Online Marketing

in 2014

Marketing 623 Dec. 2013

George Mason University

George Bounacos

• COO at Silver Beacon Marketing since 2008

• Mason Alum ‘01

• Coached / Judged SOM498 for 10 years

• 6th invite to speak to a Mason class

Takeaways for 2014

• The Internet of Things disrupts all

messaging

• Microtargeting is Real

• Don’t ignore organizations with Big Cash

The Internet of Things

• Real

• Here

• Changes all messaging, not just marketing

Kevin Ashton & Hazelnut Oil of Olay

Learn the 6 Webs Theory

Near Web

Here Web

Far Web

Weird Web

B2B

D2D

Your Laptop

Mobile Device

Multi-user Screen

Human-dev interface

Logistics, banking

Device to Device

All 6 Webs Exist Today

…but they weren’t in wide use as late as 8

years ago according to the MIT Technology

Journal.

Bill Gates said in 2005...

“Understand that this [Blu-

ray] is the last physical

format there will ever be.”

Takeaway 1

The Internet of Things

disrupts all messaging

Let’s Talk About That

How do we message now?

How does that change in the Internet of

Things?

Microtargeting is Real

My late 2008 NY Presentation

1. Your ISP sells data about your web habits

2. Your search engine collects data about…

3. Your cable company knows….

4. Marketer can determine...in 30 minutes or

less with free tools

Microtargeting - Heap Analytics

Microtargeting - Lytics.io

Your data + their data = Personal data

Microtargeting - Nectarom

2012 Presidential Election

So Effective It Is Now

Takeaway 2

Microtargeting is Real

(and inexpensive)

Big Cash Allows Rebuilding

What Disney Bought

Disney’s ESPN & ABC subsidiaries

Distribution channels for:

• ⅓ of traditional primetime TV

• Mainstream video news organization

• Monday Night Football

• NBA, baseball, other sports

• All of the content Disney owns

Big Cash at Tech Giants

Microsoft $80 billion

Google $56 billion

Apple $40 billion

Facebook $9 billion

Amazon $8 billion

Device battles

• Borrow library book on Amazon Kindle

• Use Apple iPhone or Google tablet

And Facebook & Microsoft are still looking.

Takeaways for 2014

• The Internet of Things disrupts all

messaging

• Microtargeting is Real

• Don’t ignore organizations with Big Cash

Sources

1. The Internet of Things, Wikipedia - http://en.wikipedia.org/wiki/Internet_of_Things

2. Kevin Ashton May Change the World, RFID Journal https://www.rfidjournal.com/purchase-

access?type=Article&id=169&r=%2Farticles%2Fview%3F169

3. ETC: Bill Joy’s Six Webs - http://www.technologyreview.com/view/404694/etc-bill-joys-six-webs/

4. The Internet of Everything in Motion - Cisco - http://newsroom.cisco.com/feature-

content?type=webcontent&articleId=1208342

5. Bill Gates Quotes, Wikiquote - http://en.wikiquote.org/wiki/Bill_Gates

6. The Next Generation of Digital Analysis Tools, Online-Behavior.com http://online-behavior.com/analytics/digital-

analysis-tools

7. Financial data for cash on hand - https://www.google.com/finance

Images

AOL Logo - http://ir.aol.com/phoenix.zhtml?c=147895&p=irol-news&nyo=0

Ashton, Kevin - The Legacy Project - http://www.thelegacyproject.co.za/kevin-ashton-tech-pioneer/category/#prettyPhoto

Disney logos - https://mediamonorail.disney.com/TWDC%20Logo%20-%20No%20Mickey%2001%20Black.png

Heap Analytics Screenshot - https://heapanalytics.com/img/feature_users.png

Internet of Everything - Cisco - http://newsroom.cisco.com/feature-content?type=webcontent&articleId=1208342

Lytics Screenshot - http://lytics.io/company.html

Nectar Screenshot - http://www.youtube.com/watch?v=hQV3LYm7_sU

Netflix logo - http://blogs.forrester.com/nigel_fenwick/11-09-19-netflix_can_a_company_really_be_this_inept_and_succeed

Obama 2012 Logo and OFA logo - http://www.barackobama.com/?source=action-bar#get-the-latest

Online Marketing

in 2014

George Bounacos, Silver Beacon Marketing

george@sbmteam.com

@georgebounacos