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The Power of Context and The Future of Digital Marketing
- warm air cool air tropical moisture
- our pefect storm Photo by Ranpict.com
- mobile social media data sensors location-based services
- context is about how we relate to everything around us
- context influences the choices we make, based on what is going on around us and what we expect or want to do next
- emergent technologies are making our computing devices more intuitive
- foundation of the age of context
- the marvels of the contextual age are based on a tradeoff the more the technology knows about you, the more benefits you will receive
- privacy vs. personalization
- all five forces – mobile, social media, data, sensors and location – are enjoying an economic sweet spot. they are in a virtuos cycle. rapid adoption driving prices down
- mobile
- „Mobile is the aggregator of the other four forces. It’s where they all converge. Your device is your key to all the power of the internet.” Robert Scoble, Shel Israel
- X mobile =
- social media
- „Social media is no longer a disruptive force. Instead it is a vital business component.” Robert Scoble, Shel Israel
- social media highly personalized content allows technology to understand the context of: • who you are • what you are doing • what you are likely to do next
- data
- „It’s not about the big mountain data that matters, it’s those tiny little spoonfuls we extract whenever we search, chat, view, listen, buy or do anything else online. We call this the miracle of little data.” Robert Scoble, Shel Israel
- sensors
- June 29th, 2007
- proximity sensors motion sensors / accelerometer ambient light sensor moisture sensor gyroscope
- $3.2 billion!
- location
- „without location, there is no context” Catherina Flake, CEO Findery
- + one billion check-ins by 2013
- bridging digital and physical
- Photo : HOB / Flikr.com
- beacons are a low-cost piece of hardware that utilize lowenergy bluetooth connections to transmit messages or prompts directly to mobile devices
- Source: Estimote
- Source: Estimote
- Source: Estimote
- Source: Estimote
- understand multi-location visits VIP awareness movement through the location understanding how people interact at events feeding insight back into CRM
- Source: Credit Suisse
- Mico headphones read brainwaves to recommend music based on your mood
- Photo by Ian Allen
- Photo by Ian Allen
- so what?
- the average person sees some 3,000 brand impressions every day Source: Altimeter Group
- context is the key in the future of digital marketing
- empathy
- who are you?
- what are you doing?
- where are you?
- understand
- do not focus on technology! focus on customer needs, wants and behavior
- it’s the little things …
- it’s all about the experience
- multiple contexts
- „35 years old marketing executive who likes hip hop and running” daughter aunt friend mom
- your purchases reflect all those different contexts
- thank you
- Ivan Hernandez Digital Strategy and Development @IvanHernandez_ thedigitalloop.co walk.pl