Presentation given at the Event & Arena Marketing Conference in New Orleans on June 12. We discuss the power of EGOnomics, mobility, localization and brand personalization.

2. Kyle Lacy
Director, Global Content & Research
@kyleplacy, www.kylelacy.com

3. @kyleplacy

4. @kyleplacy

5. What’s Next?
@kyleplacy

6. Click the center icon >>>>>
and browse for the image you want
to insert.
IF IMAGE INSERTS IN FRONT OF
FOOTER,
Right click on the image and
Select Arrange/Send to Back

7. What’s Next?
@kyleplacy

8. What’s Now?
@kyleplacy

9. Data Equals
Relevance
one.
@kyleplacy

10. 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

11. 1. Empathy
2. Perspective Taking
Two types of marketing & creative:
@kyleplacy

12. Empathy
Understanding someone’s
emotional state or feelings
@kyleplacy

13. They were really
good at empathy.
@kyleplacy

14. @kyleplacy

15. Perspective Taking
Cognitive & analytical – it’s
understanding someone’s
interests and behavior.
@kyleplacy

16. Moments
Matter
two.
@kyleplacy

17. @kyleplacy

19. Consumer
Mobility
three.
@kyleplacy

20. @kyleplacy

21. @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

22. Smartphone massive
growth potential with
only 30% of total market.
Mary Meeker’s 2014 Internet Trends Report
@kyleplacy

23. Out of the 74% of
Japanese consumers
intending to upgrade their
phone…
Japan Consumer Insights Report 2014, ExactTarget Marketing Cloud
@kyleplacy

24. 99.5% will be upgrading
to a smartphone.
2014 Japan Consumer Insights Report, ExactTarget Marketing Cloud
@kyleplacy

25. Content is
Mobile
@kyleplacy #ETFOM

26. 91% of consumers
indicated that access to
content across all devices
was important.
2014 Mobile Behavior Report, ExactTarget Marketing Cloud
@kyleplacy

27. We sent over 1 billion digital
messages on Cyber Monday.
@kyleplacy

28. Many of our retail clients
experienced mobile open
rates exceeding 80%.
@kyleplacy

29. @kyleplacy

30. Location
four.
@kyleplacy #ETFOM

35. @kyleplacy #ETFOM

36. 83% of US Consumers
research products while
in-store on their mobile
phone.
Google’s Our Mobile Planet Report
@kyleplacy

38. Personalization
of Brand
five.
@kyleplacy

39. 1. Predictive Intelligence
2. EGONomics
Two steps towards brand personalization:
@kyleplacy

40. Predictive
Intelligence
@kyleplacy

51. 41% of consumers buy more
from brands who send
personalized emails based on
past buying behaviors.
Return Path
@kyleplacy

52. 12-25% increase in sales if
the transactional message
includes personalized
product recommendations.
ExactTarget Marketing Cloud
@kyleplacy

53. EGONomics
@kyleplacy

54. To offset a depersonalized
society, consumers crave
recognition of their
individuality.
Faith Popcorn
@kyleplacy

56. Connected
Products
six.
@kyleplacy

57. Sensor use is rising
rapidly at +34% Y/Y
growth.
Mary Meeker’s 2014 Internet Trends Report
@kyleplacy

58. 8 Billion units were
shipped in 2013.
Mary Meeker’s 2014 Internet Trends Report
@kyleplacy

62. Data equals
Relevance

63. Data beats
Opinions

65. We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & Spencer
@kyleplacy

66. exacttarget.com.au