Kim Garretson's presentation from the Feb. 27, 2015 dmaDetroit Educational Seminar and Luncheon. Kim's presentation, The Digital Marketplace, provides insight into: rising technology and how it’s changing the marketing landscape, he conversion of physical locations into engagement platforms (retail stores, stadiums, etc.), trend leading venture capital firms to watch and what they’re after and more.

1. Turning our physical
world into mobile &
digital engagement &
analytics platforms
Kim Garretson
@KimGarretson
February 27, 2015

2. About My Realizing Innovation Pilot

3. 2013: Location Intelligence reached
Plateau of Productivity. Other tech coming
Location
Intelligence
NFC

4. 2014: Location Intelligence on the verge
of scale. NFC is catching up rapidly
Location
Intelligence
moves off the
Cycle and will
start to achieve
scale in 2015
NFC

5. 2014: MarketingTech Landscape has 947
significant vendors

6. 2015: MarketingTech Landscape has 1,876
significant vendors in 43 categories

7. THE PROBLEM IS ESCA
• For venture capitalists, the future of marketing
continues to be an appealing theme for
early and later-stage investments.
• In 2013/2014, venture and growth investors
put more than $900 million into providers
of marketing tech software companies.
• Analytics and automation are the dominant themes,
withVCs predicting that the revolution is just getting started.
2015: Venture Capital should exceed $1
billion for marketing tech

8. THE PROBLEM IS ESC
2015: But the crowded and confusing
marketing tech space is challenging, especially
for location engagement

9. BUT STARTUPS F
ATVERY HIGH RA
2015: And making bets
on location startups is a huge risk

10. Which is why a growing list of startups
offer ‘Find aTech Startup’ services and software

11. Here are some trends and companies to watch
with sensor-based
location intelligence pilots this year

12. • 67% of shoppers under 50 are interested in a wholly
mobile path to purchase
• 46% of them would like personalized offers sent to
their smartphones while shopping in-store. Beacons help deliver tailored offers
to phones, without the problem of connectivity inside large buildings, and gather
big data analytics to help with personalization
And traditional loyalty programs are not delivering:
• Less than a 1/5 said traditional price-based loyalty programs were a
differentiator between where they shopped
• Only 1/4 were interested in using loyalty apps
from retailers to receive offers
Why? Simply, retailers aren’t personalizing
the in-store experience enough.
So why Beacons, and not other ways to target
mobile users via the handsets & networks?
Source: Merkle

13. Plus beacons are good for triggering
lock screen and other notifications
‘THE IDEA OF HAVING A SCREEN FULL OF
ICONS, REPRESENTING INDEPENDENT
APPS, THAT NEED TO BE OPENED TO
EXPERIENCE THEM, IS MAKING LESS AND
LESS SENSE’

14. A few tech companies to watch for beacons/shopping

15. Retailers to watch for beacons/shopping

16. NON-RETAIL: Kansas City Chiefs app. In-stadium beacons
trigger menus from nearest vendors, plus alert customers when
orders are arriving so they needn’t take their eyes off the game.

17. • Hub sensors are mounted in ceiling at access points
(entrances, nurses stations, etc.)
• Beacons are placed on assets (e.g. gurneys, drug carts, beds,
etc.) so assets are tracked throughout hospital
• Key fob sized beacons are assigned to patients so patients
aren't "lost" by hospital employees (e.g. taken to X-ray when
they're supposed to be somewhere else
Grand Rapids MI
NON-RETAIL: Healthcare

18. Alternatives to Beacons: LED Lighting

19. IndoorAtlas’ technology uses smartphone’s
built-in sensors, and natural variations of
geomagnetic field as a map to pinpoint
locations indoors.
Alternatives to Beacons: Geomagnetic

20. Alternatives to Beacons: Motion Sensing

21. 2 to 5Years Ahead:

22. Thank you
Kim Garretson
kimkgarretson@gmail.com
February 27, 2015