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Be kind to your customers. It will
destroy competitive efforts to hijack
them.
5 OLD STORIES
 5 tech forces
 Strong tech focus
 Rapid change
 Few business apps
 A of C sequel
 Lots of business stories
 Millennials
 New competitors
 Marketing changes
MILLENNIALS
WHY MILLENNIALS MATTER
 Emergent majority
 Digital natives
 Collaborators
 Trend starters
 Sailthru research
25
44
22
24
34
24
19 9
SAILTHRU MILLENNIAL RESEARCH
Millennials Others
Personalization
Use it!
Use only if it
helps me
Tel...
MILLENNIAL EMPLOYEES
• Facebook challenge
• Changed culture
• Driving new business
MILLENNIAL KEIRETSUS
MILLENNIAL CUSTOMERS
 Experience trumps brand
 ‘Trust me, first’
 Ads only start a sequence
CONTEXTUAL
TECHNOLOGY
RAPID CHANGE
 New business models
 Uberize some things
 Frictionless experience
WHAT’S TO SHARE?
 Platforms-break-bricks model
 Peer power
 Millennial keiretsus
NORDSTROM
CONTEXTUAL
RETAIL
#INBOUND15
LOCATION, LOCATION
#INBOUND15
BEACONING CUSTOMERS
BEYOND BEACONS
CONTACTLESS ECONOMY
Marketing Crossroads
THE NEW PR
 Everyone’s an influencer
 Every company’s a media company
 Data & analytics-driven
 Integrating discipline...
THE NEW PR
#INBOUND15
TAPERING AD RETURNS
 Traditional, to traditional-digital, to contextual
 Death of 30-second spot—R/GA
 Mobil...
#INBOUND15
NEW ADS
 Contextual-digital
 Story-telling
 Communities platforms
 Scalable personalization
#INBOUND15
STORYTELLING ADS
#INBOUND15
CONTEXTUAL
BILLBOARDS
CONTEXT & STORIES
CHANGING CONVERSATIONS
PINPOINT MARKETING
 Seller understands & anticipates
 Exquisite experience
 Personalization is scalable
 Low costs, hi...
TAKEAWAYS
 Recognize power shift
 Embrace sharing economy
 Focus on experience
 Understand changes
 Pinpoint generous...
Shel Israel
Writer. Speaker. Nice Guy.
www.facebook.com/shel.israel
Shelisrael1@gmail.com
Lethal Generosity
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Lethal Generosity

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This is the generic version of my presentation on my new book, Lethal Generosity.

Publié dans : Business

Lethal Generosity

  1. 1. Be kind to your customers. It will destroy competitive efforts to hijack them.
  2. 2. 5 OLD STORIES
  3. 3.  5 tech forces  Strong tech focus  Rapid change  Few business apps
  4. 4.  A of C sequel  Lots of business stories  Millennials  New competitors  Marketing changes
  5. 5. MILLENNIALS
  6. 6. WHY MILLENNIALS MATTER  Emergent majority  Digital natives  Collaborators  Trend starters  Sailthru research
  7. 7. 25 44 22 24 34 24 19 9 SAILTHRU MILLENNIAL RESEARCH Millennials Others Personalization Use it! Use only if it helps me Tell me what you have No! Millennials Non-Millennials Data Use 55 41 Millennials Others Retailers & Personal Data 63 52
  8. 8. MILLENNIAL EMPLOYEES • Facebook challenge • Changed culture • Driving new business
  9. 9. MILLENNIAL KEIRETSUS
  10. 10. MILLENNIAL CUSTOMERS  Experience trumps brand  ‘Trust me, first’  Ads only start a sequence
  11. 11. CONTEXTUAL TECHNOLOGY
  12. 12. RAPID CHANGE  New business models  Uberize some things  Frictionless experience
  13. 13. WHAT’S TO SHARE?  Platforms-break-bricks model  Peer power  Millennial keiretsus
  14. 14. NORDSTROM
  15. 15. CONTEXTUAL RETAIL
  16. 16. #INBOUND15 LOCATION, LOCATION
  17. 17. #INBOUND15 BEACONING CUSTOMERS
  18. 18. BEYOND BEACONS
  19. 19. CONTACTLESS ECONOMY
  20. 20. Marketing Crossroads
  21. 21. THE NEW PR  Everyone’s an influencer  Every company’s a media company  Data & analytics-driven  Integrating disciplines  Scaling personalization
  22. 22. THE NEW PR
  23. 23. #INBOUND15 TAPERING AD RETURNS  Traditional, to traditional-digital, to contextual  Death of 30-second spot—R/GA  Mobile, wearable dynamics  Peer influence
  24. 24. #INBOUND15 NEW ADS  Contextual-digital  Story-telling  Communities platforms  Scalable personalization
  25. 25. #INBOUND15 STORYTELLING ADS
  26. 26. #INBOUND15 CONTEXTUAL BILLBOARDS
  27. 27. CONTEXT & STORIES
  28. 28. CHANGING CONVERSATIONS
  29. 29. PINPOINT MARKETING  Seller understands & anticipates  Exquisite experience  Personalization is scalable  Low costs, high profits & loyal customers
  30. 30. TAKEAWAYS  Recognize power shift  Embrace sharing economy  Focus on experience  Understand changes  Pinpoint generously
  31. 31. Shel Israel Writer. Speaker. Nice Guy. www.facebook.com/shel.israel Shelisrael1@gmail.com

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