Published on February 13, 2014
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 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 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
„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
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
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
„35 years old marketing executive who likes hip hop and running” daughter aunt friend mom
your purchases reflect all those different contexts
Ivan Hernandez Digital Strategy and Development @IvanHernandez_ thedigitalloop.co walk.pl
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