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 marvels of the contextual
age are based on a tradeoff the more the technology knows about you, the more benefits you will receive

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

X
mobile =

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 lowenergy 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 aunt friend mom

your purchases reflect all those
different contexts

thank you

Ivan Hernandez Digital Strategy and
Development @IvanHernandez_ thedigitalloop.co walk.pl