Deal Tech, Marketing and Books
The best in new gadgets, the impact of The Internet of Things and a guide to better business writing.
TECHNOLOGY is enabling marketers to innovate at an incredible rate. The focus is around the Internet of Things, where small smartchips are allowing almost any device you can think of to be connected to the internet; your kettle, your tennis racquet, your car, your TV, your kitchen cupboards, your front door, your toothbrush, your pets and even your light globes. And that’s on top of your smartphone, smart watch, tablet and laptop.
But the essence of marketing is not to invent for invention’s sake, it is to create products and services that meet people’s needs. So why are marketers so excited about the Internet of Things? Ever had that nagging feeling that you didn’t lock the front door when you left home? With a lock connected to the internet, you can now double check and lock it via your mobile phone. Forgotten where you parked your car in the multi-level carpark at the shopping centre? Your connected car reminds you. Wish the kettle could turn itself on when your alarm goes off each morning? Tick. Down at the supermarket and struggling to remember what you need? Ask your connected fridge.
There are close to five billion connected devices around the globe, and this is expected to grow five-fold in the next five years. Not only is that an enormous amount of desired products that marketers will have put into consumers’ hands, but it’s also generating an unprecedented amount of inter-connected data about those consumers. For marketers this is the real gold.
If you’re a creature of habit who wakes and reads the news on your iPad before having a coffee and some toast, expect to see some ads for Nescafe and jam in among that news site you are reading. When those smart light globes are 80 per cent through their life, expect to receive a coupon on your phone to order some new ones. Play tennis every Wednesday night? Expect to receive a push notification for 20 per cent off tennis gear if you pass a major sports store that day.
For marketers it means that ads will be