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Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Kyle Lacy
Director, Global Content & Research
@kyleplacy, www.kylelacy.com
@kyleplacy
@kyleplacy
What’s Next?
@kyleplacy
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Select Arrange/Send to Back
What’s Next?
@kyleplacy
What’s Now?
@kyleplacy
Data Equals
Relevance
one.
@kyleplacy
Ginni Rometty
CEO, IBM
What you will see with rapid
data and social sharing is the
death of the average and the era
of you.
Businesses will be able to truly
serve the individual.
@kyleplacy
1. Empathy
2. Perspective Taking
Two types of marketing & creative:
@kyleplacy
Empathy
Understanding someone’s
emotional state or feelings
@kyleplacy
They were really
good at empathy.
@kyleplacy
@kyleplacy
Perspective Taking
Cognitive & analytical – it’s
understanding someone’s
interests and behavior.
@kyleplacy
Moments
Matter
two.
@kyleplacy
@kyleplacy
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Consumer
Mobility
three.
@kyleplacy
@kyleplacy
@kyleplacy
Mobile Penetration (Total Population)
0
10
20
30
40
50
60
70
Australia Brazil China France Germany Japan UK USA
36.8 35.4
27
18.3
5.9
30.2 31
52.2
13.8
33.1
38.2
28.8
19.6
50.9
43.5
64.6
26.3
46.9
42.3
39.8
24.7
62.2
56.4
2011
2012
2013
Smartphone massive
growth potential with
only 30% of total market.
Mary Meeker’s 2014 Internet Trends Report
@kyleplacy
Out of the 74% of
Japanese consumers
intending to upgrade their
phone…
Japan Consumer Insights Report 2014, ExactTarget Marketing Cloud
@kyleplacy
99.5% will be upgrading
to a smartphone.
2014 Japan Consumer Insights Report, ExactTarget Marketing Cloud
@kyleplacy
Content is
Mobile
@kyleplacy #ETFOM
91% of consumers
indicated that access to
content across all devices
was important.
2014 Mobile Behavior Report, ExactTarget Marketing Cloud
@kyleplacy
We sent over 1 billion digital
messages on Cyber Monday.
@kyleplacy
Many of our retail clients
experienced mobile open
rates exceeding 80%.
@kyleplacy
@kyleplacy
Location
four.
@kyleplacy #ETFOM
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
@kyleplacy #ETFOM
83% of US Consumers
research products while
in-store on their mobile
phone.
Google’s Our Mobile Planet Report
@kyleplacy
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Personalization
of Brand
five.
@kyleplacy
1. Predictive Intelligence
2. EGONomics
Two steps towards brand personalization:
@kyleplacy
Predictive
Intelligence
@kyleplacy
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
41% of consumers buy more
from brands who send
personalized emails based on
past buying behaviors.
Return Path
@kyleplacy
12-25% increase in sales if
the transactional message
includes personalized
product recommendations.
ExactTarget Marketing Cloud
@kyleplacy
EGONomics
@kyleplacy
To offset a depersonalized
society, consumers crave
recognition of their
individuality.
Faith Popcorn
@kyleplacy
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Connected
Products
six.
@kyleplacy
Sensor use is rising
rapidly at +34% Y/Y
growth.
Mary Meeker’s 2014 Internet Trends Report
@kyleplacy
8 Billion units were
shipped in 2013.
Mary Meeker’s 2014 Internet Trends Report
@kyleplacy
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
Data equals
Relevance
Data beats
Opinions
Six Trends Changing Consumer Behavior (UPDATED) New Orleans
We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & Spencer
@kyleplacy
exacttarget.com.au

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Six Trends Changing Consumer Behavior (UPDATED) New Orleans

Notes de l'éditeur

  1. Smartphone Penetration – Total Population We also know that mobile email open rates are growing exponentially.
  2. Rethinking Place.
  3. Last mile project – how do you innovate around the delivery point.