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INBOUND15
Technology Trends Shifting
Customer Behavior
Why technology is changing the way
we think, buy and communicate.
Kyle Lacy
Head of Marketing Strategy
OpenView Venture Partners
INBOUND15
What do I do?
I am a marketer.
I’ve written 3 books.
Head of Marketing Strategy
OpenView Venture Partners
Previously at
ExactTarget & Salesforce
@kyleplacy
trends vs reality
INBOUND15@kyleplacy
#Inbound15 - Technology Trends Changing Customer Behavior Presentation
what’s next?
INBOUND15@kyleplacy
what’s now?
INBOUND15@kyleplacy
INBOUND15
• Moments
• Mobility
• Audience Effect
• Data at Scale
• Cloud Computing
• Machine Learning
• Humanizing Automation
Trends Shifting Consumer Behavior
@kyleplacy
INBOUND15
1 Moments Matter
@kyleplacy
INBOUND15@kyleplacy
Photos by Seth Casteel INBOUND15@kyleplacy
INBOUND15@kyleplacy
INBOUND15
2 Mobility
@kyleplacy
INBOUND15@kyleplacy
INBOUND15
(Millward Brown, 2014)
Americans now spend
151 minutes per day on
smartphones, more
than on TV or laptops
@kyleplacy
INBOUND15
(Google, 2015)
66% of all time spent
on ecommerce sites is
done across a mobile
device
Photo by lzf, iStock Photo
Photo by lzf, iStock Photo
1 in 5
searches on
Google are
related to
location.
(Google Data, Global, March 2014)
INBOUND15
INBOUND15
(Millward Brown, 2014)
By 2017 there will be
over 20 billion
connected devices.
@kyleplacy
Mobility is seamless.
INBOUND15@kyleplacy
@kyleplacy INBOUND15@kyleplacy
@kyleplacy INBOUND15@kyleplacy
@kyleplacy INBOUND15@kyleplacy
INBOUND15
Mary Meeker
40% of global mobile
users have a
smartphone.
INBOUND15@kyleplacy
INBOUND15INBOUND15@kyleplacy
There is still massive
growth potential for
smartphones.
INBOUND15INBOUND15@kyleplacy
@kyleplacy@kyleplacy INBOUND15@kyleplacy
@kyleplacy@kyleplacy INBOUND15@kyleplacy
@kyleplacy@kyleplacy
$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$
INBOUND15@kyleplacy
INBOUND15
3 Audience
Effect
INBOUND15
Whoever owns the audience…
owns the experience.
#Inbound15 - Technology Trends Changing Customer Behavior Presentation
#Inbound15 - Technology Trends Changing Customer Behavior Presentation
#Inbound15 - Technology Trends Changing Customer Behavior Presentation
$678B
INBOUND15@kyleplacy
$178B
INBOUND15@kyleplacy
$90B
INBOUND15@kyleplacy
$68B
INBOUND15@kyleplacy
INBOUND15
Eric Schmidt, Chairman, Google
Most people think our
main competitors are
Yahoo! And Bing. It’s
actually Amazon.
INBOUND15@kyleplacy
via ben-evans.com
INBOUND15@kyleplacy
INBOUND15
Scott Galloway, NYU Stern
Over the last nine months
Amazon’s shipping costs
have gone up more than
40%...
INBOUND15@kyleplacy
INBOUND15
Scott Galloway, NYU Stern
Their shipping fees were
$3B, but they spent
almost $7B on
transportation costs…
INBOUND15@kyleplacy
INBOUND15@kyleplacy
INBOUND15@kyleplacy
#Inbound15 - Technology Trends Changing Customer Behavior Presentation
#Inbound15 - Technology Trends Changing Customer Behavior Presentation
INBOUND15@kyleplacy
@kyleplacy
@kyleplacy #mixwest14
INBOUND15
• 34,000 cities
• 190 countries
• 1 million listings
• Over 30 millions nights booked
The Power of Airbnb
@kyleplacy
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5 Big
Data
@kyleplacy
INBOUND15
5 Big
Data
Data at
Scale
@kyleplacy
Courtesy of Alex Tellez + Amy Wang + H2O Team
INBOUND15@kyleplacy
one.
Moments
Matter
INBOUND15@kyleplacy
INBOUND15
Dan Ariely, Professor at Duke
Big data is like teenage sex…
everyone talks about it, nobody really
knows how to do it, everyone else is
doing it, so everyone claims they are
doing it.”
@kyleplacy
INBOUND15
6 Cloud
Computing
@kyleplacy
INBOUND15
Om Malik
Cloud computing has changed
how startups are built and
companies are scaled.
@kyleplacy
INBOUND15@kyleplacy
INBOUND15
1. Data contains information of great business / personal value.
2. If you can extract those insights from the data, you can make better
decisions.
The Hope of Big Data
Predicting future stock movements = $$$
Netflix movie recommendations = better experience = $$$
@kyleplacy
INBOUND15
7 Machine
Learning
@kyleplacy
INBOUND15
Machine learning is the
technology that automatically
finds patterns in your data and
uses them to make predictions
for new data points
@kyleplacy
INBOUND15@kyleplacy
INBOUND15@kyleplacy
INBOUND15
Our technology
application generates
news stories, industry
reports, headlines and
more – at scale and
without human
authoring or editing
@kyleplacy
INBOUND15@kyleplacy
INBOUND15
8 Humanizing
Automation
@kyleplacy
INBOUND15
David Walmsley
We must move from numbers
keeping score to numbers that
drive better actions.
@kyleplacy
INBOUND15
1. Analytics should be worshipped
2. Content should (and will) be personalized
3. Understand industry trends
4. People are paramount
5. Don’t underestimate your community
Tracking the Trends
@kyleplacy
You are not marketers.
social media managers
engineers
content experts
writers
technologists
INBOUND15@kyleplacy
You are experience
makers and managers.
INBOUND15@kyleplacy
The experience is the
only thing that makes
you relevant.
INBOUND15@kyleplacy
INBOUND15
What do I do?
I am a marketer.
I’ve written 3 books.
Head of Marketing Strategy
OpenView Venture Partners
Previously at
ExactTarget & Salesforce
@kyleplacy

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Hinweis der Redaktion

  1. Last mile project – how do you innovate around the delivery point.
  2. 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