@kyleplacy Technology Trends Disrupting Consumer
Behavior Kyle Lacy Head of Marketing Strategy OpenView Venture Partners

@kyleplacy
http://openview.vc/TDBankTech

@kyleplacy What do I do?
I am a marketer. I’ve written 3 books. Head of Marketing Strategy OpenView Venture Partners

@kyleplacy
trends vs reality

@kyleplacy

@kyleplacy
what’s next?

@kyleplacy
what’s now?

@kyleplacy
one.
Moments
Matter
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two.
Connected
Consumer
@kyleplacy

@kyleplacy Mobile Penetration Rate (Total
Population) 21.1 30.3 28.8 18.3 33 33.4 30.2 33.7 30.2 31 35.9 22.2 45.1 38.2 28.8 43.4 54.3 50.7 42.7 50.9 43.5 48 33.5 59 45.5 39.8 52 67.5 63 54 62.2 56.4 0 10 20 30 40 50 60 70 80 2011 2012 2013

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@kyleplacy Mobility is about creating
seamless experiences.

@kyleplacy@kyleplacy

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@kyleplacy Mobility is about helping
not selling.

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@kyleplacy Mobility is about transforming
the experience.

@kyleplacy 83% of US consumers
research products while in-store on their phone. Our Mobile Planet by Google

@kyleplacy

@kyleplacy@kyleplacy

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@kyleplacy@kyleplacy@kyleplacy What happens when 5
billion* additional people join the Internet? *this number is completely made up but meansALOT of people

@kyleplacy@kyleplacy@kyleplacy $$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$
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@kyleplacy
three.
Audience
Effect
@kyleplacy

@kyleplacy Most people think our
main competitors are Yahoo! and Bing. It’s actually Amazon. Eric Schmidt, Chairman, Google

@kyleplacy

@kyleplacy
via ben-evans.com

@kyleplacy
via ben-evans.com

@kyleplacy
via ben-evans.com

@kyleplacy There is one thing
they all have in common… They own the audience.

@kyleplacy

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four.
Content
Personalization@kyleplacy

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@kyleplacy It’s about moving from
push to personalized. @kyleplacy

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five.
Collaborative
Consumption
@kyleplacy

@kyleplacy An economic model where
creation, ownership and access are shared between people and corporations. Crowd Companies

@kyleplacy
@kyleplacy
@kyleplacy #mixwest14

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@kyleplacy #mixwest14

@kyleplacy For every 1 percent
increase in the number of Airbnb bookings, there is a .05 percent decrease in hotel revenue. Study by Boston University 2013

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@kyleplacy #DMAI14

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

@kyleplacy How do we make
one department’s outputs another department’s inputs?

@kyleplacy Percent of Marketers Rating
Cross-Functional Relationships as Absolutely Critical/Very Important 86% Head of Sales CEO Head of Product COO CFO 78% 70% 67% 56% 37% CIO Source : Salesforce Marketing Cloud

@kyleplacy
You are not marketers.

@kyleplacy You are not technology
experts.

@kyleplacy Social media managers or
SEO experts.

@kyleplacy You are experience makers
and managers.

@kyleplacy It starts with data
and ends with the experience. It is the only thing that makes you relevant.

@kyleplacy
http://openview.vc/TDBankTech