1. Footprintsarethe
futureofmarketing
byMattOwen
HeadofJellyfishUK

2. DigitalJourneysII | Footprintsarethefutureofmarketing
MattOwen
HeadofJellyfishUK
Withover20yearsexperience
insalesandmarketinganda
FellowoftheCharteredInstitute
ofMarketing(FCIM)
Areasofexpertiseincludeonline
strategydevelopment,planning,
managementandmeasurement,
tacticalimplementationofSEO/
PPCcampaigns,brandmarketing,
consumerinsightandwebsite
designandbuild.
@mattlloydowen
www.mattlloydowen.com
uk.linkedin.com/in/mattlloydowen

3. DigitalJourneysII | Footprintsarethefutureofmarketing
1980

4. DigitalJourneysII | Footprintsarethefutureofmarketing

5. DigitalJourneysII | Footprintsarethefutureofmarketing
Intelligence Social
IneptitudeDweeb
Nerd
DorkGeek
Obsession

6. DigitalJourneysII | Footprintsarethefutureofmarketing
Let’sdosomemaths…

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100people,
80smartphones

8. DigitalJourneysII | Footprintsarethefutureofmarketing
150smartphone
interactionsperday,
10per(waking)hour

9. DigitalJourneysII | Footprintsarethefutureofmarketing
Assume4‘waking’hours
sofartoday;
andtheansweris…

10. DigitalJourneysII | Footprintsarethefutureofmarketing
3,200interactions
fromthepeople
inthisroomby12.00

11. DigitalJourneysII | Footprintsarethefutureofmarketing
Or1.5billionacross
theUK,injust4hours
*62.74MPopulation,58%smartphonepenetration

12. DigitalJourneysII | Footprintsarethefutureofmarketing
Fromsignals
tofootprints

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Roland
Emmerich
1998

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Trillionsofindividual
footprintsarecreating
giantfootprints

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Searchwasfocused
ondocuments

16. DigitalJourneysII | Footprintsarethefutureofmarketing
Linkgraph,socialgraph,
authorrank–towards
abetteruserexperience

17. DigitalJourneysII | Footprintsarethefutureofmarketing
Theknowledgegraph–
people,placesandthings

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Signalsofsalience*
longclickvs.shortclick
*thestateorconditionofbeingprominent

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AmitSinghal@GoogleI/O2013
“Wethinktheessential
experienceistoanticipate
youandsuggesttherigh
thingattherighttime
beforeyouaskforit”

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Whatconsumersultimatelywant
isnotGoogleitself(exceptinthe
caseofmapsandafewotherareas)
butcontent,‘answers’orspecific
information.

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Ourfootprintsareproviding
adeeper,richer,moreauthentic
understandingofshort
andlongtermconsumerneeds

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Device
proliferation

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Wherewearenow…

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Theinternetofthings

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Myfridge

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Signalsofsalience?

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Yourcar

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Yourthermostat

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Yourwashingmachine

33. DigitalJourneysII | FootprintsarethefutureofmarketingDigitalJourneysII | Footprintsarethefutureofmarketing

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Hyper-personalised
data

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Wearablecomputing

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TheTrackermeasuresstepstaken,
distancewalked,caloriesburned,
floorsclimbed,andactivityduration
andintensity.
Italsomeasuressleepquality:
howlongittakesthewearertofall
asleep,howoftentheywakeupover
thecourseofthenight,andhow
longtheyareactuallyasleep.

37. DigitalJourneysII | Footprintsarethefutureofmarketing
Glasses,watches,shoes,
implants...

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Evenmore
footprints

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Musicpreferences

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Filmchoices

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In-gameactions
&preferences

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ThenewXboxOneKinect
tracksyourheartrate,
happiness,handsandhollers

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Who’stheboss?

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Why ?

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Search,social,maps,
local,video,mobileOS

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900million
androidactivations
Earth’spopulation6.974billion

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Music,desktopOS,
serversiderendering,
devices,cars,
Android@home

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Googlewillsupportthe
BluetoothSmartReadyplatform
nativelyinAndroid.Bluetooth
radiosaresettobein2.5billion
newdevicesthisyear

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Realitycheck

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Infinitemonkeys-
opensystemswillwin

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$26billionin2012

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‘Anybodycansenddatato
GAfromanydevice’
GoogleI/O2013

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Mobile>Tablet
Mobile
Fridge>Fridge>Car>Mobile
Console>Desktop
Watch>Mobile>Mobile>Mobile>Store>POS
Fridge>Tablet>Tablet>Desktop>Desktop
Glass>Mobile>Car>Store>Mobile

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‘Anotherkeystep-
cross-platform
singlesign-on(SSO)’
GoogleI/O2013

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Shouldwebe
worried?

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Privacyishistory
getoverit!

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Likemanypeople,
shesuffers
fromnomophobia*
*thefearofbeingoutofcellphonerangeaffects53%oftheUKpopulation

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Pizzaquestion:
whichonlineservices
doteenagersuse?

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Photosare
footprintsonsteroids

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“Yourdarkroomisnowa
Googledatacenter”
saidVicGundotra,wholeadsGoogle’ssocialefforts
http://www.theverge.com/2013/5/15/4331914
/first-look-google-shifts-the-focus-to-big-data-and-better-photos
DigitalJourneysII | Footprintsarethefutureofmarketing

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Thebigfootprint:
weneedamap

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1.
Firstplacewillbe
theonlyplacetobe

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2.
Createexperiences
thatwillstopconsumers
intheirtracks
(userexperienceoptimisation)

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3.
Mappingbillions
offootprintsisdifficult;
trytomakeiteasy

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4.
Sometimes,we’llneed
toignorethedata
AlexvonSchirmeister,Vice-PresidentateBayEurope
shareseBay’smobilejourney
http://www.youtube.com/watch?v=d1FzcWPFQwA

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5.
Googlewillknowmore
aboutyourcustomers
thanyoudo

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6.
Keepyourfriendsclose,
andyourenemiescloser
MichaelCorleone,TheGodfatherPartII

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7.
Cookiesarethe
newkeywords
(howwillweoptimise?)

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Nextsteps…

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Identifying&satisfying
customerneedsataprofit

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77. Thankyou
DigitalJourneysII | Footprintsarethefutureofmarketing