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?
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!
Modern marketers are tasked with understanding a seemingly endless list of tools, techniques and strategies. To be successful, they have no choice but to be agile. And with the current pace of change in the industry, the demand being put on marketers is only going to increase. Google’s decision to remove third-party cookies from Chrome […]
Lucciana Beynon, the daughter of the controversial tobacco magnate, Travers ‘The Candyman’ Beynon, has been photoshopped so severely by a swimwear brand, she is now unrecognisable. It began, when the infamous Instagram account CelebFace, reposted photos of Beynon, one before she was photoshopped by a brand, and one after, and the difference is very noticeable. […]
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]
The ABC TV Network took the bronze medal from Network 10 on Wednesday night, beating it in terms of the daily share. Also significant is that, as per OzTAM’s metro data, 10’s new 7.30pm entertainment show Making It did not reach the top 20 most viewed programs. It had a metro audience of 325,000. 10’s […]
The Foxtel Group has announced it will launch Flash, a first of its kind, dedicated live news streaming service featuring more than 20 local and global live news sources at launch. To be launched in October, Flash will provide a fresh, convenient way for Australians to stay informed by bringing together a diverse range of […]
Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]
Some 55 per cent of Americans have received both doses of the COVID vaccine while, worryingly, about a third remain unvaccinated with cases again on the rise. So, who better to entice nervous Americans to get the jab than the rather un-PC team at Family Guy. Creators of the legendary cartoon have debuted a three-minute, […]
Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]
Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]
According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope. Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]
Underscoring its ongoing commitment to team care and wellbeing, during and beyond the pandemic, Havas Village Australia has introduced be together – a reconnection initiative to enable staff to reconnect with loved ones for longer when domestic and international borders reopen. The initiative, which reflects the Havas core value ‘Better Together’, gives staff from Host/Havas, […]
The Independent Media Agencies of Australia (IMAA), the national, not-for-profit industry association for the independent media agency industry, has launched its own multi-channel ad campaign to promote the benefits of independent media agencies to companies and marketers. The campaign will feature across radio, TV, out-of-home, digital and print channels, with partner organisations contributing more than […]
Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]
Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO). As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]
GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]