marketing in the time of the internet of things - marketing festival brno 2013
DESCRIPTION
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 @SEOmomTRANSCRIPT
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The Road AheadThe Road AheadMarketing in the time of the
Internet of ThingsMarketing in the time of the
Internet of Things
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Where We Were
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One to many
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Where We Are
That’s WAY more wave than I need!
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Low signal to noise ratio
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Nascent personalization
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Nascent personalization
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Personalization is growingActivity
Data collection 400% year-over-yearfrom ~10 collection events per page to 50
54% was beyond publishers’ controlcompared to 31% the previous year
http://www.krux.com/pro/broadcasts/krux_research/CIS2012?utm_source=PR&utm_medium=PR&utm_campaign=CIS_2012
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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.
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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.
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Actors
The number of data collectors nearly doubled, with more than 300 parties observed in the 2012 CIS, compared to 167 the previous year.
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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
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Not everyone is happy about it
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Online/offline barely bridgedOnline/offline barely bridged
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Interfaces are cumbersome
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WHAT DOES THE FUTURE HOLD?
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Curated social connectionsCurated social connections
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Sub Reddits
http://forhiremedia.com/social/getting-the-most-out-of-reddit-a-guide-for-digg-deserters-noobs/
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Increased commerce integration
http://www.csschopper.com/blog/category/ecommerce-integration-services
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Integrated human-web interfaces
http://online.wsj.com/news/articles/SB10001424052702304607104579214091256565098
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Medical Device Integration
http://en.wikipedia.org/wiki/Hip_replacement
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Medical Device Integration
http://en.wikipedia.org/wiki/Hip_replacement
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Got milk?
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What do we do now?
How will we integrate marketing messages into that?
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Inbound Marketing
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Community Marketing
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Community Marketing
http://goldcandor.com/
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Shared Values
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Shared Goals
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Shared Experience
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Shared Experience
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Shared Experience
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http://truthseekerdaily.com/2013/11/surprise-man-finds-audience-full-people-saved-children-nazi-camps-wvideo/
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STRATEGIES FOR THE MONTHS AHEAD
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Cradle to grave integration
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Support
http://suitsandscotch.wordpress.com/tag/job-hunting-2/
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Education
http://www.ted.com/talks/sugata_mitra_build_a_school_in_the_cloud.html
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Relevant information
http://health.wikinut.com/img/1e5r00v.39i8i5qq/Choose-Your-Path
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Emotional
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Physical
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Intellectual
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Spiritual
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OUR ROLE AS MARKETERS
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Consistent and Integrative
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Building communities that get where you’re coming from
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And take you all the way to where you’re going
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Thank you!
Gillian Muessig
Cofounder MOZ
CEO Outlines Venture Group