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