WebStrategija #16 - IoT & Marketing (Croatian)

2. Hello! Goran Candrlic Founder @GetKisha Marketing guy @GlobalDots Digital marketing strategist SEO, SEM, MarTech, Conversion Optimization Tweet to me @Chande

3. Gdje smo sada? Marketing prolazi kroz transformaciju 1

4. “ “Marketing’s changed so rapidly … more in the past five years than in the past 500 years, we’re entering a golden age of marketing...” Sanjay Dholakia, Marketo CMO

5. Marketinski plan je mrtav!2

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8. Povezani kupac ◇ Promijenjeni kontekst ◇ Buka (noise) u marketinskom “eteru” ◇ Mogucnost izbora Povezani kupac ima vise izbora nego ikada, social/mobile/local je promijenio nacin na koji kompanije pristupaju kupcima kao i nacin na koji kupci konzumiraju (informacije i proizvode).

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11. Ali funneli jos uvijek propustaju??? 20% 40% 60% 100% 80%

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13. 8 MarTech: - Marketing Experiences - Marketing Operations - Middleware - Backbone - Infrastructure - Marketing environment

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15. BIG concept New Marketing= ◇Agile Marketing ◇MarTech ◇IoT ◇Algo (AI) = Marketing Experiences

16. “ “Marketing has shifted from the business of communications to the business of experiences. It’s the experiences that we give our prospects and customers, from their very first touchpoint with us onward, that “communicates” our brand. And in a digital world, almost all of those experiences are mediated by software.” Scott Brinker, ChiefMartec.com

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18. Sto gura promjenu? ◇ Standardizacija IPv6 ◇ Cloud & Fog Computing ◇ Kolaboracija u “cloud”-u ◇ App za sve ◇ Computing iz “app layer-a” u “network layer” = cloud ◇ Big Data ◇ Povecanje kapaciteta mreza uz sve vecu propusnost i nizu cijenu ◇ Konzumerizacija “iskustva sa stvarima”

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23. Ljudi ◇ Kreativnost ◇ Kriticno razmisljanje ◇ Empatija ◇ Samopoboljsanje ◇ “Mudrost” Zasto jedni a zasto drugi? Algo / AI ◇ Procesiranje informacija ◇ Sveprisutnost ◇ Niska potrosnja ◇ “Bolji decision making” ◇ Niski marginalni trosak ◇ Samoreplikacija

24. Sanjaju li androidi elektricne ovce? I've seen things you people wouldn't believe. Attack ships on fire off the shoulder of Orion. I watched C-beams glitter in the dark near the Tannhäuser Gate. All those moments will be lost in time, like tears...in...rain. Time to die.

25. Hellven Idemo li prema “hellvenu” Hell Heaven

26. AI robot that learns new words in real- time tells human creators it will keep them in a “people zoo”

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28. Hvala! Pitanja? ◇ @chande ◇ gorancandrlic@gmail.com Credits: Scott Brinker, Frank Diana, Avinash Kaushik, Cisco, Google :)

Editor's Notes

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Što je sada Što uzrokuje digitalnu transformaciju Gdje dalje Da li smo tu mi ili roboti
Anegdota sa Turističkom zajednicom Rijeke: marketing plan za 5 godina Instagram nije postojao prije 5 godina
Experiences - mobile, seo, content marketing, social, loyalty, personalization etcOperations - analytics, BI, channel, asset & resource management, team & project management Middleware - data management, apis, tag management, cloud integrations Backbone - CMS, CRM, ecommerce, marketing automation Infrastructure - DB, Paas / Iaas, web dev Environment - Google, Facebook, YT, LinkedIn, Quora, Slideshare etc
Napomenuti kako se konvencionalni (agencijski / inhouse) marketing nalazi u problemima - prvenstveno zbog ciklusa iteracija Spomenuti hotjar - kako su ubili mastodonte u industriji - snižavanje cijena Nekonvencionalni pristup - brže testiranje hipoteza, brži time to market, brži feedback loop customera, veći ROI
Primjer retargeting ad-a za platformu / sw koja omogućuje identifikaciju kupaca i marketing 1-1 Većinom za B2B kupce, SaaS Može se koristiti za advanced analitiku
potrebna je nova ekonomska paradigma ove tehnologije će kompletno promijeniti što i kako “marketiramo” customerima connected / self driving car - koliko će se granica između rada, zabave i putovanja promijeniti smart cities - pristup informacijama i efikasnost u korištenju resursa izlazimo iz “ere oskudnosti” u eru “sveprisutnosti” informacija (obrađena) je nova deviza
Pregled najvažnijih novih tehnologija koje mijenjaju ekonomske paradigme, samim time i način / ulogu marketinga 2022 - puno prihvaćanje IoE Wearable Internet 2024. connected home 2026. driverless cars prvi pametni gradovi
Što je sa “best of both worlds”?
U kojem trenutku prepuštamo empatiju, kritičko razmišljanje i etičke / moralne odluke računalima Što je sa hibridima i hibridnim human-computer interfaceima Kada (kažu 2025-e) ćemo ući u eru transhumanizma, HCI - čovjek / cloud Enrichment experiencea čovjeka sa neograničenim pristupom i obradom informacija Tko kontrolira informaciju? Jesmo li spremni na evolucijski / tehnološki skok Koje su etičke implikacije “nove rase”. Hoćemo li izbrisati “homo sapiensa” i prihvatiti “deus ex machina”.
10/90% - 10% neželjenih posljedica. Security risks. Primjer: decision making autonomnog vozila - u slučaju da izbjegne sudar sa autobusom, u realnom vremenu odlučuje pogaziti dvoje djece??? Da li takav decision making ima etičku / moralnu podlogu. Gerd has been using the term “Hellven” to represent the two paths technology can take. Is it 90% heaven and 10% hell (unintended consequences), or can this equation flip? He asks the question: Where are we trying to go with this? He used the real example of Drones used to benefit society (heaven), but people buying guns to shoot them down (hell). As we pursue exponential technologies, we must do it in a way that avoids negative consequences. Will we allow humanity to move down a path where by 2030, we will all be human-machine hybrids? Will hacking drive chaos, as hackers gain control of a vehicle? A recent Jeep recall of 1.4 million jeeps underscores the possibility. A world of super intelligence requires super humanity – technology does not have ethics, but society depends on it. Is this Ray Kurzweil vision what we want Prvi je o tome pričao Asimov u kultnom serijalu o robotima, gdje robot proizvede “nulti” zakon, čisto empirijski, koji mu nalaže da se brine za čovječanstvo

WebStrategija #16 - IoT & Marketing (Croatian)

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Editor's Notes