Post on 01-Dec-2014
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INTERNET OF THINGS & THE FUTURE OF MARKETING
CHAPTER 1: A QUICK RECAP – THE INTERNET OF THINGS
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The Internet of Things is Here
Number of Connected Devices (in billions)
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The Internet Of Things is Here
Global Market Size (in trillions) IOT Usage
Study by Acquity/Accenture
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Everything is connected
Health
Entertainment
& Activity
Home Wink: Connected home LED light bulb
BloomSky: Smart WeatherCam
In.Sight: HD baby monitor
KISI: Smarthome entry system -‐-‐-‐
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Lapka BAM: Breath Alcohol Monitor
VESSYL: Connected cup
PulseOn: Heart rate monitoring
BlueAnatomy: Bluetooth smart scale
Jawbone: Fitness tracker
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Harmony Living Home: Home automation controller
Applewatch: Interactive watch
Chromecast: Connect your TV to other devices
runScribe: Wearable for the data driven athlete
Zepp: Analyze your swing
Harmony Living Home: Home automation controller
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The Mobile Connection
62.6
92.8
122.0
144.5
163.9
0.0
20.0
40.0
60.0
80.0
100.0
120.0
140.0
160.0
180.0
2010 2011 2012 2013 2014
US Smartphone Users (millions)
0:24
0:48
1:35
2:19
2:51
0:00
0:28
0:57
1:26
1:55
2:24
2:52
3:21
2010 2011 2012 2013 2014
Time on Smartphones Per Day (hour:minute)
Smartphone Owners Mobile Usage
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The Cloud Connection
Source: Intel
CONSUMERISM AND THE INTERNET OF THINGS ARE CHANGING THE WORLD
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Search & Social Soar
3.627
4.717
5.134
5.922
3.50
4.00
4.50
5.00
5.50
6.00
6.50
2010 2011 2012 2013
Daily Searches (billions)
62%
65%
69%
72%
60%
62%
64%
66%
68%
70%
72%
74%
2010 2011 2012 2013
US Social Media Usage
Searches Per Day US Population % on Social
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The New Consumer Decision Journey
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The Connected Purchase Funnel
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Search Is Killing Spam
Panda 4.0 5/19/14
Panda 3.0 3/14/13
Panda 2.0 4/1/11
Panda 1.0 2/23/11
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Brands/Publishers are Shifting
The winners in the Post-Deluge era will be the companies that build something precious.
Concept by Velocity Partners http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge
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The Crumble of Big Journalism
Since the fall of 2013, there has been a dramatic and conspicuous migration of high-profile journalists to digital news ventures. - Pew Research
“AT THE NEW YORK TIMES, FAR TOO OFTEN FOR WRITERS AND EDITORS THE STORY IS DONE WHEN YOU HIT PUBLISH.”
iacquire.com
INNOVATION REPORT 2014
LEAKED MAY 2014
Quoted by Paul Berry Co-Founder, HuffPo
“AT HUFFINGTON POST, THE ARTICLE BEGINS ITS LIFE WHEN YOU HIT PUBLISH.”
INNOVATION REPORT 2014
LEAKED MAY 2014
Quoted by Paul Berry Co-Founder, HuffPo
BIG DATA + IOT = DYNAMIC MARKETING Big data, content targeting, native advertising, retargeting, offline
convergence, and influencers are changing the game.
“BIG DATA INDUSTRY WILL GROW FROM $3.2 BILLION IN 2010 TO $16.9 BY 2015.”
iacquire.com
2013 McKinsey Study
IOT Is a Major Big Data Source
THIS IS UGLY – BUT THAT’S THE POINT
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Big Data Hits Marketers
THIS IS UGLY – BUT THAT’S THE POINT
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Segmentation Leaps Forward
Consumer & Market Insight • Experian Simmons • ISP Data • ACXIOM • Internal Metrics Social &
Digital Behavior • Facebook for Business
and Exchange • GNIP • Hitwise and Compete
Custom Surveys • Google Surveys • Survey Monkey
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Programmatic Ad Buying
Images by RadiumOne
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NEW MEDIA The Future of Content Marketing
INTERNET TV New Media
Internet TV
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Internet TV
1. Proto-‐programma-c 2. Programma-c direct 3. Private Exchange 4. Open Exchange (now with
YouTube and Hulu)
Types of Programmatic (coming soon) Desk Agency 2013 2015 YE
Cadreon IPG 5%-7% 50%
Xaxis WPP <5% 7-10%
Accumen Omnicom 15% 50%
Affiperf Havas 4-5% 40%-45%
Vivaki Publicis 20% 40%-50%
Interview of Major Ad Agencies
February 2014 Report 2013 Advertising Week Panel
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Internet TV
These media companies are either currently working on systems to enable programmatic buying, or have identified that they will begin doing so - all within the last 12 months.
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NATIVE ADVERTISING New Media
Native Advertising - Publishers
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Native Advertising - Publishers
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Native Advertising – Content Discovery
Native Advertising - Social
You probably know about these…
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Native Advertising - Social
How about this one?
“The retailer can use public information on Twitter like a user’s bio, follower count, verified status, or past Tweets — from Twitter or by using Twitter’s API or Certified Products — to identify the specific accounts on Twitter which are the most appropriate potential customers. The retailer may then use this list of Twitter ID’s to create a tailored audience through an ads partner.”
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Native Advertising – Social/Video
How about these (in-video native)…
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RETARGETING New Media
Retargeting – Social
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Retargeting - Email
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“YOU CAN COOKIE A DESKTOP USER THAT LANDS ON YOUR WEBSITE, AND RETARGET THEM ON THEIR MOBILE DEVICE.”
iacquire.com
I said that.
DESKTOP VS. MOBILE
ONLINE & OFFLINE CONVERGE The Future of Content Marketing
GPS/App/Wi-Fi Identification in-Store
EVERY POINT OF DATA IS ANALYZED
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GPS/App/Wi-Fi Identification in-Store
Using Bluetooth Low Energy, Beacons communicate directly with opted-in smartphones when a shopper enters a store. They enable the direct sending of personalized messages to individual shoppers based on their previous shopping and browsing behavior online and can be used to deliver coupons, product information, inventory and other store-related promotions.
Beacons Use Bluetooth to Serve Up Real-Time Mobile Alerts & Offers
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BRANDS BECOMING PUBLISHERS The Future of Content Marketing
Early Adopters
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Early Adopters
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A Rush of New Adopters
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A Rush of New Adopters
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POWER TO THE PEOPLE The Future of Content Marketing
Influencers Making Money
https://www.youtube.com/user/Macbarbie07
1.2mm Twitter followers, 2.3mm Instagram followers, and 5.1mm YouTube subscribers.
Bethany Mota North of $50,000 a month from YouTube sponsors.
PewDiePie Earned an estimated $7mm to date from YouTube ads.
https://www.youtube.com/user/PewDiePie
28mm YouTube subscribers.
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Influencer Marketing
Social Networks Platforms to Reach Influencers
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Tools for Finding Influencers
DISCOVER PROFILIC PRODUCERS
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Tools for Finding Influencers
PREVIEW THEIR WORKS
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CLOSING The Future of Content Marketing
Complete Content Marketing
Big Data & Analy-cs
(Internal and External)
Audience Segmenta-on
Content Strategy &
Development
Media Distribu-on (Paid, Owned,
Earned)
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THANK YOU.
@iACQUIRE Iacquire.com
About Me
Joe Griffin @joegriffin
Co-Founder & Co-CEO