“Things I’ve Learned from Lately” is a regular compilation of articles that have made me a smarter marketer. Hopefully, they’ll help you, too.
A Programmable World – Michael Wolf writes in Wired about the growing reality of the Internet of Things, “tiny, intelligent things all around us, coordinating their activities.” Wolf explains that the potential of having everything interconnected, is the ability to program everything to become “a body that can dance.” He calls it the Programmable World. This world is built in three stages, the first of which is already well underway.
Key Takeaway: The Programmable World has the ability to use interconnected technology to deliver more relevant, meaningful and useful information to consumers at just the right time. Something as simple as a refrigerator knowing you’re almost out of milk allows a marketer to deliver a coupon automatically to a smart phone to get the consumer to the store faster.
The Pending Mail Epidemic - Brian Hall shares his discovery that his son, on the verge of high school graduation, does not know how to send mail through the U.S. Postal Service. It leaves Hall wondering what this means for the future, particularly the future of the Postal Service.
Key Takeaway: The generation that’s grown up with the Internet literally part of their lives is going to be a conundrum for marketers. They’ve come of age in a very different world that marketers will have to wrap their minds around.
The Big Data Myth - Quentin Hardy writes about Kate Crawford’s, a researcher at Microsoft Research, perspective that Big Data is not necessarily all it’s made out to be. The idea that larger data sets means more “truth” is false. She shares six Big Data myths: Big Data is New, Big Data is Objective, Big Data Doesn’t Discriminate, Big Data Makes Cities Smart, Big Data is Anonymous and You Can Opt Out.
Key Takeaway: As marketers, we often let the idea of something separate us from the reality. Big Data is new terminology, but it requires basic research fundamentals to make it work.
Google and the Future of TV - ReadWriteWeb’s John Paul Titlow writes that Google may be the next business giant to disrupt TV. Titlow points out that the future of TV will be built on content, intelligence and user experience, and Google’s treasure trove of data from properties like with YouTube and Google services (e.g., Gmail, Google Drive, Google Calendar, etc.) allows it to succeed in all of these areas. This could lead Google to introduce anticipatory content recommendations custom to the user.
Key Takeaway: The race for the living room is on. Microsoft’s XBox One is a big play. Apple has been dabbling in TV, and rumors continue to circulate that more is on the way. One thing is certain: TV as we know it will be very different very soon.
We Love You, Files – Wired features a story on Pipe, a new application that brings Facebook integration to file sharing. The article points out that even though there’s a lot of hype around the cloud, files are still entrenched in the way people manage their data and information.
Key Takeaway: Hype does not always equate to reality. The cloud has become a big deal over the past two years, but it still has a long way to go before it replaces how work is done. People love their files.