The Future of Marketing - Steps to Building Experiences of the Future
Transcript of The Future of Marketing - Steps to Building Experiences of the Future
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The Future of
MARKETING
Kyle Lacy (@kyleplacy)
Steps to Building Experiences of the Future
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My Career
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Lessonly is used by thousands of teams
to translate important work knowledge
into lessons that accelerate productivity.
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We must understand change.
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Louis CK Video
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Why is this happening?
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Industrial
Revolution1760-1840
Cotton Gin
Steam Engine
Bessemer Process
Model T
Telephone
Transistor
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Industrial
Revolution1760-1840
Information
Revolution1940-1990
Computers
Radio
Television
Internet
Cotton Gin
Steam Engine
Bessemer Process
Model T
Telephone
Transistor
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Industrial
Revolution1760-1840
Information
Revolution1940-1990
Consumer
Revolution2000-2016
Mobile
Social
SaaS
Cloud
Machine Learning
Computers
Radio
Television
Internet
Cotton Gin
Steam Engine
Bessemer Process
Model T
Telephone
Transistor
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Industrial
Revolution1760-1840
Information
Revolution1940-1990
Consumer
Revolution2000-2016
Intelligence
Revolution2020+
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
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Micro-Moments
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12
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We are the Google Generation.
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100,000,000,000Number of monthly Google searches
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1999
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Data at Scale
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“We must move from numbers
keeping score to numbers that
drive better actions.”
— David Walmsley
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A rorschach test…
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EXAMPLE OF AN IMPACT SLIDE TEXT
Example of supporting information or sourcing information goes here
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How do you feel?
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EXAMPLE OF AN IMPACT SLIDE TEXT
Example of supporting information or sourcing information goes here
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Now?
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70% of technology
implementations fail because
of bad data.
— Forrester
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There is one source of truth and
everyone is responsible for keeping it
clean.
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File Management and Email Chat and Collaboration
Project & Process ManagementLearning and Development
Journey Management
Data Management Search Intent
Social Advertising
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@KYLEPLACY
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@KYLEPLACY
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Assisted Intelligence
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Meet Amy Ingram
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“If Alexa were a human assistant,
you’d fire her, if not have her
committed.”
- Farhad Manjoo
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Machine Intelligence
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ASSISTED INTELLIGENCE
What needs to happen to gain true machine intelligence?
• Deep Learning
• Natural Language Processing
• Quantum Computing
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Deep Learning
is a subfield of machine learning concerned
with algorithms inspired by the structure and
function of the brain called artificial neural
networks.
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Location Based
Intelligence
Personalization &
Interaction Engine
Reverse Logistics
Solution
Personalization
Engine
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Deep Learning
More data + More Intelligence = Highly
Personalized Experiences
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Personalization
Matters
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Final Thoughts:
How do we adapt?
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HOW DO WE ADAPT?
The future of marketing depends on managing change effectively
• Align your team to the entire customer journey, not only
acquisition
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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
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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
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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
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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
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The creation and management of the
customer experience is the only
thing that makes you relevant.