#DemandGen 5: Web 3.0: How the Spatial Web is About to Change Everything w/ Sheila Kloefkorn

WEBVTT 1 00:00:00.240 --> 00:00:05.799 Learn how to turbo charge your marketing results by building repeatable, scalable demand en 2 00:00:05.960 --> 00:00:12.109 systems from Sheila Clefcorn, CEO of Keo Marketing and founder of the Business Owners 3 00:00:12.150 --> 00:00:17.030 Marketing Academy. See if you qualify for a complementary Marketing Road Map for your 4 00:00:17.109 --> 00:00:27.940 business at Keo Marketingcom Slash Audit. You're listening to be tob growth, a 5 00:00:28.019 --> 00:00:32.579 daily podcast for B TOB leaders. We've interviewed names you've probably heard before, 6 00:00:32.740 --> 00:00:36.450 like Gary vanner truck and Simon Senek, but you've probably never heard from the 7 00:00:36.570 --> 00:00:41.250 majority of our guests. That's because the bulk of our interviews aren't with professional 8 00:00:41.369 --> 00:00:45.530 speakers and authors. Most of our guests are in the trenches leading sales and 9 00:00:45.609 --> 00:00:50.439 marketing teams. They're implementing strategy, they're experimenting with tactics, they're building the 10 00:00:50.520 --> 00:00:54.640 fastest growing BB companies in the world. My name is James Carberry on, 11 00:00:54.759 --> 00:00:58.280 the founder of suite fish media, a podcast agency for bb brands, and 12 00:00:58.320 --> 00:01:00.920 I'm also one of the CO hosts of this show. When we're not interviewing 13 00:01:00.960 --> 00:01:04.590 sales and marketing leaders, you'll hear stories from behind the scenes of our own 14 00:01:04.629 --> 00:01:08.430 business. Will share the ups and downs of our journey as we attempt to 15 00:01:08.469 --> 00:01:14.629 take over the world. Just getting well, maybe let's get into the show. 16 00:01:19.099 --> 00:01:23.140 WELCOME BACK TO BE TOB growth I. I'm your host and Speaker for 17 00:01:23.219 --> 00:01:27.340 today's episode. I'm Sheila cleft corn, CEO and President of Keo Marketing and 18 00:01:27.459 --> 00:01:32.620 award winning be to be marketing agency based in Phoenix, Arizona, with clients 19 00:01:32.659 --> 00:01:37.250 around the world, and this is the fifth episode in the Hashtag Demand Jen 20 00:01:37.370 --> 00:01:41.569 series. Today I'm going to be talking about what's next for the web and 21 00:01:41.810 --> 00:01:45.730 for marketing. It's called three web, three, Oh, have you heard 22 00:01:45.769 --> 00:01:49.719 of it? Let's talk about how the spatial web is about to change everything. 23 00:01:51.680 --> 00:01:55.439 So the Internet put information at our fingertips. It changed the way we 24 00:01:55.599 --> 00:01:59.400 find and buy things and the way we communicate. It almost seems hard to 25 00:01:59.480 --> 00:02:02.390 remember when we didn't have a cell phone in our pockets or purses that connected 26 00:02:02.469 --> 00:02:07.110 us to this treasure trove. The next phase of technology change is set to 27 00:02:07.229 --> 00:02:12.189 change things again, and it's called Web three point Oh. So for a 28 00:02:12.229 --> 00:02:15.780 little history. AOL and Netscape took advantage of the internet connectivity to connect you 29 00:02:15.819 --> 00:02:21.460 to machines across physical locations, and in Web one, though, it was 30 00:02:21.780 --> 00:02:24.659 mainly a one way street. You could access information, pictures and text, 31 00:02:25.139 --> 00:02:30.409 but web to point O brought about mobile apps, social networking and rich media. 32 00:02:30.770 --> 00:02:35.689 That's where we are today, in interactive phase that facilitates two way communication. 33 00:02:36.449 --> 00:02:40.090 Web Three is the informal name for what's next, for what data scientists 34 00:02:40.129 --> 00:02:45.879 and developers called the spatial web. The spatial web takes things from a flat 35 00:02:46.039 --> 00:02:51.599 d view of a screen and expand your view to let you look virtually through 36 00:02:51.639 --> 00:02:57.919 the screen into ad world. Spatial applications incorporating artificial intelligence, or AI, 37 00:02:58.400 --> 00:03:02.870 and machine learning ml open up new applications. We've already seen the beginnings of 38 00:03:02.949 --> 00:03:07.270 it. Hookey man go burst onto the scene in two thousand and sixteen with 39 00:03:07.389 --> 00:03:12.750 augmented reality. are to see and catch characters as they popped up on the 40 00:03:12.830 --> 00:03:17.580 phone in real world environments. It was Funn't furnishing companies like Ikea now allow 41 00:03:17.659 --> 00:03:23.180 you to map virtual furniture and furnishings in your home and instead of just envisioning 42 00:03:23.259 --> 00:03:27.289 it, you can actually see through the glass to in search digital content into 43 00:03:27.370 --> 00:03:31.409 real world environments. G Technology, which is just starting here in the United 44 00:03:31.449 --> 00:03:38.889 States, allows for faster data speeds and low latency, edge computing, blockchain, 45 00:03:38.370 --> 00:03:43.080 sensors and the growing integration of the Internet of things, or Iot, 46 00:03:43.680 --> 00:03:47.840 is going to accelerate the delivery of web. Three point no, together it 47 00:03:47.960 --> 00:03:53.759 makes possible what seemed like used to seem like was out of reach. So, 48 00:03:53.919 --> 00:03:58.590 by laying digital information on top of physical surroundings, developers can make any 49 00:03:58.669 --> 00:04:02.830 environment smart. You can also create virtual worlds that allow us as users, 50 00:04:02.949 --> 00:04:06.750 to interact in new ways. These new worlds, aided by tools such as 51 00:04:06.750 --> 00:04:12.219 AAR glasses or the AAR cloud, combined with haptic gloves that simulate a sense 52 00:04:12.259 --> 00:04:15.980 of touch with Virtual d images, are already being used by surgeons. They 53 00:04:16.019 --> 00:04:20.860 can practice surgery in on virtual organs before take undertaking the real thing, and 54 00:04:21.500 --> 00:04:26.689 in real life surgeries, doctors would have access to information about patient histories, 55 00:04:26.810 --> 00:04:30.329 treatments and run through scenarios instantly, based on data input, without having to 56 00:04:30.410 --> 00:04:34.889 touch a computer or look at a file. It's incredibly powerful, so let's 57 00:04:34.889 --> 00:04:41.360 talk about how it works. SOPHISTICATED AAR needs more computing power than most devices 58 00:04:41.480 --> 00:04:46.560 currently have. However, blockchain enables this computing power to be distributed, and 59 00:04:46.639 --> 00:04:51.360 that AAR processing power is most often cloud based. Cameras sensors and location data 60 00:04:51.399 --> 00:04:57.350 can integrate real time data to create those environments, and we're seeing the early 61 00:04:57.470 --> 00:05:01.389 stages in applications such as fitness. A wall mounted mirror with cameras and sensors 62 00:05:01.430 --> 00:05:06.339 can display live exercise instructors, while overlaying your physical image on the screen to 63 00:05:06.420 --> 00:05:11.980 mirror movement. Biometric sensors can measure your heart rate and other vital signs. 64 00:05:12.339 --> 00:05:15.699 Other sensors can measure the number of steps you take or the number of reps 65 00:05:15.740 --> 00:05:19.980 who perform, so that you can optimize your fitness routines. It's expanding rapidly. 66 00:05:20.529 --> 00:05:26.529 Web Three is coming. Here are some other examples. Businesses are already 67 00:05:26.529 --> 00:05:30.649 seeing results from the use of web three point no technology. By providing workers 68 00:05:30.689 --> 00:05:35.519 with deep information accessible instantly in the real world, these companies can enhance work 69 00:05:35.600 --> 00:05:41.199 of productivity and raise the level of knowledge. So if you're an elevator fix 70 00:05:41.319 --> 00:05:45.639 it guy and you can overlay the instructions for that elevator when you go to 71 00:05:45.759 --> 00:05:49.990 fix it through your aar glasses, you can be more precise, make fewer 72 00:05:50.149 --> 00:05:56.110 errors and enjoy your job more. With air glasses, workers in a fulfillment 73 00:05:56.230 --> 00:05:59.990 center can instantly know where every item is stored, how many items are in 74 00:06:00.149 --> 00:06:02.949 each bin and the quickest route to get to it. They will virtually see 75 00:06:02.949 --> 00:06:08.060 it in front of them. Over top of the real thing, companies such 76 00:06:08.060 --> 00:06:12.779 as Walmart have begun using ARA AI and V are in training to run employees 77 00:06:12.819 --> 00:06:16.300 through customized training programs. They can simulate the frenzy of black Friday shopping, 78 00:06:16.379 --> 00:06:21.089 for example, and place employees in more intense situations. The company says it's 79 00:06:21.089 --> 00:06:27.490 seen a ten to fifteen percent increase in retention since using Seventeen Tho oculist go 80 00:06:27.649 --> 00:06:30.930 headsets for training. Some airlines are even getting into it as well. They're 81 00:06:30.930 --> 00:06:35.720 using AAR headsets for cargo management. Pilot programs have shown a thirty percent improvement 82 00:06:36.079 --> 00:06:41.519 in cargo handling speed, with a ninety percent reduction in error rates. Mattel 83 00:06:41.680 --> 00:06:45.720 uses web three point to bring together designers from all over the world into a 84 00:06:45.839 --> 00:06:49.269 spatial project room to create new product lines for icon of brands such as hot 85 00:06:49.310 --> 00:06:55.350 whales and Barbie. Engineers are overlaying blueprints on work sites and instantly calling up 86 00:06:55.389 --> 00:07:00.149 detailed specs. It's very, very powerful. So imagine a virtual shopping mall 87 00:07:00.230 --> 00:07:05.540 that lets visitors walk into different stores and examine shelves full of goods and provide 88 00:07:05.620 --> 00:07:12.379 instant access to pricing and product descriptions. Ai Fueled personal assistants might suggest the 89 00:07:12.459 --> 00:07:16.089 perfect wardrobe for today, considering the weather, your schedule, measurements and preferences. 90 00:07:16.449 --> 00:07:21.050 It might overlay various options and coordinate jewelry makeup choices and show you alternatives. 91 00:07:21.730 --> 00:07:26.970 It may create a personalized fashion show with you as the model. So 92 00:07:27.129 --> 00:07:30.959 this spatial web or three is poised for disruption. In most cases, web 93 00:07:31.120 --> 00:07:35.360 three point no, technology is not being designed to replace humans, but rather 94 00:07:35.480 --> 00:07:41.199 to augment and facilitate collaboration. More than a hundred and fifty companies and more 95 00:07:41.240 --> 00:07:45.790 than fifty of the fortune five hundred are using a rvr tools. Mobile are 96 00:07:45.949 --> 00:07:50.069 already accounts for three billion and global APP store revenues add spending any commerce sales. 97 00:07:50.550 --> 00:07:55.790 Investors Project it to be a seventy to seventy five billion dollar market by 98 00:07:55.829 --> 00:08:01.100 two thousand and twenty three. So ask yourself, how could you apply artificial 99 00:08:01.139 --> 00:08:05.259 reality or virtual reality tools to your business to disrupt your industry and set your 100 00:08:05.300 --> 00:08:09.860 business ahead? Web Three Point O is poised to disrupt multiple industries. And 101 00:08:11.180 --> 00:08:13.970 if you aren't there first, someone else in your industry will be. It 102 00:08:15.129 --> 00:08:20.810 has the potential to redefine the way that we work, interact, shop and 103 00:08:20.050 --> 00:08:26.649 live. What was once science fiction is quickly becoming a reality. So think 104 00:08:26.649 --> 00:08:30.720 about it. The spatial web. What happens when the Internet you know today 105 00:08:30.879 --> 00:08:35.919 becomes D and You can overlay all kinds of powerful information on top of the 106 00:08:35.120 --> 00:08:43.509 real world in AAR or you can actually put your customers into completely virtual world's 107 00:08:45.110 --> 00:08:48.149 start thinking about it. We recommend it and if you need some help, 108 00:08:48.269 --> 00:08:50.990 you can always reach out to us. You can reach out to me at 109 00:08:50.389 --> 00:08:54.429 Sheila cleft coorn on Linkedin, or you can always reach us on our website 110 00:08:54.629 --> 00:09:00.980 at Ko Marketingcom. Thank you for this episode of B Tob Growth. Have 111 00:09:01.139 --> 00:09:09.019 a great day. We totally get it. We publish a ton of content 112 00:09:09.179 --> 00:09:11.370 on this podcast and it can be a lot to keep up with. That's 113 00:09:11.409 --> 00:09:16.450 why we've started the B tob growth big three, a no fluff email that 114 00:09:16.570 --> 00:09:20.330 boils down our three biggest takeaways from an entire week of episodes. Sign up 115 00:09:20.370 --> 00:09:28.320 today at Sweet Phish Mediacom Big Three. That sweet fish Mediacom Big Three