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Marketing is Dead - Understanding the Shifts Changing Marketing Today

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Presentation given in New York City on 5/19 for Idio.

Trends like scalability, artificial intelligence, distribution and mobility are changing the way we buy, sell and communicate. We must be poised to take advantage of these changes and equipped to handle a customer’s journey that is changing constantly. In a world of instant communication, the most successful be those that embrace experiences over marketing.

Join us as we talk about why we are not the CEO or VP of sales, the head of marketing or the customer support manager, we are experience makers and managers. The only thing that makes us relevant are the experiences we provide. Everything else is just noise.

Published in: Marketing
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Marketing is Dead - Understanding the Shifts Changing Marketing Today

  1. MARKETING IS DEAD Kyle Lacy, 5/19/2016 Understanding the trends changing marketing and the steps to survive
  2. @KYLEPLACY 2 I am a marketer. I’ve written 3 books. Vice President of Marketing OpenView Venture Partners Previously at ExactTarget & Salesforce ABOUT KYLE
  3. @KYLEPLACY 33 WE MUST UNDERSTAND CHANGE
  4. @KYLEPLACY 4 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
  5. @KYLEPLACY 5 TECHNOLOGY & CONSUMER BEHAVIOR Customer Innovation
  6. @KYLEPLACY 6 TECHNOLOGY & CONSUMER BEHAVIOR Customer Innovation Marketing Innovation
  7. @KYLEPLACY 77 WHY IS THIS HAPPENING?
  8. 8 @KYLEPLACY MOBILITY COMPLETELY CHANGED THE GAME DISRUPTIVE TREND #1
  9. 9 @KYLEPLACY IT IS SEAMLESS…
  10. @KYLEPLACY 1010
  11. @KYLEPLACY 1111
  12. @KYLEPLACY 1212
  13. 13 @KYLEPLACY IT IS JUST BEGINNING…
  14. 14 @KYLEPLACY “40% OF GLOBAL MOBILE USERS HAVE A SMARTPHONE.” MARY MEEKER
  15. @KYLEPLACY 1515 WHY IS THIS IMPORTANT?
  16. @KYLEPLACY 1616 60% GROWTH POTENTIAL
  17. 17 @KYLEPLACY WHOEVER OWNS THE NETWORK. OWNS THE EXPERIENCE. DISRUPTIVE TREND #2
  18. @KYLEPLACY 1818
  19. @KYLEPLACY 19 COMPARISONS MATTER $54B CAP $12B CASH $49B CAP $21B CASH $165B CAP $40B CASH $474B CAP $75B CASH $584B CAP $215B CASH $377B CAP $92B CASH
  20. @KYLEPLACY 2020 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
  21. 21 @KYLEPLACY “MOST PEOPLE THINK OUR MAIN COMPETITORS ARE YAHOO! AND BING. IT’S ACTUALLY AMAZON.” ERIC SCHMIDT EXECUTIVE CHAIRMAN ALPHABET (GOOGLE)
  22. @KYLEPLACY 22 $100,000,000,000 2015 SALES
  23. @KYLEPLACY 2323 WHERE ARE THEY REINVESTING?
  24. @KYLEPLACY 2424 WHERE AREN’T THEY REINVESTING?
  25. 25 @KYLEPLACY THE RISE OF THE MACHINES DISRUPTIVE TREND #3
  26. @KYLEPLACY 26
  27. @KYLEPLACY 27
  28. @KYLEPLACY 28 Our technology application generates news stories, industry reports, headlines and more – at scale and without human authoring or editing @kyleplacy
  29. @KYLEPLACY 29 Our technology application generates news stories, industry reports, headlines and more – at scale and without human authoring or editing
  30. @KYLEPLACY 30
  31. @KYLEPLACY 31 Our technology application generates news stories, industry reports, headlines and more – at scale and without human authoring or editing @kyleplacy
  32. @KYLEPLACY 32
  33. @KYLEPLACY 33
  34. @KYLEPLACY 3434 70% OF YOUR JOB WILL BE AUTOMATED BY 2020* *me
  35. 35 @KYLEPLACY HAVE NO FEAR
  36. @KYLEPLACY 36 MARKETING DOESN’T SURVIVE.
  37. @KYLEPLACY 37 MARKETING DOESN’T SURVIVE. IT EVOLVES.
  38. 38 @KYLEPLACY MARKETING IS NOT A FUNCTION IT IS AN EXPERIENCE EVOLUTION #1
  39. @KYLEPLACY 39 MARKETING MUST REORG TO SURVIVE
  40. @KYLEPLACY 40 THE OLD WAY MARKETING Operations Creative
  41. @KYLEPLACY 41 THE NEW WAY: CUSTOMER FACING EXPERIENCE REVENUE CRO/CDO
  42. @KYLEPLACY 42 THE NEW WAY: CUSTOMER FACING EXPERIENCE REVENUE CRO/CDO Controls the brand journey for prospect and customer. They control the top and middle of the funnel. Controls everything related to revenue generation. They close and upsell.
  43. @KYLEPLACY 43 EXPERIENCE: THE NEW MARKETING EXPERIENCE • Creative • UX • Product Marketing • Community • Data Scientist • Events • Enablement • Demand Gen
  44. @KYLEPLACY 44 THE NEW CONTENT TEAM: DEMAND GEN DEMAND GEN • Editor • Writer • Acquisition Manager • Operations • Enablement • Project Management
  45. @KYLEPLACY 45 EVERY TEAM SHOULD BE QUOTA BEARING
  46. @KYLEPLACY 46 EVERY TEAM SHOULD BE QUOTA BEARING = YOU MUST GENERATE REVENUE FOR THE BUSINESS
  47. 47 @KYLEPLACY DON’T RENT AN AUDIENCE. OWN IT. EVOLUTION #2
  48. 48 @KYLEPLACY
  49. 49 @KYLEPLACY
  50. 50 @KYLEPLACY
  51. @KYLEPLACY 51 IF YOU CAN BUILD AN IDENTITY NETWORK. DO IT.
  52. 52 @KYLEPLACY UXPERIENCE MATTERS EVOLUTION #3
  53. @KYLEPLACY 53 GET THE PRODUCT RIGHT AND IT WILL SELL ITSELF
  54. @KYLEPLACY 54 GET THE EXPERIENCE RIGHT AND IT WILL SELL ITSELF
  55. @KYLEPLACY 55 GET THE EXPERIENCE RIGHT AND IT WILL SELL ITSELF OR YOUR CUSTOMERS WILL HELP YOU SELL IT
  56. @KYLEPLACY 56
  57. @KYLEPLACY 5757 1% OF COMPANIES DELIVER AN EXCEPTIONAL UX EXPERIENCE
  58. @KYLEPLACY 58 via UserTesting MAP OUT YOUR CUSTOMER JOURNEY
  59. @KYLEPLACY 59 AWARENESS EVALUATION PURCHASE USAGE REPURCHASE ADVOCACY
  60. @KYLEPLACY 60 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 EXPERIENCE
  61. 61 @KYLEPLACY IT’S NOT CONTENT MARKETING. IT’S THOUGHT- LEADERSHIP. EVOLUTION #3
  62. @KYLEPLACY 62 THOUGHT LEADERSHIP IS NOT ABOUT YOU.
  63. @KYLEPLACY 63 THOUGHT LEADERSHIP IS NOT ABOUT YOU. IT STARTS AND ENDS WITH YOUR CUSTOMER.
  64. @KYLEPLACY 64 FOUR TYPES OF THOUGHT-LEADERSHIP EXPERIENTIAL CUSTOMER PEER BENCHMARK
  65. @KYLEPLACY 65 EXPERIENTIAL CONTENT Become the prospect’s customer.
  66. @KYLEPLACY 66 EXPERIENTIAL CONTENT • Shopped in 100 retail stores • Tracked 80 different touch points over 90 days • Delivered tailored reports to the 100 retailers
  67. @KYLEPLACY 67 EXPERIENTIAL CONTENT • Shopped in 100 retail stores • Tracked 80 different touch points over 90 days • Delivered tailored reports to the 100 retailers You can’t buy better marketing.
  68. 68 @KYLEPLACY “YOUR MARKETING SHOULD BE SO GOOD PEOPLE WOULD PAY FOR IT.” JAY BAER
  69. @KYLEPLACY 69 CUSTOMER’S CUSTOMER Teach your customer about their customer.
  70. @KYLEPLACY 70 PEER RESEARCH Teach your customer about their peers.
  71. @KYLEPLACY 71 • Connect with influencer in your customer’s network • Interview influencer. Transcribe interview on speechpad.com PEER INTERVIEWS
  72. @KYLEPLACY 72 BENCHMARKING THAT MATTERS Your data is your only differentiator.
  73. @KYLEPLACY 73 THOUGHT-LEADERSHIP IS NOT THE SALES PITCH.
  74. @KYLEPLACY 74 7 THOUGHT-LEADERSHIP IS NOT THE SALES PITCH. IT SUPPLEMENTS THE SELL.
  75. 75 @KYLEPLACY DIE ENGAGEMENT METRICS! LONG LIVE UNIT ECONOMICS! EVOLUTION #4
  76. @KYLEPLACY 76 7 MARKETING SHOULD ACT LIKE ECOMMERCE
  77. @KYLEPLACY 77 7 MARKETING SHOULD DIG DEEP LIKE ECOMMERCE
  78. 78 @KYLEPLACY “WE MUST MOVE FROM NUMBERS KEEPING SCORE TO NUMBERS THAT DRIVE BETTER ACTIONS.” DAVID WALMSLEY
  79. @KYLEPLACY 79 • Open Rate • Click Through Rate • Cost per Click • Time on Site • Bounce Rate • Close rate per Channel • Conversion Rate ENGAGEMENT METRICS ARE IMPORTANT
  80. @KYLEPLACY 80 • 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
  81. @KYLEPLACY 81 8 CAC & LCV & LTV PAYBACK PERIOD CUSTOMER RETENTION @KYLEPLACY
  82. @KYLEPLACY 82 1. CAC - determine the cost associated with acquiring a 2. LCV - Lifetime Customer Value - a prediction of the net profit attributed to the entire future relationship with a customer. 3. Payback Period- the length of time required for an investment to recover its initial outlay in terms of profits or savings 4. Customer Retention- the number of customers you manage to keep with respect to the number you had at the start of your period. This does not count new customers. It is basically the opposite of customer churn. UNIT ECONOMICS DEFINED
  83. 83 @KYLEPLACY DATA CLEANSE FOR HEALTHY ARTIFICIAL INTELLIGENCE EVOLUTION #5
  84. @KYLEPLACY 84 4300% INCREASE IN ANNUAL DATA GENERATION BY 2020
  85. @KYLEPLACY 85 70% OF CRM IMPLEMENTATIONS FAIL BECAUSE OF BAD DATA.* *Forrester Research
  86. 86 @KYLEPLACY “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
  87. @KYLEPLACY 87HOW 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.
  88. @KYLEPLACY 88 AND ONE LAST THING…
  89. @KYLEPLACY 89 THE CREATION AND MANAGEMENT OF THE CUSTOMER EXPERIENCE IS THE ONLY THING THAT MAKES YOU RELEVANT.
  90. @KYLEPLACY 90 1. Reorganization of marketing as an experience and not a function 2. Owning a network not renting it 3. Seamless user experiences 4. Shifting from content marketing to thought leadership 5. Focusing on unit economics 6. Clean data THE FUTURE OF MARKETING DEPENDS ON…
  91. @KYLEPLACY 91 I am a marketer. I’ve written 3 books. Vice President of Marketing OpenView Venture Partners Previously at ExactTarget & Salesforce ABOUT KYLE

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