0
The Road Ahead
Marketing in the time of the
Marketing in the time of the
Internet of Things
Internet of Things
Where We Were
One to many
Where We Are

That’s WAY more wave than I need!
Low signal to noise ratio
Nascent personalization
Nascent personalization
Personalization is growing
Activity
Data collection  400% year-over-year
from ~10 collection events per page to 50
54% wa...
Access
78% of all third-party data collectors were
also observed serving as ‘ushers,’ bringing
other collectors to a web p...
Risk
42% of all collection observed was from
companies that may be using the data to
power competitive media or data busin...
Actors
The number of data collectors
nearly doubled,
with more than 300 parties
observed in the 2012 CIS,
compared to 167 ...
Actors
The number of data collectors
nearly doubled,
with more than 300 parties
observed in the 2012 CIS,
compared to 167 ...
Not everyone is happy about it
Online/offline barely bridged
Interfaces are cumbersome
WHAT DOES
THE FUTURE HOLD?
Curated social connections
Curated social connections
Sub Reddits

http://forhiremedia.com/social/getting-the-most-out-of-reddit-a-guide-for-digg-deserters-noobs/
Increased commerce integration

http://www.csschopper.com/blog/category/ecommerce-integration-services
Integrated human-web interfaces

http://online.wsj.com/news/articles/SB10001424052702304607104579214091256565098
Medical Device Integration

http://en.wikipedia.org/wiki/Hip_replacement
Medical Device Integration

http://en.wikipedia.org/wiki/Hip_replacement
Got milk?
What do we do now?
How will we integrate marketing
messages into that?
Inbound Marketing
Community Marketing
Community Marketing

http://goldcandor.com/
Shared Values
Shared Goals
Shared Experience
Shared Experience
Shared Experience
http://truthseekerdaily.com/2013/11/surprise-man-finds-audience-full-people-saved-children-nazi-camps-wvideo/
STRATEGIES FOR THE MONTHS
AHEAD
Cradle to grave integration
Support

http://suitsandscotch.wordpress.com/tag/job-hunting-2/
Education

http://www.ted.com/talks/sugata_mitra_build_a_school_in_the_cloud.html
Relevant information

http://health.wikinut.com/img/1e5r00v.39i8i5qq/Choose-Your-Path
Emotional
Physical
Intellectual
Spiritual
OUR ROLE AS MARKETERS
Consistent and Integrative
Building communities that get
where you’re coming from
And take you all the way to
where you’re going
Thank you!
Gillian Muessig
Cofounder MOZ
CEO Outlines Venture Group
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Gillian Muessig - The next big thing in digital inbound marketing?

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  • The web began largely as a repository of existing print material. Companies replicated brochure information online. Libraries uploaded documents for cross referencing by collaborating researchers, professions, and students. Photo credit - http://www.olympusamerica.com/cpg_section/cpg_brochuresmanuals.asp
  • Even as a bit more original content was developed on websites, the voice was ‘one to the many’ – a broadcast system. Internet use was largely an isolated event.Photo credit - http://www.flickr.com/photos/dukeyearlook/2076633334/lightbox/
  • Today, we have massive data overload. The collection of human input on the web doubles every XX months. The volume of data no longer translates into value for the Internet user. Photo credit: http://digitalphotopix.com/unbelievable/tsunami/
  • Finding the bits of information we actually need and want in the sea of data is becoming more difficult, not less, for many queries. The amount of junk or irrelevant data is burgeoning. Millions of responses for every google query is just one signal that the current search engines are neither efficient, nor even good at their primary job – to return relevant results.Photo credit: http://www.cambridgeincolour.com/tutorials/image-noise.htm
  • Photo credit: http://personyze.com/categories/Personyze+Profiler
  • Amazon.com personalizes your experience on their website whether you’re logged in or not using IP address tracking and cookies.
  • Data collection is up 400% from 10 -50 collection events per page
  • Nearly 805 of all 3rd party data collectors were ALSO serving as ushers – bringing in other collectors to the web page.
  • 42% of all collection was from companies that may be using that data to power competitive media or data businesses.
  • Amazon.com personalizes your experience on their website whether you’re logged in or not using IP address tracking and cookies.
  • Data credit - http://www.krux.com/pro/broadcasts/krux_research/CIS2012?utm_source=PR&utm_medium=PR&utm_campaign=CIS_2012
  • Photo credit: http://www.flexdaddy.com/2009/10/03/experiences-across-multiple-screens-at-adobe-max/
  • We’re headed to curated social connections. While facebook is still wildly popular, more focused social media platforms are springing up to support smaller subsets of humanity. Image credit: Image courtesy of verbeeldingskr8, Creative Commons
  • Such as sub reddits
  • My mother had a hip replacement recently. Her hip has an RFID tag in it and it’s intermittently connected to the web.
  • But hearts come consistently connected to the web, transmitting data to physicians. If something goes awry, physician and patient are notified ASAP..
  • This smart fridge knows what it’s storing, what’s fresh and what needs replacing. It can provide you with recipes based on what’s inside and give you a shopping list for items you need for a recipe you want to cook. Photo credit: http://theconcepttimes.com/2011/02/smart-fridge-let%E2%80%99s-you-cook-and-eat-healthy/
  • Photo credit: http://moz.com/blog/inbound-marketing-is-taking-off
  • It’s not this.
  • It’s this.
  • Communities are formed around three basic elements – shared values
  • Photo credit: http://daverabbit.podomatic.com/
  • Photo credit: http://daverabbit.podomatic.com/
  • Photo credit: http://daverabbit.podomatic.com/
  • Our job as marketers – beyond all the tactics and strategic planning you heard about yesterday and much more you will hear about today – is to firestart and support these communities.Photo credit:http://www.straighterline.com/blog/straighterline-wants-a-new-version-of-the-game-of-life/
  • Be there to help community members become better at what they’re learning and achieve their goals.
  • Transcript of "Gillian Muessig - The next big thing in digital inbound marketing?"

    1. 1. The Road Ahead Marketing in the time of the Marketing in the time of the Internet of Things Internet of Things
    2. 2. Where We Were
    3. 3. One to many
    4. 4. Where We Are That’s WAY more wave than I need!
    5. 5. Low signal to noise ratio
    6. 6. Nascent personalization
    7. 7. Nascent personalization
    8. 8. Personalization is growing Activity Data collection  400% year-over-year from ~10 collection events per page to 50 54% was beyond publishers’ control compared to 31% the previous year http://www.krux.com/pro/broadcasts/krux_research/CIS2012?utm_source=PR&utm_medium=PR&utm_campaign=CIS_2012
    9. 9. Access 78% of all third-party data collectors were also observed serving as ‘ushers,’ bringing other collectors to a web page. This is up from 55% the previous year.
    10. 10. Risk 42% of all collection observed was from companies that may be using the data to power competitive media or data businesses. This is up from 27% the previous year.
    11. 11. Actors The number of data collectors nearly doubled, with more than 300 parties observed in the 2012 CIS, compared to 167 the previous year.
    12. 12. Actors The number of data collectors nearly doubled, with more than 300 parties observed in the 2012 CIS, compared to 167 the previous year. Credit: Krux Research http://www.krux.com/pro/broadcasts/krux_research/CIS2012?utm_source=PR&utm_medium=PR&utm_campaign=CIS_2012
    13. 13. Not everyone is happy about it
    14. 14. Online/offline barely bridged
    15. 15. Interfaces are cumbersome
    16. 16. WHAT DOES THE FUTURE HOLD?
    17. 17. Curated social connections Curated social connections
    18. 18. Sub Reddits http://forhiremedia.com/social/getting-the-most-out-of-reddit-a-guide-for-digg-deserters-noobs/
    19. 19. Increased commerce integration http://www.csschopper.com/blog/category/ecommerce-integration-services
    20. 20. Integrated human-web interfaces http://online.wsj.com/news/articles/SB10001424052702304607104579214091256565098
    21. 21. Medical Device Integration http://en.wikipedia.org/wiki/Hip_replacement
    22. 22. Medical Device Integration http://en.wikipedia.org/wiki/Hip_replacement
    23. 23. Got milk?
    24. 24. What do we do now? How will we integrate marketing messages into that?
    25. 25. Inbound Marketing
    26. 26. Community Marketing
    27. 27. Community Marketing http://goldcandor.com/
    28. 28. Shared Values
    29. 29. Shared Goals
    30. 30. Shared Experience
    31. 31. Shared Experience
    32. 32. Shared Experience
    33. 33. http://truthseekerdaily.com/2013/11/surprise-man-finds-audience-full-people-saved-children-nazi-camps-wvideo/
    34. 34. STRATEGIES FOR THE MONTHS AHEAD
    35. 35. Cradle to grave integration
    36. 36. Support http://suitsandscotch.wordpress.com/tag/job-hunting-2/
    37. 37. Education http://www.ted.com/talks/sugata_mitra_build_a_school_in_the_cloud.html
    38. 38. Relevant information http://health.wikinut.com/img/1e5r00v.39i8i5qq/Choose-Your-Path
    39. 39. Emotional
    40. 40. Physical
    41. 41. Intellectual
    42. 42. Spiritual
    43. 43. OUR ROLE AS MARKETERS
    44. 44. Consistent and Integrative
    45. 45. Building communities that get where you’re coming from
    46. 46. And take you all the way to where you’re going
    47. 47. Thank you! Gillian Muessig Cofounder MOZ CEO Outlines Venture Group
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