Technology Trends Shifting Customer Behavior
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Kyle Lacy, Head of Marketing Strategy at OpenView Venture Partners, gave a presentation on technology trends that are shifting consumer behavior. He discussed 8 trends: moments mattering more than channels, the rise of mobility, the importance of owning audiences, data at large scale, growth in cloud computing, advances in machine learning, and humanizing automation. Lacy emphasized that marketers must focus on creating positive experiences for consumers rather than just metrics.
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Technology Trends Shifting Customer Behavior
- 1. INBOUND15 Technology Trends Shifting Customer Behavior Why technology is changing the way we think, buy and communicate. Kyle Lacy Head of Marketing Strategy OpenView Venture Partners
- 2. INBOUND15 What do I do? I am a marketer. Iāve written 3 books. Head of Marketing Strategy OpenView Venture Partners Previously at ExactTarget & Salesforce @kyleplacy
- 7. INBOUND15 ā¢ Moments ā¢ Mobility ā¢ Audience Effect ā¢ Data at Scale ā¢ Cloud Computing ā¢ Machine Learning ā¢ Humanizing Automation Trends Shifting Consumer Behavior @kyleplacy
- 10. Photos by Seth Casteel INBOUND15@kyleplacy
- 14. INBOUND15 (Millward Brown, 2014) Americans now spend 151 minutes per day on smartphones, more than on TV or laptops @kyleplacy
- 15. INBOUND15 (Google, 2015) 66% of all time spent on ecommerce sites is done across a mobile device
- 16. Photo by lzf, iStock Photo Photo by lzf, iStock Photo 1 in 5 searches on Google are related to location. (Google Data, Global, March 2014) INBOUND15
- 17. INBOUND15 (Millward Brown, 2014) By 2017 there will be over 20 billion connected devices. @kyleplacy
- 22. INBOUND15 Mary Meeker 40% of global mobile users have a smartphone. INBOUND15@kyleplacy
- 24. There is still massive growth potential for smartphones. INBOUND15INBOUND15@kyleplacy
- 29. INBOUND15 Whoever owns the audienceā¦ owns the experience.
- 37. INBOUND15 Eric Schmidt, Chairman, Google Most people think our main competitors are Yahoo! And Bing. Itās actually Amazon. INBOUND15@kyleplacy
- 39. INBOUND15 Scott Galloway, NYU Stern Over the last nine months Amazonās shipping costs have gone up more than 40%... INBOUND15@kyleplacy
- 40. INBOUND15 Scott Galloway, NYU Stern Their shipping fees were $3B, but they spent almost $7B on transportation costsā¦ INBOUND15@kyleplacy
- 47. INBOUND15 ā¢ 34,000 cities ā¢ 190 countries ā¢ 1 million listings ā¢ Over 30 millions nights booked The Power of Airbnb @kyleplacy
- 50. Courtesy of Alex Tellez + Amy Wang + H2O Team INBOUND15@kyleplacy
- 52. INBOUND15 Dan Ariely, Professor at Duke Big data is like teenage sexā¦ everyone talks about it, nobody really knows how to do it, everyone else is doing it, so everyone claims they are doing it.ā @kyleplacy
- 54. INBOUND15 Om Malik Cloud computing has changed how startups are built and companies are scaled. @kyleplacy
- 56. INBOUND15 1. Data contains information of great business / personal value. 2. If you can extract those insights from the data, you can make better decisions. The Hope of Big Data Predicting future stock movements = $$$ Netflix movie recommendations = better experience = $$$ @kyleplacy
- 58. INBOUND15 Machine learning is the technology that automatically finds patterns in your data and uses them to make predictions for new data points @kyleplacy
- 61. INBOUND15 Our technology application generates news stories, industry reports, headlines and more ā at scale and without human authoring or editing @kyleplacy
- 64. INBOUND15 David Walmsley We must move from numbers keeping score to numbers that drive better actions. @kyleplacy
- 65. INBOUND15 1. Analytics should be worshipped 2. Content should (and will) be personalized 3. Understand industry trends 4. People are paramount 5. Donāt underestimate your community Tracking the Trends @kyleplacy
- 66. You are not marketers. social media managers engineers content experts writers technologists INBOUND15@kyleplacy
- 67. You are experience makers and managers. INBOUND15@kyleplacy
- 68. The experience is the only thing that makes you relevant. INBOUND15@kyleplacy
- 69. INBOUND15 What do I do? I am a marketer. Iāve written 3 books. Head of Marketing Strategy OpenView Venture Partners Previously at ExactTarget & Salesforce @kyleplacy
Editor's Notes
- Last mile project ā how do you innovate around the delivery point.
- 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