Presentation given during the Web 3.0 Conference organized on February 11th, 2014 in Warsaw, Poland

3. warm air
cool air
tropical moisture

5. our pefect storm
Photo by Ranpict.com

6. mobile
social media
data
sensors
location-based services

8. context is about how
we relate to
everything around us

9. context influences the
choices we make, based on
what is going on around us
and what we expect or want
to do next

10. emergent
technologies are
making our
computing devices
more intuitive

14. foundation of the age of context

15. the marvels of the contextual age
are based on a tradeoff
the more the technology knows about
you, the more benefits you will receive

16. privacy
vs.
personalization

19. all five forces – mobile, social media,
data, sensors and location – are
enjoying an economic sweet spot.
they are in a virtuos cycle.
rapid adoption
driving prices down

20. mobile

21. „Mobile is the aggregator of the
other four forces. It’s where they
all converge.
Your device is your key to all the
power of the internet.”
Robert Scoble, Shel Israel

22. X
mobile =

24. social media

25. „Social media is no longer a
disruptive force. Instead it is a
vital business component.”
Robert Scoble, Shel Israel

26. social
media
highly
personalized
content
allows technology
to understand the
context of:
• who you are
• what you are
doing
• what you are
likely to do next

27. data

29. „It’s not about the big mountain
data that matters, it’s those tiny
little spoonfuls we extract
whenever we search, chat, view,
listen, buy or do anything else
online.
We call this the miracle of little
data.”
Robert Scoble, Shel Israel

30. sensors

31. June 29th, 2007

32. proximity sensors
motion sensors / accelerometer
ambient light sensor
moisture sensor
gyroscope

35. $3.2 billion!

36. location

37. „without location, there
is no context”
Catherina Flake, CEO Findery

38. + one billion check-ins by 2013

39. bridging
digital and physical

40. Photo : HOB / Flikr.com

42. beacons are a low-cost piece
of hardware that utilize lowenergy bluetooth connections
to transmit messages or
prompts directly to mobile
devices

43. Source: Estimote

44. Source: Estimote

45. Source: Estimote

46. Source: Estimote

47. understand multi-location visits
VIP awareness
movement through the location
understanding how people interact
at events
feeding insight back into CRM

49. Source: Credit Suisse

52. Mico headphones read brainwaves to recommend music based on your mood

53. Photo by Ian Allen

54. Photo by Ian Allen

59. so what?

61. the average person
sees some 3,000 brand
impressions every day
Source: Altimeter Group

63. context is the key
in the future of
digital marketing

64. empathy

66. who
are you?

67. what are
you doing?

68. where
are you?

69. understand

70. do not focus on
technology!
focus on customer needs,
wants and behavior

71. it’s the little
things …

73. it’s all about
the experience

74. multiple
contexts

75. „35 years old marketing executive
who likes hip hop and running”
daughter
aunt
friend
mom

76. your purchases
reflect all those
different contexts

82. thank you

83. Ivan Hernandez
Digital Strategy and Development
@IvanHernandez_
thedigitalloop.co
walk.pl