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Hedna keynote today and tomorrow optimized
The document discusses current trends in marketing and distribution, emphasizing the importance of technology and data ownership in shaping customer experiences. It highlights significant shifts towards personalization in the hospitality industry and the rise of e-commerce and mobile usage. Key insights include the growing influence of social media on travel decisions and the necessity for businesses to adapt to modern consumer behavior and preferences.
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Hedna keynote today and tomorrow optimized
- 1. Today and Tomorrow Marketingand Distribution in the Here and Now
- 2. 2 How far awayis tomorrow?
- 3.
- 4. 4 “The future is already here... it’s just not evenly distributed.”
- 5. Cost of Computing 5 Processor 2 GHz dual core Memory 2 GB Storage 120 GB Screen resolution 1024x768 Movies Yes Wifi 802.11 a/b/g Bluetooth Optional (Extra cost) Camera Optional (Extra cost)
- 6. Cost of Computing 6 Processor 2 GHz dual core Memory 2 GB Storage 120 GB Screen resolution 1024x768 Movies Yes Wifi 802.11 a/b/g Bluetooth Optional (Extra cost) Camera Optional (Extra cost) Weight 8.9 pounds Battery life 2.5 hours Cost $1,100 ($3,000 with options)
- 7. Cost of Computing 7 Processor 2 GHz dual core 1.5 GHz dual core Memory 2 GB 2 GB Storage 120 GB 32 GB + cloud Screen resolution 1024x768 1280x768 Movies Yes Yes (internal or streaming) Wifi 802.11 a/b/g 802.11 a/b/g/n Bluetooth Optional (Extra cost) Yes Camera Optional (Extra cost) 8 MP Weight 8.9 pounds 0.3 pounds Battery life 2.5 hours 7.75 hours Cost $1,100 ($3,000 with options) $ 649 ($249.99 w/ contract)
- 8.
- 9. 9 “Information overload” Alvin Toffler, “Future Shock” 1970
- 10. 10 “Man without technology...is not man” Ortega y Gasset
- 11. 11 “Man without technology...is not man” Ortega y Gasset (1939)
- 12. How old isGen Y?
- 14.
- 15.
- 16.
- 17.
- 18. How will yougreet tomorrow?
- 20.
- 21.
- 22. 22 Technology doesn’t matter. Knowledge does.
- 23. And if alittle knowledge is a dangerous thing... 23
- 24.
- 25. 3 key trends 25 ■Own the data, own the customer ■Content + context = conversions ■It’s all e-commerce
- 26. Own the data, ownthe customer 26
- 27. How much ofthe world’s aggregate data collected in last 2 years? 27 2011-2012 Pre-2011 10% 90% Source: IBM Research
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- 29.
- 30. The cost/benefit oftalking to everyone 30
- 31. The cost/benefit oftalking to everyone 31
- 32. The cost/benefit oftalking to everyone 32
- 33. Partners? 33
- 34. Hotel guests expectstay to be personalized around set of choices made at the time of booking/prior to arrival 34 70% 60% 50% 40% 30% 20% 10% 0% Strongly Agree Agree Disagree Strongly Disagree Respondents Source: Amadeus/Fast Future Hotels 2020 Report (March 2011)
- 35. Next 5-10 years 35 ■ 86% agreed that by 2020, personalization will have been embraced wholeheartedly by the sector and that ‘customers will have the ability to choose the size of room, type of bed, amenities, audio-visual facilities, business equipment, etc. on booking and pay accordingly’ Source: Amadeus/Fast Future Hotels 2020 Report (March 2011)
- 36.
- 37. Content targeting 37 ■ Sojern ■ Ektron ■ Adobe ■ Lots more...
- 38. Content + context= conversions 38
- 40. 40 Sites Visited - All E-commerce 30 22.5 15 7.5 0 2010 2011
- 41. 41 Sites Visited - All E-commerce Sites Visited - Travel 30 22.5 15 7.5 0 2010 2011 Source: Google http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/ & http://www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro- study/
- 42. Hours spent shopping/booking travel 42 70% 60% 50% 40% 30% 20% 10% 0% 1-2 3-4 5-6 7-8 8+ Leisure Traveler Business Traveler Source: IBM Institute for Business Value Analysis September 2010
- 43. Here’s a question... 43 Why?
- 44. Because... We’ve trained them to
- 45. Am I goingto 45 enjoy myself?
- 46.
- 47.
- 48. Rich media everywhere 48 ■ TourWrist ■ Rome2Rio ■ VenueSeen (location-targeted reputation management)
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- 51.
- 52. Stupid, but usefulword for today... 52 “SoLoMo”
- 53. Or... 53 “SoLoMoPho”
- 55. 45% of searchesin 2013 on mobile 55 Mobile searches Desktop searches 100% 75% 50% 65% 55% 25% 45% 35% 0% 2012 2013 Source: Google
- 56. 56 Smartphone Mobile phone 7,000 6,000 5,000 4,000 953 Million 6.1 Billion 3,000 2,000 1,000 0 Total Subscriptions - Q4 2011 Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012
- 57. More people ownmobile phones than own toothbrushes 57
- 58.
- 59. 59 ■ 44% ofall cell users ■ 40% of those 35-44 ■ 50% of smartphone users ■ 60% of those 18-34
- 60.
- 62. Social use intravel 62 ■ 2 in 3 travelers influenced by travel reviews ■ 3 in 10 share their travel experiences ■ 35% interact with travel companies on social networks
- 63. Overall mobile use 63 2013 2015 50% 48% 37.5% 36% 28% 25% 20% 12.5% 0% Travel Research Travel Booking Source: eMarketer Digital Travel Outlook - June 2012
- 64. Leisure travelers shop... 64 100% 96% 94% 75% 50% 32% 31% 24% 25% 18% 17% 0% 0% Home Computer Business Computer Mobile Phone Tablet 2010 2012 Source: Google/Ipsos MediaCT - U.S. August 2012
- 65. Business travelers shop... 65 100% 86% 76% 76% 75% 65% 51% 50% 40% 30% 25% 0% 0% Home Computer Business Computer Mobile Phone Tablet 2010 2012 Source: Google/Ipsos MediaCT - U.S. August 2012
- 66. 66 2011 2013 $8 B $7 B $6 B $5 B $4 B $8.0 B $3 B $2 B $2.6 B $1 B $0 B Travel revenues on mobile ($ Billions) Source: PhoCusWright, March 2012
- 67. 67 Roughly 1 billionusers
- 68. 68 600 million onmobile
- 69. 69 2.7 billion “Likes”every day
- 70. 70 300 million photosevery day
- 71.
- 72. Are we askingthe wrong question?
- 74.
- 97. Defining “mobile” 77 ■ Situation vs. device ■ 42% of tablet owners use theirs while watching TV
- 98. How additive ismobile? 78
- 99. Percent of world’swealth online (c. 2000) 79 Online Not online 30% 70% Source: UN Human Development Report, Trends in Global Income Distribution
- 100. What do youdo? 80
- 101. “Likable”, shareable content 81 ■ Renaissance Hotels measuring worth of content
- 102.
- 103.
- 104. Ask for thesale 84
- 105. Questions to getstarted 85 ■ Which distribution channels produce greatest/least profitability? ■ How does your website compare to best-in-class for content, social, local, mobile? ■ What do your customers think works? Doesn’t? ■ How can you build customer data? Leverage partner data?
- 106. 86 We’re not talking aboutthe future...
- 107. 87 When youleave here tomorrow, remember...
- 108.
- 109. Thank you 89 Web: timpeter.com Phone: +1-201-305-0055 Email: tim@timpeter.com Twitter: twitter.com/tcpeter