Just when you mastered mobile connectivity for marketing purposes, along comes the latest thing … or should we say things. The Internet of Things (IoT) is on its way, and it’s coming at light speed. The implications for brand marketers run deep.
Word to the wise: Be Ready.
The Internet of Things takes digital connectivity into a whole new universe. Plainly stated, IoT is a system in which ordinary objects such as household appliances are interconnected and able to transmit data to each other. Is your fridge running low on strawberry cheesecake? No problem. Said fridge can send an alert to your mobile device, thereby forewarning you of the impending shortage. Perhaps this brainy appliance will even forward an order to your local grocery store. And you, cheesecake lover, won’t have to lift a finger except to feed your face.
The IoT’s impact on the ordinary user will be extraordinary. No more surprise shampoo shortages. No more last-second dashes for emergency party favors. All needs and desires will be known and fulfilled well in advance. Aladdin didn’t have it that good.
In terms of impact, many experts believe the Internet of Things will match the Industrial Revolution’s transformative power. Whether or not this supposition will prove true remains to be seen. What is virtually certain, however, is that devices such as ovens, electric toothbrushes, lamps, and anything else pluggable or battery-powered will be joining the conversation.
This network of digital chatterboxes will open abundant doorways of opportunity for marketers. In the IoT, every device is a source of consumer data that can be gathered, organized, analyzed, and converted into actionable strategies personalized for each user.
There is, however, one consideration brand marketers must bear in mind. One boundary they may not cross until permission is duly granted. That territory, of course, is personal privacy. Before brands can mine gold from the mother lode of digital information, consumers must be ready and willing to surrender the necessary personal data. In that regard, marketers will be sailing the same waters as they are now. The big difference is the sheer volume and quality of data waiting to be unleashed through the channels of IoT.
As they do now, marketers will have to provide consumer incentives in exchange for info. Digital coupons and special offers no doubt will be among the offerings. But there will others customized to leverage the unique power of IoT.
And what about the devices themselves? Perhaps there will be a whole new system of etiquette designed just for them. After all, nobody wants to offend a juicer.
If you have any questions or comments about the Internet of Things, or about any other brand-related topic, feel free to send them our way.