Technology Trends Disrupting Consumer Behavior v.20

@kyleplacy

Technology Trends

Disrupting Consumer

Behavior

Kyle Lacy

Head of Marketing Strategy

OpenView Venture Partners

@kyleplacy

What do I do?

I am a marketer.

I’ve written 3 books.



Previously at

ExactTarget & Salesforce

http://openview.vc/WIS_Travel

@kyleplacy

trends vs reality

@kyleplacy

@kyleplacy

what’s next?

@kyleplacy

what’s now?

@kyleplacy

The Trends.• Moments Matter

• Connected Consumer

• Owned Audiences

• Collaborative Economy

• Humanizing Automation

@kyleplacy

one.

Moments

Matter

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Photo by Seth Casteel

@kyleplacyPhotos by Seth Casteel

@kyleplacy

@kyleplacy

two.

Connected

Consumer

@kyleplacy

@kyleplacy

Mobile Penetration Rate (Total Population)

21.1

30.3 28.8

18.3

33 33.430.2

33.730.2 31

35.9

22.2

45.1

38.2

28.8

43.4

54.350.7

42.7

50.9

43.5

48

33.5

59

45.5

39.8

52

67.5

63

54

62.2

56.4

0

10

20

30

40

50

60

70

80

2011

2012

2013

@kyleplacy

Americans now spend

151 minutes per day on

smartphones, more than

on TV or laptops.(Millward Brown, 2014)

@kyleplacy

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45M 16B

1B 130M

Photos/Day Total Photos

Likes/Day Users

@kyleplacy

Photo by lzf, iStock Photo


1 in 5

searches on

Google are

related to

location.(Google Data, Global, March 2014)

@kyleplacy

By 2017 there will be

over 20 billion

connected devices.

@kyleplacy

Billions of connected devices

demands a completely

seamless experience

@kyleplacy@kyleplacy



@kyleplacy

Mobility is about

helping not selling.




@kyleplacy

@kyleplacy

Mobility is about

transforming the

experience.

@kyleplacy

83% of US consumers

research products

while in-store on their

phone.Our Mobile Planet by Google

@kyleplacy


@kyleplacy@kyleplacy@kyleplacy


What happens when 5

billion* additional people

join the Internet?*this number is completely made up but means A LOT of people


$$$$$$$$$$$$$$$$$$$$

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@kyleplacy

three.

Audience

Effect

@kyleplacy

@kyleplacy

Whoever owns the

audience… owns the

experience.

@kyleplacy

@kyleplacy



1 in 5

searches on

Google are

related to

location.(Google Data, Global, March 2014)

@kyleplacy

@kyleplacy

@kyleplacy

$155,000,000,000

@kyleplacy

Most people think our

main competitors are

Yahoo! and Bing. It’s

actually Amazon.Eric Schmidt, Chairman, Google

@kyleplacy

via ben-evans.com

@kyleplacy

via ben-evans.com

@kyleplacy

via ben-evans.com

@kyleplacy

four.

Collaborative

Consumption

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@kyleplacy

Jeremian Owyang - Crowd Companies

“The people formerly called consumers are now getting

what they need from each other, rather than from

traditional institutions. Instead of buying new things,

people are sharing products with each other in an

emerging societal shift called the Sharing Economy.”

@kyleplacy

Jeremian Owyang - Crowd Companies

“These Empowered Individuals are beginning to

function like hotels, taxis, farms, restaurants,

manufacturers and other traditional business models.

The crowd is becoming a company unto itself - it’s

backed by powerful technologies, like social networks

and mobile devices, and it is self-organizing.”

@kyleplacy

@kyleplacy

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“Investors have valued

Uber as if it’s bigger

than the entire taxi

industry.”Travis Kalanick, CEO, Uber

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@kyleplacy

@kyleplacy

@kyleplacy

@kyleplacy #mixwest14

@kyleplacy

FastCompany

“The company is believed to be in the

process of raising a war chest of close to

$1 billion — with about half of that

secured. We’ve heard that Airbnb has

been courted by investors out of Asia, as

well as larger private-equity groups.”

@kyleplacy

34,000 cities

190 countries

1 million listings

30 million nights book

@kyleplacy

For every 1 percent increase in the

number of Airbnb bookings, there

is a .05 percent decrease in hotel

revenue.

Study by Boston University 2013

@kyleplacy

• Airbnb generated $632 million in economic activity in New York in one

year

• Airbnb visitors stay on average 6.4 nights (compared to 3.9 for hotel

guests) and spend $880 at NYC businesses (compared to $690 for

average New York visitors)

• 82% of Airbnb listings in New York are outside of the main tourist area of

midtown Manhattan, and the average Airbnb guest spends $740 in the

neighborhood where she stays

• In one year, Airbnb generated $104 million in New York City economic

activity outside Manhattan

@kyleplacy

What does this

mean for brands?

@kyleplacy

@kyleplacy

five.

Humanizing

Automation

@kyleplacy

@kyleplacy

We must move from numbers

keeping score to numbers that

drive better actions.

David Walmsley

Head of Multichannel

Marks & Spencer

@kyleplacy

How do we make one department’s outputs another department’s

inputs?

@kyleplacy

Percent of Marketers Rating Cross-Functional

Relationships as Absolutely Critical/Very Important

86%

Head of

SalesCEO

Head of

ProductCOO CFO

78% 70% 67% 56% 37%

CIO

Source : Salesforce Marketing Cloud

@kyleplacy

You are not marketers.

@kyleplacy

You are not technology experts.

@kyleplacy

Social media managers or SEO experts.

@kyleplacy

You are experience makers and managers.

@kyleplacy

It starts with data and ends with the experience.

It is the only thing that makes you relevant.

@kyleplacy

The Trends

• Moments Matter

• Connected Consumer

• Owned Audience

• Collaborative Economy

• Humanizing Automation

@kyleplacy

What do I do?

I am a marketer.

I’ve written 3 books.



Previously at

ExactTarget & Salesforce

http://openview.vc/WIS_Travel

Technology Trends Disrupting Consumer Behavior v.20

Technology

kyleplacy photos

kyleplacy 45m16b

istock photo photo

google data

istock photo1

kyleplacymost people

lot of people

mobile devices