Deal Tech, Mar­ket­ing and Books

The best in new gad­gets, the im­pact of The In­ter­net of Things and a guide to bet­ter busi­ness writ­ing.

The Australian - The Deal - - Contents - An­drew Bax­ter

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

Newspapers in English

Newspapers from Australia

© PressReader. All rights reserved.