WHAT IS IOT?

The Internet of Things (IoT) is the interconnection via the Internet of computing devices embedded in everyday objects, enabling them to send and receive data.

WHY SHOULD MARKETERS CARE?

The Internet of Things enables manufacturers to see how, when, and where customers are interacting with their products. For marketers, this presents a huge opportunity because they now have an always-on focus group, a pathway directly to their customers.

HOW CAN IT HELP YOUR BUSINESS?

Customer data is the lifeblood of every company in the digital age. Data generated from the Internet of Things can exponentially deepen marketers' understanding of their customers and products.

The New Consumer Contract, with Erich Joachimsthaler of VIVALDI

Today’s guest is Erich Joachimsthaler, VIVALDI CEO and author of The Interaction Field (among others). Since his time at university, Erich has spent his career chasing the intangible value of a brand, far beyond sentimentality and logo recognition. In his latest book, Erich lays out the true intangible value brands can leverage — new digital business models that go beyond delivering great products and services. He shared why brands must enter into a new “Customer Contract” with consumers, one in which they work to solve problems faced by society, not the market.

> See all episodes
Light at the End of the Tunnel: How Dark Stores and Micro-Fulfillment Centers are Revolutionizing the Retail Supply Chain

As the well-worn proverb says, “necessity is the mother of invention,” the pandemic hit retail spaces particularly hard, pushing consumers to use ecommerce more as social and safety protocols increased. While there may be more stores open now, shoppers have found that the convenience and speed when ordering items online is invaluable even long after the protocols have gone.

To take advantage of this, retailers have turned parts or all of their spaces into “dark stores,” which act much the same way a warehouse or fulfillment center would. The opportunity then arises for retailers to not only leverage a wealth of direct consumer data from these types of transactions, but also provide greater personalization and localization services. This itself sets off a bevy of offers and angles from which to engage their customers.

> See all issues

WHAT IS IOT?

The Internet of Things (IoT) is the interconnection via the Internet of computing devices embedded in everyday objects, enabling them to send and receive data.

WHY SHOULD MARKETERS CARE?

The Internet of Things enables manufacturers to see how, when, and where customers are interacting with their products. For marketers, this presents a huge opportunity because they now have an always-on focus group, a pathway directly to their customers.

HOW CAN IT HELP YOUR BUSINESS?

Customer data is the lifeblood of every company in the digital age. Data generated from the Internet of Things can exponentially deepen marketers' understanding of their customers and products.

“Looking IoT in the eye and understanding that it is all about capturing and actioning data explains that IoT is not a standalone technology. It can not live in a vacuum. IoT needs AI to make
sense of the data and take action. It will require deep collaboration with blockchain and other decentralization tools to enable seamless collaboration between connected assets.”

Hod Fleishman

Partner and Global Head of IoT

BCG Digital Ventures

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into the internet of things? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Tech Adoption Lags Across the Healthcare Spectrum

ANA. April 2019

Brands are missing the boat when it comes to spurring the market for wearable medical devices.

Alexa Play My Song

ANA. March 2020

Amazon promoted its Echo smart speaker in India with a campaign that showcased the device’s ability to play music in response to a simple voice command.

Marketing the Experience of Connected Content at Peloton Cycle

ANA. June 2019

Peloton brings its product into consumers’ homes through live and on-demand content.

Download Now!

The Internet of Things (IoT) not only allows for potentially world-changing inventions like the smart home and self-driving car, it also gives brands access to deeper, more meaningful customer data than ever before.

 

ANA Marketing Futures spoke to marketers and experts across industries to get their opinion on the value and viability of this emerging trend, and created a guide to help brands navigate The Internet of Things and develop more connected experiences for customers, while leveraging the ocean of data generated by the IoT to drive business growth.

Hod Fleishman

Partner and Global Head of IoT

BCG Digital Ventures

“Looking IoT in the eye and understanding that it is all about capturing and actioning data explains that IoT is not a standalone technology. It can not live in a vacuum. IoT needs AI to make sense of the data and take action. It will require deep collaboration with blockchain and other decentralization tools to enable seamless collaboration between connected assets.”

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into the internet of things? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Tech Adoption Lags Across the Healthcare Spectrum

ANA. April 2019

Brands are missing the boat when it comes to spurring the market for wearable medical devices.

Alexa Play My Song

ANA. March 2020

Amazon promoted its Echo smart speaker in India with a campaign that showcased the device’s ability to play music in response to a simple voice command.

Marketing the Experience of Connected Content at Peloton Cycle

ANA. June 2019

Peloton brings its product into consumers’ homes through live and on-demand content.

Download Now!

The Internet of Things (IoT) not only allows for potentially world-changing inventions like the smart home and self-driving car, it also gives brands access to deeper, more meaningful customer data than ever before.

 

ANA Marketing Futures spoke to marketers and experts across industries to get their opinion on the value and viability of this emerging trend, and created a guide to help brands navigate The Internet of Things and develop more connected experiences for customers, while leveraging the ocean of data generated by the IoT to drive business growth.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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Contact

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Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

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