fashion trend forecast 2017

good morning, or goodafternoon, everyone. my name is alli libb,and on behalf of the ama, i'd like to welcomeyou to today's session, sponsored by aquent,entitled, technology trends that willimpact content in 2014. we here at the ama provideyou with this webcast as one of the manyspecial programs we offer to themarketing community. we invite you to participate inthis ongoing series of free web

seminars to drive the greatestreturn on your marketing investment. so, whether that's in research,advertising, promotions, social media orbeyond, our webcasts offer education in allkey areas of marketing. so make sure tojoin us every week for our informative ofthought leader sessions. you can just go toama.org/webcast for more information and enrollment.

before we get started,i'd like to cover a couple of housekeeping items. this session is beingrecorded and it and the pdf of the slides will be madeavailable to you soon. if you have technical orcontent related questions today, you can askthem at any time by using the chat boxlocated on the left-hand side of your screen. you can also ask questionsand post to twitter.

please use the hashtagamaaquent to ensure that we see your post. as i mentioned already,today's webcast is brought to you by aquent. as evolving technicalplatforms and emerging channels have stretched marketing andcreative teams to the limit, aquent's contract andcontract-to-hire staffing services allow companiesto add technical expertise to their marketing andcreative departments,

and increase the bandwidth oftheir in-house teams and more. to learn more aboutaquent services, please visit their site at aquent.com. so with that, it's mypleasure to introduce our speaker today, kyle lacy. kyle is the senior manager ofcontent marketing and research for exacttarget, a leadingprovider of digital marketing and software solutions. kyle has been recognized asone of indiana's 40 under 40

by the indianapolisbusiness journal, as anderson university'syoung alumni of the year, and as tech point's youngprofessional of the year. he is the author ofthe bestselling book, twitter marketing for dummies. so with that, i'll go aheadand turn it over to kyle. thank you. thanks, everybody, for coming. i'm going to give you abrief overview of what

i do at exacttargetmarketing cloud. for those of you that aren'tfamiliar with exacttarget, we are the marketingarm of salesforce. so, salesforcehas cloud entities like the sales cloud,the service cloud, that help businesses do--that help businesses connect to customers. and exacttarget,as of last year, is that marketingcloud side of it.

and that means thatwe deal in everything from social publishing, socialmedia management, email, mobile, everythingthat has to do with connecting to the customer. and my job at theexacttarget marketing cloud is content marketing research. that means that my teamdeals with all the high level content that's being producedfor the exacttarget marketing cloud, globally.

so, that meansresearch reports, that means video, thatmeans case studies, it means a lot ofcontent that we are producing bothfor demand gen, as well as for ourcurrent customer base. at least to help them inthe overall scheme of how they're using our product. and most of thetime, what i have to answer to a lot ofpeople, and also to myself,

is what's next. what's happening next? what's the technology that'sgoing to completely transform the way that we dobusiness constantly? and honestly, it's really hardto figure out what's next, because that's whatwe do as marketers. and i've been searching totry to explain this to people. and this is actuallythe first time that i've played avideo on readytalk,

and i'm reallypumped to do this. but this is louis ck,for those of you who are familiar with them,and it's just really-- it's just a really goodoverview of, i think, what we deal withon a daily basis. so, this is abouta two minute video, and then we'll get intothe bulk of the content. [video playback] -when i read things like,the foundations of capitalism

are shattering, i'mlike, maybe we need that. maybe we need some timewhere we're walking around with a donkey with potsclanging on the sides. -do you think that would justbring us back to reality? -yeah, because everythingis amazing right now, and nobody's happy. like, in my lifetime,the changes in the world have been incredible. when i was a kid, wehad a rotary phone.

we had a phone youhad to stand next to, and you had to dial it. -yes. -do you realize how primitive? you're making sparks in a phone. and you actuallywould hate people with zeros in their numbersbecause it was more, like, uh, thisguy's got two zeros. screw that guy.

why do i want to-- and thenif they called and you weren't home, the phone would justring lonely by itself. and then, if youwanted money, you had to go in the bank, when itwas open for like three hours, and stand in line, writeyourself a check like an idiot. and then when youran out of money, you just go, well, i can'tdo any more things now. i can't do any more things. -that's it, yeah.

-that was it. even if you had a creditcard, the guy would go, uh, and he'd bring out this whole--chung, chung-- and he'd write, he'd have to call the presidentto see if you had any money. -you had to call the president. yeah. it was ridiculous. do you feel that we now,in the 21st century, we take technology for granted?

-well, yeah. because now, we live inan amazing, amazing world, and it's wasted on thecrappiest generation of just spoiled idiotsthat don't care. because this is whatpeople are like now. they got their phoneand they're like, uh, it won't-- give it a second! it's going to space. can you give it a secondto get back from space?

is the speed of lighttoo slow for you? i was on an airplane andthere was internet, high speed internet on the airplane. that's the newest thingthat i know exists. and i'm sitting on theplane, and they go, open up your laptop, you cango on the internet. and it's fast, and i'mwatching youtube clips. it's amazing. i'm on an airplane.

and then it breaks down. and they apologize, theinternet's not working. the guy next to me goes,phbbt, this is bull--bull--[bleep]. like, how quickly theworld owes him something he knew existedonly 10 seconds ago. [end video playback] i really love that clip. and for those ofyou that it might have been a littlechoppy, you can

go to youtube and type in,louis ck internet, or louis ck technology, or louisck airplane wi-fi, and it will giveyou the full video. but basically, i feel likethis on a daily basis, and i do this 14 hours a day. right? i'm constantly trying tofigure out what's next. i'm constantlytrying to figure out how to reach peoplewith content,

both on a mobile device, aswell as a tablet, as well as desktop. and at events, andeverything, right? every single touch point. so, when i'm talkingabout what's next, i want to be veryclear that we also have to think about what's now. what's the customer doing now? what are ourprospects doing now?

what technology and whatchannels are they using now? because as a technologistand as communicators, it's very important werealize that what's next is something thatmatters to your strategy. but what's now ishappening right now. and the one thing that ismost important overall, which is the first trend thatis dealing with content, is that data alwaysequals relevance. and that, the bestway that is put,

and it's the bestquote i've ever found, it's from ginnirometty from ibm. what you will see with rapiddata and social sharing is the death of theaverage in the era of you. businesses will be able totruly serve the individual. and so, when we'retalking about trends, and we're talkingabout content, we're talk about channelsand technology and data and software, andeverything we're doing,

it goes to one pointand one point only. businesses will be able to trulyserve the individual based off of what they want. what they want, notwhat we think they want. and jay baer, who wrotethe book called youtility, it's a best seller,youtility-- y-o- utility. it's a great book. i encourage you to check it out. but he talks about thatrapid data and social sharing

actually changing everythingthat has to do with content. so, when i'mthinking about, when my team is thinkingabout content, and we're trying tofigure out content, we're really focusedon two types. number one is empathy,and number two is perspective-taking. and this is fromdaniel pink's new book. he talks more aboutit in a sales sense,

but it actually fits in a lotof marketing realms as well. number one is empathy,which is understanding someone's emotionalstate or feelings. madmen were really, really,really, really good at empathy. i understood theemotional context of the individual, whythey wanted to buy from me. i made an awesome poster,i did an awesome tv ad, and they bought. but what we have todo as communicators,

as content owners,and as marketers, is the second form of this,which is perspective-taking. which is cognitiveand analytical, and it's about understandingsomeone's interest and behavior. so while it's important for usto sit in a room, look at data, look at research, lookat consumer surveys, and try to figure out whysomebody's emotionally bought into aproduct or service,

we also have to take in thecognitive and analytical side of it, which is aboutinterest and behaviors. so when you'rethinking about content, and you're thinkingabout trends-- and data is truly the trend. i'm sorry if anybodywants to talk about connected products,which we'll talk about later. data is it. data allows us todeliver content to people

that know what they want. so we want to try tomeld the two together. and i want to give you avery brief overview of how my team looks at contentfor the marketing cloud, as well as how wecommunicate with salesforce, and how we build content thatmatters both to the prospect, as well as to the prospect. this is directly from my deck. i'm giving you an inside lookin terms of content pillars

and where we focus alot of our content. data tells all. be inspired. personal development. research. and strategy how to. and then the roleof that content. credibility, motivation,lifestyle, thought leadership, education, the weight ofthat, and then the scripture.

and each one of these plays intoeither empathy, like lifestyle or interest, right? and perspective-taking,like data, like making sure youtest your emails sends, ab tests everything. so that's how welook at content. and so, when we'redoing that and when we're tracking that content,it goes through the awareness phase, which a lot of-- andthis is from a google pdf

where they helped us-- thisis from our youtube page in terms of how we measuresuccess-- awareness is very top level. engagement and considerationis the funnel, right? and then sales isthat bottom part where we try tomeasure convergence. so we're going from reach andimpressions, unaided and aided brand awareness, lists andbranded searches, site traffic lists, everything that has todo with that engagement metric.

then we go down to views,cookies, re-marketing, and it's very much agoogle-driven idea right now, for the content. at least on this slide. and then it goesto clicks, sales qualified leads, sales, right? so, when we'rethinking about content, it's important that ifyou're doing truly great content marketing, and thatfirst trend being data,

you have to be able to measureevery single success metric and put a value on thatthrough the entire funnel. and a funnel is kind of aweird way to think about it. it's really easy forus to think about it. but it's trulythat entire process that somebody goes throughwhen they're interacting with your brand, and howare you measuring that. and what tools do you needin order to measure that. so the second trendis, moments matter.

and i use this example. most of you have probablyseen this already. this is a picture of adog jumping into a pool. this is a photographer namedseth casteel out of california, and he was tryingto figure out how to differentiatehimself and his brand. and he had a digitalunderwater camera, and he took a picture of hisdog jumping into a pool, put it on reddit, it went viral.

we're not going totalk about going viral, because that's stupid. he was lucky that itwent viral, and he sold a ton of picturesof his dog underwater. and now, guess what hedoes constantly, globally? is that he takes picturesof dogs underwater. that's all he does. he has a coffee table bookcalled underwater dogs. and i kinda wanted to doa-- i have an idea if i ever

leave software to dolike underwater cats, because i do think thatit would be a little bit more-- a little bit funnierif we had an underwater cat book as well, to go seth's book. but what seth did was he tookadvantage of a moment in time, and he made itbenefit his brand. and that's the same thingthat happens when a customer or prospect interactswith your brand. this is what'scalled a life cycle.

this is one thati use constantly. this is the process that acustomer walks through when they're aware of your brand,evaluating your brand, purchase your brand,use your product, re-purchase yourproduct or service, and then they're an advocateif you do everything the right way. and every single touchpoint along this cycle is a different channel,a different technology,

and a differentinteraction or experience that a customer ishaving with your brand. and guess what? content has to do withevery single one of these. and the more technology,and the more channels that are happening in theworld, the more content and the moreindividualized content we are going to have to create. when we talk aboutmoments matter,

it's that we have to realize ascommunicators in the next five years, 10 years,20 years, customers are at the forefront of this. and every single process,every single product, every single service,every single customer, this is different withevery interaction. we have to be able to usedata to make moments matter. which leads to the third trend,which is consumer mobility. and when we're talkingabout consumer mobility,

i think that this is thefastest growing trend, which is customers usingmobile devices. i know that google glass and alot of the connected products are going to revolutionizethe way we communicate. the way brands arebecoming a part of lifestyle, which i'll talkabout in the fourth trend. but it's really hardfor us to imagine this, just like it was really hardfor us to imagine the telephone. and many of you whoare fans of-- i just

got into downton abbey,and there's a moment in, i think it's the firstor second season, where they get a telephone forthe first time in the house. and the main butler, theguy who runs the house, is saying, what am igoing to do with this? the phone rings randomly inthe house and everybody's scared because they have noidea what to do with this thing. this is just another exampleof that happening, right? connected products.

it's wearing yourphone on your face. and i think that theconnected products that have to do with the watch--and also nissan, if you guys haven't seen this yet,this is the nissan x3. this is a head gear,google glass-esque product that helps youdrive your vehicle. and they just launched thisat the tokyo motor show. i think it wasearlier this year, but you can find the kind ofa creepy commercial on youtube

that shows this whole thing. and then of course,google comes out with contact lenses that helpwith diabetes patients, people that are diabetic. and they're testing contactlenses that allow you-- it's a computer on your eyeball. so we are not thatfar away from things being embedded inyour personal space. and when customers become morepersonal with their technology,

especially mobile, contenthas to flow with that. and so i want to giveyou a couple stats. we've done quitea bit of research, and have a new researchreport releasing at the end of this month, wherewe tracked user behavior on 500 consumer's mobile phones. and it was actuallyreally interesting. and that's for a wholeother conversation. so, let's just put the landscapeof mobility on here real fast.

americans spentmore time in 2013 on digital than any othermedium, including television, even while watching television. 60-- and this is from the newreport-- 65% of tablet owners use their tablet at thesame time as watching tv, at least once a day. one of the interesting points ofour research report that we did was that, consumers actuallydo not look at tablet and phone as a mobile device.

they look at them astwo separate things. so i think when we talkabout second screen, and we talk about well,everything's mobile. we have to understandthat usage is different for the tablet,even different times of day. we found in theresearch that tablets are used way more after 6:00 pm. so, we have tounderstand that people are using this at thesame time that they're

doing other things. five plus hours spent per dayin digital environments in 2012, which is a 575%increase from 2010, when they did-- whenthe e-marketer did this last campaign,this last survey. see? brian jensen is using atablet while listening to this presentation,which is perfect. this is the exact thing thatwe want to happen right now.

and then, on thereport, we found out that consumers spend, onaverage, 3.3 hours a day on their devices. so that doesn't mean that theyrandomly log in 3.3 hours. i mean, they spenttotal, 3.3 hours a day. and we even talkedabout it as a team, saying that seemsa little bit low. but that doesn't mean thatthey're not constantly checking their phone.

it's just the overall periodof time is 3.3 hours a day. eight out of 10consumers who signed up for emails, via mobile, froma brand made a purchase. so, what i want torein in here when we're talking about trends,and we're talking about mobile, is that there is onecore channel that still drives revenue,and that is email. and i'm not saying thatbecause we are the largest esp in the world--email service provider--

and i'm not saying thatbecause we send a lot of email. i'm saying thatbecause it's true. and we see the data thatmeasures that type of revenue. but one thing to keep inmind is 63% of us consumers-- this is a return path quote--say they delete emails immediately ifthey're not optimized for the mobile device. so, while email is still thetop way to reach a consumer, i think out of ourresearch, 91% of consumers

say they have asked for emailfrom a brand, email is mobile. 85% of respondentssaid mobile devices are a central part of everydaylife, and email plays into that. and one thing to keep inmind, and this is just a gauge of what we do, we sentover a billion digital messages on cyber monday for alot of retail brands. and many of our retail clientsexperienced mobile open rates exceeding 80%. so that means that almost 80% ofall the email that was opened,

that they sent out, wasopened via mobile device. i think return path hasa data point that says, i think it's around50% of all email opened is opened via amobile device, which is 10% more than itwas in january of 2013. so, we're seeing a massiveshift, a massive trend, in how people are using phones. and it's not just a smartphone. it's feature phone.

it's the razor that ihad in high school that still allows you tocheck email, right? but it's also textmessages, and sms, and everythingthat's happening when we are talking aboutcontent on a mobile device. 91% of consumersindicated that access to content across alldevices was important. so, a way to think about thisis that hulu, or netflix, right? i'm a huge fan.

my wife and i havea roku at home. we're thinking aboutgetting apple tv. and you could watch-- i canwatch something on my roku, pick up my phone, walk away,because we have no life. so i'm watching tv on my phonewhile walking around my house. it will pick up the exact placei left off, and it's streaming. so it's really importantto think about content being mobile. and the way that exacttargetdoes that, especially

the content marketingteam, is that we try to make contentas mobile as possible. and believe me, we havenot perfected this at all. so i'm just going to give yousome brief examples of what our blog looks likevia a mobile device. so on the far left is our blog. you can click share,and share pop up that allows youto share that blog post across all social media.

and then you couldgo to the blog post. and then it also has ourctas, which are responsive, which scale, basedoff of what device you're looking at them on. and it's not perfect. actually, i'm goingto answer a question. sarah stanley asked, who is thetarget audience for the study? are there studies availablewith data on youth specific audiences?

so sarah, on the end offebruary, so probably march 1, we're going tolaunch this report. and it ranged ages from15 years old to 65. and we also did salary ranges. household incomes $25,000and under, and over $75,000. so, i think we could probablyget that research to you in some way, but we'lltalk about that at the end. so when we're talkingabout content being mobile, it's really important torealize that your website has

to be responsive. your email has to be responsive. everything that you do needsto cater to the mobile device. because 70, well 60 to 70%of the core twitter users are using it primarilythrough a mobile device. that's crazy. so when you'resending out a tweet, you're saying hey, come lookat my coupon on my website. or hey, come lookat my blog post.

and i click the linkand i go to the blog and i can't readit because i have to pinch to read something, thenyou're doing it the wrong way because you're missing it. nicole, i do not see thosetrends within government. i would like to seethem within government, but i don't think governmentis ready for the mobile trend. but they should be. i wish that we were seeing moregovernment entities interacting

on mobile devices,because it's truly something that should happen. think about the dmv website thati have to go to for indiana. ok? so this is everything. so moving frommobile, the fourth is content personalization. and maria, i use b2c. so maria asked, this isall good information,

very targeted to b2c, whichis business to consumer. can any of thesetrends apply to b2b? i am frankly tired ofthe b2b and b2c question. and that's notoffense to you at all. everybody's asking it. b2b and b2c is still sellingan idea to an individual. the only thingdifferent is usually product or the sales cycleof the consumer interacting with the retail brand versusinteracting with an accountant.

it's still trying to sellan idea to an individual. if you're an accountant,if you're a lawyer, it's all depending on theindustry and how you market, but we are all consumers. and it's extremely importantto realize that we are all consuming contenton a regular basis, and it is interwovenbetween b2c and b2b. so i say, b2b2b2b2b2c. i know that doesn't reallyanswer your question,

but we all wantpersonalized content, which is wherethis plays into it. i'm going to keepanswering these questions because i think it adds to it. ken said, no doubt mobileis important and growing, but wondering if you thinkthe mobile over rates are inflated because it isan open based on images being loaded, and don't mostmobile devices automatically load images?

ken, it's really dependenton-- i think that you're right a little bit, butthe amount of images being turned on or off dependingon which inbox you're using, whether it's yahoo orgmail, i'm not as in tune with what that actual datalooks like within our database. i would assume that it doeschange it a little bit. but we were seeingmobile open rates growing this fast evenbefore we were dealing with the images beingturned off and on.

especially with thenew gmail inbox. especially with a lot of brandsusing different technologies to deliver that. so that's not the best answer. i could probably getyou that answer offline. that's a little bitmore data driven than it is just my own opinion. but i would assume that ithas to do with people opening, more than it has to dowith any type of images.

robert scott, and theni'm going to move on. robert scott asked, what do youbelieve are the primary reasons government is notembracing mobile? i guess the questionis, why do i believe that a lotof industries are not necessary embracing mobile. and i think it has to dowith change management. i think it has to do withhow people are shifting, and how paradigm shift has tohappen when it comes to mobile.

i think that data shouldalways be opinions, right? i don't think that you shouldgo spend $50,000 on making your website responsiveif you're only getting 5% mobile traffic. and maybe certain governmententities aren't seeing that. but there's alsocertain entities within the governmentthat have very responsive, and have awesome mobileapps, and do use push notifications to alert people.

so it's reallydepending on who it is. but i really think thata lot of businesses just have a hard timechanging and shifting with the fast technology. so, number four trend iscontent personalization. and this is my favoriteone, because we do this as a software. but it also really deliversa personalized experience to the peoplereading your content.

and there's three types. guided selling, whichi'll go through. something calledegonomics, which was coined by faithpopcorn, which is her real name, faith popcorn. and then location. so i'm going to go througheach of these three, and then we'll talk aboutwhat these mean to your brand. but number one isguided selling.

41% of consumers buymore from retailers who send personalized emailsbased on past buying behaviors. so i'm actuallygoing to connect this to b2b, because ithink it's important. imagine if you're anaccountant, and you're trying to sell my businesson using accounting. or maybe i'm aclient, and you have a newsletter thatyou send out monthly. or you have a blog thatyou're producing content

for that has to dowith my payroll, that has to do with the taxesthat i have to file. and you're sending thesame piece of content to all of your clients nomatter if it's a small business or it's a companylike salesforce, or it's a companylike exacttarget. you're sending the same email. personalized content isimportant to anybody, no matter the service orproduct you're providing,

because they want toknow what will help me. i want to knowwhat will help me. so i'm going to give you anexample of a company actually using this from a guided sellingperspective, which is basically walking somebodythrough a questionnaire and getting their opinion. so this is calledfablab by covergirl. you can go in, sign in. this was done, i'm not sure, itwas a test run for covergirl.

but it's basically just agreat idea of using content. you sign in, youregister, you go through, you can upload your photo,you can pick a model. i actually did this for youfor the sake of argument. i took a photo of me at mydesk, with a great smile. you can retrace your face. so you trace your face outline,and covergirl is walking you through all these things. and then you answercertain questions,

like tonal range, skinshade, skin tone, eye color, hair color, age range. everything thatthey need to know while you'reinteracting with them. and frankly, you could dothis on a form type site like formstack, for example,that's really cheap to use. it's just forms that you couldbuild, and ask people questions to build an identityaround that customer. so i'm answering thesethings and covergirl

is keeping track of what i'manswering based off of my data in their database. and then when i'mdone, they actually recommend products to me basedoff of what i've answered. so clean whippedcream foundation, clean week liquid make--covergirl and ole simply ageless foundation. and kathy, facialrecognition and privacy, i registered for it,i uploaded the photo,

it is my choice to dothat, and it's really up to you as aconsumer whether you want that information shared. so the stars onthere are basically product ratings of peoplewho have also bought this. so when you pick those things,and you add it-- kathy? she said, what about facialrecognition and privacy? a lot of people would never dothis, but a lot of people do. it's just anotherexample of a way

that you can useguided selling and keep people involved with you. so you're clickingthis, add to cart, they're keepingtrack of everything that you're sharing and adding,and then you can actually try the makeup on your face. and of course, as you can see,the flamed out shadow pots didn't necessarily workfor me, and it's probably because i had no ideawhat i was talking about.

and then you can doa before and after. but the whole point of thisis, other than the fact that i look terriblein makeup, it's the idea that they are keepingtrack of all these things that i'm doing, andthe perfect world would be if i leave thisguided selling site and go to their website,their website will change, content will change, based offof my browsing behavior here, as well as my past browsingbehavior on the website,

of course, using ip addresses. and that is something that weare constantly working on now, but it's really keeping data. keeping data and givingit to the customer, and delivering contentafter that fact. so we sat down as a contentmarketing team and said, you know what? we're not going to walksomebody through in order how to manage their makeup,because we're a b2b company.

we sell to businesses. we're going to dosomething really simple. we're going touse the technology to deliver ctas onour blog that have to do with what you're reading. so, speaking of location,we have six blog entities where we publishlocalized content, and i'll show those later. but we're delivering ctas.

so if i'm reading anemail blog in the uk, the cta, which you'relooking at right now, which is at thebottom of most posts, will change based off ofthe region that i'm in, as well as the subjectmatter that i'm reading. so, it's not just somerandom banner ad that says, you should download this. it's actually saying, basedon what you're reading, we think you'll be interestedin this piece of content.

so it's a very simple wayto give personalized content to individuals. and so when we'rebuilding this out, we actually saw, overthe course of six months, 1,000% clickthrough rates,200% in lead generation, and a 70% increasein traffic based off of people jumpingfrom different pages, as well an increase in visits. so when we personalizethe content,

it was extremelyinteresting to see that we had a higherrate of clicks, and a higher rate of leads,because we were actually delivering a very simple,personalized experience to somebody that was reading. and there's ahundred ways that you can do this, and a hundredgreat ways to do this. sarah asks, what aboutservices versus products? it seems like the covergirllab personalized emails

would be more for businessesthat sell specific products, versus a service likelaw or engineering. so we're talking about a serviceor product, you're right. a personalizedemail for a product would be better forsomebody like covergirl. but think about,i'm going to go back to the accountant as an example. there's different partsof an accountant's job, and that's how you can delivera personalized experience.

and i'm not explainingthat very well. let me think aboutsomebody else. well, let's thinkabout exacttarget. we're a b2b. we sell software. we sell a productbusiness to business. we have newsletters thatgo out to people based off of their preferences, right? so, if i was only interestedin environmental law,

and i signed up for yournewsletter as a lawyer, and i only wantto get information from you via email that'sabout environmental law, i don't want to get some randominjury attorney email as well. and you can tell i'm veryinvolved in legal profession, because i'm not usingright terminology. but it's only the idea, evenif it's a product or service, you're only taking a piece ofcontent, an idea, an interest or behavior of an individual,and trying to deliver them

another piece ofcontent that has to do with thatinitial behavior. so if i only want to learnabout environmental law, don't send me anyother pieces of content that don't have to do withwhat i initially signed up for. and that really goesinto the second side of this, which is egonomics. egonomics is the idea--this is faith popcorn. to offset adepersonalized society,

consumers crave recognitionof their individuality. so, it's the ideathat we're trying to-- with all this newtechnology, society is getting a little bitmore depersonalized. and i'm going to give yousome examples of people sharing in that egonomics. this is an e-commerce site thatactually allows their consumers to take pictures of themselveswearing their clothes, and then share itsocially so that they

can sell the productto their friends. so i think that an importantpart of content and technology trends, and the idea that we'retrying to make great content, is that your customer trulyknows why they bought from you. why they bought your service. why they bought your product. try to build strategyand test strategy around the customer sharingthe experience for you to their friends.

and that's why, atexacttarget, our video team relies heavily on customer'sexperiences and customer's stories that we can putvisually, put on youtube, and share throughout ourentire experience as a brand. fitbit is anotherexample of this. it's one of the bestexamples of egonomics in terms of connected products. i have a device. i want all the informationbeing sent to me,

all the content being generatedfor me from that brand, to have to do with me, hasto do with my exercise. there's a reason why underarmour bought imap, my fitness, map my run, becausethey wanted to create that content, that personalizedcontent, via email, via the dashboard, via thedifferent devices that you use. so you're creatingone connected system, and all your customersare getting the same type of information based offof their personal behavior

and how they do things. and it's kind of like, thebest way to think about it, and then we're almostdone, we have one more. the best way to thinkabout is the movie with tom cruise,minority report, where he's running from policeand he jumps into the gap. and the gap scans his eyeballand the entire store changes based on his purchase behavior. like, we're doing that rightnow on retailer's sites.

we're doing it on siteslike our own website that will deliver recommendedpieces of content to you based off of yourbrowsing behavior, and stuff that we'relaunching in the near future. so it's important that wekeep that idea of personalized content at the forefront ofall this technology trends. and then there'salso the brush that will track yourbrushing behavior and deliver it to your dentist.

so that's somethingelse, in terms of using content, and usingthe experience of the customer of the product, to make theproduct better in the lifestyle of that customer. and then, of course, thethird one is location. and especially froma b2b perspective, we view locationextremely-- we view it as being extremely important toany kind of content strategy. because i don't believethat you can necessarily

take united statescontent and just translate it andput it on the web. we do that sometimes,but we really try to get localizedcontent in each geo. so we have blogs in france,germany, australia, brazil, uk, and united states. and what we try to do is getwriters and guest authors in each geo to create contentthat has to do with that geo, instead of just posting andtranslating content constantly.

so we're trying to deliver apersonalized experience based on location as well. mobile phone is agreat example of that. and i think thatwe have a long way to go before we reach theidea that we're delivering translated content constantly. but it's really important totry to build systems like this and scale it. it's really hard forus to scale this,

because frankly, we don'thave a big enough team to scale this asmuch as we need to, but we're creating localizedcontent for geos at least once a week. and that's extremely important. and then, the last pointi'm going to leave you with, and this is the australianblog, is data equals relevance. and i always endwith this because i do believe that is the mostimportant thing for anybody

to do, is that dataequals relevance. and you are relevant whenyou use data, and use data effectively. what you'll see with rapiddata, and social sharing, and social content,and content that's delivered to personalizedindividuals-- or personalized content that's deliveredto the individual-- is the depth of the averageand the error of you. and that means that datawill always be opinions.

we can sit on awebinar all day long, and we can talk shopand try to figure out what's the best strategyfor your business, but the data behind yourbusiness, and google analytics, and your crm, and your emailserver service provider, and every single technologythat you have that's speaking to the customer,it always beats opinions. and we have to move fromnumbers keeping score to numbers thatdrive interactions.

you cannot keep score of thecontent that performed best because it got the most leads. it has to define your strategy. and it has to move yourbusiness to make better actions, because ultimately,technology trends will change every single month. and it's going to geteven worse, right? if you look at anything that hasto do with like, the ibm watson supercomputer that theynow have open source, where

all developers can buildon this supercomputer, and technology is changing sofast, it's really hard for us to keep up. so we have to make betterdecisions based off of the numbers. and that is, ultimately,what exacttarget tries to do, at exacttargetmarketing cloud, that we try to help you makethe best decision, and the best actions, based off of whatthe numbers are telling you.

and our content team isjust one portion of that. we're really thetop portion of that when it comes tothought leadership. but we really want todeliver mobile, responsive, personalized,content experiences to every single consumerof your service or product. and that's really all i have. all right, kyle. thank you so much.

i want to get to, i know youanswered a lot of the audience questions that came induring the presentation, but we did have somecome in recently, so i want to get to those. and as we do answer questions,i invite the audience to keep chatting those in,and we'll try and get to them before we end today. so kyle, one of thequestions i have for you came in from phillip.

and he said, do you have statson which mobile brands have specific open rates, iphoneversus samsung, et cetera? yeah, you can usually findthat if you google it. i don't have it offthe top of my head. i do know that wewill be releasing more of that informationas the year progresses. but usually android takes upthe majority of the market, in terms of phones. iphone usually is not, in termsof android operating devices,

not necessarily the phone. but from a mobile open rate, itreally depends on the industry. if you take allof them together, like all of the emailsbeing sent, it's about a 40, 45% mobile open rate. but that's why i saydata beats opinions, because you should belooking at your data. what is your data telling you? if you only have a5% mobile open rate,

you need to spendthousands of dollars to make your emails responsive. not necessarily, but youhave to watch that number, because it's going to change. and with that, i'm going toanswer sarah weber's question real fast. mobile is great, but whatabout, for a 65 plus audience, do you think traditional mediumsstill need to be leveraged? every medium needsto be leveraged,

and we have to quit makingdecisions off of age groups. every single individualis different, and every single individualuses technology differently. demographic informationis important. traditional mediumsare still important. television is stilla huge revenue driver for a lot ofbusinesses, based off of the amount they're spendingand the business that they get back, so it's a smart decision.

but just becausesomebody is 70 years old does not mean they're notusing a tablet or a smartphone. i think that you see a growthin tablets with the older individuals than youdo with smart phones. tablets are growing justmuch faster in terms of usage with the 65 plus crowd,than like an iphone. so that's somethingto keep in mind. gps data also has a lotto do with that location. that's a question.

would having an option to usegps data be used for that? yes. it's very much alocation based reference. do we have any more? it looks like we have-- thereis another one from sarah, and i think youanswered this earlier. i know you were talkingabout b2b versus b2c and how they'rereally not different. but what about, isthere any difference

about versus servicesmarketing versus products? i think that the strategiesare always different, right? like, exacttarget, our strategyis way different from nike, right? but you're still trying tosell, at a very surface level, you're still trying to sellan idea to an individual. i think when it gets into thegranular side of this, which is what channels are we using? how do they speak to each other?

what is our data telling us? should we be sendingemail to this group, or direct mail to this group? or, should we be having aseminar in this location, or a seminar in this location? i think it's alldepending on the industry. i think this goes intosam's question, which was, how would you recommendpersonalizing content if you serve a wideaudience that crosses

a variety of industries? you still have topersonalize content. we have clients that sendmillions of emails a day, and they have thousandsof different pieces of content within each email. you're talkingvariations that are in the millions ofdifferent variations that an email can get. i'm not saying thatyou need to do that.

but if you serve avariety of industries and a variety ofdifferent decision makers, much like exacttarget, you needto be building strategies so in the future, you couldbe delivering email, or delivering directmail, or delivering video to people based off ofwhat industry they're in. what level decisionmaker are they? and what's their pastbuying or past purchase behavior or pastbrowsing behavior,

of the data that you have? and i think that the biggestissue with a lot of things is that people don't keep data. we're really badat managing data. and in order for us to trulyunderstand the ramifications that personalizedcontent and great content have with thebusiness, is that you have to have yourdata in order, and you have to be able touse it effectively.

and then content isdirectly related to that. how can you mass emailwithout getting blocked? are there betterservices than others? i'm not 100% sure whatyou mean by mass email. we don't encourage buying lists. we always encourage the opt-in. any email that wesend, an individual has opted in toreceive that email. and that's extremelyimportant, which

goes back to whereexacttarget was founded, which is on permission-basedmarketing, which is a seth godin book. you have to ask people'spermission before you market to them, and youwill receive a better rate of return because of that. dixie also made a comment. i teach a sunday school classof all 65 plus, almost all of which use smartphones or tablets.

demographics as a mediumdriver is definitely shrinking. that's exactly it, dixie. daniel birk says, we senda newsletter to 300 people and have a high bounce rate. well then, if you havea high bounce rate, it means you're notdelivering the right content to those individuals. and if they didn'topt in to begin with to receive thatnewsletter, then you

are going to havea high bounce rate. so, what would i encourage youto do if your email service provider does this, like,exacttarget is one example. cheat-a-mail is another example. of course, exacttarget,in my opinion, is a better technology. you want to be able to delivercontent to those people based off of what they want, notwhat you think they want, which goes back to thepersonalized content.

and you can't sendan email to somebody if they did not opt in, carol. so, opt in has to do with,on your website, saying join our newsletter, orclick to join our newsletter. sorry. ok, kyle. that's totally fine, don'tworry about it at all. so with that, ithink we've actually gotten to a majority ofthose audience questions.

kyle, i thank you for takingthe time to get to all of those, and making sure that everybodygot their questions answered. so i'm sure theyreally appreciate it. so, with that, we havecome to the end of today's presentation, andkyle, thank you again for all the greatinformation today. just to recap, this sessionwill be made available to you soon via our recording. and you can also view thearchive of this webcast at any

time by visiting ourwebsite at ama.org/webcast. you can also continue thediscussion on twitter, and we encourage you to doso, using the #amaaquent. and of course, i'd like to thankaquent, our generous sponsor, and readytalk, who providedus with the web conferencing platform for today's session. if you'd like to learnmore about readytalk and their services, pleasevisit them at readytalk.com/ama. and last but not least, i'd liketo thank you all for attending,

and want to remind you to joinus weekly for our marketing thought leader webcast. that ends today's presentation. thank you, and enjoythe rest of your day.