Tim Hayden - Marketo's 2014 Austin Roadshow

June  24,  2014  -­‐-­‐  #mktgna2on14    @TheTimHayden  

…and,  we’ve  been  siAng  on  our  tails,  typing,  for  just  about  200  years.  

We’ve  been  upright  and  walking  [mobile]  for  more  than  4  million  years…  

WHAT  JUST  HAPPENED?  

Gmail  Promo2ons  “grid  view”  

HAPPENING  NOW!  

Tablets  =  “Lean  Back”  

•  Primary:  Apps  •  News/Media  •  Long  Form  Content  

•  Shopping:  M-­‐Commerce  •  Games  •  U2lity:  Home  &  Business  

>85%  smartphone  at  arm’s  length,    

24  hours/day  

SOURCE:  Edison  Research          

Smartphones  =  EVERYWHERE  

•  Primary:  Tex2ng  •  Social  •  Search/Inquiry

•  Shopping:  Deals/Payments  •  Games  •  U2lity:  Life  &  Play  

Social  is  Mobile  

SOURCES:  ere.net,  Mashable,  TechCrunch,  comScore,  Pew,  others.          

70%   80%   30%   30%   35%  

35%   45%   100%   100%  

Mobile  is  BUSY  

the  Desktop  Hour  

email  web  social  other  

the  Mobile  Hour  email  

web  

social  

text  

app  

call  

The  Mobile  Moment  

Content  Data  

Social  Search  

Web   Email  

Offline  Broadcast  

The  “Click”  -­‐  Origina2on  

 AMribtuNon    Measurement/Analysis  

CRM  

POS  

Search  Mgmt  

Social  Content  

Analy2cs  

Media  Networks    

Reports/  Views/Dashboard  

Content  Command  Center  

Responsive/Reac2ve  Content  

DATA  

Your  Website  M

obile

Adaptive •  You have a

“desktop” and a “mobile” website.

Mob

ile

Responsive •  A website that

conforms to the device on which it is viewed.

Mob

ile

Reactive •  Responsive,

with content that is personalized and relevant based on location, time, day and user details.

No  maker  what…  

The  Next    18  Months…  

Where  Tomorrow’s  Customers    

Creators  are  Today  

Offline  is  the  New  Online  

Consider  indoor/outdoor,  direct  mail….with  mobile  calls-­‐to-­‐acNon.  Think  “Line  of  Sight”  

22  million  digital  signs  by  2015  

NOT THIS

THIS

Mobile  Commerce!  

!

COMMERCE  EVERYWHERE  

But,  Really…?  

EVERY MOMENT IS AN EXPERIENCE

Generate  AND  Curate  

ENGAGEMENT  TRIGGERS  Behavioral!

Technological!

The  Mobile  Moment  

Content  Data  

Social  Search  

Web   Email  

Offline  Broadcast  

The  “Click”  -­‐  Origina2on  

 AMribtuNon    Measurement/Analysis  

CRM  

POS  

Search  Mgmt  

Social  Content  

Analy2cs  

Media  Networks    

Reports/  Views/Dashboard  

Content  Command  Center  

Responsive/Reac2ve  Content  

DATA  

Everyone  Is  a  

NORM.  

BEWARE:  

 Anyone  can  be  CLIFF.  

Thank You, Marketo! E: [email protected] T: @TheTimHayden W: tthstrategy.com