IoT spending is expected to total nearly $1.4 trillion, led by enterprise investments IoT hardware, software, services, and connectivity.

By 2021, global IoT spending is expected to total nearly $1.4 trillion, led by enterprise investments IoT hardware, software, services, and connectivity.

Breaking down use cases, IDC says manufacturing, freight monitoring and production asset management will attract the largest investments. Smart grid technologies for electricity, gas, and water, and smart building technologies are also expected to see significant investment gains this year.ong tail, investments in smart home technologies will jump over the next five years, as well as airport facilities automation, electric vehicle charging, and in-store contextual marketing.

From a technology perspective, IDC says hardware will garner the most spending throughout the forecast, followed by services, software, and connectivity. But while hardware spending will nearly double over the forecast timeframe, its growth is the slowest out of all IoT technology groups.

Software and services spending will grow the fastest with application software representing more than half of all IoT software investments. Hardware spend will focus on modules and sensors that connect end points to networks, IDC says.

http://www.zdnet.com/google-amp/article/iot-spending-to-surpass-800-billion-in-2017-led-by-hardware-idc/

Missing my favorite event of the year assembled by @dherman76 

As I sit here thinking about the week ahead, I find myself truly disappointed to not be joining my friends and colleagues at this year’s Silicon Alley Sports event. On one hand, I’m appreciative of the opportunity to be busy with amazing client growth plans. On the other, I am sorry that I won’t see Darren’s vision take form in what will no doubt be another great year. 

From performance to brand building and several tech offerings in between, Darren’s event is one of the best places to meet up with those who make moves in the media and connected marketing landscape. 

Those of you interested in attending next year, let me know via DM. It’s an invite only event but I will be happy to bring a plus one next year if the fit is right 😉

I’ll be looking for photos and recaps from those of you going. 
http://www.siliconalleysports.com/new-page-1/

Gen Z Hates Your Ads … but They Love Your Videos

One hope for display

How do we solve for the death of display and consumer aversion to ads? Create a better experience for the end user, and start doing that with the video medium they embrace.

In fact, the industry has been morphing into video, and the speed at which it’s happening is picking up. Facebook has been quickly releasing new video-ad formats; shoppable video ads appear on Snapchat and Instagram; and Twitter partnered with Bloomberg Media on 24-hours-a-day news streaming.

Video completely reinvigorates a consumer’s end experience with an ad. For example, AOL found that mobile video ads are five times more engaging than standard banner ads, with technology and business verticals seeing over 800% higher engagement. Additionally, ads that incorporate video drive 9X as many post-click site visits as standard display ads.

Video is a versatile, engaging and sharable format — three key factors that any ad today needs to break through the noise in a saturated digital landscape.

Not only can video quickly deliver a message in an engaging way, people share well-crafted video with others. No one shares a display ad unit with their friends.

The static display ad will become one of those relics our children laugh about because, eventually, video will move into its rightful place as king of advertising. The industry needs to embrace this, and focus on better video user experiences (new formats, best practices on length, content and brand safety).

If the “Snapchat” generation is a barometer for what the future of consumer ad expectations will be, experience needs to overcome thoughtless monetization. It’s time for all advertisers — and the ad tech companies they rely on — to deliver.

The Era of the Empowered Consumer: Insights From the Gartner Digital Conference

Marketing is getting smarter.

Jake Sorofman, a research vice president at Gartner, said that CMOs are on track to spend as much (or more) on technology than their CTO and CIO counterparts this year; more than one-fourth of every marketing dollar is spent on technology.

Dan Curran, CEO of PowerPost, a client of ours, was really intrigued by this finding. “The conference certainly left everyone feeling optimistic regarding the evolution of content marketing technology,” he said. “However, every stage of the content supply chain must evolve.”

And as marketing evolves to become savvier and more intelligent, so will the content it’s creating for audiences. Most audiences and content consumers have grown to expect somewhat more personalized content from the brands they interact with, and that content marketing trend is only going to continue with a move to “atomic content.”

2. Customer journeys are discovered, not created.

I’ve seen plenty of marketers waste time and resources by trying to develop buyer personas and engineer their customers’ path to their company and then create content around what they’ve put together. However, the best customer journeys aren’t created; they’re discovered.

And with additional players in the game — especially social media platforms and other tools that make it easy to distribute content — your audience members’ journeys are more complicated than ever. Andrew Hsu, CEO of Spotlight, noted, “Marketers must acknowledge the remarkable roles Facebook, Amazon, Apple, and Google play in their customers’ lives. From customer acquisition to relationship building through customer servicing, marketers will be borrowing moments from, shaping experiences within, and co-existing beside these market-shaping platforms.”

To improve your customer experience, study what your customers actually do, what kind of content they consume, and where they go for it. Use data to discover how your best customers are coming to you, and create content that enables their journey.

3. Content is your best tool for hitting trust touchpoints.

Marketing is expected to create exceptional brand moments at every customer touchpoint, and audience members touch six different channels before they become customers.

Think of touchpoints with your audience like moving targets: It’s not going to be easy to hit each one every time, but as marketers, it’s up to you to hit as many as you can — and content can be your biggest help. The more you hit, the better you keep your audience engaged and the more trust you build with them. So listen, learn, and engage with triggered, personalized content.

https://www.inc.com/john-hall/the-era-of-the-empowered-consumer-insights-from-the-gartner-digital-conference.html

Google Assistant is seriously awesome. 

Yesterday we learned that Google Assistant is about to offer more capabilities on your phones and gain several smart and interesting features, but there’s one other piece of interesting news: it’s also now adding support for more smart home devices and appliances.

Google has updated its support page for partners and services to add 11 new companies. Here they are with a short explanation of what they do:

All of these new devices and services will be natively supported in the Home Control section of Google Assistant, by simply tapping the floating + button to add new products.

But there are other additions as well, except they’re “Actions on Google,” i.e. they’re third-party implementations that you can find under Assistant apps and not the regular Home control section. These are like Alexa’s skills, you have to ask to talk to them or say their name specifically, and you will get an answer with a different voice than the regular Google Home or Assistant voice.

However, they’re proof that more and more companies are getting on the Assistant bandwagon, even if they don’t have the full blessing of Google to go directly into the directory of smart home products. And there are big names here:

  • iRobot (support page), the maker of the Roomba robot vacuums
  • GE (source) and its Geneva connected fridges, ovens, washers, dryers, AC units, and more
  • LG (announcement) for its Signature washer, dryer, fridge, oven, air purifier, AC unit, and robot vacuum
  • Blossom (official site), a company making smart sprinklers.

There might be more that we haven’t spotted yet, so let us know if there are other new additions to the Assistant apps selection and what your favorites among all of these are. I’m excited about Nanoleaf since I have an Aurora, but there are more companies that have piqued my interest in the list that I might be taking a closer look at.

http://www.androidpolice.com/2017/05/18/google-assistant-can-now-control-appliances-smart-home-devices-including-roomba-lg-ge-d-link/

Let me get you to a human faster

A recent article on millennials at salesforce.com referred to them as the Convenience Generation. Perhaps it’s just me – and it wasn’t the apparent intent of the author — but that moniker seems to have a negative connotation, like millennials can’t be bothered to drive to a store, make a telephone call or get off the couch to change the channel.

It’s not an inaccurate characterization, but why is convenience so important to them? Perhaps it’s because they’ve never lived without it.

Technology has grown to a point to where we don’t have to go to a store to make a purchase, go to a library to do research, install a shelf to store our books, make a phone call to talk to a friend, or heaven forbid, step across the living room to switch stations on the television.

Millennials have never known a world without remote controls, cell phones or the Internet. Smartphones have become advanced to the point where we’re essentially carrying computers around in our pockets. And new apps are developed every day that eliminate the need to stand in lines or call ahead to place an order.

It isn’t millennials fault that they’re accustomed to these conveniences – and it shouldn’t be surprising that they’ve come to demand them.

That’s why successful businesses today must not only know their customers, but also the many devices and apps they use in their everyday lives, the social media they use to communicate and the media through which to reach them.

As salesforce.com blogger Tamar Frumkin notes, a business must anticipate the needs of millennials – and all its customers — and save them time by offering smart self-service solutions across a variety of devices and formats.

But don’t be fooled into thinking that millennials’ love for technology and convenience means the human element is no longer important. While an Aspect Software study found that nearly three-fourths of millennials prefer to solve customer-service issues on their own, it’s not the human that’s often at the other end of the typical customer service call that’s the problem – it’s the inconvenience of getting to that human.

Millennials crave human connection as much as any other generation, but the media in which those connections are made have changed. Where Baby Boomers went to the store and met with salespeople directly and Gen-Xers spoke with them on the telephone, online chatting or social media solutions are among the ways to reach the newer generation of consumers.

The goals are the same. You want to make a sale. They want to be satisfied with their purchase. But the tools are different. And to be successful with a generation whose collective purchasing power is expected to exceed $3.39 trillion by 2018, you’ve got to keep up.

Mobile Usage Trends on YouTube [Infographic]

Last week, YouTube announced an amazing stat – the platform now serves a billion hours of content per day to viewers. That figure towers over last reported numbers from Facebook (100 million hours of video content per day) and underlines why YouTube is still the key destination for online video content.

Yes, Facebook video is on the rise, and live-streaming is growing, but YouTube has become part of our interactive process – searching for something on YouTube is now as commonplace as ‘Googling’. Any brand planning a video content strategy needs to consider YouTube in that mix.

And here’s another YouTube stat to consider – according to this new infographic from comScore, 70% of all time spent on YouTube is now conducted via mobile device. comScore’s data underlines the importance of mobile for YouTube – which lead to them creating a new data report on mobile video metrics for YouTube and its channels.

While YouTube content is obviously optimized for mobile by default, the data underlines the importance of considering the mobile experience when creating YouTube content, along with some important mobile consumer trends to keep in mind.

Check out the full infographic below.

http://www.socialmediatoday.com/social-business/mobile-usage-trends-youtube-infographic