The Internet of Things is all about customer engagement. By leveraging location-based innovations and smartphone technology, famed retailer JC Penney is connecting with each customer individually. In this keynote presentation, James Meeks, Product Director, Mobile, at JC Penney, will describe what the retailer has learned and what works best for individual, in-store engagement and some tips on gauging success.
Panel: Engaging with the Always-Connected Customer
The Net was one thing, which mobile then took to a level of mass portability. The Internet of Things creates a totally new dimension, with constant connectivity the new base of consumer marketing. How do marketers deal with consumers in connected cars with unlimited data plans, homes where devices constantly communicate with each other and wearable gadgetry that never leaves the wrist? This discussion zeros in on getting the right kind of marketing messages to the consumer based on the platform, location and context.
Presentation: A Marketer’s Guide to Internet of Things Legal Issues
As the Internet of Things rapidly expands, marketers are looking for new and creative ways to harness the technology to their clients’ advantage. So whether you think it’s a good idea for your ad to trigger smart home devices like Google Home or Amazon Alexa, or an experiential event where wearables are provided to fans, this presentation will detail the legal and business challenges that marketers face in this dynamically changing landscape. This presentation by Vejay Lalla, an attorney who specializes in the legal complexities of digital media, will provide an overview of the privacy, intellectual property and native advertising that need to be considered when tapping into the Internet of Things for marketing.
In this research-based presentation, Ronjan Sikdar, Vice President, Media Analytics at Nielsen, will provide an overview of the virtual reality industry from three angles: publishers, advertisers and consumers. He will explore how effective 360 content is in regards to comparable measurement, uncovering key themes that have largely been absent from the public conversation.
Presentation: The Voice-Activated Path To Purchase
Voice-activated virtual assistants are posing a unique challenge to marketers, adding another wrinkle to the already complex path to purchase. The use of multiple devices like tablets and cell phones already made it difficult to trace the origin of a consumers intent to purchase, but virtual assistants create a whole new dimension for marketers to consider. In this research presentation, Janice Caston will present new, original survey data from Toluna that highlights consumer behavior changes following virtual assistant adoption, and how marketers can tap into everything this technology has to offer.
Half of retailers have deployed IoT technology, with most of those creating new and engaging customer experiences. How and exactly where do marketers interact with in-store shoppers, when inventory knows where it is and when it moves, customers are identified as they roam the aisles and previous behaviors are digitally documented? When, where and what is the right messaging in the connected store and what are the consumer signals that it’s time to stay clear? This panel tackles the challenge beyond keeping customers in malls or stores longer to making their stay more enjoyable.
Presentation: Making Virtual a Reality for Brands and Consumers
Virtual reality has arrived in the sense that the technology is available on a mass scale, but brands are still looking for real ways to incorporate VR into their businesses and marketing strategies, beyond just the wow factor. Engel & Volkers, a luxury real estate company with 8,000 real estate advisors in 700 offices around the world, with its U.S. headquarters on Park Avenue in New York, has tackled this. Drawing on his experience in implementing VR in every Engel & Völkers shop in North America, CEO Anthony Hitt will discuss VR’s practical applications.
Presentation: Tapping Advanced Tech To Advance eCommerce
In this growing world of technology, artificial intelligence and data, how are companies like 1-800-Flowers.com using that information along with tools to advance their eCommerce experience and help their customers? Leslie Leifer, VP of eCommerce Product Development at 1-800-Flowers, will address the issue of when do you ask vs. when should you know? The IoT market at times requires that a business actually try something to gain customer insights to determine what’s next.
Discussion: “Alexa, How Do Marketers Deal with All These Voice Assistants?”
Reaching consumers on the screens of TV, PCs and mobile devices was relatively straightforward. But those consumers who were looking at screens are now speaking to and hearing from devices through voice assistants that are becoming the standard front end of interactions. Creating an Alexa skill is an elementary stage of where voice assistants are heading. This panel tackles the new world of voice and how and where innovative marketing fits.