things we talk about.

The latest trends and insights from our team.
branding
1 September 2021

the internet of things (iot) as marketing channels.

A few years ago IoT was a foreign concept but in the UK alone, there is now an average of 2 smart devices in every home.

So What Is IoT?
Simply, the Internet of Things is made up of devices – from simple sensors to smartphones and wearables – connected together. This includes everything from coffee makers, washing machines, headphones, lamps, wearable devices and almost anything else you can think of.

Talk to your Customers, Literally
Today, sound is back in the forefront of branding. How a brand sounds doesn’t merely deserve the level of attention and detail given to visual branding. It demands it.

With that in mind, IoT doesn’t just allow you to track users’ data, it offers the ability to engage with them. Already, the list of connected products, from connected toothbrushes to connected toys is enormous. This data will completely change the way brands can interact with their customers, which requires a new approach for your marketing departments.

Data, Data, Data!
IoT devices have given us an unlimited resource when it comes to data – we can collect and analyse customers’ intent, needs and behaviour from every single interaction with the brand. We’ve only really touched the surface of what this will make possible in advertising.

IoT devices mean we know more about the people we’re advertising to and can also open up a line of communication for brands to get real-time feedback on their products and offer advertising that’s truly personal, not just personalised.

The challenge that both marketers and advertisers have is using the data they have available in a non-intrusive way. For example, your smart light bulbs might know what time you go to bed at night, but if they start using this information to advertise insomnia products to you, it can start to feel like they know a little too much about your lifestyle.

The advertisers of today and the future have a very thin line to walk to maintain the balance. Ideally, the IoT-powered advertising of the future should be relevant, but not creepy.

The Possibilities Are Endless
There are other opportunities besides data and personalisation when it comes to marketing with IoT. Smart packaging is one example of how some brands have used IoT technology to strengthen their brand story and connect with customers.

Malibu Rum developed a smart bottle using NFC technology that allows customers to interact with the brand in-store or at home. Customers can tap the bottle with their phone or scan the QR code to access the Malibu summer promotional materials, giving them access to recipes and the chance to win prizes.

The most important point to take from this is that IoT are all around us and like social media, 15 years ago, it may be a new channel now but in a few months, or a year from now will be a must have channel. Start considering it soon rather than later.
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