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The Future of Marketing - Steps to Building Experiences of the Future

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The presentation was given at the PostNord ecommerce conference in Boras, Sweden.

Publicado en: Marketing
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The Future of Marketing - Steps to Building Experiences of the Future

  1. The Future of MARKETING Kyle Lacy (@kyleplacy) Steps to Building Experiences of the Future
  2. My Career
  3. Lessonly is used by thousands of teams to translate important work knowledge into lessons that accelerate productivity.
  4. We must understand change.
  5. Louis CK Video
  6. Why is this happening?
  7. Industrial Revolution 1760-1840 Cotton Gin Steam Engine Bessemer Process Model T Telephone Transistor
  8. Industrial Revolution 1760-1840 Information Revolution 1940-1990 Computers Radio Television Internet Cotton Gin Steam Engine Bessemer Process Model T Telephone Transistor
  9. Industrial Revolution 1760-1840 Information Revolution 1940-1990 Consumer Revolution 2000-2016 Mobile Social SaaS Cloud Machine Learning Computers Radio Television Internet Cotton Gin Steam Engine Bessemer Process Model T Telephone Transistor
  10. Industrial Revolution 1760-1840 Information Revolution 1940-1990 Consumer Revolution 2000-2016 Intelligence Revolution 2020+ Mobile Social SaaS Cloud Machine Learning Computers Radio Television Internet Cotton Gin Steam Engine Bessemer Process Model T Telephone Transistor Nanotechnology Artificial Intelligence Virtual Reality Deep Learning Blockchain
  11. Micro-Moments
  12. 12
  13. We are the Google Generation.
  14. 100,000,000,000 Number of monthly Google searches
  15. 1999
  16. Data at Scale
  17. “We must move from numbers keeping score to numbers that drive better actions.” — David Walmsley
  18. A rorschach test…
  19. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here
  20. How do you feel?
  21. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here
  22. Now?
  23. 70% of technology implementations fail because of bad data. — Forrester
  24. There is one source of truth and everyone is responsible for keeping it clean.
  25. File Management and Email Chat and Collaboration Project & Process ManagementLearning and Development Journey Management Data Management Search Intent Social Advertising
  26. @KYLEPLACY
  27. @KYLEPLACY
  28. Assisted Intelligence
  29. Meet Amy Ingram
  30. “If Alexa were a human assistant, you’d fire her, if not have her committed.” - Farhad Manjoo
  31. Machine Intelligence
  32. ASSISTED INTELLIGENCE What needs to happen to gain true machine intelligence? • Deep Learning • Natural Language Processing • Quantum Computing
  33. Deep Learning is a subfield of machine learning concerned with algorithms inspired by the structure and function of the brain called artificial neural networks.
  34. Location Based Intelligence Personalization & Interaction Engine Reverse Logistics Solution Personalization Engine
  35. Deep Learning More data + More Intelligence = Highly Personalized Experiences
  36. Personalization Matters
  37. Final Thoughts: How do we adapt?
  38. HOW DO WE ADAPT? The future of marketing depends on managing change effectively • Align your team to the entire customer journey, not only acquisition
  39. HOW DO WE ADAPT? The future of marketing depends on managing change effectively • Align your team to the entire customer journey, not only acquisition • Focus on one source of truth for data management
  40. HOW DO WE ADAPT? The future of marketing depends on managing change effectively • Align your team to the entire customer journey, not only acquisition • Focus on one source of truth for data management • Test a new idea every two weeks
  41. HOW DO WE ADAPT? The future of marketing depends on managing change effectively • Align your team to the entire customer journey, not only acquisition • Focus on one source of truth for data management • Test a new idea every two weeks • Continually train team for continuous, rapid improvement • Create an experience team, not a marketing team
  42. HOW DO WE ADAPT? The future of marketing depends on managing change effectively • Align your team to the entire customer journey, not only acquisition • Focus on one source of truth for data management • Test a new idea every two weeks • Continually train team for continuous, rapid improvement • Create an experience team, not a marketing team
  43. The creation and management of the customer experience is the only thing that makes you relevant.
  44. contact. Kyle.lacy@lessonly.com @kyleplacy

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