Stop broadcasting stuff. Start building stuff. Make marketing cool again. What marketing can learn from The Internet of Things.

1. The Age
of Context
What Marketing can learn
from the Internet of Things.

2. Good evening.
My name is Bart.

3. When I was a kid, I built
imaginary worlds with Lego.

4. I grew up deliberately watching
commercials. I loved them.

5. This is my daughter
Merel. I have 3 kids.

6. This is my daughter
Merel. I have 3 kids.
They build imaginary
worlds on their iPads. They
fast forward commercials.

7. I’m passionate about
I live and work
in Ghent.

8. I work at digital agency Wijs.

9. Part of Heaven Can Wait ecosystem.

10. You can find me on
Twitter: @netlash

11. Digital Trends
Stima Trendsnight

12. Trendrapport.
http://hcwa.it/trendrapport14

13. !
‣
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

14. Some grains of salt.

15. PLEASE

16. PLEASE
Form your own opinion.

17. This is my opinion.

18. Digital rules

19. Massive shift from analog to digital
‣
technology
‣
media (music, video, news)
‣
communications (chat, mail, skype, blog, twitter)
‣
…
!
„Software is eating the world.”

20. When you say
‘camera’...

21. ... do you think
‘analog’ or ‘digital’ ?

22. Digital communication is becoming the default.
!

24. We’re discussing what got
used most: facebook pages,
URL’s or #hashtags.

25. Digital communication is becoming the default.
!
Offline marketing is becoming the trailer
for an online experience.

26. At the same time…
!
When asked how much time a day they spend
on the internet, youngsters say less hours than
5 years ago.

27. At the same time…
They’re not.
!
When asked how much time a day they spend
on the internet, youngsters say less hours than
5 years ago.

28. At the same time…
They’re not.
!
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.

29. In a few years time, saying
„I’m going on the internet”
will sound as silly as saying
„I’m going to electricity”.

30. Digital is creeping into the physical world.
The Internet of Things

31. 3 main battlefields:
- quantified self
- connected car
- smart home

33. V2V technology.

36. Build a mechanical car and insert
electronics?
Or build software & electronics, and
build a car around it?

41. 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).

42. „Small pieces loosely joined.”

43. OM Signal

44. Sensoria

45. Proteus

46. Needle-less blood monitor

47. Vital Connect

49. Cool stuff, huh.
!

50. Cool stuff, huh.
!
That’s why start-ups are hot.
They build cool stuff.
!

51. Start-ups are the new rock bands.
!
start-up
Everybody wants to be in a rock band.
!

52. Young talent doesn’t want to be in advertising
anymore.
!

53. They grew up with Lego.
They want to build cool stuff.

54. The age of context

55. The age of context
Data transforms into information or advertising,
depending on the context of the consumer.

56. 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.

57. The age of context
Data transforms into information or advertising,
depending on the context of the consumer.

58. The age of context
spam
advertising
less context
info
more context

59. The age of context
‣
demographic (readership)
‣
search word
‣
location
‣
friends
‣
browser history
‣
activity (work, home, bar)
‣
…

60. You know, my kids
have a disease.

61. They watched too many ads.
They developed banner blindness.

62. Context is the way to break through the
banner blindness of our customers.
!

63. The age of context
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.

64. 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.

67. Context changes advertising into information.
!
Context is the way to break through the
banner blindness of our customers.
!

68. Ask yourself:
How can you ad context to your
messages?
How can you change advertisement
into information?
How can you break through the
banner blindness?

70. Stop broadcasting stuff.
Start building stuff.
!

71. Stop broadcasting stuff.
Start building stuff.
Stuff with context.
Make marketing cool again.

72. Questions?

73. Wijs bvba
Voorhavenlaan 31/3
9000 GENT
09 335 22 80
09 330 09 83
http://wijs.be
info@wijs.be
BE 0473.071.275