Online Marketing
in 2014
Marketing 623
George Mason University

Dec. 2013
George Bounacos

•

COO at Silver Beacon Marketing since 2008

•

Mason Alum ‘01

•

Coached / Judged SOM498 for 10 years
...
Takeaways for 2014

•

The Internet of Things disrupts all
messaging

•

Microtargeting is Real

•

Don’t ignore organizat...
The Internet of Things

•

Real

•

Here

•

Changes all messaging, not just marketing
Kevin Ashton & Hazelnut Oil of Olay
Learn the 6 Webs Theory
Near Web
Here Web
Far Web
Weird Web
B2B
D2D

Your Laptop
Mobile Device
Multi-user Screen
Human-dev...
All 6 Webs Exist Today

…but they weren’t in wide use as late as 8
years ago according to the MIT Technology
Journal.
Bill Gates said in 2005...

“Understand that this [Bluray] is the last physical
format there will ever be.”
Takeaway 1

The Internet of Things
disrupts all messaging
Let’s Talk About That
How do we message now?

How does that change in the Internet of
Things?
Microtargeting is Real
My late 2008 NY Presentation
1. Your ISP sells data about your web habits
2. Your search engine collects data about…
3. Yo...
Microtargeting - Heap Analytics
Microtargeting - Lytics.io
Your data + their data = Personal data
Microtargeting - Nectarom
2012 Presidential Election
So Effective It Is Now
Takeaway 2

Microtargeting is Real
(and inexpensive)
Big Cash Allows Rebuilding
What Disney Bought
Disney’s ESPN & ABC subsidiaries
Distribution channels for:

•
•
•
•
•

⅓ of traditional primetime TV
Mainstream video new...
Big Cash at Tech Giants
Microsoft

$80 billion

Google

$56 billion

Apple

$40 billion

Facebook

$9 billion

Amazon

$8 ...
Device battles

•

Borrow library book on Amazon Kindle

•

Use Apple iPhone or Google tablet

And Facebook & Microsoft ar...
Takeaways for 2014

•

The Internet of Things disrupts all
messaging

•

Microtargeting is Real

•

Don’t ignore organizat...
Sources
1.

The Internet of Things, Wikipedia - http://en.wikipedia.org/wiki/Internet_of_Things

2.

Kevin Ashton May Chan...
Images
AOL Logo - http://ir.aol.com/phoenix.zhtml?c=147895&p=irol-news&nyo=0
Ashton, Kevin - The Legacy Project - http://w...
Online Marketing
in 2014
George Bounacos, Silver Beacon Marketing
george@sbmteam.com
@georgebounacos
3 Things to Prepare For in Online Marketing Next Year
3 Things to Prepare For in Online Marketing Next Year
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3 Things to Prepare For in Online Marketing Next Year

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Three key trends will take center stage in 2014, including microtargeting through better analytics and the continued acceleration of The Internet of Things.

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3 Things to Prepare For in Online Marketing Next Year

  1. 1. Online Marketing in 2014 Marketing 623 George Mason University Dec. 2013
  2. 2. George Bounacos • COO at Silver Beacon Marketing since 2008 • Mason Alum ‘01 • Coached / Judged SOM498 for 10 years • 6th invite to speak to a Mason class
  3. 3. Takeaways for 2014 • The Internet of Things disrupts all messaging • Microtargeting is Real • Don’t ignore organizations with Big Cash
  4. 4. The Internet of Things • Real • Here • Changes all messaging, not just marketing
  5. 5. Kevin Ashton & Hazelnut Oil of Olay
  6. 6. Learn the 6 Webs Theory Near Web Here Web Far Web Weird Web B2B D2D Your Laptop Mobile Device Multi-user Screen Human-dev interface Logistics, banking Device to Device
  7. 7. All 6 Webs Exist Today …but they weren’t in wide use as late as 8 years ago according to the MIT Technology Journal.
  8. 8. Bill Gates said in 2005... “Understand that this [Bluray] is the last physical format there will ever be.”
  9. 9. Takeaway 1 The Internet of Things disrupts all messaging
  10. 10. Let’s Talk About That How do we message now? How does that change in the Internet of Things?
  11. 11. Microtargeting is Real
  12. 12. My late 2008 NY Presentation 1. Your ISP sells data about your web habits 2. Your search engine collects data about… 3. Your cable company knows…. 4. Marketer can determine...in 30 minutes or less with free tools
  13. 13. Microtargeting - Heap Analytics
  14. 14. Microtargeting - Lytics.io Your data + their data = Personal data
  15. 15. Microtargeting - Nectarom
  16. 16. 2012 Presidential Election
  17. 17. So Effective It Is Now
  18. 18. Takeaway 2 Microtargeting is Real (and inexpensive)
  19. 19. Big Cash Allows Rebuilding
  20. 20. What Disney Bought
  21. 21. Disney’s ESPN & ABC subsidiaries Distribution channels for: • • • • • ⅓ of traditional primetime TV Mainstream video news organization Monday Night Football NBA, baseball, other sports All of the content Disney owns
  22. 22. Big Cash at Tech Giants Microsoft $80 billion Google $56 billion Apple $40 billion Facebook $9 billion Amazon $8 billion
  23. 23. Device battles • Borrow library book on Amazon Kindle • Use Apple iPhone or Google tablet And Facebook & Microsoft are still looking.
  24. 24. Takeaways for 2014 • The Internet of Things disrupts all messaging • Microtargeting is Real • Don’t ignore organizations with Big Cash
  25. 25. Sources 1. The Internet of Things, Wikipedia - http://en.wikipedia.org/wiki/Internet_of_Things 2. Kevin Ashton May Change the World, RFID Journal https://www.rfidjournal.com/purchaseaccess?type=Article&id=169&r=%2Farticles%2Fview%3F169 3. ETC: Bill Joy’s Six Webs - http://www.technologyreview.com/view/404694/etc-bill-joys-six-webs/ 4. The Internet of Everything in Motion - Cisco - http://newsroom.cisco.com/featurecontent?type=webcontent&articleId=1208342 5. Bill Gates Quotes, Wikiquote - http://en.wikiquote.org/wiki/Bill_Gates 6. The Next Generation of Digital Analysis Tools, Online-Behavior.com http://online-behavior.com/analytics/digitalanalysis-tools 7. Financial data for cash on hand - https://www.google.com/finance
  26. 26. Images AOL Logo - http://ir.aol.com/phoenix.zhtml?c=147895&p=irol-news&nyo=0 Ashton, Kevin - The Legacy Project - http://www.thelegacyproject.co.za/kevin-ashton-tech-pioneer/category/#prettyPhoto Disney logos - https://mediamonorail.disney.com/TWDC%20Logo%20-%20No%20Mickey%2001%20Black.png Heap Analytics Screenshot - https://heapanalytics.com/img/feature_users.png Internet of Everything - Cisco - http://newsroom.cisco.com/feature-content?type=webcontent&articleId=1208342 Lytics Screenshot - http://lytics.io/company.html Nectar Screenshot - http://www.youtube.com/watch?v=hQV3LYm7_sU Netflix logo - http://blogs.forrester.com/nigel_fenwick/11-09-19-netflix_can_a_company_really_be_this_inept_and_succeed Obama 2012 Logo and OFA logo - http://www.barackobama.com/?source=action-bar#get-the-latest
  27. 27. Online Marketing in 2014 George Bounacos, Silver Beacon Marketing george@sbmteam.com @georgebounacos

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