The recent article by Mike Kavis for Forbes titled Don’t Underestimate The Impact Of The Internet Of Things was an interesting read. He provided some easy-to-understand examples of how IoT (Internet of Things) will impact our lives in various ways, and he anchored his story with a bullish outlook at the future of IoT.
I couldn’t agree more, and I would even add that IoT will make a profound impact in marketing as well. Since we, at Influxis, work with many ad agencies, big and small, and traditional and digital, we see this trend firsthand. The experiential marketing sector within the marketing industry has seen a significant growth. The brands are looking for new ways to bring their consumers closer to them by offering unique, one-of-a-kind, “brand experiences”. And that’s where these experiential marketing experts come in. They create events and environments where consumers are invited into immersive settings where they get to interact with brands in interesting and memorable ways. These marketing extravaganzas, often digital in nature, are the 21st century way to generate brand awareness and loyalty.
As you can see from our case studies on San Pellegrino Three Minutes in Italy (people controlling roaming robots remotely to mingle with the locals at a small Italian town), Bud Light Superstitions Machine (people voting online to activate a machine for their favorite NFL teams) and Nick’s First Pitch (Nick remotely throwing a first pitch via a pitching robot miles away), many brands utilize IoT, especially in web-connected robotics, to “bring their brands to life”, so their consumers can interact with them in real-time. These are not day-to-day applications of IoT but nevertheless impact our lives in profound ways. As we all know, a successful ad campaign can create a whole new pop culture that impacts the society. Now, with IoT, the brands have even more opportunities to mesmerize their loyal customers through impressive and ingenious “IoT interactions”, all in real-time.
Kavis is right in saying, “We are just beginning to scratch the surface of what is possible with the IoT, and the use cases are seemingly limitless.” The IoT will not only enhance our daily lives but will also power new pop cultural trends, defining what is cool, and what is not, and furthermore impacting the purchasing habits in us.
The IoT in marketing? Absolutely.