warm air cool air

tropical moisture

our pefect storm

Photo by Ranpict.com

mobile social media

data sensors

location-based services

context is about how we relate to everything around us

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

emergent technologies are making our computing devices more intuitive

foundation of the age of context

the more the technology knows about you, the more benefits you will receive

the marvels of the contextual age are based on a tradeoff

privacy vs.

personalization

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

mobile

„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

mobile = X

social media

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

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

data

„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

sensors

June 29th, 2007

proximity sensors motion sensors / accelerometer

ambient light sensor moisture sensor

gyroscope

$3.2 billion!

location

„without location, there is no context”

Catherina Flake, CEO Findery

+ one billion check-ins by 2013  

bridging digital and physical

Photo : HOB / Flikr.com

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

Source: Estimote

Source: Estimote

Source: Estimote

Source: Estimote

understand multi-location visits

VIP awareness

movement through the location

understanding how people interact at events

feeding insight back into CRM

Source: Credit Suisse

Mico headphones read brainwaves to recommend music based on your mood

Photo by Ian Allen

Photo by Ian Allen

so what?

the average person sees some 3,000 brand impressions every day

Source: Altimeter Group

context is the key in the future of

digital marketing

empathy

who are you?

what are you doing?

where are you?

understand

do not focus on technology!

focus on customer needs, wants and behavior

it’s the little things …

it’s all about the experience

multiple contexts

„35 years old marketing executive who likes hip hop and running”

daughter

mom

friend

aunt

your purchases reflect all those different contexts

thank you

Ivan Hernandez Digital Strategy and Development @IvanHernandez_

walk.pl thedigitalloop.co