0
warm air
cool air
tropical moisture
our pefect storm

Photo by Ranpict.com
mobile
social media
data
sensors
location-based services
context is about how
we relate to
everything around us
context influences the
choices we make, based on
what is going on around us
and what we expect or want
to do next
emergent
technologies are
making our
computing devices
more intuitive
foundation of the age of context
the marvels of the contextual age
are based on a tradeoff

the more the technology knows about
you, the more benefits you ...
privacy
vs.
personalization
all five forces – mobile, social media,
data, sensors and location – are
enjoying an economic sweet spot.
they are in a vi...
mobile
„Mobile is the aggregator of the
other four forces. It’s where they
all converge.
Your device is your key to all the
power...
X

mobile =
social media
„Social media is no longer a
disruptive force. Instead it is a
vital business component.”
Robert Scoble, Shel Israel
social
media

highly
personalized
content

allows technology
to understand the
context of:
•  who you are
•  what you are
...
data
„It’s not about the big mountain
data that matters, it’s those tiny
little spoonfuls we extract
whenever we search, chat, ...
sensors
June 29th, 2007
proximity sensors
motion sensors / accelerometer
ambient light sensor
moisture sensor
gyroscope
$3.2 billion!
location
„without location, there
is no context”
Catherina Flake, CEO Findery
+ one billion check-ins by 2013	
  
bridging
digital and physical
Photo : HOB / Flikr.com
beacons are a low-cost piece
of hardware that utilize lowenergy bluetooth connections
to transmit messages or
prompts dire...
Source: Estimote
Source: Estimote
Source: Estimote
Source: Estimote
understand multi-location visits
VIP awareness
movement through the location
understanding how people interact
at events
f...
Source: Credit Suisse
Mico headphones read brainwaves to recommend music based on your mood
Photo by Ian Allen
Photo by Ian Allen
so what?
the average person
sees some 3,000 brand
impressions every day
Source: Altimeter Group
context is the key
in the future of
digital marketing
empathy
who
are you?
what are
you doing?
where
are you?
understand
do not focus on
technology!
focus on customer needs,
wants and behavior
it’s the little
things …
it’s all about
the experience
multiple
contexts
„35 years old marketing executive
who likes hip hop and running”
daughter

aunt

friend
mom
your purchases
reflect all those
different contexts
thank you
Ivan Hernandez
Digital Strategy and Development
@IvanHernandez_

thedigitalloop.co

walk.pl
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
The Power of Context and The Future of Digital Marketing
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The Power of Context and The Future of Digital Marketing

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Presentation given during the Web 3.0 Conference organized on February 11th, 2014 in Warsaw, Poland

Published in: Business

Transcript of "The Power of Context and The Future of Digital Marketing"

  1. 1. warm air cool air tropical moisture
  2. 2. our pefect storm Photo by Ranpict.com
  3. 3. mobile social media data sensors location-based services
  4. 4. context is about how we relate to everything around us
  5. 5. context influences the choices we make, based on what is going on around us and what we expect or want to do next
  6. 6. emergent technologies are making our computing devices more intuitive
  7. 7. foundation of the age of context
  8. 8. the marvels of the contextual age are based on a tradeoff the more the technology knows about you, the more benefits you will receive
  9. 9. privacy vs. personalization
  10. 10. all five forces – mobile, social media, data, sensors and location – are enjoying an economic sweet spot. they are in a virtuos cycle. rapid adoption driving prices down
  11. 11. mobile
  12. 12. „Mobile is the aggregator of the other four forces. It’s where they all converge. Your device is your key to all the power of the internet.” Robert Scoble, Shel Israel
  13. 13. X mobile =
  14. 14. social media
  15. 15. „Social media is no longer a disruptive force. Instead it is a vital business component.” Robert Scoble, Shel Israel
  16. 16. social media highly personalized content allows technology to understand the context of: •  who you are •  what you are doing •  what you are likely to do next
  17. 17. data
  18. 18. „It’s not about the big mountain data that matters, it’s those tiny little spoonfuls we extract whenever we search, chat, view, listen, buy or do anything else online. We call this the miracle of little data.” Robert Scoble, Shel Israel
  19. 19. sensors
  20. 20. June 29th, 2007
  21. 21. proximity sensors motion sensors / accelerometer ambient light sensor moisture sensor gyroscope
  22. 22. $3.2 billion!
  23. 23. location
  24. 24. „without location, there is no context” Catherina Flake, CEO Findery
  25. 25. + one billion check-ins by 2013  
  26. 26. bridging digital and physical
  27. 27. Photo : HOB / Flikr.com
  28. 28. beacons are a low-cost piece of hardware that utilize lowenergy bluetooth connections to transmit messages or prompts directly to mobile devices
  29. 29. Source: Estimote
  30. 30. Source: Estimote
  31. 31. Source: Estimote
  32. 32. Source: Estimote
  33. 33. understand multi-location visits VIP awareness movement through the location understanding how people interact at events feeding insight back into CRM
  34. 34. Source: Credit Suisse
  35. 35. Mico headphones read brainwaves to recommend music based on your mood
  36. 36. Photo by Ian Allen
  37. 37. Photo by Ian Allen
  38. 38. so what?
  39. 39. the average person sees some 3,000 brand impressions every day Source: Altimeter Group
  40. 40. context is the key in the future of digital marketing
  41. 41. empathy
  42. 42. who are you?
  43. 43. what are you doing?
  44. 44. where are you?
  45. 45. understand
  46. 46. do not focus on technology! focus on customer needs, wants and behavior
  47. 47. it’s the little things …
  48. 48. it’s all about the experience
  49. 49. multiple contexts
  50. 50. „35 years old marketing executive who likes hip hop and running” daughter aunt friend mom
  51. 51. your purchases reflect all those different contexts
  52. 52. thank you
  53. 53. Ivan Hernandez Digital Strategy and Development @IvanHernandez_ thedigitalloop.co walk.pl
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