Marketing in the Time of the Internet of Things - Marketing Festival Brno 2013
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Marketing in the Time of the Internet of Things - Marketing Festival Brno 2013

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The connection of humans to the Internet is NOT a QWERTY keyboard designed to slow you down and a pretty picture to tell you what just happened. ...

The connection of humans to the Internet is NOT a QWERTY keyboard designed to slow you down and a pretty picture to tell you what just happened.

How will we market inside web integrated products, stores, and daily experiential web interactions? Marketing Festival Brno Keynote by @SEOmom

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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.

Marketing in the Time of the Internet of Things - Marketing Festival Brno 2013 Presentation Transcript

  • 1. The Road Ahead Marketing in the time of the Marketing in the time of the Internet of Things Internet of Things
  • 2. Where We Were
  • 3. One to many
  • 4. Where We Are That’s WAY more wave than I need!
  • 5. Low signal to noise ratio
  • 6. Nascent personalization
  • 7. Nascent personalization
  • 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. 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. 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. 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. 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. Not everyone is happy about it
  • 14. Online/offline barely bridged
  • 15. Interfaces are cumbersome
  • 16. WHAT DOES THE FUTURE HOLD?
  • 17. Curated social connections Curated social connections
  • 18. Sub Reddits http://forhiremedia.com/social/getting-the-most-out-of-reddit-a-guide-for-digg-deserters-noobs/
  • 19. Increased commerce integration http://www.csschopper.com/blog/category/ecommerce-integration-services
  • 20. Integrated human-web interfaces http://online.wsj.com/news/articles/SB10001424052702304607104579214091256565098
  • 21. Medical Device Integration http://en.wikipedia.org/wiki/Hip_replacement
  • 22. Medical Device Integration http://en.wikipedia.org/wiki/Hip_replacement
  • 23. Got milk?
  • 24. What do we do now? How will we integrate marketing messages into that?
  • 25. Inbound Marketing
  • 26. Community Marketing
  • 27. Community Marketing http://goldcandor.com/
  • 28. Shared Values
  • 29. Shared Goals
  • 30. Shared Experience
  • 31. Shared Experience
  • 32. Shared Experience
  • 33. http://truthseekerdaily.com/2013/11/surprise-man-finds-audience-full-people-saved-children-nazi-camps-wvideo/
  • 34. STRATEGIES FOR THE MONTHS AHEAD
  • 35. Cradle to grave integration
  • 36. Support http://suitsandscotch.wordpress.com/tag/job-hunting-2/
  • 37. Education http://www.ted.com/talks/sugata_mitra_build_a_school_in_the_cloud.html
  • 38. Relevant information http://health.wikinut.com/img/1e5r00v.39i8i5qq/Choose-Your-Path
  • 39. Emotional
  • 40. Physical
  • 41. Intellectual
  • 42. Spiritual
  • 43. OUR ROLE AS MARKETERS
  • 44. Consistent and Integrative
  • 45. Building communities that get where you’re coming from
  • 46. And take you all the way to where you’re going
  • 47. Thank you! Gillian Muessig Cofounder MOZ CEO Outlines Venture Group