the future of marketing - steps to building experiences of the future
TRANSCRIPT
The Future of
MARKETING
Kyle Lacy (@kyleplacy)
Steps to Building Experiences of the Future
My Career
Lessonly is used by thousands of teams
to translate important work knowledge
into lessons that accelerate productivity.
We must understand change.
Louis CK Video
Why is this happening?
Industrial
Revolution1760-1840
Cotton Gin
Steam Engine
Bessemer Process
Model T
Telephone
Transistor
Industrial
Revolution1760-1840
Information
Revolution1940-1990
Computers
Radio
Television
Internet
Cotton Gin
Steam Engine
Bessemer Process
Model T
Telephone
Transistor
Industrial
Revolution1760-1840
Information
Revolution1940-1990
Consumer
Revolution2000-2016
Mobile
Social
SaaS
Cloud
Machine Learning
Computers
Radio
Television
Internet
Cotton Gin
Steam Engine
Bessemer Process
Model T
Telephone
Transistor
Industrial
Revolution1760-1840
Information
Revolution1940-1990
Consumer
Revolution2000-2016
Intelligence
Revolution2020+
Mobile
Social
SaaS
Cloud
Machine Learning
Computers
Radio
Television
Internet
Cotton Gin
Steam Engine
Bessemer Process
Model T
Telephone
Transistor
Nanotechnology
Artificial Intelligence
Virtual Reality
Deep Learning
Blockchain
Micro-Moments
12
We are the Google Generation.
100,000,000,000Number of monthly Google searches
1999
Data at Scale
“We must move from numbers
keeping score to numbers that
drive better actions.”
— David Walmsley
A rorschach test…
EXAMPLE OF AN IMPACT SLIDE TEXT
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How do you feel?
EXAMPLE OF AN IMPACT SLIDE TEXT
Example of supporting information or sourcing information goes here
Now?
70% of technology
implementations fail because
of bad data.
— Forrester
There is one source of truth and
everyone is responsible for keeping it
clean.
File Management and Email Chat and Collaboration
Project & Process ManagementLearning and Development
Journey Management
Data Management Search Intent
Social Advertising
@KYLEPLACY
@KYLEPLACY
Assisted Intelligence
Meet Amy Ingram
“If Alexa were a human assistant,
you’d fire her, if not have her
committed.”
- Farhad Manjoo
Machine Intelligence
ASSISTED INTELLIGENCE
What needs to happen to gain true machine intelligence?
• Deep Learning
• Natural Language Processing
• Quantum Computing
Deep Learning
is a subfield of machine learning concerned
with algorithms inspired by the structure and
function of the brain called artificial neural
networks.
Location Based
Intelligence
Personalization &
Interaction Engine
Reverse Logistics
Solution
Personalization
Engine
Deep Learning
More data + More Intelligence = Highly
Personalized Experiences
Personalization
Matters
Final Thoughts:
How do we adapt?
HOW DO WE ADAPT?
The future of marketing depends on managing change effectively
• Align your team to the entire customer journey, not only
acquisition
HOW DO WE ADAPT?
The future of marketing depends on managing change effectively
• Align your team to the entire customer journey, not only
acquisition
• Focus on one source of truth for data management
HOW DO WE ADAPT?
The future of marketing depends on managing change effectively
• Align your team to the entire customer journey, not only
acquisition
• Focus on one source of truth for data management
• Test a new idea every two weeks
HOW DO WE ADAPT?
The future of marketing depends on managing change effectively
• Align your team to the entire customer journey, not only
acquisition
• Focus on one source of truth for data management
• Test a new idea every two weeks
• Continually train team for continuous, rapid
improvement
• Create an experience team, not a marketing team
HOW DO WE ADAPT?
The future of marketing depends on managing change effectively
• Align your team to the entire customer journey, not only
acquisition
• Focus on one source of truth for data management
• Test a new idea every two weeks
• Continually train team for continuous, rapid
improvement
• Create an experience team, not a marketing team
The creation and management of the
customer experience is the only
thing that makes you relevant.
