Post on 16-Jul-2015
Sebastian Wenzel, Webanalyticsbook
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I knock down walls, create brand belief systems and design
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• Former journalist
• Internet Pioneer and Entrepreneur
• Thought leader
• Chief Marketing Executive
• Ad-tech futurist
#SEJSummit#Searchmetrics @danatodd
Connected cars: next-
level local
Wearables: find your
place in the ecosystem
Internet of Things
(IOT): connect the data
dots
#SEJSummit#Searchmetrics @danatodd
THE OPPORTUNITY
#SEJSummit#Searchmetrics @danatodd
EAT
TALK
LISTEN
PLAY
SLEEP
#1 PRIORITY NOWLocal Listing Data
• Get serious about your local data and assets
• Manage INHOUSE as much as possible
• Deep clean and fund monthly updates and expansion to your feeds
• Get location GPS coordinates perfect, lead people to your front door
• Use microformats/schema throughout your site, especially on the “NAP”
(name/address/phone)
• Beef up feed: photos, videos, audio, reviews, social, promotions, recipes,
menus, news releases, blog
#SEJSummit#Searchmetrics @danatodd
KEY PARTNERS
• NOKIA/NAVTEQ
• Google Places
• Infogroup
• Position Technologies
• POI databases (OpenStreetMap, OpenPOIs, etc.)
#SEJSummit#Searchmetrics @danatodd
#2 PRIORITY NOWVoice, Audio, & Video
• Can your site be navigated by voice? Use W3C “VoiceXML
Standard”: http://www.w3.org/standards/webofdevices/voice
• Even if you don’t have a physical location, your content marketing
can be key tactic:
• News/Finance
• Pandora channels and Spotify playlists*
• Podcasts
• Video
• Educational content* You can also buy ads on many in-dash apps such as Pandora
#SEJSummit#Searchmetrics @danatodd
WEARABLES AT A GLANCE
Personal Perpetual Tiny Utility Fun
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#1 PRIORITY NOW
Find YOUR strategic fit as a brand
platform, technology platform or
data player
#SEJSummit#Searchmetrics @danatodd
Could your brand be a relevant voice in, or
beneficiary of data, from:
- Physical location (GPS)
- Body monitor
- Loyalty points
- Safety/risk
- Time/calendar
- Weather, external factors
- Games
- Love/relationships
- Events
- Venues
#SEJSummit#Searchmetrics @danatodd
REINVENTING“PLATFORM”
Which bubble does your brand
fit into?
#2 PRIORITY NOWPartnerships & Sponsorships
• Sponsor or underwrite an existing
technology partner/s
• Consider “disposables” such as event
wrist bands or sensors
• Sponsor kiosks, connected fitness
machines, signage and other physical
data outposts
• Branded extension accessories (eg
Pebble’s “smart strap”)
#SEJSummit#Searchmetrics @danatodd
OPPORTUNITIES
• Realtime market and risk data for business intelligence
• Inventory and people tracking
• Smart home gadgets and data
• Digital signage and kiosks
• Branded engagement & entertainment
#SEJSummit#Searchmetrics @danatodd
#1 NOW: DATA STRATEGY
• Bigger conversation than just marketing department
• Are you providing data to, or using data from IOT?
• What PHYSICAL things are where your consumers are, and how
are you relevant in that interaction?
• Tracking might be the most accessible first project
#SEJSummit#Searchmetrics @danatodd
#2 PRIORITY
• Excellent partnering opportunity with your CIO
• Tech choices are critical but don’t get paralyzed
• Walk before running
• Developers: Apple HomeKit and Nest are good places to start
(Amazon Echo launching SDK soon)
Partners & Platforms
#SEJSummit#Searchmetrics @danatodd
Connected cars: local,
audible
Wearables: find your
place in the ecosystem
Internet of Things
(IOT): connect the data
dots
#SEJSummit#Searchmetrics @danatodd
@danatodd
Linkedin.com/in/danatodd
+danatodd
#SEJSummit#Searchmetrics @danatodd