Presentation given at the Argyle CMO Conference in San Francisco on November 6th.

1. @kyleplacy

2. What do I do?
I am a marketer.
I’ve written 3 books.
Director, Global Content
Salesforce Marketing Cloud
@kyleplacy

3. trends vs reality
@kyleplacy

4. 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
@kyleplacy

5. What’s next?
@kyleplacy

6. What’s now?
@kyleplacy

7. one.
Collaborative
Economy
@kyleplacy
@kyleplacy

8. An economic model where
creation, ownership and access
are shared between people and
corporations.
Crowd Companies
@kyleplacy

9. @@kkyylleeppllaaccyy

10. @kyleplacy
@kyleplacy
@kyleplacy #DMAI14

11. @@kkyylleeppllaaccyy

12. @kyleplacy
@kyleplacy
@kyleplacy #mixwest14

13. 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

14. @kyleplacy

15. @kyleplacy

16. @@kkyylleeppllaaccyy

17. @@kkyylleeppllaaccyy

18. two.
Consumer
Mobility
@kyleplacy
@kyleplacy

19. Mobile Penetration Rate (Total Population)
21.1
80
70
60
50
40
30
20
10
@@kkyylleeppllaaccyy
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
2011
2012
2013

20. @kyleplacy

21. @kyleplacy

22. Mobility is creating
seamless experiences.
@kyleplacy

23. @@kkyylelpelapcylacy

24. @@kylkepyllaecpylacy

25. @@kylkepyllaecpylacy

26. Mobility is helping not
selling.
@kyleplacy

27. @@kylkepyllaecpylacy

28. @@kylkepyllaecpylacy

29. @@kylkepyllaecpylacy

30. Mobility is an enhanced
experience.
@kyleplacy

31. 83% of US consumers
research products while
in-store on their phone.
Our Mobile Planet by Google
@kyleplacy

32. @kyleplacy

33. The consumser is constantly
connected.
@kyleplacy

34. What happens when 5
billion* additional people
join the Internet?
@@kkyy@lleepkplyallaeccypylacy
*this number is completely made up but means A LOT of people

35. $$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$
@@kkyy@lleepkplyallaeccypylacy

36. three.
Audience
Effect
@kyleplacy
@kyleplacy

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

38. @@kkyylleeppllaaccyy
via ben-evans.com

39. @@kkyylleeppllaaccyy
via ben-evans.com

40. @kyleplacy

41. @kyleplacy

42. @kyleplacy

43. @kyleplacy

44. @@kkyylleeppllaaccyy

45. @kyleplacy

46. four.
Personalized
Content
@kyleplacy
@kyleplacy

47. @@kkyylleeppllaaccyy

48. @@kkyylleeppllaaccyy

49. @@kkyylleeppllaaccyy

50. It’s about moving from
push to personalized.
@kyleplacy
@kyleplacy

51. There is no such thing
as omni-channel. I
actually find it quite
ridiculous.
Ivan Wicksteed, CMO, Old Navy
@kyleplacy

52. It is about understanding
each channel’s role in
the experience.
Ivan Wicksteed, CMO, Old Navy
@kyleplacy

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

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

55. You are not marketers.
@kyleplacy

56. You are not
technologists.
@kyleplacy

57. You are not the CMO,
CIO, CFO, CTO or CEO.
@kyleplacy

58. You are experience
makers and managers.
@kyleplacy

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

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