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The Age
of Context
What Marketing can learn
from the Internet of Things.
Good evening.
My name is Bart.
When I was a kid, I built
imaginary worlds with Lego.
I grew up deliberately watching
commercials. I loved them.
This is my daughter
Merel. I have 3 kids.
This is my daughter
Merel. I have 3 kids.

They build imaginary
worlds on their iPads. They
fast forward commercials.
I’m passionate about

I live and work
in Ghent.
I work at digital agency Wijs.
Part of Heaven Can Wait ecosystem.
You can find me on
Twitter: @netlash
Digital Trends
Stima Trendsnight
Trendrapport.

http://hcwa.it/trendrapport14
!

‣

2009: the year of mobile
‣ 2010: the year of mobile
‣ 2011: the year of mobile
‣ 2012: the year of mobile
‣ 2013: th...
Some grains of salt.
PLEASE
PLEASE
Form your own opinion.
This is my opinion.
Digital rules
Massive shift from analog to digital
‣

technology

‣

media (music, video, news)

‣

communications (chat, mail, skype, b...
When you say
‘camera’...
... do you think
‘analog’ or ‘digital’ ?
Digital communication is becoming the default.
!
We’re discussing what got
used most: facebook pages,
URL’s or #hashtags.
Digital communication is becoming the default.
!

Offline marketing is becoming the trailer
for an online experience.
At the same time…
!

When asked how much time a day they spend
on the internet, youngsters say less hours than
5 years ago...
At the same time…

They’re not.

!

When asked how much time a day they spend
on the internet, youngsters say less hours t...
At the same time…

They’re not.

!

When asked how much time a day they spend
on the internet, youngsters say less hours t...
In a few years time, saying 

„I’m going on the internet” 

will sound as silly as saying 

„I’m going to electricity”.
Digital is creeping into the physical world.

The Internet of Things
3 main battlefields:
- quantified self
- connected car
- smart home
V2V technology.
Build a mechanical car and insert
electronics?
Or build software & electronics, and
build a car around it?
IF (temperature and light
outside is low) THEN
(switch on lights).
!
!

IF (my mother-in-law is at
the door) THEN (switch ...
„Small pieces loosely joined.”
OM Signal
Sensoria
Proteus
Needle-less blood monitor
Vital Connect
Cool stuff, huh.
!
Cool stuff, huh.
!

That’s why start-ups are hot.

They build cool stuff.
!
Start-ups are the new rock bands.
!

start-up

Everybody wants to be in a rock band.
!
Young talent doesn’t want to be in advertising
anymore.
!
They grew up with Lego.

They want to build cool stuff.
The age of context
The age of context
Data transforms into information or advertising,
depending on the context of the consumer.
The age of context
If I want to buy a car, and I find a bunch of paper
advertising for diapers in my mailbox - they go
stra...
The age of context
Data transforms into information or advertising,
depending on the context of the consumer.
The age of context

spam

advertising

less context

info

more context
The age of context
‣

demographic (readership)

‣

search word

‣

location

‣

friends

‣

browser history

‣

activity (...
You know, my kids
have a disease.
They watched too many ads.

They developed banner blindness.
Context is the way to break through the
banner blindness of our customers.
!
The age of context
When
‣

I’m at home in my couch

‣

with low blood pressure

‣

playing sad music

‣

and it rains outs...
The age of context
When
‣

I’m in my car on my way to work

‣

and I didn’t sleep well last night

‣

playing loud and pum...
Context changes advertising into information.
!

Context is the way to break through the
banner blindness of our customers...
Ask yourself:

How can you ad context to your
messages?
How can you change advertisement
into information?
How can you bre...
Stop broadcasting stuff.
Start building stuff.
!
Stop broadcasting stuff.
Start building stuff.
Stuff with context.
Make marketing cool again.
Questions?
Wijs bvba
Voorhavenlaan 31/3

9000 GENT
09 335 22 80

09 330 09 83
http://wijs.be

info@wijs.be
BE 0473.071.275
The Age of Context
The Age of Context
The Age of Context
The Age of Context
The Age of Context
The Age of Context
The Age of Context
The Age of Context
The Age of Context
The Age of Context
The Age of Context
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The Age of Context

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Stop broadcasting stuff. Start building stuff. Make marketing cool again.

What marketing can learn from The Internet of Things.

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  • Big Like Bart - Nice & visual presentation - BTW if you want to enable contextual experiences in apps and ads take a look at www.semusi.com #BeContextAware
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Transcript of "The Age of Context"

  1. 1. The Age of Context What Marketing can learn from the Internet of Things.
  2. 2. Good evening. My name is Bart.
  3. 3. When I was a kid, I built imaginary worlds with Lego.
  4. 4. I grew up deliberately watching commercials. I loved them.
  5. 5. This is my daughter Merel. I have 3 kids.
  6. 6. This is my daughter Merel. I have 3 kids. They build imaginary worlds on their iPads. They fast forward commercials.
  7. 7. I’m passionate about I live and work in Ghent.
  8. 8. I work at digital agency Wijs.
  9. 9. Part of Heaven Can Wait ecosystem.
  10. 10. You can find me on Twitter: @netlash
  11. 11. Digital Trends Stima Trendsnight
  12. 12. Trendrapport. http://hcwa.it/trendrapport14
  13. 13. ! ‣ 2009: the year of mobile ‣ 2010: the year of mobile ‣ 2011: the year of mobile ‣ 2012: the year of mobile ‣ 2013: the year of mobile ‣ 2014: the year of mobile
  14. 14. Some grains of salt.
  15. 15. PLEASE
  16. 16. PLEASE Form your own opinion.
  17. 17. This is my opinion.
  18. 18. Digital rules
  19. 19. Massive shift from analog to digital ‣ technology ‣ media (music, video, news) ‣ communications (chat, mail, skype, blog, twitter) ‣ … ! „Software is eating the world.”
  20. 20. When you say ‘camera’...
  21. 21. ... do you think ‘analog’ or ‘digital’ ?
  22. 22. Digital communication is becoming the default. !
  23. 23. We’re discussing what got used most: facebook pages, URL’s or #hashtags.
  24. 24. Digital communication is becoming the default. ! Offline marketing is becoming the trailer for an online experience.
  25. 25. At the same time… ! When asked how much time a day they spend on the internet, youngsters say less hours than 5 years ago.
  26. 26. At the same time… They’re not. ! When asked how much time a day they spend on the internet, youngsters say less hours than 5 years ago.
  27. 27. At the same time… They’re not. ! When asked how much time a day they spend on the internet, youngsters say less hours than 5 years ago. It just feels less - they don’t know they’re online anymore.
  28. 28. In a few years time, saying 
 „I’m going on the internet” 
 will sound as silly as saying 
 „I’m going to electricity”.
  29. 29. Digital is creeping into the physical world. The Internet of Things
  30. 30. 3 main battlefields: - quantified self - connected car - smart home
  31. 31. V2V technology.
  32. 32. Build a mechanical car and insert electronics? Or build software & electronics, and build a car around it?
  33. 33. IF (temperature and light outside is low) THEN (switch on lights). ! ! IF (my mother-in-law is at the door) THEN (switch off lights and pretend we’re not home).
  34. 34. „Small pieces loosely joined.”
  35. 35. OM Signal
  36. 36. Sensoria
  37. 37. Proteus
  38. 38. Needle-less blood monitor
  39. 39. Vital Connect
  40. 40. Cool stuff, huh. !
  41. 41. Cool stuff, huh. ! That’s why start-ups are hot.
 They build cool stuff. !
  42. 42. Start-ups are the new rock bands. ! start-up Everybody wants to be in a rock band. !
  43. 43. Young talent doesn’t want to be in advertising anymore. !
  44. 44. They grew up with Lego. They want to build cool stuff.
  45. 45. The age of context
  46. 46. The age of context Data transforms into information or advertising, depending on the context of the consumer.
  47. 47. The age of context If I want to buy a car, and I find a bunch of paper advertising for diapers in my mailbox - they go straight into the bin. ! If I want to buy a car, and I find a bunch of paper advertising for cars in my mailbox - I take them with me to the couch and read them all night.
  48. 48. The age of context Data transforms into information or advertising, depending on the context of the consumer.
  49. 49. The age of context spam advertising less context info more context
  50. 50. The age of context ‣ demographic (readership) ‣ search word ‣ location ‣ friends ‣ browser history ‣ activity (work, home, bar) ‣ …
  51. 51. You know, my kids have a disease.
  52. 52. They watched too many ads. They developed banner blindness.
  53. 53. Context is the way to break through the banner blindness of our customers. !
  54. 54. The age of context When ‣ I’m at home in my couch ‣ with low blood pressure ‣ playing sad music ‣ and it rains outside show me how to book a holiday to the sun.
  55. 55. The age of context When ‣ I’m in my car on my way to work ‣ and I didn’t sleep well last night ‣ playing loud and pumping music give me a voucher for a Red Bull at the next offroad.
  56. 56. Context changes advertising into information. ! Context is the way to break through the banner blindness of our customers. !
  57. 57. Ask yourself: How can you ad context to your messages? How can you change advertisement into information? How can you break through the banner blindness?
  58. 58. Stop broadcasting stuff. Start building stuff. !
  59. 59. Stop broadcasting stuff. Start building stuff. Stuff with context. Make marketing cool again.
  60. 60. Questions?
  61. 61. Wijs bvba Voorhavenlaan 31/3
 9000 GENT 09 335 22 80
 09 330 09 83 http://wijs.be
 info@wijs.be BE 0473.071.275
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