the age of context
DESCRIPTION
Stop broadcasting stuff. Start building stuff. Make marketing cool again. What marketing can learn from The Internet of Things.TRANSCRIPT
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What Marketing can learn from the Internet of Things.
The Age of Context
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Good evening. My name is Bart.
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When I was a kid, I built imaginary worlds with Lego.
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I grew up deliberately watching commercials. I loved them.
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This is my daughter Merel. I have 3 kids.
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This is my daughter Merel. I have 3 kids.
They build imaginary worlds on their iPads. They fast forward commercials.
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I’m passionate about I live and work in Ghent.
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I work at digital agency Wijs.
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Part of Heaven Can Wait ecosystem.
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You can find me on Twitter: @netlash
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Digital Trends Stima Trendsnight
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!
‣ 2009: the year of mobile ‣ 2010: the year of mobile ‣ 2011: the year of mobile ‣ 2012: the year of mobile ‣ 2013: the year of mobile ‣ 2014: the year of mobile
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Some grains of salt.
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PLEASE
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PLEASEForm your own opinion.
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This is my opinion.
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Digital rules
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‣ technology
‣ media (music, video, news)
‣ communications (chat, mail, skype, blog, twitter)
‣ …
!
„Software is eating the world.”
Massive shift from analog to digital
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When you say ‘camera’...
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... do you think ‘analog’ or ‘digital’ ?
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Digital communication is becoming the default. !
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We’re discussing what got used most: facebook pages, URL’s or #hashtags.
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Digital communication is becoming the default. !
Offline marketing is becoming the trailer for an online experience.
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At the same time… !
When asked how much time a day they spend on the internet, youngsters say less hours than 5 years ago.
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At the same time… !
When asked how much time a day they spend on the internet, youngsters say less hours than 5 years ago.
They’re not.
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At the same time… !
When asked how much time a day they spend on the internet, youngsters say less hours than 5 years ago.
It just feels less - they don’t know they’re online anymore.
They’re not.
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In a few years time, saying „I’m going on the internet” will sound as silly as saying „I’m going to electricity”.
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Digital is creeping into the physical world.
The Internet of Things
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3 main battlefields: - quantified self - connected car - smart home
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V2V technology.
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Build a mechanical car and insert electronics?
Or build software & electronics, and build a car around it?
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IF (temperature and light outside is low) THEN (switch on lights). !
!
IF (my mother-in-law is at the door) THEN (switch off lights and pretend we’re not home).
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„Small pieces loosely joined.”
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OM Signal
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Sensoria
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Proteus
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Needle-less blood monitor
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Vital Connect
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Cool stuff, huh. !
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Cool stuff, huh. !
That’s why start-ups are hot. They build cool stuff. !
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Start-ups are the new rock bands. !
Everybody wants to be in a rock band. !
start-up
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Young talent doesn’t want to be in advertising anymore. !
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They grew up with Lego.
They want to build cool stuff.
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The age of context
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Data transforms into information or advertising, depending on the context of the consumer.
The age of context
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If I want to buy a car, and I find a bunch of paper advertising for diapers in my mailbox - they go straight into the bin.
!
If I want to buy a car, and I find a bunch of paper advertising for cars in my mailbox - I take them with me to the couch and read them all night.
The age of context
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Data transforms into information or advertising, depending on the context of the consumer.
The age of context
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The age of context
spam advertising info
less context more context
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‣ demographic (readership)
‣ search word
‣ location
‣ friends
‣ browser history
‣ activity (work, home, bar)
‣ …
The age of context
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You know, my kids have a disease.
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They watched too many ads.
They developed banner blindness.
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Context is the way to break through the banner blindness of our customers. !
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When
‣ I’m at home in my couch
‣ with low blood pressure
‣ playing sad music
‣ and it rains outside
show me how to book a holiday to the sun.
The age of context
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When
‣ I’m in my car on my way to work
‣ and I didn’t sleep well last night
‣ playing loud and pumping music
give me a voucher for a Red Bull at the next offroad.
The age of context
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Context changes advertising into information. !
Context is the way to break through the banner blindness of our customers. !
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How can you ad context to your messages?
How can you change advertisement into information?
How can you break through the banner blindness?
Ask yourself:
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Stop broadcasting stuff.
Start building stuff.
!
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Stop broadcasting stuff.
Start building stuff.
Stuff with context.
Make marketing cool again.
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Questions?
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Wijs bvba
Voorhavenlaan 31/3 9000 GENT
09 335 22 8009 330 09 83
http://[email protected]
BE 0473.071.275