Be kind to your customers. It will
destroy competitive efforts to hijack
them.

5 OLD STORIES

 5 tech forces
 Strong tech focus
 Rapid change
 Few business apps

 A of C sequel
 Lots of business stories
 Millennials
 New competitors
 Marketing changes

MILLENNIALS

WHY MILLENNIALS MATTER
 Emergent majority
 Digital natives
 Collaborators
 Trend starters
 Sailthru research

25
44
22
24
34
24
19 9
SAILTHRU MILLENNIAL RESEARCH
Millennials Others
Personalization
Use it!
Use only if it
helps me
Tell me
what you
have
No!
Millennials Non-Millennials
Data Use
55 41
Millennials Others
Retailers & Personal Data
63 52

MILLENNIAL EMPLOYEES
• Facebook challenge
• Changed culture
• Driving new business

MILLENNIAL KEIRETSUS

MILLENNIAL CUSTOMERS
 Experience trumps brand
 ‘Trust me, first’
 Ads only start a sequence

CONTEXTUAL
TECHNOLOGY

RAPID CHANGE
 New business models
 Uberize some things
 Frictionless experience

WHAT’S TO SHARE?
 Platforms-break-bricks model
 Peer power
 Millennial keiretsus

NORDSTROM

CONTEXTUAL
RETAIL

#INBOUND15
LOCATION, LOCATION

#INBOUND15
BEACONING CUSTOMERS

BEYOND BEACONS

CONTACTLESS ECONOMY

Marketing Crossroads

THE NEW PR
 Everyone’s an influencer
 Every company’s a media company
 Data & analytics-driven
 Integrating disciplines
 Scaling personalization

THE NEW PR

#INBOUND15
TAPERING AD RETURNS
 Traditional, to traditional-digital, to contextual
 Death of 30-second spot—R/GA
 Mobile, wearable dynamics
 Peer influence

#INBOUND15
NEW ADS
 Contextual-digital
 Story-telling
 Communities platforms
 Scalable personalization

#INBOUND15
STORYTELLING ADS

#INBOUND15
CONTEXTUAL
BILLBOARDS

CONTEXT & STORIES

CHANGING CONVERSATIONS

PINPOINT MARKETING
 Seller understands & anticipates
 Exquisite experience
 Personalization is scalable
 Low costs, high profits & loyal customers

TAKEAWAYS
 Recognize power shift
 Embrace sharing economy
 Focus on experience
 Understand changes
 Pinpoint generously

Shel Israel
Writer. Speaker. Nice Guy.
www.facebook.com/shel.israel
Shelisrael1@gmail.com