Technology Trends Changing Marketing With Kyle Lacy

December 26, 2013

Are you keeping up with technology trends and how they are impacting marketing?

Are you a marketer curious what technology trends you can expect for 2014?

This week on the Social Media Social Hour I’m joined by ExactTarget’s Kyle Lacy as we talk about technology trends that are changing marketing. As the Senior Manager of Content Marketing & Research for ExactTarget, Kyle spends a majority of his time traveling around to conferences speaking on technology trends and digital marketing, so he has plenty of knowledge in this space. For this weeks Tech Tool of The Week, I  share with you a cool tool I use to easily track my time spent working on projects and tasks.

About the show:

Social Media Social Hour PodcastThe Social Media Social Hour is a podcast for marketers and entrepreneurs looking to get on the social media fast track. The podcast is an interview format, where each week I get up close and personal with top brands and influencers to talk social media, tech and online marketing. Each week I also share tools that I personally use to help me with social media management, sales, marketing, account management and productivity.

In this episode, here’s what we’ll cover:

  • Tech Tool of The Week: TimeKeeper App
  • Kyle shares his story on how his career path got started, beginning with his graphic design consultancy he started out of college up to his current role with ExactTarget
  • Kyle currently works for ExactTarget which is a Salesforce company and specializes in marketing automation through email marketing, social media marketing, mobile marketing and more
  • At ExactTarget, Kyle leads all the marketing efforts that they do globally and travels around the world speaking on technology trends
  • Kyle explains that one technology trend brands are shifting toward is the use of data to deliver personalized information through email, social, mobile and the web
  • Kyle believes this trend stems from Seth Godin in Permission Marketing
  • Kyle goes into how the sales process really hasn’t changed over the years, but consumers are armed with more knowledge and ways to research the products and services they are looking to buy
  • A Cisco report found that one in three consumers research products via mobile while they are in the store
  • When people call you now for a product or service, they are 70% through the sales cycle because of the research they were able to do with technology
  • Kyle explains that brands need to practice more of what Jay Baer calls Youtility, which is being more helpful and educating the consumers
  • Marketers chose the medium customers found them on, now Marketers need to use technology to build out the experience customers are coming to them on
  • Marketing automation has made the sales cycle easier for businesses and organizations
  • Marketers can no longer make marketing decisions based off demographics and location
  • Kyle shares how mobile has become a huge player for marketers, especially with the cost of technology decreasing
  • 48% of all emails delivered to the inbox are opened via mobile
  • Kyle believes social media is beginning to plateau in terms of marketing and thus not really considered an emerging trend, but does feel it’s important for brands to personalize their brand with social media
  • Kyle says 75% of Facebook users use it through the mobile app
  • 70% of people that use Twitter, are only using it to read tweets
  • Kyle believes it’s a matter of time when Twitter will roll out deeper analytics
  • You don’t need a social media manager, you need a digital marketer
  • Kyle believes you should be leveraging the ad platforms of these social networks, not to grow your presence on social media, but to drive traffic
  • If you’re going to determine which social network to invest in, you need to ask yourself three questions: 1) Are your competitors on it? 2)  Is anyone in my industry on it? 3) Are my clients on it? If the answer is yes to any of those questions, you need to figure out if it strategically makes sense for you to invest in it
  • A common quote used by Kyle, “Data always beats opinion”

Kyle Lacey’s Social Media Six Pack:

  1. Did you check your smartphone before you got out of bed today? Yes
  2. What was the first thing you checked? Instagram
  3. What was the last app you downloaded for your smartphone?
  4. What was the last thing you bought online? A Snuggie
  5. If you had to give up Facebook or Twitter, which would it be? Facebook
  6. Favorite Indianapolis Colt to follow on Twitter? Jim Irsay, the owner

Items mentioned in the show:

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