Internet of Things Era | 2019 —
Similar to the Algo Machine Era, the Internet of Things Era (IoT) is already happening. All you have to do is subscribe to MediaPost AI and IoT Daily newsletter to get firsthand knowledge about what is already available for testing today and what is coming around the corner. With headlines like 29 Billion Connected Devices Projected, Video Leads The Way and the notion that “more things are getting connected, which is driving more digital traffic”, marketing leadership and their teams need to get up to speed, map out viable IoT use cases and apply them to controlled foundations.
With general data usage today and all the IoT data coming online, one of the biggest obstacles to overcome will be government involvement in terms of data privacy, regulation and policy. While the EU and US are shaping policy on both sides of the Atlantic with new laws such as GDPR, advertisers need to put in place thoughtful self-policing boundaries and find creative ways to work within them. In the meanwhile, IoT will continue to spew out exponential raw data sources which will further press advertisers to imagine and test of a new class of data use cases.
IoT use cases are practically endless. For example, Diageo and Absolut Vodka have tested smart bottles. Winemaker Bodegas Barbadillo is using “smart” bottle interactions, driving over 30% of consumer purchase conversions. Cosmetic companies, over-the-counter pharmaceutical brands, and other CPGs are testing the intersection of near-field communication and smartphones to make faster, deeper and more useful connection with consumers. Hotels are experimenting with IoT devices looking to enhance the customer experience from before to check-in to after check-out by Track room usage, tailor to guest preferences, and know before supplies run low. The expected results are optimized operations and increase revenues. Emirates Airlines is turning bag tags into IoT tracking devices to further enhance their top customer service record, which has increasingly become an enduring competitive advantage for the world’s top airline.
All these cases have one thing in common to which people-based marketers need to pay attention. IoT data can greatly enhance not only audience segmentation and audience modeling but also influence dynamic creative and the key variables that drive a bid for an impression you would really like to win. The data is looking for a use case to become real.