How Internet of Things is changing marketing strategies.

1. IOT Marketing: making brands' physical
touch points memorable for the
consumers.
Massimo Cortinovis @cortimax

2. The starting point: Millennials and CMO’s

3. Millennials!
Millennials, also known as Generation Y or the
Net Generation, are the demographic cohort
that directly follows Generation X.
Howe and Strauss define the Millennial cohort as
consisting of individuals born between 1982 and
2004.
Millennials grew up in an electronics-filled and
increasingly online and socially-networked world.
55 percent have posted a selfie or more to social
media sites versus 20 percent of Generation X.
Millennials are generally comfortable with the
idea of a public Internet life. This comfort with
social media means they are good at self-
promotion and fostering connections through
online media.

4. Millennials (and younger)!
“On average, french boys
and girls aged 13-19 spend
13h30’ online every week”
Source: Ipsos 2015

5. Millennials (and younger)!

6. Millennials!
“28% of germans aged
18-29 visit YouTube several
times per week, compared
to 10% of germans aged
30-49.”
Source: Goldmedia 2015

7. Millennials!

8. Millennials!
“83% of US millennials use
social sources for information
about arts and culture.”
Source: Associated Press

9. Millennials!

10. 1.A reduced long-term memory
2.Lower periods of attention
3.Faster decisions
Millennials!

11. IT spending by CMO’s
Source: Foundation Capital

12. How does the IoT fit with marketing?

13. "We're trying to make going to a physical
building more like going to a website"
Lath Carlson, the San Jose Tech Museum

14. 1.Registering and profiling users
2.Authenticating them as they enter a physical space
3.Giving powerful digital experiences
4.Integrate the social experience
5.Monitoring behaviours
The 5 things you can do online but can not (easily) do off line

15. People must be connected to enjoy a better experience in physical spaces. Will
they want to do it?
“Privacy, in the Millennial eye, is mostly a concern of functional settings
limiting who sees their online shares.” - Source: TechTarget.com
Case Study: Disney Magic Band - connect and enjoy powerful experiences!
1. Registration and Profiling

16. Disney Magic Band

17. By authenticating a user as he enters in a physical space and makes a new
experience, it is possible to make such experience personalized and memorable.
Authentication can happen thanks to a wearable device which interacts with a
sensor.
Due to the low price of sensors and computing it is now possible to embed the
Internet widely in physical spaces.
Case Study: AC Milan Museum
2. Authentication

18. Rewarding experiences in the physical places need to include:
a.personalization of the experience
b.some fun
c.immediate possibility to share the experience
A powerful experience will make the user want to share it on line thus
spreading the message.
Case Study: Cooper Hewitt Smithsonian National Design Museum
Case Study: Hellmann’s recipe cart
3. New Rewarding Experiences

19. New Generations do not want to spectate. They want to be part of the
experience and they want to share it.
Facilitating the social experience is key to increasing the reach through
viralization
4. Social Sharing

20. Connected users and their actions are easy to monitor.
Monitoring is key to consistently enhance the initiatives and to measure the ROI.
5. Monitoring

21. 5. Monitoring

22. @cortimax
Thank you