Mobile First: Understanding the Internet of Things and Mobile Devices
Non-Electronic or “Dumb” Devices: Here’s where the Internet of Things really gets exciting! Everyday, non-smart objects can now be given social intelligence. Through a wireless connection and the use of sensors, smart labels and smart packaging, “dumb” products transform into smart devices.
Look around your home tonight. From food ingredients to cleaning supplies, every product in your home has the potential to become “smart.” From a marketing perspective, connecting a digital layer to a physical product allows us to do two things: 1) transform the object into a platform through which we can create content and dialogue, and 2) transfer data between product users and brands.
Creating New Opportunities
What does this new world of connectivity mean and what can we do with these new devices? In short, you name it!
1. Access otherwise non-existent data: IoT connected devices create interactions that produce data. That data helps fill the gaps in our knowledge of actual consumer behavior. Food manufacturers can track and report on how many times a consumer scans a smart label for recipes once a can of soup has left the store. Printer manufacturers can monitor how many times their customers scan their smart printers to troubleshoot errors. Each of these interactions is an opportunity to communicate with your buyer, stay top of mind and deliver increased value. Moreover, the data collected from these interactions will provide continuous real-time insight you can use to improve your products and your customer service.
2. Allow for real-time personalization: The data collected in IoT technologies also can be used to personalize the experience a customer has with your brand. Tracking and analyzing your users’ behavioral patterns gives us a better understanding of their unique preferences and needs. We can now better predict what information they need from us, when, where and how they need it. And we can deliver that information more quickly and efficiently than ever before.