technology trends disrupting consumer behavior v.20
Post on 14-Jul-2015
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@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.
Head of Marketing Strategy
OpenView Venture Partners
Previously at
ExactTarget & Salesforce
http://openview.vc/WIS_Travel
@kyleplacy
The Trends.• Moments Matter
• Connected Consumer
• Owned Audiences
• Collaborative Economy
• Humanizing Automation
@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
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)
@kyleplacy
83% of US consumers
research products
while in-store on their
phone.Our Mobile Planet by Google
@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
@kyleplacy@kyleplacy@kyleplacy
$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$
@kyleplacy
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)
@kyleplacy
Most people think our
main competitors are
Yahoo! and Bing. It’s
actually Amazon.Eric Schmidt, Chairman, Google
@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
“Investors have valued
Uber as if it’s bigger
than the entire taxi
industry.”Travis Kalanick, CEO, Uber
@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
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
We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & Spencer
@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
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
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