The Road AheadThe Road AheadMarketing in the time of the

Internet of ThingsMarketing in the time of the

Internet of Things

Where We Were

One to many

Where We Are

That’s WAY more wave than I need!

Low signal to noise ratio

Nascent personalization

Nascent personalization

Personalization is growingActivity

Data collection 400% year-over-yearfrom ~10 collection events per page to 50

54% was beyond publishers’ controlcompared to 31% the previous year

http://www.krux.com/pro/broadcasts/krux_research/CIS2012?utm_source=PR&utm_medium=PR&utm_campaign=CIS_2012

Access

78% of all third-party data collectors were also observed serving as ‘ushers,’ bringing other collectors to a web page.

This is up from 55% the previous year.

Risk

42% of all collection observed was from companies that may be using the data to power competitive media or data businesses.

This is up from 27% the previous year.

Actors

The number of data collectors nearly doubled, with more than 300 parties observed in the 2012 CIS, compared to 167 the previous year.

Actors

The number of data collectors nearly doubled, with more than 300 parties observed in the 2012 CIS, compared to 167 the previous year.

Credit: Krux Research http://www.krux.com/pro/broadcasts/krux_research/CIS2012?utm_source=PR&utm_medium=PR&utm_campaign=CIS_2012

Not everyone is happy about it

Online/offline barely bridgedOnline/offline barely bridged

Interfaces are cumbersome

WHAT DOES THE FUTURE HOLD?

Curated social connectionsCurated social connections

Sub Reddits

http://forhiremedia.com/social/getting-the-most-out-of-reddit-a-guide-for-digg-deserters-noobs/

Increased commerce integration

http://www.csschopper.com/blog/category/ecommerce-integration-services

Integrated human-web interfaces

http://online.wsj.com/news/articles/SB10001424052702304607104579214091256565098

Medical Device Integration

http://en.wikipedia.org/wiki/Hip_replacement

Medical Device Integration

http://en.wikipedia.org/wiki/Hip_replacement

Got milk?

What do we do now?

How will we integrate marketing messages into that?

Inbound Marketing

Community Marketing

Community Marketing

http://goldcandor.com/

Shared Values

Shared Goals

Shared Experience

Shared Experience

Shared Experience

http://truthseekerdaily.com/2013/11/surprise-man-finds-audience-full-people-saved-children-nazi-camps-wvideo/

STRATEGIES FOR THE MONTHS AHEAD

Cradle to grave integration

Support

http://suitsandscotch.wordpress.com/tag/job-hunting-2/

Education

http://www.ted.com/talks/sugata_mitra_build_a_school_in_the_cloud.html

Relevant information

http://health.wikinut.com/img/1e5r00v.39i8i5qq/Choose-Your-Path

Emotional

Physical

Intellectual

Spiritual

OUR ROLE AS MARKETERS

Consistent and Integrative

Building communities that get where you’re coming from

And take you all the way to where you’re going

Thank you!

Gillian Muessig

Cofounder MOZ

CEO Outlines Venture Group