Technology trends are important to any business because they define the next generation of marketing and consumer strategy. We’ll focus on the quickly evolving communication landscape and the impacts of increased consumer mobility, localization, smart machines, and the power of social. Based on six years of extensive research of over 10,000 global consumers, we've discovered seven trends that will be changing your business in the years to come. The session will equip you with the knowledge needed to understand and use tools to build a successful brand.
#CNX14 - Propelling Your Career with Mentors & Sponsors
#CNX14 - 7 Technology Trends Transforming Customer Communication
1. Track: Marketing Thought Leaders
@kyleplacy #CNX14
#CNX14
Trends Transforming Consumer
Communication
Kyle Lacy, Director of Global Content
Salesforce ExactTarget Marketing Cloud
4. Track: Marketing Thought Leaders
@kyleplacy #CNX14
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23. Track: Marketing Thought Leaders
@kyleplacy #CNX14
70
60
50
40
30
20
10
0
52.2
56.4
32.7 33.1
19.6
50.9
43.5
64.6
46.9
24.7
62.2
Australia Canada China Japan UK USA
56.4
Mobile Penetration Rate (Total Population)
24. Track: Marketing Thought Leaders
@kyleplacy #CNX14
Smartphone massive
growth potential with
only 30% of total market.
Mary Meeker’s 2014 Internet Trends Report
25. Track: Marketing Thought Leaders
@kyleplacy #CNX14
Activities Used on Smartphone (Financial and Banking)
60
50
40
30
20
10
0
50.7
56.5
41.7 42.1
35.2
29.7 29.6
48.4
59.5
52.3
42
Australia Canada China Germany UK USA
53.3
2012
2013
28. Track: Marketing Thought Leaders
@kyleplacy #CNX14
42% of US consumers
purchased a product on
their mobile phone (2013).
Google’s Our Mobile Planet Report
29. Track: Marketing Thought Leaders
@kyleplacy #CNX14
83% of US consumers
research products while
in-store on their mobile
phone.
Google’s Our Mobile Planet Report
44. Track: Marketing Thought Leaders
@kyleplacy #CNX14
12-25% increase in sales if
the transactional message
includes personalized
product recommendations.
Salesforce ExactTarget Marketing Cloud
@kyleplacy
51. Track: Marketing Thought Leaders
@kyleplacy #CNX14
An economic model where
creation, ownership and access
are shared between people and
corporations.
69. Track: Marketing Thought Leaders
Embed Social Media Across the Fabric of the Organization &
@kyleplacy #CNX14
Empower Subject Matter Experts…
Product
Group
6
Marketing
Services
Solutions
Online Sales
Customer
Service
Comms
PR & HR
QUALITY &
INNOVATION
DEMAND &
THOUGHT
LEADERSHIP
CREDIBILITY CONVERSION CYCLE TIME RESOLUTION REPUTATION
70. Track: Marketing Thought Leaders
@kyleplacy #CNX14
How do we make one
department’s outputs
another department’s
inputs?
72. Track: Marketing Thought Leaders
@kyleplacy #CNX14
Completes the Mortgage
Payments Calculator
Visits website to login to his
online banking and notices a
promotion for a home buying
guide; clicks to learn more
Begins the mortgage pre-approval
process by filling
out a form to request more
info
Receives a push notification to
schedule an appointment with a
Mortgage Specialist and does
so in the company Mobile app
Receives an email with a
list of materials to bring to his
appointment in a few days
Meets with his Mortgage
Specialist and completes the
pre-approval process
Receives a push notification
to remind him of his in-branch
appointment the next day
Receives a follow-up email to
congratulate him on his pre-approval
as well as info on next
steps in the home buying process
Uses the company mobile app
to keep track of homes they
visit; finds the perfect home
FaceTimes with the broker
and sends her the listing info;
is able to begin the process of
putting in an offer right then
76. Track: Marketing Thought Leaders
@kyleplacy #CNX14
We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & Spencer
@kyleplacy
77. Track: Marketing Thought Leaders
@kyleplacy #CNX14
Take the after-session survey! (setup 2)
Take the Survey in
the Connections
2014 Mobile App
Join the
Conversation!
#CNX1
4
$50
Best Buy
Gift Card
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Google and Waze have already started to share data (May 2014), in addition, Google is rolling out retail delivery with Shopping Express, and also has self-driving cars.
Uber enables P2P transportation –largest investor is Google $258m
Google and Waze have already started to share data (May 2014), in addition, Google is rolling out retail delivery with Shopping Express, and also has self-driving cars.
Uber enables P2P transportation –largest investor is Google $258m
Apps can pass a destination address to the Uber app, display pickup times, provide fare estimates, access trip history and more.
Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach.
Has a presence in nearly every country on earth
Median price of a hotel vs cost of an Airbnb apartment
Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach.
Has a presence in nearly every country on earth
Median price of a hotel vs cost of an Airbnb apartment
So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing.
Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.