Re-imagining Marketing After Achieving “Internet of Things”

Intro: If you’re not aware, the term Internet of Things refers to the interconnection of everyday objects (large and small) via an array of sensors and radio tags that would allow for a vastly “smarter” world empowered through technology. The amount of information that would be generated is staggering, but innovators will find opportunities to leverage this data (in conjunction with data from your social profile) to create amazing experiences in every day life delivered through this new found insight.

Key Points:

  • Let’s re-imagine a great marketing as a service example from recent memory: Honda’s Ecodrive. Honda’s brilliant Ecodrive system allowed your car to monitor your driving behavior and via their website was able to make driving recommendations on improving your driving style to increase fuel efficiency. Unfortunately it wasn’t real time or wirelessly driven but it did demonstrate a clear value to consumers and marketers how rich insight into your behaviors could create valuable experiences. Now imagine if experiences like that were all around us and operating in realtime without the need for thumb drives etc.
  • In a future world consumers with Internet of Things enabled appliances and products could benefit from always knowing the contents of their refrigerator with brands potentially providing services that make recommendations on replacement purchases or new products.
  • If all clothing was tagged, identified, and classified applications could be developed that could even recommend clothing based on occasions, the weather, or even what to pack for a trip based on your related travel booking and itinerary.
  • The last couple of months alone have indicated that we’re achieving realization of the semantic web and now China premier minister Wev Jaibo has announced a plan to commit fully to national Internet of Things plan.
  • I’ve been talking about hyper relevance a lot lately. The concept that through your social profile and location based services respectively marketers understand who consumers and where consumers are in a way that’s never been possible before and this is allowing us to deliver hyper relevant advertising.
  • Unfortunately the IoT is as revolutionary as it would be hard to implement. It would require universal adoption to achieve the type of world changing effect that is possible. These types of changes would require masses of corporations to work in conjunction or the support of a government with enough to conviction to push through massive innovations in a short period of time.
  • In 2015 not only will China reflect the world’s biggest internet community, but they will likely be leading the innovation of the web and the west will look to them for inspiration.

My Take: I almost copied the whole article as it is difficult to take out some info from it, especially based on my own thoughts and experiences. For instance, the connected fridge is an image i always use explaining DiCoDE – the future to people around me. It has this sci-fi pop that makes everyone rely to it in a way;o) Also, the third example related to clothing is actually a service (without the implicit data, of course) we developped at Sanoma with Flair and 3 Suisses. It was not a big success, of course, but it showed the way of hyper relevant services that will be the future, especially for aspirational media brands. Sanoma didn’t believe in it, just like they didn’t believe in mobile apps and in mobile content in 2008. That was the right time to experiment…
It’s also interesting to see that hyper relevance concept is close to user context (I use in DiCoDE – the future) and that regulation (here, support from government) will also play a major role. I place regulation as key element of DiCoDE – the present

It’s also interesting to see that China will prevail for web 3.0. Maybe I should consider seriously staying in Asia for more than 10 weeks…


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