The Future is Today - Preparing Your Marketing for Internet of Things
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Connected cars, wearables and "Internet of Things" seem futuristic but are here NOW. I haven’t felt this excited about the possibilities since 1996 when the Internet was first starting out and we saw ideas come to life that seemed crazy and impossible, with new applications being born every day and hosted inside our computers and then on our phones. Now, the biggest opportunity in innovation – and marketing – is outside the box. Literally. I realize it’s a little overwhelming, and there’s a tendency to just sit back and wait until it’s all “baked” before you do anything. But I can tell you that people who waited until the worldwide web “baked” are still waiting – and may never catch up. The best time to start understanding and planning is now, and there are a number of things that you can do next week that will help you better navigate and embrace the opportunities to come. Here's your priority list for 2015.
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The Future is Today - Preparing Your Marketing for Internet of Things
- 2. I knock down walls, create brand belief systems and design performance plans that deliver.
- 3. • Former journalist • Internet Pioneer and Entrepreneur • Thought leader • Chief Marketing Executive • Ad-tech futurist #SEJSummit #Searchmetrics @danatodd
- 7. Connected cars: next- level local Wearables: find your place in the ecosystem Internet of Things (IOT): connect the data dots #SEJSummit #Searchmetrics @danatodd
- 10. #1 PRIORITY NOW Local 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 • 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 • Get location GPS coordinates perfect, lead people to your front door #SEJSummit #Searchmetrics @danatodd
- 12. KEY PARTNERS • NOKIA/NAVTEQ • Google Places • Apple • Infogroup • Position Technologies • POI databases (OpenStreetMap, OpenPOIs, etc.) #SEJSummit #Searchmetrics @danatodd
- 13. #2 PRIORITY NOW Voice, 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
- 15. WEARABLES AT A GLANCE Personal Perpetual Tiny Functional Fun #SEJSummit #Searchmetrics @danatodd
- 16. #1 PRIORITY NOW Find YOUR strategic fit as a brand platform, technology platform or data player #SEJSummit #Searchmetrics @danatodd
- 18. REINVENTING “PLATFORM” Which bubble does your brand fit into?
- 19. 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
- 20. #2 PRIORITY NOW Partnerships & Sponsorships • Provide or repurpose content • Sponsor existing technology partners • Kiosks, connected fitness machines, signage and other physical data outposts • Branded extension accessories (eg Pebble’s “smart strap”) • Disposables: event wrist bands, sensors #SEJSummit #Searchmetrics @danatodd
- 23. 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
- 25. #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
- 26. #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
- 27. Connected cars: local, audible Wearables: find your place in the ecosystem Internet of Things (IOT): connect the data dots #SEJSummit #Searchmetrics @danatodd
Notes de l'éditeur
- Yes, there’s a “connected bra” – and it detects cancer. There’s also a pacifier that tracks temperature, a fitness training and tracking device for your dog, and smart highways under your tires. And if you thought we’d seen the last of Google Glass, just wait until you start experiencing augmented reality and virtual reality. I haven’t felt this excited about the innovation possibilities since 1996 when the internet was first starting out and we saw ideas come to life that seemed crazy and impossible, with new applications being born every day and hosted inside our computers and then on our phones. Now, the biggest opportunity in innovation – and marketing – is outside the box. Literally. I realize it’s a little overwhelming, and there’s a tendency to just sit back and wait until it’s all “baked” before you do anything. I can tell you that folks who waited until the worldwideweb “baked” are still waiting – and may never catch up. The best time to start understanding and planning is now, and there are a number of things that you can do next week that will help you better navigate and embrace the opportunities to come.
- But where to start? I always go back to standard strategy frameworks for any marketing effort: What is the opportunity What do we have Identify best partners Decide: Buy vs. Build Test, measure and adjust
- Cars might be as big a disruptor to desktops as mobile & tablet A recent study from Quantcast shows that Tesla drivers (w/17 in built in web browser) are reading the news and surfing finance sites most of the time, and they’re online from 7am-6pm Is this the new TV? Commuters spend 30-120 mins/day in their cars – do we have a new daypart? Social overlaps but early data from Quantcast on Tesla drivers shows a really interesting new capture mechanism Key strategies: Local search Video content & ads Audio content How does your brand enhance things people are doing in their cars? Are you utility or entertainment? How are you LOCALLY relevant? How can you connect car interaction to mobile phone experience?
- 90% of you have dirty or missing local data, and it’s usually handed off to an agency or an intern or some unlucky schlub who can build a feed. That is NOT the way to maximize your local presence, and it affects not just connected autos but ANY mobile device or GPS system. Ideally the information department, real estate or legal department should ultimately own this as an ongoing project, assisted by marketing for promotions etc.
- Make sure that GIS data takes people directly to your front door, not a loading dock or the main entrance of a shopping center. Navteq has an online interface you can go into right now to clean up your location data.
- Key Partners: In the connected auto space, it’s all about GPS and the #1 partner is NOKIA, not Google. Nokia’s data powers NAVTEQ which feeds Garmin and a host of other devices and GIS systems. The Nokia HEREmap is in BMW and other systems. To get into the Navteq database: Google Places Apple direct if you have more than 1000 locations but otherwise work through aggregator – Infogroup is the most important aggregator because they have near-realtime updates. There is a local company in Chicago suburbs called Position Tech that is the secret weapon of many digital agencies. They do the technical heavy lifting of taking your feeds and purifying it. They also have a cool product in alpha that lets you securely crowdsource location updates to your local office or storefront managers. They are even able to connect kiosks like Redbox machines into GPS systems.
- I shouldn’t have to tell you that your site must be mobile friendly by now – April 21 is the deadline for Google to drop you like a rock if your site isn’t mobile ready. While you’re at it, go back to our old compliance friend 3WC to verify your code can be navigated with voice. There is not much of an advertising opportunity right now but there are major partner deals that can be done, most of which are not accessible financially to small and medium businesses. However, you can buy ads on YouTube, Pandora and other in-dash apps
- What do we know about wearables right now? Wearable computers or wearables are miniature electronic devices that are worn by the bearer typically under, with or on top of clothing. One of the main features of a wearable computer is consistency. There is a constant interaction between the computer and user, i.e. there is no need to turn the device on or off. Another feature is the ability to multi-task. It is not necessary to stop what you are doing to use the device; it is augmented into all other actions. These devices can be incorporated by the user to act like a prosthetic. It can therefore be an extension of the user’s mind and/or body.
- Who’s the new Tamagotchi? Weatherbug? Brainstorm fodder www.wearable-technologies.com subscribe to their blog or newsletter to get updates and ideas Wearables right now are still dependent and linked heavily to existing mobile and tablet systems, so should be an extension of your own mobile strategy or app
- So what’s your opportunity? Start by identifying today where you fit into the ecosystem and what will serve your needs best: Be a platform or participate in others Health & Lifestyle Loyalty & engagement Insights and tracking Connected crowds at events or venues Payment systems Entertainment & apps
- When you’re thinking about who you are as a brand, you may want to consider how you fit into a person’s daily ecosystem – think TINY! And think DATA. This is an upcoming Apple Watch app called Owaves that helps people optimize more than their exercise time – it’s a full “wellness calendar and tracker” that measures time spent building happiness and wellbeing: romance, play, meditation, eating, etc. Where is your brand or product in this wheel? Is there a strategy to incorporate time spent with you as one of these components? The small interface and limited attention span of most devices means you have to really get granular and small in your thinking, and find ways to nest into other ecosystems. If this were a live event, what would the wheel look like? What would it measure?
- You should also have your content marketing dept start thinking about what kind of content might feed into a wearable ecosystem – recipes? Photo stream? LifeFitness (original inventor of the first lifecycle fitness machine) is now turning its commercial line into a vast platform that will all people to connect their health devices and even their favorite content from Flipboard). How can you “plug in” on these kinds of opportunities? Pebble is letting anyone mfr a “smart strap” that interacts with their watch
- Connected cars and wearables are just two major developments in what is the larger topic of “Internet of Things” or IOT. The Internet of Things was pretty fuzzy for me as a marketer until I saw an award winning invention that helped me visualize exactly how all these things can work together to connect, inform and entertain people in their daily lives This digital sign post, called “Points” is constantly responding to data inputs from sources and people. The arms move, the displays change, and it can take in data from anywhere in the world including news tickers, social networks, weather, sports scores, event calendars, bus schedules, GPS/POI, etc. It was made by Breakfast New York and this version has 16,000 LEDs on three arms. IOT at a glance: Big, distributed data Primarily industrial and government uses at this stage: sensors, finite-area networks The consumer vision is the “fully connected user experience” with information, music, data, social, etc. working with larger data populations and algorithms to become helpful in some way.
- This digital sign post, called “Points” is constantly responding to data inputs from sources and people. The arms move, the displays change, and it can take in data from anywhere in the world including news tickers, social networks, weather, sports scores, event calendars, bus schedules, GPS/POI, etc. It was made by Breakfast New York and this version has 16,000 LEDs on three arms. IOT at a glance: Big, distributed data Primarily industrial and government uses at this stage: sensors, finite-area networks The consumer vision is the “fully connected user experience” with information, music, data, social, etc. working with larger data populations and algorithms to become helpful in some way.
- Think it’s not happening now? Take a look at Thingfull, the first search engine for the internet of things. All those purple and blue spots are sensors or data feeds or connected devices that are spewing opportunity at you right NOW. The future belongs to those who can connect the dots and turn them into actionable ideas.
- REWORK THIS CONTENT: The price of RF sensors has gone down so much that grocery stores can now consider adding them to price labels. This same technology can help you connect people who interact with your various marketing channels and track them to in-store purchases or behavior. You can track crowd movements in a major event like a trade show or concert. Bigger conversation than just marketing department Are you providing data to, or using data from IOT? (You can do both, but figure out one first) What PHYSICAL things are where your consumers are, and how are you relevant in that interaction? Real example: billboards that connect via BlueTooth to mobile, changes ad (Dove face recognition) Tracking might be the most accessible first project Not sexy but it will help you get critical data for other programs Get familiar with the tech: RF, sensors, APIs, SDKs, security, internet access