Seven Technology Trends Changing Consumer Behavior


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


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What’s Next? @kyleplacy


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What’s Next? @kyleplacy


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What’s Now? @kyleplacy


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Data Equals Relevance one. @kyleplacy


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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


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


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Empathy Understanding someone’s emotional state or feelings @kyleplacy


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They were really good at empathy. @kyleplacy


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@kyleplacy


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


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@kyleplacy


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Moments Matter two. @kyleplacy


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@kyleplacy


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Connected Consumer three. @kyleplacy


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@kyleplacy


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I switched. @kyleplacy


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


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


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Email is Mobile @kyleplacy #ETFOM


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


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


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The New Inbox four. @kyleplacy


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Consumers are changing the future of the inbox into… a shopping engine Brought to you by ReturnPath


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Consumers are using [mo.b] to track their packages and track their spending Consumers are using Slice to find out when prices fall and products get recalled Brought to you by ReturnPath


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Consumers are changing the future of the inbox into… a clutter-free environment Brought to you by ReturnPath


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Consumers are using Unsubscriber to easily stop unwanted emails Consumers are using mailstrom to methodically reach Inbox Zero Brought to you by ReturnPath


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Consumers are using Inbox Pause to control when they get mail Organizer Consumers are using Organizer because it automatically sorts their mail by category … Brought to you by ReturnPath


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… which is the reason Gmail developed the tabbed inbox, which automatically sorts incoming email Brought to you by ReturnPath


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Location five. @kyleplacy #ETFOM


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@kyleplacy #ETFOM


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Brand Personalization six. @kyleplacy


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1. Predictive Intelligence 2. EGONomics Two types of brand personalisation: @kyleplacy


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1. Predictive Intelligence @kyleplacy


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41% of consumers buy more from retailers who send personalised emails based on past buying behaviours. Return Path @kyleplacy


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


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2. EGONomics @kyleplacy


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


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or a recognition of their social identity. @kyleplacy


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Connected Products seven. @kyleplacy


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Data equals Relevance


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Data beats Opinions


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


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exacttarget.com.au


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