The Future Of Marketing – Why It Probably IS Rocket Science!

The Future Of Marketing – Why It Probably IS Rocket Science!
SHARE
THIS



Fancy a glimpse into your (marketing) future? Well, imagine hundreds of tiny Australian-launched satellites roaming above Earth, providing you with FREE internet and FREE phone calls, connecting a myriad of devices to a labyrinth of the Internet of Things (IOT). And the small cost on your part? Marketers snare ALL your data in return.

As “Skynet” as that may sound, it’s not some futuristic fantasy of a sci-fi film, it’s happening right now according to Flavia Tata Nardini (pictured below), the CEO of Australian-based Fleet Space Technologies, a local firm who specialise in building, what it calls, “nano satellite solutions”.

flavia-tarta-nardini

An Italian native now living in Sydney, Nardini – who confesses to B&T she’s no marketer – is the keynote speaker at ad:tech in Sydney on the 14th and 15th of March. Check this link for full details and speaker line-up. “I thought I was an interesting choice, too,” Nardini said of her pending ad:tech keynote, “but it does sound far more interesting than the usual aerospace conferences I go to.”

However, Nardini added, if and when she gets her “nano satellite” dream into space it will “impact the lives of everyone, it will change marketing as we know it.”

She added: “We have this idea of disrupting space, of disrupting the telecommunications industry and creating a compilation of satellites to provide connectivity to IoT. Our idea is very visionary, the IoT is coming, and IoT will change everything, and no more so than for marketers. It will change ever facet of business and the way people connect with each other.”

Sure, we’ve been playing with the idea of the IoT for a while now – this idea that your connected running shoes will tell your watch to tell the fridge to order the groceries and the kettle to order a take-away with exactly 1450.5 calories.

But for Nardini the nascent technology will soon pervade all parts of our lives. “The IoT will create 10 billion sensors by 2020, so it really is a new industrial revolution and it’s huge and it will disrupt everything, it will create jobs and efficiencies, it will become staggering and it will be really great.

“This is the fourth industrial revolution that we’ve been talking about and it will change the world like every revolution before it. People talk about it happening, but the technology is now here and so it will happen. The problem has been that we’ve not been able to link all the censors and we’ve finally discovered how to deal with that final part of the puzzle,” Nardini explained.

And marketers be warned! Nardini argued this new tech would change the industry like never before and urged brands to get up to speed. “This technology will give consumers free phone calls, free internet, a heap of free things. That will have a huge impact on consumer expectations,” she said. “Alternatively, it will give marketers huge amounts of free data and marketers are going to need to learn how to receive and use that data.”

Nardini warned that businesses who didn’t adapt to the change would lose customers to competitors who did. And it was the clever brands who’d manage and placate consumer fears, to sell the massive advantages over the small number of disadvantages.

“The great thing about the IOT is its data, and it will be about marketers’ ability to connect that data. It’s intelligent data and it will be about all these different verticals of data that will be available to marketers, it will be a huge resource.

“And it’s already happening – every time you Google something it tracks your movements, what you plan on buying next. And having access to this data will bring a marketers’ business to that next level.

“Fleet Space Technologies is creating a net of a 100 satellites around the globe to collect the data, and my job is to collect all the data, from all the censors, and dump the data in a cloud, and the cloud knows the trends and that means marketing strategies are going to need to be based in huge clouds. We’re already seeing marketing companies creating ways to access these clouds and, yes, that costs money, but it’s those companies who will be the successful ones and the ones who don’t are the ones who will be the big losers here,” Nardini concluded.

For further information on everything ad:tech click here.

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]