Internet of Things shouting ads: coming to my bowl

The Internet of Things is gaining more and more attention from all over the world. It may take less than four years to generate 50 billion IoT devices worldwide. At that time, any item around us, such as smart phones, wearable devices, and new generation home accessories, can be connected to the Internet.

So far, the existence of the Internet of Things is extremely beneficial to us.

For example, Insulin

Angel equipment can help diabetic patients save medicines at safe temperatures; digital bracelets can monitor our heart rate and sports activities; smart home systems can create a comfortable and comfortable apartment environment.

But everything has two sides. The existence of the Internet of Things has left us with no personal privacy. Secrets are no longer secrets.

There is currently no data security protocol for the Internet of Things in the industry. We don't know how smart device manufacturers will use the data they collect, so there's no rush to discuss hacked refrigerators and baby monitors.

Today we are talking about advertising. No marketing survey can provide such high-quality user feedback to brands like IoT devices. And what does this mean for the entire industry and ordinary users like you and me?

Internet of Things: One day your whisky is smarter than you

During the 2015 Mobile World Congress, Diageo, a leading company in the alcoholic beverage industry, introduced Johnnie Walker Blue Label

Smart wine bottle. This technology allows manufacturers to track the movement of bottles through supply chains, store displays and even end-use consumption. Each bottle has a specific OpenSense tag (unlike a normal QR bar code) to support an integrated sensing system and is not easily duplicated. To identify if the beverage you purchased is genuine, you only need a smartphone with proximity wireless communication technology.

Whisky lovers are not the only ones who enjoy high-tech packaging.

Christophe Emery, director of digital media at L'Oreal, also believes that the cosmetics marketing approach to the Internet should be similar to mobile marketing.

Another example comes from the Absolut brand. The brand has entered into a strategic partnership with Evrythng to design a vodka bottle that can be connected to the Internet. This seems to be a logical step for a company with more than 100 million bottles per year. Is there any reason not to connect with consumers through the IoT channel?

So far, most of the Internet of Things ads have remained at the conceptual level and are often vague concepts. The Gutenberg project is perhaps the closest case to product relationship marketing to date (remember that Pernod at the time)

Is Ricard's smart home that looks like a small digital library? )

However, we firmly believe that it is not far from the company's use of the newly developed platform to display "personalized content", which is likely to be a smart pot or a smart kettle.

Why do brands need to research the Internet of Things?

Let's look at some of the status quo: TV is still the most influential advertising channel. In the past five years, other media have shown a significant downward trend in the effect level, a decline of up to 10%, while TVs in the same period only fluctuated by 1.5%.

Brands may be confused. Why can it cost millions to invest in the Internet of Things when Natalie Imbruglia can be invited to shoot a fascinating commercial to stimulate sales?

Let me give you a simple example. If you are oily skin, after some ideological struggle, you decide to buy L'Oreal Oi.

Control the cleanser. Once I leave the store, L'Oreal will never know what's wrong with the tube or if the cleanser is working.

At the company level, they want to be able to communicate with customers after they have completed the purchase to ensure that the products they sell are useful, and to advise customers on the proper use or maintenance of the product, and to provide related products and services.

TV or radio cannot communicate with consumers

Feeligreen, an emerging French technology company, has developed an IoT device that helps you solve fat granules, wrinkles and other skin problems with LED lights and micro-circulation systems (of course, this also requires the use of a suitable cosmetic cream). The device collects user data on its own and feeds the data back to Feeligreen with your consent. Based on feedback data, the company provides you with the most effective skin care advice and transmits your private data to the cosmetics brand company. These companies improve the product and revise marketing strategies based on data provided by Feeligreen.

The whole process is over! Thanks to this free personal skin treatment, you get a great cream, and cosmetic companies can get high quality user feedback for marketing and product development.

If the user's data is used like this, it is naturally excellent.

Kevin Ashton, the father of the Internet of Things, has urged brands not to misuse this technology.

We all know how annoying advertising is. If you download a free game, you have to endure those endless banner ads anyway, after all, you have not paid a penny for this game. But if you pay for a pair of beautiful sneakers and continue to receive promotional messages, it will be different.

The future of IoT advertising is uncertain for a number of reasons. These reasons include application development issues, management of complex data, etc., and it will take time to resolve them.

However, 27% of companies using IoT data in digital marketing campaigns are taking steps to achieve marketing goals and generate quantifiable ROI.

This effort is worthwhile for the company, isn't it?