Things know what I want, do you?

Friday, 18 august 2017 | Redacción CEU

From a comb to a heavy-duty truck, all the things are liable to being connected to the network. The daily use objects interconnection promises a great impact on digital marketing. This transformation requires time and labor, will we be ready for its arrival? How will the Internet of Things appearance affect digital media marketing strategies?

Your bed will know when the temperature drops and will keep you warm in winter. Goodbye to cold feet! If you share the mattress, it will regulate each part independently. No more fighting for the blankets! The alarm clock will be aware of your habits. If you need to set the alarm several times to avoid falling asleep, it will adapt to your little obsession. There is no excuse for being late, when the car notifies you in advance of an appointment and waits for you at the door. The toothbrush will tell you off, if you have not brushed your teeth regularly. And the doctor will be informed through a bracelet, if you are at risk of having a heart attack, and in time to act, if something happens to you. It is not science fiction; this is the future that predicts the arrival of the Internet of Things (IoT).

What does the Internet of Things consist of?

The Fourth Industrial Revolution is here and brings with it a new digital system where things can connect to the Internet and, in turn, between each other. A daily use 'smart' objects cobweb also linked to us. This is one of the most disruptive changes in digital transformation and will undoubtedly alter the daily routine of this society.

You will not need to keep your cell phone close to feel connected at every moment. Any object can integrate intelligent sensors that offer information on multitude of variables both personal and collective, without the interaction of the human being. The processors are getting smaller and having a lower consumption and the communication protocols are on the right track. These technologies when combined, allow the extraction of data, its consignment and reception and the result analysis of the interaction with the objects.

The interconnection of things offers more than useful information to monitor. When artificial intelligence comes into play, the features shoot up. Specific activities can be programmed based on the information received, automating the processes and learning from the experience. People do not have to remain out of this equation, they can always make changes and even do it remotely.

The future is already present!

When you talk about the Internet of Things, it seems that you are referring to an abstract concept, distant and inaccessible. Actually, this change took shape decades ago and now you find examples of the objects interconnection in many sectors like the mass production industry, transport, urban infrastructure, the environmental care and the health system.

A few years ago, the electrical household appliances started to be connected to each other, although in a closed circuit. It is now when the devices at homes begin to link this to the global network to enable a personal and improved experience. It is the case of Apple and Google that advance in their respective projects, Home Kit and Google Home, so their users can control their home objects from their cell phone or a smart device.

Another example of the adaptation of this new objects interconnection system is the practice of large Indian cement companies of putting sensors on their machinery parts so that before the pieces fail, they already know that they have to change them. This means a great saving in maintenance costs.

The Internet of Things integration into society tests the inventiveness of marketers. A company that has managed to take advantage of the business opportunity is Amazon with the Dash Buttons. These smart buttons are placed close where the product is used. When it is running out, a simple pressure on them requests a new product shipment at home. Although it requires the person interaction, it is innovative and comfortable for the consumer and achieves customer loyalty in an amazing way. It is very difficult that the consumer buys the competitor product.

The digital marketing of things

The marketers have always had to adapt quickly to the changes. They cannot afford to resist them or they will fail. Both the Big Data and the Internet of Things are fertile ground to cultivate new commercial strategies, the channels to reach the consumers multiply, we get to know the customer better, companies have an interest on investing in them, ... If the sector professionals get to know how to take advantage of the opportunity, success is guaranteed. But this is a whole new world that needs study, time and work. What are the challenges that 'the digital marketing of things' faces?

Higher level of request and immediacy

The offer personalization will be very accurate, the demand too. You will get to know what and when they need it. Users will want exactly that, at that exactly moment. The artificial intelligence perfection is essential, the programmatic advertising development and the good logistics guarantee that accompany it.

Emotional and personal connection with the user

Advertising goes into an increasingly personal and intimate territory. It must not use the same language as before. The firms that touch and move the users, will be the ones that really get to reach them. Any company that people identify as invasive, will have many chances to fail.

Creation of new and different experiences

This is a different and still very little explored environment. A world that offers a multitude of triumph possibilities. It is necessary to develop original techniques and processes and opening up eyes to the attractive experiences creation to the consumer. The ingenuity and creativity marketers are indispensable for constructing new realities.

The risk of the rush

If this new industry has not expanded globally yet is because it is expensive and requires a lot of investment to transform the current infrastructure and to improve processing systems and sensors. Time runs against but launching a new product needs a good exam. The desire of being the first should not prevail over the technology development. Otherwise, the risk of serious image deterioration is high.

Doubts about data access

There are many unknowns about how, when and where the companies will have access to the data of 'the things'. Perhaps the consumers may not be willing to share them and the legislation plays in their favor. Perhaps the companies can offer some kind of incentive for their exchange.

In a world where things stop being just things, humans cannot lose their fate. Humanize without dehumanizing and advancing without retreating. The Internet of Things is already here.