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

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

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

The Sweetshop Welcomes Familiar Face With Appointment Of Kate Roydhouse To Leadership Team
  • Marketing

The Sweetshop Welcomes Familiar Face With Appointment Of Kate Roydhouse To Leadership Team

The Sweetshop Australia announces the arrival of Kate Roydhouse to its leadership team as executive producer. Pictured L-R: Kate Roydhouse (Executive Producer), Edward Pontifex (Co-Managing Director), Greg Fyson (Co-Managing Director). Basing herself in the Sydney office, Roydhouse will be a familiar face to many in the industry as she has been working alongside Ben Dailey […]

TV Week Logies Announce Major Changes To 2024 Program
  • Media

TV Week Logies Announce Major Changes To 2024 Program

The 64th TV WEEK Logie Awards will be held in Sydney on Sunday, 18 August 2024, with changes to award categories and the judging process being implemented to ensure the Awards evolve and prosper as well as reflect Australia’s vibrant, dynamic and world-class television industry alongside the viewing habits of Australians. Three awards will continue […]

Square & Alchemy One: Powering Melbourne Businesses With Arcade Ingenuity
  • Campaigns

Square & Alchemy One: Powering Melbourne Businesses With Arcade Ingenuity

In the face of challenging times, Square, in partnership with Alchemy One, launched an innovative campaign dedicated to bringing some holiday cheer while powering local businesses in Melbourne. At the core of the activation is the Square Claw Machine, which offered commuters a chance to win vouchers for local eateries powered by Square, including popular […]

GroupM Nabs Dom Dipple From Groov Ltd
  • Advertising

GroupM Nabs Dom Dipple From Groov Ltd

GroupM is expanding its strategy team in New Zealand with the appointment of Dom Dipple as a strategist. The newly created role marks the latest of several key appointments at GroupM New Zealand in recent months under new CEO John Halpin. Dipple will report to Emily Scovell, who joined in December as chief strategy officer. […]

Wellbub Unveils ‘The Ruin I Need To Fix’ Campaign: Redefining Motherhood & Championing Maternal Mental Health
  • Campaigns

Wellbub Unveils ‘The Ruin I Need To Fix’ Campaign: Redefining Motherhood & Championing Maternal Mental Health

Wellbub, a trailblazer in promoting maternal well-being in Singapore, launched its groundbreaking campaign, ‘The Ruin I Need To Fix,’ on Tuesday, 27th February 2024. This transformative initiative aims to challenge societal norms surrounding postpartum bodies, fostering inclusivity and empowering new mothers to embrace the beauty of their journey. The Wellbub team, in collaboration with photographer […]

Australian Turf Club Tells Race Goers To “Expect It All” Ahead Of 2024 Autumn Racing Carnival
  • Campaigns

Australian Turf Club Tells Race Goers To “Expect It All” Ahead Of 2024 Autumn Racing Carnival

Australian Turf Club invites racing lovers across Australia to Expect It All with the launch of the latest creative campaign to highlight the racing on offer in Sydney at Rosehill Gardens and Royal Randwick. The campaign, which will officially launch ahead of this year’s Sydney Autumn Racing Carnival, highlights the wide range of incredible experiences […]

Avenue C Mixes It Up With KitchenAid Media Account Win
  • B&T Exclusive

Avenue C Mixes It Up With KitchenAid Media Account Win

Avenue C has won the media account for kitchen appliance brand KitchenAid, B&T can reveal. The North Sydney-based agency snared the media planning and buying work away from Havas. M&C Saatchi-owned Bohemia and fellow indie agency This Is Flow are understood to have been involved in the pitch, too. KitchenAid had awarded its media planning […]

West Australian Ballet Unveils 2024 Season Themed ‘The Discovery’
  • Campaigns

West Australian Ballet Unveils 2024 Season Themed ‘The Discovery’

The ballet takes us away from the everyday – a feeling that inspired the theme for West Australian Ballet’s 2024 Season ‘The Discovery.’ In partnership with VML, West Australian Ballet worked with renowned photographer Jason Capobianco to bring the sensation of the 2024 theme to life. ‘The Discovery’ concept explores how ballet takes audiences someplace […]

Icon Agency Empowers Victorian Students With UX Design Principles
  • Marketing

Icon Agency Empowers Victorian Students With UX Design Principles

Icon Agency’s Digital UX design team has partnered with Visual Communication Victoria (VCV) to provide an enriching presentation for secondary school students across Victoria. The session aimed to teach students UX design principles with a human-centred approach. Tailored for VCE Visual Communication Design students as part of their Unit 3 curriculum, the presentation focused on […]

Tracksuit Secures $20.5M To Fuel The Future Of Brand Tracking
  • Marketing

Tracksuit Secures $20.5M To Fuel The Future Of Brand Tracking

Tracksuit has announced it has raised $20.5 million AUD in Series A funding, led by Silicon Valley-based firms Altos Ventures and Footwork. Lead Image: Matt Herbert & Connor Archbold The funding marks the company’s second external investment, reaching a staggering valuation of $142.9 million AUD and achieving $9.5 million ARR in just under three years. […]

She Creates Unveils Dynamic New Approach for 2024
  • Marketing

She Creates Unveils Dynamic New Approach for 2024

She Creates has revealed its plans for 2024 with a new committee and revamped structure to support women in the creative industry. Lead image: Amy Lambert & Elise Rundell She Creates is a volunteer-run, not-for-profit organisation dedicated to inspiring, promoting and representing women in the creative communications industry of Adelaide. “As we start this new […]

Credit Union SA Partners With Local Agency, KWPX, To Say “We CU SA”
  • Campaigns

Credit Union SA Partners With Local Agency, KWPX, To Say “We CU SA”

Credit Union SA has partnered with a local South Australian integrated agency, kwpx, on a new brand campaign, ‘We CU SA,’ that highlights their love for the state. The recently launched large-scale brand campaign showcases Credit Union SA as one of the last remaining credit unions solely focused on South Australian members. The campaign captures […]

Three Major Wins For Atomic 212°
  • Advertising

Three Major Wins For Atomic 212°

Atomic 212° has continued its 2023 winning streak into the new year with the announcement of three new clients: VetPartners, Adyen and UKG. Lead image: Claire Fenner VetPartners is Australasia’s leading veterinary practice management company, with a community of 4,500 people in more than 250 practices plus training centres, a vet nurse training school and […]

Chloe Hooper Talks MOOD x Mental Health Record Attempt For Cannes In Cairns
  • B&T Exclusive

Chloe Hooper Talks MOOD x Mental Health Record Attempt For Cannes In Cairns

Cannes in Cairns revellers at the ready, we’ve got the low down on the MOOD x Mental Health First Aid Course taking place at this year’s Cannes in Cairns. The industry-first course will see attendees certified as mental health first aiders, to help colleagues manage their mental health. Chloe Hooper, the founder of Bare Feat […]

Avid Collective Nabs Niki Jones From Junkee Media As New Head Of Enablement & Operations
  • Media

Avid Collective Nabs Niki Jones From Junkee Media As New Head Of Enablement & Operations

Avid Collective has officially announced the appointment of former Scout Publishing and Junkee Media executive Niki Jones (lead image) as its new head of enablement operations. In the newly created role, Jones will be responsible for overseeing operational activities across various arms of business with a focus on partner engagement. “Niki’s appointment comes at an […]