How Marketers Should Invest In IoT & Wearable Technology

How Marketers Should Invest In IoT & Wearable Technology
SHARE
THIS



In this opinion piece, Mobiddiction co-founder and director of strategy and innovation Midu Chandra (pictured below) explains how marketers can make the most of the Internet of Things (IoT) and wearables in advancing customer experience.

Midu Chandra

The Internet of Things (IoT) and wearable technology is giving almost everything the ability to be connected. With new products being launched every week, the speed of change is exponential.

I’ve been keeping a close eye on this exciting space and have developed some prototypes, like using IBM Watson’s speech-to-text API to create a conversation UI based on user voice input, running Alexa on a Raspberry Pi and our famous up-time Christmas lights.

So the question arises, should we be considering IoT and wearables as part of the future customer experience? And how should I approach this new area of interactivity?

Today

While the promise is significant, the technology isn’t quite there yet. The major barriers to adoption are:

  • Pervasiveness of low energy

  • Mobile devices capable of interacting reliably.
  • Trust in the amount of information exchanged and levels of security.

That said, it is time to start factoring it into future customer experience road maps. As a marketer, there are three avenues we should plan for and prepare an execution strategy.

Feedback and research

A connected product is a fountain of knowledge, providing a continual unprompted feedback loop.

For instance, if you can track when a light bulb is about to run out through a smartphone, you can then send over a discount meeting this need. If the civil defence force can monitor the population flow across popular destinations using beacons and WiFi data, they can use this to respond faster and better to emergencies.

As the amount of data-collecting devices rises and the amount of data available to marketers increases, we’ll see marketing campaigns based around and catering to consumers’ daily habits. The challenge here lies in having the systems and processes that allow you to capture, access and act on this information.

Building a better brand experience

Major venues and retailers we are working with use sensor tracking to understand the flow of foot traffic and purchase activity. This is then used to optimise everything from store layouts to shop inventory to bathroom locations.

Other global examples are companies such as Disney that utilise RFID-enabled wristbands that provide theme park entry, access to hotel rooms, and a payment method. There’s enormous potential in optimising experiences rapidly based on real-time insight. This kind of insight lets IoT provide answers to many questions that, until now, have been both highly critical and completely elusive.

The challenge here lies in thinking about how IoT can help enhance and streamline your brand experience.

Active advertising, retention and loyalty

We’re already seeing advertisers using IoT to extend their relationship with the consumer beyond the point of sale. Pernod Ricard is a great example – its bottle design lets you order new stock when you’re running low. You can also scan QR codes for recipe and cocktail ideas (do people still do that?).

It isn’t just another way of collecting data on the consumer – it also allows traditional FMCG brands to strengthen customer relationships.

Questions like ‘Is a billboard more effective in fast or slow traffic?’, ‘Are consumers more responsive to sports advertising before or after a workout?’, or ‘Do coffee ads perform better with coffee drinkers who are tired or who’ve had a good’s night’s rest?’.

Marrying attribution analytics to location-based, fitness and sleep-tracking data will provide insights in a state-of-the-art way.

The challenge here lies in embedding a customer journey-based marketing methodology into everything you do.

The IoT train is leaving the station. Make sure you’re on it.

And please remember that computers won’t be human until they can gossip!

Please login with linkedin to comment

Latest News

QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine