IOT Marketing: making brands' physical t o u c h p o i n t s m e m o r a b l e f o r t h e consumers.

Massimo Cortinovis @cortimax

The starting point: Millennials and CMO’s

Millennials!Millennials, also known as Generation Y or the Net Generation, are the demographic cohort that directly follows Generation X. Howe and Strauss define the Millennial cohort as consisting of individuals born between 1982 and 2004.

Millennials grew up in an electronics-filled and increasingly online and socially-networked world.

55 percent have posted a selfie or more to social media sites versus 20 percent of Generation X. Millennials are generally comfortable with the idea of a public Internet life. This comfort with social media means they are good at self-promotion and fostering connections through online media.

Millennials (and younger)!

“On average, french boys

and girls aged 13-19 spend

13h30’ online every week”

Source: Ipsos 2015

Millennials (and younger)!

Millennials!

“28% of germans aged

18-29 visit YouTube several

times per week, compared

to 10% of germans aged

30-49.”

Source: Goldmedia 2015

Millennials!

Millennials!

“83% of US millennials use

social sources for information

about arts and culture.”

Source: Associated Press

Millennials!

1.A reduced long-term memory

2.Lower periods of attention

3.Faster decisions

Millennials!

IT spending by CMO’s

Source: Foundation Capital

How does the IoT fit with marketing?

"We're trying to make going to a physical building more like going to a website"

Lath Carlson, the San Jose Tech Museum

1.Registering and profiling users

2.Authenticating them as they enter a physical space

3.Giving powerful digital experiences

4.Integrate the social experience

5.Monitoring behaviours

The 5 things you can do online but can not (easily) do off line

People must be connected to enjoy a better experience in physical spaces. Will

they want to do it?

“Privacy, in the Millennial eye, is mostly a concern of functional settings

limiting who sees their online shares.” - Source: TechTarget.com

Case Study: Disney Magic Band - connect and enjoy powerful experiences!

1. Registration and Profiling

Disney Magic Band

By authenticating a user as he enters in a physical space and makes a new

experience, it is possible to make such experience personalized and memorable.

Authentication can happen thanks to a wearable device which interacts with a

sensor.

Due to the low price of sensors and computing it is now possible to embed the

Internet widely in physical spaces.

Case Study: AC Milan Museum

2. Authentication

Rewarding experiences in the physical places need to include:

a.personalization of the experience

b.some fun

c.immediate possibility to share the experience

A powerful experience will make the user want to share it on line thus

spreading the message.

Case Study: Cooper Hewitt Smithsonian National Design Museum

Case Study: Hellmann’s recipe cart

3. New Rewarding Experiences

New Generations do not want to spectate. They want to be part of the

experience and they want to share it.

Facilitating the social experience is key to increasing the reach through

viralization

4. Social Sharing

Connected users and their actions are easy to monitor.

Monitoring is key to consistently enhance the initiatives and to measure the ROI.

5. Monitoring

5. Monitoring

@cortimax

Thank you