53. 60 @KYLEPLACY #ufx2016 “WE MUST MOVE FROM NUMBERS KEEPING SCORE TO NUMBERS THAT DRIVE BETTER ACTIONS.” DAVID WALMSLEY
  54. @KYLEPLACY #ufx2016 61 6 MARKETING SHOULD FUNCTION LIKE AN ECOMMERCE COMPANY
  55. @KYLEPLACY #ufx2016 62 • Open Rate • Click Through Rate • Cost per Click • Time on Site • Bounce Rate • Close rate per Channel • Conversion Rate ENGAGEMENT METRICS ARE IMPORTANT BUT SECONDARY
  56. @KYLEPLACY #ufx2016 63 UNIT ECONOMICS ARE IMPORTANT TO UNDERSTAND
  57. @KYLEPLACY #ufx2016 64 CAC & LCV & LTV PAYBACK PERIOD CUSTOMER RETENTION
  58. @KYLEPLACY #ufx2016 65 KNOW YOUR UNIT ECONOMICS BETTER THAN THE CEO
  59. 66 @KYLEPLACY #ufx2016 DATA CLEANSE IS MORE IMPORTANT THAN ANY TREND EVOLUTION #4
  60. 67 @KYLEPLACY #ufx2016 “BIG DATA IS LIKE TEENAGE SEX… EVERYONE TALKS ABOUT IT, NOBODY REALLY KNOWS HOW TO DO IT, EVERYONE ELSE IS DOING IT, SO EVERYONE CLAIMS THEY ARE DOING IT.” DAN ARIELY DUKE UNIVERSITY
  61. @KYLEPLACY #ufx2016 68 4300% INCREASE IN ANNUAL DATA GENERATION BY 2020* *http://www.csc.com/big_data/flxwd/83638-big_data_just_beginning_to_explode_interactive_infographic
  62. @KYLEPLACY #ufx2016 69 70% OF CRM IMPLEMENTATIONS FAIL BECAUSE OF BAD DATA* *Forrester Research
  63. @KYLEPLACY #ufx2016 70HOW DOES MARKETING EFFICIENTLY MANAGE DATA? • Database cleanse should be your top priority • Get your team off of spreadsheets • One system of record for the entire company (Good luck) • Process. Process. Process. Process. Process.
  64. @KYLEPLACY #ufx2016 71 AND ONE LAST THING…
  65. @KYLEPLACY #ufx2016 72 YOU ARE NOT GROWTH HACKERS
  66. @KYLEPLACY #ufx2016 73 YOU ARE NOT GROWTH HACKERS OR MARKETERS
  67. @KYLEPLACY #ufx2016 74 YOU ARE NOT GROWTH HACKERS OR MARKETERS FOUNDERS OR THE CEO
  68. @KYLEPLACY #ufx2016 75 YOU ARE NOT GROWTH HACKERS OR MARKETERS FOUNDERS OR THE CEO DIGITAL SAVANTS OR SOCIAL NINJAS
  69. @KYLEPLACY #ufx2016 76 YOU ARE EXPERIENCE MAKERS AND MANAGERS.
  70. @KYLEPLACY #ufx2016 77 THE CREATION AND MANAGEMENT OF THE CUSTOMER EXPERIENCE IS THE ONLY THING THAT MAKES YOU RELEVANT.
  71. @KYLEPLACY #ufx2016 78 I am a marketer. I’ve written 3 books. Vice President of Marketing OpenView Venture Partners Previously at ExactTarget & Salesforce ABOUT KYLE

×