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@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
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
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
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
Mobility is about
creating seamless
experiences.
@kyleplacy@kyleplacy
@kyleplacy@kyleplacy
@kyleplacy@kyleplacy
@kyleplacy
Mobility is about
helping not selling.
@kyleplacy@kyleplacy
@kyleplacy@kyleplacy
@kyleplacy@kyleplacy
@kyleplacy
@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
@kyleplacy@kyleplacy@kyleplacy
@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
$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$
@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
@kyleplacy
four.
Content
Personalization@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
It’s about moving from
push to personalized.
@kyleplacy
@kyleplacy
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
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
@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
@kyleplacy
@kyleplacy
@kyleplacy #DMAI14
@kyleplacy
@kyleplacy
@kyleplacy
six.
Humanizing
Automation
@kyleplacy
@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

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Technology and Marketing Trends Presentation for TD Bank Marketing

Editor's Notes

  1. Last mile project – how do you innovate around the delivery point.
  2. Last mile project – how do you innovate around the delivery point.
  3. Last mile project – how do you innovate around the delivery point.
  4. Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach. Has a presence in nearly every country on earth Median price of a hotel vs cost of an Airbnb apartment
  5. Google and Waze have already started to share data (May 2014), in addition, Google is rolling out retail delivery with Shopping Express, and also has self-driving cars. Uber enables P2P transportation –largest investor is Google $258m
  6. Apps can pass a destination address to the Uber app, display pickup times, provide fare estimates, access trip history and more.
  7. Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach. Has a presence in nearly every country on earth Median price of a hotel vs cost of an Airbnb apartment
  8. So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing. Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
  9. So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing. Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
  10. So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing. Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
  11. So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing. Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
  12. So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing. Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
  13. So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing. Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.