Hi world! Today’s blog entry will be on the Internet of Things (IoT for short). IoT is a prominent feature in Web 3.0, the semantic Web and it refers to enhanced connectivity to close to everything, including the currently inanimate items in our homes (a table or chair). To be honest, I have developed a love and hate relationship with IoT… just putting it out there. Let’s start with love… what’s not to love about the future of technology? It’s always rapidly evolving and before you know it, that newest slick smartphone you’re holding in your hands now may be deemed obsolete. I believe that the screenshot below from a Buzzfeed article perfectly encapsulates the fleeting evolution of technology:
But there’s always the dark side of technology. Addiction and intense preoccupation. At least for now, we can still choose to fast from technology and pack up our bags to spend a few nights in the jungle. It is predicted that with the complete implementation of IoT, the Internet (digital realm) will be amalgamated with the real physical world. When this happens, the Internet becomes… (cue dramatic music) pretty much inseparable from us. In this current day and age of Web 2.0, many critical scholars are pointing out the fact that passive users are becoming zombies/slaves to technology. We are growing so incredibly dependent on our phones and the Internet that some of us can’t do without it. Why has it become so difficult for us to live without our phones or the Internet for a few days when our ancestors survived well without any of these technological tools?
The reason is simple. We naturally crave convenience (one of the seven deadly sins: Acedia/sloth).
As such, we desire for these advanced devices and technology to “improve” our lives or make it easier. The society changes according to the people’s behaviours. Users chase the new technological devices and crazes. People = market. And the market of consumers affect all types of organisations. Ultimately, the pursuit for MORE high tech stuff persists, leading to tech companies feed us with more advanced products. With IoT, organisations of all sorts are affected. It’s the newest and most advanced method to reach out to their consumers. It’s a matter of how you use it that can determine your success. In fact, some organisations have already tried to leverage on IoT’s connectivity to enhance brand presence.
Here are some examples of IoT integration:
Diageo creatively re-branded their Whisky and targeted the filial sons and daughters of whisky-loving dads. IoT’s core feature is customisability and it is well illustrated in this example when the whisky company provided their consumers with a personalised video message for their Dads with every bottle. With the scan of a QR code, the Dads get to kick back and relish a gold class of smooth whisky while they watch the saccharinely sweet video created by their kids. Their marketing campaign paid off handsomely and they experienced a 72% jump in sales before Fathers day. Apart from that, the campaign also aided in increasing their brand presence among two groups of consumers – the kids (age range varies) and the Dads.
This product needs no introduction. It was first introduced in 2015 and now its second series of smartwatches have been in the market since September 2016. Tech geeks and experts are speculating the release of series 3 which is estimated to arrive later this year in September.
Some of the cool features of the smart watches in series 2 include a built-in GPS. Instead of holding on to your phone and seeing your battery drain and die off steadily, you can simply look at your wrist to check whether you’re on the right path. Secondly, it is water resistant (50 metres). It’s still not completely water-proof but hey you can still bring it swimming or splashing around in the ocean. For such a small device, it has a dual-core microprocessor. Essentially, your processing speed is extraordinary and it’ll last you an entire day! Other standard functions include responding to calls/texts and use Siri.
While you might get your Dad a whisky for Fathers’ day, here’s a cool Mothers’ day gift suggestion! These high-tech buttons are called Amazon’s Dash buttons (do note that you need to be an Amazon Prime member to have access to purchasing these buttons). These buttons are connected via the WiFi and they are linked to products available on Amazon by setting up your button with your phone or laptop. For example, essentials such as clothes detergent (Tide) and even condoms. At just a press of the button, it taps onto WiFi to automatically order those essential items and deliver it to your door step. When I first saw this… I thought to myself “I HAVE BEEN LIVING UNDER A ROCK!” How cool are these little buttons and they’re kinda cute too!
Bringing convenience to a whole new level and it’s simple to install too:
Here are some brilliant yet simple ads from Amazon:
Do note that this is NOT a paid advertisement but I personally feel that these amazon buttons are amazing! And to think that it’s only the very beginning of how IoT can be used. However, with every new technology, fine-tuning is essential. Here’s a video which summarises everything wrong with the dash buttons:
Hopefully Amazon will listen and continue to improve these products!
As a Marketing student, I was interested to know how IoT will affect the advertising and marketing industry. An increase of available information of the market and the consumers will be made available to the marketers. This is where the data analytics industry will burgeon. Information and statistics will be sought after my big companies as they get to learn all about their customers. With regards to advertising, it will be adapted to the new interface of the Internet. The platform of IoT is EVERYWHERE. However, it does not equate to seeing ad banners everywhere we go. The key difference is personalisation. We as consumers will only receive specially targeted messages. It involves marketers to think out of the box and integrate IoT into their marketing schemes. I foresee a whole lot of innovative ideas and new advertising methods.