How Marketers Should Invest In IoT & Wearable Technology

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.
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!
Latest News

Creating Efficiencies in the Age of Consumer Privacy
In this opinion piece, Jess Miles, Country Manager ANZ of Integral Ad Science, reflects on the questions surrounding consumer data. The ability to collect consumer data online has revolutionised digital advertising by enabling customised targeting strategies and data collection. This reliance on data has been the cornerstone of many audience targeted strategies enabling marketers to […]

Jye Smith Named President Of Vibewire Board
After ten years of board leadership of the young entrepreneurial collective Vibewire, Founder & Co-CEO of Disruptors Co. Gavin Heaton is passing the torch to fellow strategy and creative leader Jye Smith, Founder and Director of branding and design studio DOUBLESTAR CO, who will now take over as Board President.

The Peers Project And Alibaba Group Launch Entrepreneur Podcast Series, ‘The Build Up’
There are now so many podcasts in the world that it would take the average person 98.9 years to find an interesting one.

AnalogFolk Promotes Two Senior Staff
AnalogFolk has promoted two senior staff, but not promoted enough to secure a spot in the downstairs carpark.

“Destroying The World!”: Confusion Reigns As Mr Potato Head Goes Gender Neutral
Mr Potato Head goes gender neutral. Barbie apparently happy she's no longer the most marginalised one in the toy aisle.

New Mercedes G-Class Campaign From Akkurat Studios Makes A “Pointe”
B&T arrived to work this morning in a chauffeured Mercedes-Benz. Well "chauffeur/government bus driver", same thing.

Kia Selects Cartelux To Spearhead Dealer Ad Technology
It's not one but four motoring articles today, dear readers. Call it coincidence as B&T really knows nothing about cars.

‘Woka-Cola’: Trump Supporters Boycott Coca-Cola Over Anti-Racism Seminar
Trump supporters are calling for a Coke ban in the US. However, it remains doubtful if that will grow their teeth back.

Dear God! Triple J Books Return Of OG Wiggles For Like A Version
It's all hot potato and big red cars in the B&T office this morning. Scottish staffer reconsiders visa application.

Thursday TV Wrap: MAFS Hands Nine The Win On A Quiet Night
Last night's TV numbers again appeared to confirm that after 15 years still nobody's watching Bondi Rescue.

Twenty-Seven Year Old Australian Margaret Zhang Appointed Editor Of Vogue China
Who doesn't love to see Aussies doing well on the world stage! Okay, maybe not Schapelle Corby or Mel Gibson.

VOZ Insights: “Television Is Now An Everywhere, Multi-Device Medium”
Only Jesus' second coming and the next Guns N Roses album officially taking longer than the arrival of VOZ.

Australian CDP Lexer Raises $33.5M In Funding
Lexer, the Customer Data Platform for brands and retailers, today announced it has raised AU$33.5 million in Series B funding, bringing its total funding to AU$43 million. The round was led by Blackbird Ventures and King River Capital, with Series A investor January Capital also participating. Blackbird’s Rick Baker will join the Lexer board. The […]

CHE Proximity Unveils Latest Work For eBay
These new eBay ads have an eerie sense of déjà vu. Worse, a not overly funny déjà vu either.

Thrive PR + Communications Makes Multiple Hires Across Sydney & Melbourne
Thrive PR has announced a string of new hires, none of whom chain smokes or swigs from a Stoli bottle.

Peroni’s Zero Alcohol Beer Partners With Aston Martin, Ahead Of Its Formula One Return
Problem with zero alcohol beers is it's all the urine but without the embarrassing one-night stands of full-strength.

Pepsi Brings Messi, Pogba And Sancho To Life In Bubbly New Campaign
B&T's shamelessly namedropping in this headline. Unless you've no idea who they are, then just move to the next article.

Chief Of Cherokee Nation Calls For Jeep To Retire Vehicle Name: “It’s Time”
Do you own a Jeep Cherokee? Well, watch it instantly devalue by a good 10 grand by simply reading this.

Women’s Lifestyle Media Company The Grace Tales Acquired By AllBright
Local women's lifestyle media company receives what all publishers are looking for - a large cheque in an acquisition.

Martech Myths: Why Most Organisations Waste Ninety-Five Per Cent Of Their Software Capabilities
This expert columnist is debunking martech myths. Including the one about Salesforce making you pregnant.

Net Profit Up 60% For Southern Cross Austereo On The Back Of Leaner Operating Model
Southern Cross Austereo's profits up 60%! Which certainly made interviewing Grant Blackley today a lot less awkward.

Cummins&Partners Welcomes PR Agency Romano Beck, Bringing Creative, Media and PR Under One Roof
Cummins&Partners has welcomed Romano Beck, who may sound like a swarthy Italian actor but is actually a PR agency.

CarsGuide Partners With Mitsubishi, Wavemaker To Create Virtual Road Trips
CarsGuide, Mitsubishi and Wavemaker create virtual road trips that includes virtual car sickness.

Petition To Ban Same-Sex Kiss In Cadbury Crème Egg Ad Garners 56,000 Signatures
Cadbury Crème Eggs join Durex condoms & Frankie Goes To Hollywood on list of things Christians find hard to swallow.

Future of TV Advertising Conference: Times Are Tough, But We’re All In This Together
B&T's reporting live from today's Future Of TV event. Not before mistakenly going to the dental hygienist conference.

TV Will Not Only Build Your Brand, It Will Get Your Cash Registers Ringing
There can be no denying TV's power as an advertising medium. Putting aside Holey Moley and Plate Of Origin, that is.

TikTok Continues To Fight COVID Misinformation
Current COVID misinformation includes the vaccine can make you pregnant while developing a Lionel Richie addiction.

Wednesday TV Wrap: 10’s The Cube Debuts To 567,000, Gives MAFS A Little Hickey
B&T's delivering all of last night's TV numbers, dipped in chocolate, rolled in coconut, with a tasty jam-filled centre.

As Bruce Springsteen Is Cleared Of Drunk Driving Charge, Jeep Resumes Use Of Super Bowl Ad
With the Springsteen saga dealt with, Jeep now turns its focus to Michelle Bridges as its next brand ambassador.

WPP AUNZ’s Unveils 32.6% Profit Drop For 2020, Revenues down 14.1%
WPP AUNZ's results out today made for some pretty sobering reading. That's why B&T read them with a couple of daiquiris.