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

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Heckler Appoints Charu Menon To Partner
  • Advertising
  • Media

Heckler Appoints Charu Menon To Partner

Heckler has announced the promotion of Charu Menon to Partner, Singapore, making her the first female member of the Board.

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge
  • Campaigns

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge

Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]