This document discusses trends related to marketing to millennials. It notes that millennials value personalized experiences and trust in brands starts with a good first interaction. New technologies like beacons and contextual advertising are changing how retailers can personalize advertising and customer experiences. The key takeaways are that companies need to recognize shifting power dynamics, embrace sharing platforms, focus on the customer experience, understand changes in customer preferences, and implement pinpoint marketing strategies.

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

3. 5 OLD STORIES

4.  5 tech forces
 Strong tech focus
 Rapid change
 Few business apps

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

6. MILLENNIALS

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

8. 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

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

10. MILLENNIAL KEIRETSUS

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

12. CONTEXTUAL
TECHNOLOGY

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

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

15. NORDSTROM

16. CONTEXTUAL
RETAIL

17. #INBOUND15
LOCATION, LOCATION

18. #INBOUND15
BEACONING CUSTOMERS

19. BEYOND BEACONS

20. CONTACTLESS ECONOMY

21. Marketing Crossroads

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

23. THE NEW PR

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

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

26. #INBOUND15
STORYTELLING ADS

27. #INBOUND15
CONTEXTUAL
BILLBOARDS

28. CONTEXT & STORIES

29. CHANGING CONVERSATIONS

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

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

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