Digital Strategies to Leverage IoT
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Transcript of Digital Strategies to Leverage IoT
Digital Strategies to Leverage IoT
Subbu RamanathanMilwaukee, WI, USA
International Conference on Digital Marketing
Trichy, India
February 2015
Internet of Things (IoT)
Network connecting
wired/wireless devices (things)
which allow automatic
provisioning, management and
monitoring
An Example
Electronic fork
Alerts when eating too fast
Eating pace data collected
Data uploaded to online dashboard
Data used to improve eating habits
IoT Significance for 2015
In Gartner’s Top 10 strategic
technology trends
IDC’s Top 10 technology
predictions
The Projected Growth
Revenue Potential
Cisco forecasts the
economic value created by
IoT to be
$19 TRILLION
in the year 2020
Digital Marketing Enablers
Data from sources specific to target audience
Better accuracy of needs assessment
Real-time assessment of needs
Predictive analytics
Digital Marketing Opportunities
More devices to market through
Better targeting of marketing efforts
Advertising relevant & beneficial to customer
Brand consolidation and cross-selling
Advertising Options
If you want to play in this space as an advertiser,
you’ll need to invest in one-off partnerships, or
create your own connected device ecosystem
The Customer Experience
Age of interruptive commercials come to an end
Target marketing with IoT data can provide better customer
experience
Beacons
Low-cost hardware
Small enough to attach to
a wall or countertop
Use battery-friendly, low-
energy Bluetooth
connections to transmit
messages or prompts
directly to a smartphone
or tablet
Creating Your Own Ecosystem - Case Study
London’s Regent Street - a big Beacon experiment
Regent Street mobile app
App captures users interests/preferences
80% of 130 stores have beacons
Coupons, Campaigns & more
6% Click-Through Rate (CTR)
More Beacon Opportunities for Retailers
Partnership – Case Study
AtYourService – an eCommerce and engagement offering that connects
drivers with retailers and merchants on their drive
Partnership – Case Study
Nest – Smart thermostats & smart smoke/CO detectors
Products that can learn from data they collect
Remote control/Remote notification
“Works with Nest”
Potential uses of data collected –
Insurance companies
Creating Your Own Ecosystem – Case Study
Nike Fuelband & Nike+
Since Fuelband launch, Nike+ signups have increased
TV & print advertising digital marketing
“Nike+ FuelBand” “@NikeFuel”
Creating Your Own Ecosystem – Case Study
Daimler Trucks North America
Sensors and software detect abnormalities in its trucks
Automatic alerts to company’s call center that work is required
Redirect drivers to local dealers stocked with replacement parts
Predictive
Maintenance
A Different Approach
Think about customer value first
Access to customer data depends on value provided in exchange
Think about the data first
Think about actions based on the data, second
Stop making ads
Design services that create consumer value
Considerations
Honor privacy while providing personalization
Few IoT standards
Messy data for the foreseeable future
Marketers will need partners to provide the
connection, maintenance and innovation layers that they
are not equipped to handle.