Technology Trends Disrupting Consumer Behavior v.20

@kyleplacy
Technology Trends
Disrupting Consumer
Behavior
Kyle Lacy
Head of Marketing Strategy
OpenView Venture Partners

@kyleplacy
What do I do?
I am a marketer.
I’ve written 3 books.
Head of Marketing Strategy
OpenView Venture Partners
Previously at
ExactTarget & Salesforce
http://openview.vc/WIS_Travel

@kyleplacy
The Trends.
• Moments Matter
• Connected Consumer
• Owned Audiences
• Collaborative Economy
• Humanizing Automation

@kyleplacy
one.
Moments
Matter
@kyleplacy
Photo by Seth Casteel

@kyleplacyPhotos by Seth Casteel

@kyleplacy
two.
Connected
Consumer
@kyleplacy

@kyleplacy
Mobile Penetration Rate (Total Population)
21.1
30.3 28.8
18.3
33 33.4
30.2
33.7
30.2 31
35.9
22.2
45.1
38.2
28.8
43.4
54.3
50.7
42.7
50.9
43.5
48
33.5
59
45.5
39.8
52
67.5
63
54
62.2
56.4
0
10
20
30
40
50
60
70
80
2011
2012
2013

@kyleplacy
Americans now spend
151 minutes per day on
smartphones, more than
on TV or laptops.
(Millward Brown, 2014)

@kyleplacy
45M 16B
1B 130M
Photos/Day Total Photos
Likes/Day Users

@kyleplacy
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)

@kyleplacy
By 2017 there will be
over 20 billion
connected devices.

@kyleplacy
Billions of connected devices
demands a completely
seamless experience

@kyleplacy
Mobility is about
helping not selling.

@kyleplacy
Mobility is about
transforming the
experience.

@kyleplacy
83% of US consumers
research products
while in-store on their
phone.
Our Mobile Planet by Google

@kyleplacy@kyleplacy@kyleplacy

What happens when 5
billion* additional people
join the Internet?
*this number is completely made up but meansALOT of people

$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$

@kyleplacy
three.
Audience
Effect
@kyleplacy

@kyleplacy
Whoever owns the
audience… owns the
experience.

@kyleplacy
Most people think our
main competitors are
Yahoo! and Bing. It’s
actually Amazon.
Eric Schmidt, Chairman, Google

@kyleplacy
four.
Collaborative
Consumption
@kyleplacy

@kyleplacy
Jeremian Owyang - Crowd Companies
“The people formerly called consumers are now getting
what they need from each other, rather than from
traditional institutions. Instead of buying new things,
people are sharing products with each other in an
emerging societal shift called the Sharing Economy.”

@kyleplacy
Jeremian Owyang - Crowd Companies
“These Empowered Individuals are beginning to
function like hotels, taxis, farms, restaurants,
manufacturers and other traditional business models.
The crowd is becoming a company unto itself - it’s
backed by powerful technologies, like social networks
and mobile devices, and it is self-organizing.”

@kyleplacy
“Investors have valued
Uber as if it’s bigger
than the entire taxi
industry.”
Travis Kalanick, CEO, Uber

@kyleplacy
@kyleplacy
@kyleplacy #mixwest14

@kyleplacy
FastCompany
“The company is believed to be in the
process of raising a war chest of close to
$1 billion — with about half of that
secured. We’ve heard that Airbnb has
been courted by investors out of Asia, as
well as larger private-equity groups.”

@kyleplacy
34,000 cities
190 countries
1 million listings
30 million nights book

@kyleplacy
For every 1 percent increase in the
number of Airbnb bookings, there
is a .05 percent decrease in hotel
revenue.
Study by Boston University 2013

@kyleplacy
• Airbnb generated $632 million in economic activity in New York in one
year
• Airbnb visitors stay on average 6.4 nights (compared to 3.9 for hotel
guests) and spend $880 at NYC businesses (compared to $690 for
average New York visitors)
• 82% of Airbnb listings in New York are outside of the main tourist area of
midtown Manhattan, and the average Airbnb guest spends $740 in the
neighborhood where she stays
• In one year, Airbnb generated $104 million in New York City economic
activity outside Manhattan

@kyleplacy
What does this
mean for brands?
@kyleplacy

@kyleplacy
five.
Humanizing
Automation
@kyleplacy

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

@kyleplacy
How do we make one
department’s outputs
another department’s
inputs?

@kyleplacy
Percent of Marketers Rating Cross-Functional
Relationships as Absolutely Critical/Very Important
86%
Head of
Sales
CEO
Head of
Product
COO CFO
78% 70% 67% 56% 37%
CIO
Source : Salesforce Marketing Cloud

@kyleplacy
You are not marketers.

@kyleplacy
You are not technology
experts.

@kyleplacy
Social media
managers or SEO
experts.

@kyleplacy
You are experience
makers and managers.

@kyleplacy
It starts with data and ends with
the experience.
It is the only thing that makes
you relevant.

@kyleplacy
The Trends
• Moments Matter
• Connected Consumer
• Owned Audience
• Collaborative Economy
• Humanizing Automation

Technology Trends Disrupting Consumer Behavior v.20

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Editor's Notes