2017 Internet Of Things Security Threats 

Any regular reader of the IoT Daily knows that security and privacy are continuously major IoT issues, especially as more devices enter consumer homes and become Internet-connected.

In the not-so-good-news department, the new report, from cybersecurity company Trend Micro, sees the year ahead coming with an increased breadth and depth of attacks.

The Internet of Things will play a larger role in targeted attacks in 2017, capitalizing on the growing acceptance of connected devices by exploiting unsecured systems, according to the report. Here are some of the security-related predictions for next year:

  • The number of new ransomware families will plateau, only growing 25%, but will branch out into IoT devices and non-desktop computing terminals, like point-of-sale systems or ATMs
  • Suppliers will not secure IoT devices in time to prevent denial of service and other attacks
  • New vulnerabilities will continue to be discovered in Apple and Adobe
  • With 46% of the world’s population now connected to the Internet, the rise in cyber-propaganda will continue
  • New targeted attack methods will focus on evading modern detection techniques to allow targeting of different organizations

As the world becomes more connected through billions of new smart devices, security issues are likely to increase.

In the Internet attack earlier this year, which caused millions of consumers to be locked out of many websites, connected devices like smart doorbells and webcams were compromised.

Trend Micro predicts more of the same for next year.

Any brands and marketers planning to message through or leverage consumer connected consumer devices may want to make sure that security is high on the list.

 

http://www.mediapost.com/publications/article/291609/2017-internet-of-things-security-threats.html?utm_source=newsletter&utm_medium=email&utm_content=readmore&utm_campaign=99104

9 B2B Marketing Trends Agencies Must Watch in 2017

It’s an era of digital transformation, and 2017 will only see digital impact on marketing and advertising accelerate. In this climate, the most effective advertising agencies stay one step ahead of the trends that are affecting their clients. Here are the 9 B2B marketing trends that will be transforming the industry — and wreaking some havoc — in the coming year.

1. Balancing the short and long term

The best brands don’t focus only on generating leads, nor do they focus only on building brand; they do both, and they do so with a 60:40 ratio in favor of brand. If buyers don’t know and trust your brand, you won’t make it into their consideration set, and they won’t become leads.  

2. Understanding the true value of thought leadership

The products and services that people buy in B2B are more expensive and impact many people in the organization. Because of this fact, B2B purchases are inherently risky and expensive emotionally. That means that buyers want to buy more a thought leader who helps reduce risk in the buying and implementation process. So what actually sells is thought leadership, not products and services. What sells is the emotional power of risk reduction. The strength of old maxim that nobody ever got fired for buying IBM is more potent than ever.

3. Hollywood comes to B2B: content franchises

Businesses struggle to produce always-on marketing that maintains focus on key business topics and connects content and business strategy. By studying B2C Content Franchises such as “Star Wars” or “Batman,” B2B Marketers can understand why investing continuously and aggressively in your own content brand produces consistent results over time. At LinkedIn Marketing Solutions, for example, our own “Sophisticated Marketer” guides, podcasts, and videos have driven value for four years. As Michael Brenner, CEO of Marketing Inside Group, says, a committed investment in quality content marketing will deliver increasing value over time just like a 401K

4. Everyone is a marketer

Every employee interaction with the public is a branding and thought leadership opportunity. LinkedIn data shows that professional networks of an organization’s employees are, collectively, 10X bigger than the reach of the organization’s LinkedIn Company Page. Additionally, employee shared content gets 10X the engagement that an organization’s post does. By unlocking the hidden power of employee advocacy, organizations can potentially generate 100X today’s results.

5. The rise of multi-dimensional media

People want to work, meet, and learn from the thought leader in a space. However, traditional metrics, such as CPCs and CPMs, do not reflect this. Organizations need to move beyond traditional metrics and embrace the new metrics that matter. And what metrics matter? Short-term metrics do not matter as much as these three long-term metrics that build your business for the future (and drive revenue):  

  • key talent hires
  • key business meetings
  • key brand attributes that benefit the entire organization in a way not reflected in a superficial metric like a CPC. 

6. The death of hyper-targeting

When you hyper-target, you don’t save money. What you do when you hyper-target is ignore potential buyers and hidden members of the buying committee and other influencers. Smart marketers are now realizing that what was previously considered digital media “waste” is not waste at all. In fact, reaching a broader audience of potential influencers (from the C-suite to the factory floor) helps build brand, thought leadership, and ultimately preference. Instead of hyper-targeting, marketers, particularly in B2B, should be optimizing for reach.

7. Recognizing the power of the 80/20 rule

Marketing on the Internet today means that you’re competing for the attention of your buyer with everyone else online — other companies, the buyer’s friends and relatives, celebrities, the press (fake and otherwise). It has never been more difficult to break through. By recognizing the concept of the 80/20 rule, marketers know 80 percent of their results are driven by 20 percent of their content. Marketers must identify the 20 percent of their content that is driving results and put budget behind that content to amplify it via paid digital and social advertising.

8. The CPG effect: maintaining touchpoint consistency

CPG marketers understand the importance of maintaining the same brand identity in the offline world to build brand recall. Look at Coca-Cola: From the bottle to the website to the TV spots, the company uses the same red and white color scheme, the same font, and consistently talks about “happiness.” Then why do online marketers – in B2B and even B2C and certainly lacking the budget of a Coca-Cola – not practice the same disciplined “touchpoint consistency” to build brand recall?

9. Build your talent brand

Marketers (and ad agencies) tend to be reasonably effective at building the brand they present to customers and prospects. They are less effective at building their talent brand, which is the brand they present to employees and prospective hires. In this fast changing, digital world, having skilled, resourceful talent is more important than ever. A strong talent brand pays dividends in limiting turnover, reducing the cost per new hire, and boosting the number of applicants to job posts on LinkedIn

https://business.linkedin.com/marketing-solutions/blog/content-marketing-thought-leaders/2016/10-b2b-marketing-trends-agencies-must-watch-in-2017

Smart Home Consumers Looking For Safety, Comfort 12/20/2016

Consumers in the market for smart home technology aren’t looking to be early adopters or to be as cool as their neighbors. Rather, they are looking to make their homes safer and more comfortable. 

“We already knew that homeowners prioritize safety and peace of mind, and now we know they will achieve this by adding smart home technology,” Julie Link, director of research for Scripps Networks Interactive, tells Marketing Daily. “The surprising part here is that consumers are clearly demanding home technology solutions that deliver efficiency, but also contribute to emotional satisfaction. It’s far less about collecting the latest toys and gadgets to achieve social status.”

Three-quarters of consumers cited those two qualities when shopping for smart home products, compared with only 18% who said they were looking to meet others’ expectations, according to a survey of 700 homeowners by Scripps Network Interactive. Just over two-thirds (68%) of consumers said energy efficiency, leading to cost savings or a higher resale value, was also a driving factor. 

Different demographics had different motivations for adding smart technology, however. Millennials wanted to make the home more convenient, while Gen Xers wanted to make their homes more healthy. Baby Boomers, meanwhile, wanted the technology to add value to their homes. Millennials were the most likely to add smart home technology within the next year, followed by Gen Xers and Baby Boomers. 

“Each generation is interested and committed to smart home technology, but for very different reasons,” Link says. “Millennials, who say the benefit is about making their home work for their lifestyle, expect hyper-customization. If they can get it exactly how they want it, then the technology will play a vital role in their household. Gen Xers’ technology preferences will reflect their personal values — creating a healthy environment in a hectic world. Boomers want to maximize their investment, so if smart home technology can benefit them in the moment and in the long-term, they are fully on board.”

Nearly half (44%) of consumers said they would like to add features such as energy-monitoring and light automation, although only 11% of respondents said they had firm plans to add them. A quarter of all the homeowners surveyed named the kitchen as their top spot to add smart technology, followed by the front door/entryway (15%) and the living room (13%). 

Consumers are also wary about installing these devices themselves. More than half of the consumers surveyed said they wanted to find a professional to help them make smart home decisions. Expense, however, was still the top barrier to purchase, according to the survey.

“The findings seem to indicate the opportunity to be a trusted counselor for consumers, who are clear that they are very interested, but also very confused when it comes to home tech,” says John Dailey, senior VP of corporate ad sales for Scripps Networks Interactive. “A marketer needs to select its messaging with the different generations’ goals 

http://www.mediapost.com/publications/article/291386/smart-home-consumers-looking-for-safety-comfort.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=99023

Consumers are ready for media via IOT

Brands and marketers may want to take a tip as to why people own smart or Internet-connected devices.

The operative word here is useful.

While the majority of U.S. consumers own at least one connected device, the top characteristic of the most popular devices is that they are useful above all else, based on a new study.

While most 97% consumers are aware of connected devices and 62% of consumers own at least one, the reasons for ownership vary.

The study comprised a survey of 1,200 adults representative of the U.S. population conducted by Maru VCR&C for the Interactive Advertising Bureau.

The most popular connected device in the home, of course, is the connected or smart TV with smart glasses at the tail end. Here are the connected devices owned by consumers:

  • 47% — Connected/smart TV
  • 24% — Wearable health tracker
  • 17% — Internet-enabled home control devices
  • 16% — Connected car
  • 13% — Smart watch
  • 11% — Internet-enabled voice command systems
  • 11% — Internet-enabled appliances
  • 10% — VR headsets
  • 7% — Smart glasses

Without the smart TV, the connected things market would not look so robust.

Most significantly the key driver of popular devices is usefulness. In the top four most popular connected devices, that characteristic is number one, ahead of convenient, innovative, luxury item or cool. Here are the top attributes of the top products owned, according to ownership level:

  • 47% — Useful: Connected/Smart TV
  • 24% — Useful: Wearable health tracker
  • 17% — Useful: Internet-enabled home control devices
  • 16% — Useful: Connected car
  • 13% — Luxury item: Smart watch
  • 11% — Luxury item: Internet-enabled appliances
  • 11% — Innovative: Internet-enabled voice command system
  • 10% — Fun: VR headsets
  • 7% — Unnecessary: Smart glasses

For brands and marketers, the Internet of Things is going to lead to new ways of advertising and many consumers seem OK with that.

For example, of those who own any IoT device, the majority (65%) are receptive to IoT advertising. The receptivity to advertising differs based on which device. By device, here are the percentage of consumers receptive to IoT advertising:

  • 95% — Smart glasses
  • 89% — VR headsets
  • 89% — Internet-enabled appliances
  • 87% — Connected car
  • 86% — Smart watch
  • 84% — Internet-enabled voice command
  • 78% — Internet-enabled home control
  • 72% — Wearable health tracker

As might be expected, nearly all connected home devices are currently connected to the Internet. This is true for Internet-enabled voice command systems (88%), home control devices (80%) and Internet-enabled appliances (69%).

Despite all of the new home connectivity, the smartphone remains the hub, at least for the short term. Almost all devices connect with smartphones, computers or tablets at least once a day.

More than half (55%) of consumers are willing to receive ads on their devices in exchange for coupons or discounts, which is consistent with other studies. Of current connected device owners, 65% are open to such ads.

Interest in getting a connected device by those who don’t already have one is pretty high (65%). The top connected device of those most interested in getting one is the connected or smart TV.

Television is not being replaced by the Internet of Things. It is becoming part of it.

10 Social Media Predictions For 2017 (And Where You Should Be Spending Your Time) | Inc.com

It is utterly mind-blowing to me that big brands that are in such obvious positions to succeed are still allocating their budgets the same way they were 10+ years ago. No one’s primary budget should be spent on TV or print. Because here’s a story: Family finished Thanksgiving dinner. We all went into the living room to watch something on TV together. Do you know what my mom was doing while your commercial was running? Checking Facebook. On her phone.

http://www.inc.com/nicolas-cole/10-social-media-predictions-for-2017-and-where-you-should-be-spending-your-time.html?cid=sf01002&sr_share=facebook

Google launches first developer preview of Android Things, its new IoT platform | TechCrunch

Google today announced Android Things, its new comprehensive IoT platform for building smart devices on top of Android APIs and Google’s own services. Android Things is now available as a developer preview.

https://techcrunch.com/2016/12/13/google-launches-developer-preview-of-android-things-its-new-iot-platform/?ncid=rss&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Techcrunch+%28TechCrunch%29&sr_share=facebook

Why I joined the OCTANe and Project Hope Alliance Board of Directors

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I am committed to seeing Orange County take its rightful place on published lists of great places for tech startups and business to grow.

As an investor, builder and lover of all things tech, I am interested in seeing other passionate entrepreneurs commit to setting foundation within our community and throw out the challenge to join me by starting and building here.

Having lived and worked in New York, LA and Long Beach over my career, I can honestly tell you that OC is the most desirable and most conducive for building culture and brand value. The talent pool is growing as is the available capital.

The addition of high potential companies, led by high performing entrepreneurs is great for our economy for all the reasons we already know. However, it is often overlooked that the new tech can be leveraged by local brands enabling first mover competitive advantages and differentiation. Bridging the gap between innovation, start-ups and brands is one of my real passions.

My other passion is finding ways to give back to our community. By combining the mutual interests of a thriving tech and start-up community with the needs of community focused organizations everyone wins.

I am proud to be a member of the Board of Directors for Project Hope Alliance and, as of yesterday, OCTANe.

 

OCTANe drives technology industry growth and innovation in Orange County by connecting ideas and people with resources and capital. Its members represent Orange County technology executive leaders, entrepreneurs, investors, venture capitalists, academicians, and strategic advisors, all working together to fuel innovation in the OC. The organization has helped more than 800 companies via the LaunchPad™ SBDC accelerator. LaunchPad™-certified companies have received more than $1.7 billion in investment and equity exits. OCTANe annually welcomes more than 7,000 people to its programs and events. More than 2,000 business leaders throughout the Orange County region are OCTANe members. For more information, visit www.octaneoc.org.

 

Founded in 1989, Project Hope Alliance is ending the cycle of homelessness in Orange County, one child at a time. The nonprofit organization supports homeless students and their families, meeting the unique academic and psychosocial needs of these children via a two-generational approach targeting innovative rapid rehousing and education programs. Since 2012, Project Hope Alliance’s Family Stability Program has worked with over 150 families to end homelessness by moving more than 700 parents and children into permanent housing with financial independence. For more information visit www.projecthopealliance.org.

Last month my interests in The Buddy Group, OCTANe and Project Hope Alliance collided with The Buddy Group Invitational.  What came out of it was huge for the community, huge for the tech and investor scene and huge for local brands (yes, I wrote that knowing full well that you would be putting a Trump accent on the use of “huge”).

I look forward to helping Orange County thrive, grow, give and build sustainable businesses over the next 10 years and create an even better Orange County for my kids and future entrepreneurs to enjoy.

Care to join me? Connect with me on LINKEDIN.