The Power of Context and The Future of Digital Marketing

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Information about The Power of Context and The Future of Digital Marketing
Business & Mgmt

Published on February 13, 2014

Author: Ivanohernandez



Presentation given during the Web 3.0 Conference organized on February 11th, 2014 in Warsaw, Poland

warm air cool air tropical moisture

our pefect storm Photo by

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 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


„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


June 29th, 2007

proximity sensors motion sensors / accelerometer ambient light sensor moisture sensor gyroscope

$3.2 billion!


„without location, there is no context” Catherina Flake, CEO Findery

+ one billion check-ins by 2013  

bridging digital and physical

Photo : HOB /

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


who are you?

what are you doing?

where are you?


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_

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