Internet of Things & The Future of Content Marketing

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INTERNET OF THINGS & THE FUTURE OF MARKETING

CHAPTER 1: A QUICK RECAP ON THE INTERNET OF THINGS

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The Internet of Things is Here

Number of Connected Devices

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The Internet Of Things is Here

Global Market Size (in trillions) Mobile Usage

Study by Acquity/Accenture

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Everything is connected

Health

Entertainment

& Activity

Home Wink: Connected home

LED light bulb Zepp: Analyze your

swing BloomSky: Smart

WeatherCam In.Sight: HD baby

monitor KISI: Smarthome entry

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Lapka BAM: Breath Alcohol Monitor

VESSYL: Connected cup

PulseOn: Heart rate monitoring

BlueAnatomy: Bluetooth smart scale

Jawbone: Fitness tracker

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Harmony Living Home: Home automation controller

Applewatch: Interactive watch

Chromecast: Connect your TV to other devices

runScribe: Wearable for the data driven athlete

Zepp: Analyze your swing

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The Mobile Connection

62.6

92.8

122.0

144.5

163.9

0.0

20.0

40.0

60.0

80.0

100.0

120.0

140.0

160.0

180.0

2010 2011 2012 2013 2014

US Smartphone Users (millions)

0:24

0:48

1:35

2:19

2:51

0:00

0:28

0:57

1:26

1:55

2:24

2:52

3:21

2010 2011 2012 2013 2014

Time on Smartphones Per Day (hour:minute)

Smartphone Owners Mobile Usage

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The Cloud Connection

Source: Intel

CONSUMERISM AND IOT ALIGN

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Search & Social Soar

3.627

4.717

5.134

5.922

3.50

4.00

4.50

5.00

5.50

6.00

6.50

2010 2011 2012 2013

Daily Searches (billions)

62%

65%

69%

72%

60%

62%

64%

66%

68%

70%

72%

74%

2010 2011 2012 2013

US Social Media Usage

Searches Per Day US Population % on Social

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The New Consumer Decision Journey

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The Connected Purchase Funnel

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Search Is Killing Spam

Panda 4.0 5/19/14

Panda 3.0 3/14/13

Panda 2.0 4/1/11

Panda 1.0 2/23/11

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Brands/Publishers are Shifting

The winners in the Post-Deluge era will be the companies that build something precious.

Concept by Velocity Partners http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge

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The Crumble of Big Journalism

Since the fall of 2013, there has been a dramatic and conspicuous migration of high-profile journalists to digital news ventures. - Pew Research

“AT  THE  NEW  YORK  TIMES, FAR TOO OFTEN FOR WRITERS AND EDITORS THE STORY IS DONE WHEN YOU HIT PUBLISH.”  

iacquire.com

INNOVATION REPORT 2014

LEAKED MAY 2014

Quoted by Paul Berry Co-Founder, HuffPo

“AT HUFFINGTON POST, THE ARTICLE BEGINS ITS LIFE WHEN YOU HIT PUBLISH.”

INNOVATION REPORT 2014

LEAKED MAY 2014

Quoted by Paul Berry Co-Founder, HuffPo

BIG DATA + IOT = DYNAMIC MARKETING Big data, content targeting, native advertising, retargeting, offline

convergence, and influencers are changing the game.

“BIG DATA INDUSTRY WILL GROW FROM $3.2 BILLION IN 2010 TO $16.9 BY  2015.”  

iacquire.com

2013 McKinsey Study

Big Data Hits Marketers

THIS IS UGLY – BUT  THAT’S  THE  POINT

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Segmentation Leaps Forward

Consumer &

Market Insight • Experian Simmons • ISP Data • ACXIOM • Internal Metrics

Social &

Digital Behavior • Facebook for Business

and Exchange • GNIP • Hitwise and Compete

Custom Surveys • Google Surveys • Survey Monkey

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Programmatic Ad Buying

Images by RadiumOne

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IOT Is a Big Data Source

THIS IS UGLY – BUT  THAT’S  THE  POINT

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NEW MEDIA The Future of Content Marketing

INTERNET TV New Media

Internet TV

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Internet TV

1. Proto-programmatic 2. Programmatic direct 3. Private Exchange 4. Open Exchange (now with

YouTube and Hulu)

Types of Programmatic (coming soon) Desk Agency 2013 2015 YE

Cadreon IPG 5%-7% 50%

Xaxis WPP <5% 7-10%

Accumen Omnicom 15% 50%

Affiperf Havas 4-5% 40%-45%

Vivaki Publicis 20% 40%-50%

Interview of Major Ad Agencies

February 2014 Report 2013 Advertising Week Panel

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Internet TV

These media companies are either currently working on systems to enable programmatic buying, or have identified that they will begin doing so - all within the last 12 months.

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NATIVE ADVERTISING New Media

Native Advertising - Publishers

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Native Advertising - Publishers

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Native Advertising – Content Discovery

Native Advertising - Social

You  probably  know  about  these…

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Native Advertising - Social

How about this one?

“The  retailer can use public information on Twitter like  a  user’s  bio,  follower count, verified status, or past Tweets — from Twitter or by using  Twitter’s  API  or  Certified Products — to identify the specific accounts on Twitter which are the most appropriate potential customers. The retailer may then use  this  list  of  Twitter  ID’s  to create a tailored audience through an ads partner.”

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Native Advertising – Social/Video

How about these (in-video  native)…

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RETARGETING New Media

Retargeting – Social

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Retargeting - Email

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“YOU  CAN  COOKIE  A  DESKTOP USER THAT LANDS ON YOUR WEBSITE, AND RETARGET THEM ON THEIR  MOBILE  DEVICE.”  

iacquire.com

I said that.

DESKTOP VS. MOBILE

ONLINE & OFFLINE CONVERGE The Future of Content Marketing

GPS/App/Wi-Fi Identification in-Store

EVERY POINT OF DATA IS ANALYZED

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GPS/App/Wi-Fi Identification in-Store

Using Bluetooth Low Energy, Beacons communicate directly with opted-in smartphones when a shopper enters a store. They enable the direct sending of personalized messages to individual shoppers based on their previous shopping and browsing behavior online and can be used to deliver coupons, product information, inventory and other store-related promotions.

Beacons Use Bluetooth to Serve Up Real-Time Mobile Alerts & Offers

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BRANDS BECOMING PUBLISHERS The Future of Content Marketing

Early Adopters

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Early Adopters

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A Rush of New Adopters

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A Rush of New Adopters

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POWER TO THE PEOPLE The Future of Content Marketing

Influencers Making Money

https://www.youtube.com/user/Macbarbie07

1.2mm Twitter followers, 2.3mm Instagram followers, and 5.1mm YouTube subscribers.

Bethany Mota North of $40,000 a month on YouTube ads.

PewDiePie Earned an estimated $7mm to date from YouTube ads.

https://www.youtube.com/user/PewDiePie

28mm YouTube subscribers.

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Influencer Marketing

Social Networks Platforms to Reach Influencers

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Tools for Finding Influencers

DISCOVER PROFILIC PRODUCERS

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Tools for Finding Influencers

PREVIEW THEIR WORKS

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CLOSING The Future of Content Marketing

Complete Content Marketing Big Data (Internal and

External)

Segmentation & Profiling

Content Strategy

Catered Content Development

Brand Publishing

Influencer Marketing

Programmatic Ad Buying

Social & Search Amplification

Retargeting (Online & Offline)

Loyalty (Email and Incentives)

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THANK YOU.

@iACQUIRE Iacquire.com

About Me

Joe Griffin @joegriffin

Co-Founder & Co-CEO