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7 Technology Trends Transforming Consumer Behavior - Updated
@kyleplacy
What do I do?
Director
Global Content & Research
Clients
7 Technology Trends Transforming Consumer Behavior - Updated
exacttarget.com/blog
kylelacy.com
@kyleplacy
What’s Next?
@kyleplacy
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7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
Moments
Matter
one.
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
Connected
Consumer
two.
@kyleplacy
0
10
20
30
40
50
60
70
Australia Canada China Japan UK USA
52.2
32.7 33.1
19.6
50.9
43.5
64.6
56.4
46.9
24.7
62.2
56.4
Mobile Penetration Rate (Total Population)
Smartphone massive
growth potential with
only 30% of total market.
Mary Meeker’s 2014 Internet Trends Report
26 million US consumers
will book travel via a
smartphone this year.
European Travel Commission
@kyleplacy
constant.
The connected
consumer is
@kyleplacy
83% of US consumers
research products while
in-store on their mobile
phone.
Google’s Our Mobile Planet Report
7 Technology Trends Transforming Consumer Behavior - Updated
The Amazon
Effect/Affect
three.
@kyleplacy
The Amazon
Effect/Affect
three.
@kyleplacy
eCommerce
@kyleplacy
@kyleplacy
@kyleplacy via ben-evans.com
@kyleplacy
via ben-evans.com
@kyleplacy
via ben-evans.com
@kyleplacy #ETFOM@kyleplacy #mixwest14
7 Technology Trends Transforming Consumer Behavior - Updated
@kyleplacy
via ben-evans.com
7 Technology Trends Transforming Consumer Behavior - Updated
Content
Personalization
four.
@kyleplacy
69% of email consumers
unsubscribe because brands
send too many emails.
@kyleplacy
The Approach to
Personalized Content
•Guided Selling
•Predictive Intelligence
@kyleplacy
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
41% of consumers buy more
from brands who send
personalized emails based on
past buying behaviors.
Return Path
@kyleplacy
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
12-25% increase in sales if
the transactional message
includes personalized
product recommendations.
Salesforce ExactTarget Marketing Cloud
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
Collaborative
Economy
five.
@kyleplacy
An economic model where
creation, ownership and
access are shared between
people and corporations.
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
@kyleplacy
@kyleplacy #mixwest14
@kyleplacy
@kyleplacy #mixwest14
@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy #DMAI14
@kyleplacy
@kyleplacy #DMAI14
@kyleplacy
@kyleplacy #mixwest14
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
@kyleplacy
Phases of Internet SharingPhases of Internet Sharing
Social
Intelligence
six.
@kyleplacy
I sensed in Myspace…
My salvation.
John Green
Author, Fault of Our Stars
7 Technology Trends Transforming Consumer Behavior - Updated
Why would you ever want to put
pictures of your family and friends
on the Internet??
Kyle’s Mom, December 2003
7 Technology Trends Transforming Consumer Behavior - Updated
7 Technology Trends Transforming Consumer Behavior - Updated
Monthly Active Users
185,000,000
Mobile Users
1,000,000,000
7 Technology Trends Transforming Consumer Behavior - Updated
1
Product
Group
Marketing
Services
Solutions
Online Sales
Customer
Service
Comms
PR & HR
QUALITY &
INNOVATION
DEMAND &
THOUGHT
LEADERSHIP
CREDIBILITY CONVERSION CYCLE TIME RESOLUTION REPUTATION
Embed Social Media Across the Fabric of the Organization &
Empower Subject Matter Experts…
How do we make one
department’s outputs
another department’s
inputs?
Humanizing
Automation
seven.
@kyleplacy
Meet Kyle
He’s the owner of a growing small
business in Boston.
As a father of 4 kids he’s very cost
conscious and drives or takes the train
to most locations.
While a subscriber of T & H Client’s
brandX and brandY emails, he’s not a
loyalty member.
An Upcoming Trip
Kyle has an upcoming trip in two
weeks to conference in Texas. He
starts searching on brandX.com
for a hotel.
7 Technology Trends Transforming Consumer Behavior - Updated
Promo Email
Kyle receives a promo email from
brandX with special rates for the
month.
The top three are close to his
upcoming trip in Texas so he
clicks through and books.
Email
Kyle, Check Out This Month’s Top Rates
From Portland to Portland we’ve got you covered.
From $84.15
Dallas, TX
Love Field
Get the most out of your next Dallas
business trip and book a room at our
brandX by T & H Client Dallas Love
Field hotel.…Read more
Book Now
From $101.15
Irving, TX
Las Colinas
brandX by T & H Client Dallas/Las
Colinas hotel, near Dallas Fort Worth
International Airport. Located off
Route 114…Read more
Book Now
From $101.99
Richardson, TX
Richardson
Nestled in the heart of th
Corridor north of downto
TX, the brandX by T & H
Richardson/Dallas…Rea
Book Now
Confirmation Email
Kyle receives his confirmation
email which invites him to enroll in
T & H Client Rewards.
Email
Welcome!
Your brandX by T & H Client Confirmation is below.
Name
T & H Client Rewards
Confirmation Number
Arrival Date
Departure Date
Check-In Time
Check-Out Time
brandX Love Field
650 N. Stemmons
Freeway, I-35E Exit
434A Empire Central,
Dallas, TX 75247 US
Kyle Thompson
Enroll Now
74589AH67DH
1/24/14
1/26/14
3:00 PM
11:00 AM
Welcome Series
Upon signing up for T & H Client
Rewards Kyle receives a series
of 3 emails from the Welcome
drip campaign which aims to:
• Thank
• Educate about the
program
• Incentivize to complete
his profile
Email
Welcome To T & H Client Rewards
Total Points; 0
Complete Your Profile
Free Bonus Points!
Tell us more about yourself and
receive bonus points towards
your next free stay.
7 Technology Trends Transforming Consumer Behavior - Updated
Browse Retarget Email
Kyle receives a browse retarget email
that evening which reminds him of the
free breakfast and wifi available at
brandY.
As a result he books his stay.
Email
Your Parsippany Stay Awaits
Get a free, hot breakfast and WiFi at brandY
brandY Parsippany
949 Route 46,
Parsippany, NJ 07054 US
A warm bed, hot breakfast, and free
WiFi come standard when you stay at
brandY.
Book Now
7 Technology Trends Transforming Consumer Behavior - Updated
Gets a notification…
After checking-in he gets a push
message with a $5 off coupon.
Gets a notification…
Before retiring for the evening Kyle
receives a Push Notification reminding
him of the free breakfast in the morning.
Gets a notification…
After he leaves for his presentation in the
morning he receives a Push Notification
asking if he’d like to receive an email
copy of his stay receipt.
Email Receipt
After his stay Kyle receives an e-Receipt
with a partner offer to sign up for the T &
H Client Rewards Visa.
Inbox (1)
Your Recent Stay e-Receipt
E-Receipt
brandY
949 U.S. 46,
Parsippany, NJ
07054
Room
Arrival Date
Departure Date
Adult/Child
Room Rate
Rate Plan
T & H Client Rewards #
213
1/27/14
1/28/14
1/0
$59.00
LW-T
675930992
Stay Total $65.24
EARN POINTS TOWARDS
FREE NIGHTS
WITH T & H Client REWARDS VISA
Email Newsletter
Fast-forward 3 months Kyle receives
his monthly rewards newsletter and
there is a promotion for a trip finder.
He has traveled a lot and
accumulated a lot of points and is
ready for a last minute vacation with
the family.
Email
T & H Client Rewards Newsletter
How will you use your rewards?
Total Points; 42,000
Want to find the perfect getaway?
Try our all new
TRIP FINDER
Start Now
Trip Finder
Kyle answers a series of questions
which helps the ExactTarget
Customer Intelligence engine
determine the best trip for him.
T & H Clientrewards.com/tripfinder
Mon 3.31 PMWeb Browser
Find Your Perfect Trip
NextBack
How will you arrive at your destination?
o Drive
o Fly
Trip Finder
After he submits his answers T & H
Client displays the results.
Mon 3.31 PMWeb Browser
Your Perfect Trip Results
T & H Client Grand Resort - Walt Disney World
Orland, FL
Located in the heart of Orlando, Florida, enjoy
sophisticated charm and Mediterranean-inspired comfort
minutes from the area’s top theme parks, golf courses and
attractions. T & H Client Grand Orlando Resort is
surrounded by 500-acres of the stunning woodlands of
Bonnet Creek.
Book Now
T & H Clientrewards.com/tripfinder
On Vacation…
On day two at the pool he posts a
picture of the family enjoying the
vacation.
He then receives a response from T & H
Client with an offer for free ice cream for
the kids during his stay
Facebook
Kyle Thompson
5 minutes ago
T & H Client Hotel Group
2 minutes ago
Glad you’re enjoying your
stay. Bring this to the
concession stand for free
ice cream for the kiddos!
Experience
equals
Relevance
We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & Spencer
Seven Trends Disrupting Consumer Behavior
1. Moments Matter – every touch point and every connection is an opportunity to
deliver a seamless brand experience to delight your customers
2. Connected Consumer – every business is a mobile business.
3. The Amazon / eCommerce Effect – Amazon and Alibaba have the ability to disrupt
any industry and quickly
4. Content Personalization – massive lift in all success metrics with the use of
personalized content
5. Collaborative Economy – people have the ability to bypass inefficient companies by
building processes and economies using technology
6. Social Intelligence – It is more than “social media.” It is about listening,
7. Humanizing Automation – build messaging strategy around the individual
exacttarget.com/blog
kylelacy.com
@kyleplacy

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7 Technology Trends Transforming Consumer Behavior - Updated

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. Last mile project – how do you innovate around the delivery point.
  5. Last mile project – how do you innovate around the delivery point.
  6. Last mile project – how do you innovate around the delivery point.
  7. Last mile project – how do you innovate around the delivery point.
  8. Last mile project – how do you innovate around the delivery point.
  9. Yerdle enables neighbors to gift goods - rather than buy
  10. 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
  11. 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
  12. 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
  13. Next, let’s talk about shifting services to now becoming marketplaces. We call this ‘Motivating a marketplace”. The naming is specific, you can’t own the marketplace, you can’t manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves. If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy. There’s a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
  14. The key is to convert products into services, services into marketplaces, and marketplaces build products They start off simple, but as we progress around the value chain, the investment and risk increases, but as well as the potential payoff. Let me walk through each one in detail and show you how. First, let’s focus on products becoming services. We call this “Company as a service” Now that customers want access to products –and may not necessarily want to own them, it means that companies Must change the relationship and offer it a new form through renting, subscribing or event lending –beyond just selling.
  15. The key is to convert products into services, services into marketplaces, and marketplaces build products They start off simple, but as we progress around the value chain, the investment and risk increases, but as well as the potential payoff. Let me walk through each one in detail and show you how. First, let’s focus on products becoming services. We call this “Company as a service” Now that customers want access to products –and may not necessarily want to own them, it means that companies Must change the relationship and offer it a new form through renting, subscribing or event lending –beyond just selling.
  16. Next, let’s talk about shifting services to now becoming marketplaces. We call this ‘Motivating a marketplace”. The naming is specific, you can’t own the marketplace, you can’t manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves. If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy. There’s a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
  17. Next, let’s talk about shifting services to now becoming marketplaces. We call this ‘Motivating a marketplace”. The naming is specific, you can’t own the marketplace, you can’t manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves. If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy. There’s a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
  18. Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.
  19. Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.
  20. Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.
  21. http://www.bizjournals.com/atlanta/print-edition/2013/08/23/coca-cola-creating-app-to-help-workers.html?page=all
  22. Next, let’s talk about shifting services to now becoming marketplaces. We call this ‘Motivating a marketplace”. The naming is specific, you can’t own the marketplace, you can’t manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves. If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy. There’s a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
  23. 3x Welcome/Onboarding series to T & H Client Rewards  Thank you, education about program (how to add previous stays), incentive to complete profile (get bonus rewards points) Shows he mostly books for business, looking for best value and business amenities (wifi) Show snapshot of contacts model now that profile center has been completed (explicit data)  
  24. Show snapshot of contacts model now that profile center has been completed (explicit data)
  25. Jump ahead a few months… Browse Retarget Has upcoming meeting in Parsippany, browses brandY in area He doesn’t purchase without doing more research, so he plans on searching tonight at other hotels He abandons his search Receives browse retarget email that evening which reminds him of the free breakfast and wifi available at brandY, he purchases
  26. Jump back to the contacts model to show how contact has updated with implicit (browse/purchases/past stays) data
  27. Checks-in he downloads the new T & H Client hotel app and opts in for alerts during this stay After check in he gets a push message for free drink Meets up with colleagues to review presentation Gets another push message with reminder with the free breakfast hours As he leaves in the AM for his presentation, he gets a Push asking to confirm a email copy of his receipt
  28. Email receipt from stay Business traveler and easier to keep record of Include Partner offers—T & H Client rewards visa card Contacts model   With this stay he hits Gold status and receives an email congratulating him and reminding him of his perks Thank him for his loyalty Makes connection to leisure travel use rewards points Highlight his activity
  29. Fast forward 3 months he receives his monthly rewards newsletter and there is a promotional for a trip finder. He has traveled a lot and accumulated a lot of points and is ready for a last minute vacation with the family.
  30. Goes to guided trip planner Business vs leisure Type of destination (beach, nature, city, amusement parks, etc) Price range How to pay for his trip Points v Cash (since he is logged in it takes into account his points and shows him how many he has) Driving or flying Helps him pick the perfect location and hotel from across T & H Client hotels that will meet the needs of his family and stay within his budget by using his points
  31. Kyle is going to Disney with his family – T & H Client Grand Resort Two days prior he receives pre-trip email and it contains a suite upgrade – he clicks through and accepts – next best offer
  32. On day two at the pool he posts a picture of the family enjoying the vacation -> he then receives a response from T & H Client with an offer for free ice cream for the kids during his stay Kyle then receives a email thanking him for bringing his family to their resort and ask him to rate and review the trip. After a great trip, with great service he goes online and provides a stellar rating.