Closing The Loop: What The Internet Of Everything Will Mean For Marketers

Closing The Loop: What The Internet Of Everything Will Mean For Marketers
SHARE
THIS



A totally connected world is the inevitable future we’re headed towards, and Exponential’s head of strategy APAC Tyler Greer shared his views on what this means for marketing.

Long plane flights. That’s when I watch Avatar. Forget the big screen experience and try to focus on the ‘wipe another 3 hours off this nightmare’ experience.

I know that movie pretty well. But besides my now near fluency in Nav’i (Oel ngati kameie), what that film teaches is what a totally connected world might look like. Every element aware of every other, and acting to maintain a successful, cohesive environment.

And this, minus the blue people, is what the so called Internet of Everything is promising us.

At the heart of this idea sits connectivity – everything with an electronic pulse being able to communicate and coordinate with everything else of its kind. It offers a high tech ecosystem in which all things operate together for stability, functionality and rational results. This is truly a world wide web.

The concept is not tied to the internet as we understand it, which exists in its own space with gateways accessed via laptop, phone and consol. Internet of Everything (IoE)  means all things will be bonded – houses and their constituent rooms, workplaces, and entertainment points, along with industries such as healthcare, insurance and education, and so on. All points communicating.

Connectivity of this kind has been front and centre at this year’s Consumer Electronics Show in Las Vegas with Ralph la Vega, CEO and President of AT&T’s Mobile & Business Solutions unit, calling it “the industrial revolution 2.0 as the company issued a report saying that it expects 50 billion things” (including connected apps and hardware) to be linked up and sharing data from smartphones through traffic lights and beyond by 2020.

One of the more frequently cited examples of what the IoE  will deliver is the driverless car, connected as it will be to a fully integrated grid which can comprehend traffic conditions across a city.

This ensures not only safety and relegates crashes to the junkyard of history, but the efficient flow of traffic between destinations. This is critical because it seeks to blend manufactured hardware with connectivity, without the intervention of us humans. It acts as an autonomous system.

But this also acts to illustrate what it might give to media. Beyond being another point through which to serve media to a traveler who can now watch a screen rather than the road, what the driverless car will provide is data based on real world actions.

Whilst the IoE will give media evermore windows through which to connect with people, the true value will be in closing the loop on the data that describes people and their behaviour. The IoE will offer brands a cohesive, 360” view of people the lifestyles they exhibit on their path towards brand consideration and purchase.

To some degree, mobile is already showing us the possibilities. While it’s been the Year of Mobile every year since 2005, it is perhaps only in 2015, when we can start to use the mobile device as a tool for tracking people’s movements to understand who they are and where they spend their time, that we can really appreciate the value of the mobile phone as a data provider.

Worries about privacy? Forget it; we had that choice long ago and decided convenience and the seduction of LIKES trumps it every day of the week. Greater connectivity will mean greater access for brands to map and record all our goings-on and we will happily allow them to do so.

The conversations for brands in the future will sound a lot like those of now. How rich is the data available for us to understand our audience; what is the best ways in which to connect with that audience; how do I measure the success of that connection; how do I move from advertiser to partner?

These are challenges which our current reality, the Internet of ‘Some Things’, is already presenting. But if we believe that the better the data about humans then the more effective and efficient the media, then we should be in for a very successful future. All we need to do is understand the road ahead.

 

Please login with linkedin to comment

Designworks einsights

Latest News

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.

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 […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]