Internet of Things (IOT) and The Future of Marketing
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The internet of things, big data, and advanced segmentation are changing the face of marketing. Consider that almost 50% of television advertising could be programmatic within the next couple of years, brands are becoming publishers, and new media like native advertising and social retargeting are just becoming mature, and the future of marketing is here.
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Internet of Things (IOT) and The Future of Marketing
- 1. INTERNET OF THINGS & THE FUTURE OF MARKETING
- 2. CHAPTER 1: A QUICK RECAP – THE INTERNET OF THINGS
- 3. The Internet of Things is Here Number of Connected Devices (in billions) @JoeGriffin #MIMASummit
- 4. The Internet Of Things is Here Global Market Size (in trillions) IOT Usage @JoeGriffin #MIMASummit Study by Acquity/Accenture
- 5. Everything is connected -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Home Wink: Connected home Health Entertainment & Activity LED light bulb BloomSky: Smart WeatherCam In.Sight: HD baby monitor KISI: Smarthome entry system -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Harmony Living Home: Home automation controller -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Lapka BAM: Breath Alcohol Monitor VESSYL: Connected cup PulseOn: Heart rate monitoring BlueAnatomy: Bluetooth smart scale Jawbone: Fitness tracker -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Harmony Living Home: Home automation controller Applewatch: Interactive watch Chromecast: Connect your TV to other devices runScribe: Wearable for the data driven athlete Zepp: Analyze your swing @JoeGriffin #MIMASummit
- 6. The Mobile Connection Smartphone Owners Mobile Usage 62.6 92.8 122.0 144.5 163.9 180.0 160.0 140.0 120.0 100.0 80.0 60.0 40.0 20.0 0.0 2010 2011 2012 2013 2014 US Smartphone Users (millions) 0:24 0:48 1:35 2:19 2:51 3:21 2:52 2:24 1:55 1:26 0:57 0:28 0:00 2010 2011 2012 2013 2014 Time on Smartphones Per Day (hour:minute) @JoeGriffin #MIMASummit
- 7. The Cloud Connection Source: Intel @JoeGriffin #MIMASummit
- 8. CONSUMERISM AND THE INTERNET OF THINGS ARE CHANGING THE WORLD
- 9. Search & Social Soar Searches Per Day US Population % on Social 3.627 4.717 5.134 5.922 6.50 6.00 5.50 5.00 4.50 4.00 3.50 2010 2011 2012 2013 Daily Searches (billions) 62% 65% 69% 72% 74% 72% 70% 68% 66% 64% 62% 60% 2010 2011 2012 2013 US Social Media Usage @JoeGriffin #MIMASummit
- 10. The New Consumer Decision Journey @JoeGriffin #MIMASummit
- 11. The Connected Purchase Funnel @JoeGriffin #MIMASummit
- 12. Search Is Killing Spam Panda 4.0 5/19/14 Panda 3.0 3/14/13 Panda 2.0 4/1/11 Panda 1.0 2/23/11 @JoeGriffin #MIMASummit
- 13. Brands/Publishers are Shifting The winners in the Post-Deluge era will be the companies that build something precious. Concept by Velocity Partners @JoeGriffin #MIMASummit http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge
- 14. The Crumble of Big Journalism Since the fall of 2013, there has been a dramatic and conspicuous migration of high-profile journalists to digital news ventures. - Pew Research @JoeGriffin #BOLOCON
- 15. “AT THE NEW YORK TIMES, FAR TOO OFTEN FOR WRITERS AND EDITORS THE STORY IS DONE WHEN YOU HIT PUBLISH.” INNOVATION REPORT 2014 LEAKED MAY 2014 iacquire.com Quoted by Paul Berry Co-Founder, HuffPo
- 16. “AT HUFFINGTON POST, THE ARTICLE BEGINS ITS LIFE WHEN YOU HIT PUBLISH.” INNOVATION REPORT 2014 LEAKED MAY 2014 Quoted by Paul Berry Co-Founder, HuffPo
- 17. BIG DATA + IOT = DYNAMIC MARKETING Big data, content targeting, native advertising, retargeting, offline convergence, and influencers are changing the game.
- 18. “BIG DATA INDUSTRY WILL GROW FROM $3.2 BILLION IN 2010 TO $16.9 BY 2015.” iacquire.com 2013 McKinsey Study
- 19. IOT Is a Major Big Data Source THIS IS UGLY – BUT THAT’S THE POINT @JoeGriffin #MIMASummit DHL
- 20. Big Data Hits Marketers THIS IS UGLY – BUT THAT’S THE POINT @JoeGriffin #MIMASummit
- 21. Segmentation Leaps Forward Consumer & Market Insight • Experian Simmons • ISP Data • ACXIOM • Internal Metrics Social & Digital Behavior • Facebook for Business and Exchange • GNIP • Hitwise and Compete Custom Surveys • Google Surveys • Survey Monkey @JoeGriffin #MIMASummit
- 22. Programmatic Ad Buying Images by RadiumOne @JoeGriffin #MIMASummit
- 23. The Future of Content Marketing NEW MEDIA
- 24. New Media INTERNET TV
- 25. Internet TV @JoeGriffin #MIMASummit
- 26. Internet TV Types of Programmatic (coming soon) Desk Agency 2013 2015 YE 1. Proto-‐programma-c 2. Programma-c direct 3. Private Exchange 4. Open Exchange (now with YouTube and Hulu) Interview of Major Ad Agencies Cadreon IPG 5%-7% 50% Xaxis WPP <5% 7-10% Accumen Omnicom 15% 50% Affiperf Havas 4-5% 40%-45% Vivaki Publicis 20% 40%-50% February 2014 Report 2013 Advertising Week Panel @JoeGriffin #MIMASummit
- 27. Internet TV These media companies are either currently working on systems to enable programmatic buying, or have identified that they will begin doing so - all within the last 12 months. @JoeGriffin #MIMASummit
- 28. New Media NATIVE ADVERTISING
- 29. Native Advertising - Publishers @JoeGriffin #MIMASummit
- 30. Native Advertising - Publishers @JoeGriffin #MIMASummit
- 31. Native Advertising – Content Discovery @JoeGriffin #MIMASummit
- 32. Native Advertising - Social You probably know about these… @JoeGriffin #MIMASummit
- 33. Native Advertising - Social How about this one? “The retailer can use public information on Twitter like a user’s bio, follower count, verified status, or past Tweets — from Twitter or by using Twitter’s API or Certified Products — to identify the specific accounts on Twitter which are the most appropriate potential customers. The retailer may then use this list of Twitter ID’s to create a tailored audience through an ads partner.” @JoeGriffin #MIMASummit
- 34. Native Advertising – Social/Video How about these (in-video native)… @JoeGriffin #MIMASummit
- 36. Retargeting – Social @JoeGriffin #MIMASummit
- 37. Retargeting - Email @JoeGriffin #MIMASummit
- 38. “YOU CAN COOKIE A DESKTOP USER THAT LANDS ON YOUR WEBSITE, AND RETARGET THEM ON THEIR MOBILE DEVICE.” iacquire.com I said that. DESKTOP VS. MOBILE
- 39. The Future of Content Marketing ONLINE & OFFLINE CONVERGE
- 40. GPS/App/Wi-Fi Identification in-Store EVERY POINT OF DATA IS ANALYZED @JoeGriffin #MIMASummit
- 41. GPS/App/Wi-Fi Identification in-Store Beacons Use Bluetooth to Serve Up Real-Time Mobile Alerts & Offers Using Bluetooth Low Energy, Beacons communicate directly with opted-in smartphones when a shopper enters a store. They enable the direct sending of personalized messages to individual shoppers based on their previous shopping and browsing behavior online and can be used to deliver coupons, product information, inventory and other store-related promotions. @JoeGriffin #MIMASummit
- 42. The Future of Content Marketing BRANDS BECOMING PUBLISHERS
- 43. Early Adopters @JoeGriffin #MIMASummit
- 44. Early Adopters @JoeGriffin #MIMASummit
- 45. A Rush of New Adopters @JoeGriffin #MIMASummit
- 46. A Rush of New Adopters @JoeGriffin #MIMASummit
- 47. The Future of Content Marketing POWER TO THE PEOPLE
- 48. Influencers Making Money Bethany Mota North of $50,000 a month from YouTube sponsors. https://www.youtube.com/user/Macbarbie07 1.2mm Twitter followers, 2.3mm Instagram followers, and 5.1mm YouTube subscribers. PewDiePie Earned an estimated $7mm to date from YouTube ads. https://www.youtube.com/user/PewDiePie 28mm YouTube subscribers. @JoeGriffin #MIMASummit
- 49. Influencer Marketing Social Networks Platforms to Reach Influencers @JoeGriffin #MIMASummit
- 50. Tools for Finding Influencers DISCOVER PROFILIC PRODUCERS @JoeGriffin #MIMASummit
- 51. Tools for Finding Influencers PREVIEW THEIR WORKS @JoeGriffin #MIMASummit
- 52. The Future of Content Marketing CLOSING
- 53. Complete Content Marketing Big Data & Analy-cs (Internal and External) Audience Segmenta-on Content Strategy & Development Media Distribu-on (Paid, Owned, Earned) @JoeGriffin #MIMASummit
- 54. THANK YOU.
- 55. About Me Joe Griffin @joegriffin Co-Founder & Co-CEO Iacquire.com @iACQUIRE