Online Anonymity For The Business Pro, The Rebel And Everyone In Between Forbes “Just like an antivirus protects your computer, we protect everything you do online,” says David Gorod?yansky, the 31-year-old cofounder and CEO.
In 2012, I had never heard of the "Internet of Things." By 2013, it seemed to dominate my life.
Mike Coyle's insight:
This article puts the spotlight on the “Internet of Things (IoT),” an emerging concept whereby objects, animals, and humans are progressively outfitted with network identifiers permitting the massive exchange of data. Google Glass and Nike’s Fuel Band are two early stage examples connecting people to the IoT. While these developments promise to benefit individuals, businesses will also profit from opportunities to exploit data to better understand and act on consumer preferences. Despite the economic upsides, big data produced by the IoT will intensify privacy and security risks.
Changes to the marketplace are likely to be profound cutting across the entire marketing process. In particular, designing customer-driven strategies will increasingly emphasize user experience above all. Big data will enable companies to objectively fulfill the promise “leading customers where they want to go.” … As the Smiths sit down to celebrate their anniversary at a local restaurant, they are pleasantly surprised when the waiter hands them a menu full of their favourite dishes. What about the ethics of marketing? Earlier that day, the Smiths bought a vacation package online because it just felt right. Unbeknownst to them, the website adapted the advertisement to include faces bearing a strong resemblance to their best friends to enhance (manipulate?) trustworthiness.
Beyond market transformations highlighted by the author, it is worth considering the impact inside the business, especially in areas needed to deliver customer-driven strategies. Traditional departments, such as marketing, IT, and manufacturing will start to converge mashing people, functions, and processes while necessitating the development of new, user experience-based, competencies. Moreover, access to big data will become a barrier to entry in many markets while competition therein determined by the skill in which companies deliver superior user experiences - in real time - similar to those experienced by the Smiths.
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