What Marketing can learn from
the Internet of Things. The Age of Context

Good morning. 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

Welcome to the future
KBC

Digital rules

‣ technology ‣ media (music,
video, news) ‣ communications (chat, mail, skype, blog, twitter) ‣ … ! „Software is eating the world.” Massive shift from analog to digital

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… !
When asked how much time a day they spend on the internet, youngsters say less hours than 5 years ago. They’re not.

At the same time… !
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. They’re not.

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 off lights and pretend we’re not home).

„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. ! Everybody wants to be in a rock band. ! start-up

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

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 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. The age of context

Data transforms into information or
advertising, depending on the context of the consumer. The age of context

The age of context spam
advertising info less context more context

‣ demographic (readership) ‣ search
word ‣ location ‣ friends ‣ browser history ‣ activity (work, home, bar) ‣ … The age of context

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. !

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. 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. The age of context

Context changes advertising into information.
! Context is the way to break through the banner blindness of our customers. !

Let’s move away
from sci-fi.

How can you ad context
to your messages? How can you change advertisement into information? How can you break through the banner blindness? Ask yourself:

What context can KBC add
right now? Ask yourself:

What context can KBC add
right now? ! SoLoMo Ask yourself:

What context can KBC add
right now? ! SoLoMo Social, Local, Mobile Ask yourself:

34% Belgen gebruiken smartphones Source:
Ipsos, 2013

Bij -40jarigen ligt het aandeel
veel hoger Source: Ipsos, 2013

Bij -40jarige Nederlanders ligt het
aandeel op 81% Source: Consumer Barometer

Demografische gegevens Source: Our Mobile
planet: Belgium

Source: Think Finance with Google,
April 2011

Source: Think Finance with Google,
April 2011

Source: Think Finance with Google,
April 2011

A Wijs-example: paths to conversion

What context can KBC add
right now? ! Multi-screen Ask yourself:

So...
responsive design?

OMG!We’re still
doubting this?

‣ one back-end to update
‣ one development cost (higher?) ‣ future ready (throw them devices at me!) ‣ browser-based (serendipity) ‣ no install ‣ SEO! E-mail! Social! ‣ coolness... Why responsive design?

‣ daily appliciation ‣ device
capabilities ‣ performance ! Why not?

We’re still learning…

! 6 key learnings !
www.rockwerkchter.be www.deltalloydbank.be

1. Think content first

‣ photos of bands and
artists are central ‣ we started with 1500px ‣ design is based on aspect ratio of photos ‣ content boxes are responsive in width and height 1. Think content first

content
>
design
>
technology

‣ navigation: not the usual
hierarchy ‣ fly-outs, hover: big no no! ‣ contextual navigation ‣ starts from content 1. Think content first

‣ gather real content ‣
identify content types ‣ determine importance ‣ determine structure & pages 1. Think content first

‣ responsive prototype ‣ focus
on content ‣ lose unneccessary bits 1. Think content first

If you don’t need int
on mobile, you probably don’t need it on desktop.

‣ build real responsive layouts
‣ test where content breaks ‣ device agnostic ‣ test on real devices Responsive prototype

2. Think design first

‣ breakpoints are essential ‣
you can’t build for all current and future devices ‣ test if design works, not if devices work ! 2. Think design first

‣ 5 breakpoints: 480px, 600px,
770px, 980px, 1200px ‣ 480px, 770px, 980px: current popular devices ‣ 600px, 1200px: make it future proof ! Breakpoints

‣ if possible: move away
from rough breakpoints ‣ gradual shifts ‣ make it future proof ! Breakpoints

design testing
>
device testing

‣ style tiles ‣ interface
elements ‣ overall mood of website ‣ focus on typography ‣ focus on readability ‣ design for touch ! 2. Think design first

3. Think mobile first

‣ start with touch ‣
navigation and interaction is designed for touch first ‣ information architecture is designed for mobile first ‣ build up to tablet and to desktop ‣ big typography and buttons, made for thumbs ! 3. Think mobile first

‣ avoid typing where possible
‣ think touch first ! 3. Think mobile first

4. Think conversion first

‣ bottom line: sell tickets...
‣ typography is responsive: font size changes with screen size ‣ ‘buy tickets’ button stays big ! 4. Think conversion first

‣ think thumbs ‣ what
is the natural stance of your hands on smartphone/tablets? ! 4. Think conversion first

5. Think retina first

‣ build HD-ready (retina) ‣
all logos and icons are vector based ‣ scales beautifully on all resolutions ! 5. Think retina first

6. Think back-end first

‣ responsive images: different image
size vs. screen size ‣ back-end: one interface ‣ images are scaled automatically ! 6. Think back-end first

1. Think content first 2.
Think design first 3. Think mobile first 4. Think conversion first 5. Think retina first 6. Think back-end first ! 6 key learnings

Good luck!

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