Marketing In The Internet Of Many Moving Parts

The Internet of Things will be made up of many things that are constantly on the move.

Many of the connected objects will be stationary, of course, and a lot of those already are being put in place.

There are the obvious smart objects, such as connected thermostats at home and beacons in stores.

And then there are some that are not so obvious, such as the 100 Los Angeles street lights with Wi-Fi built in and the small cells inside manhole covers in Zurich that are linked to the landline infrastructure.

While there will be many more such permanent sensors added, there’s an explosion in the number of connected objects that will constantly be in motion. Some examples:

  • Retail – A robot that can deliver packages has been created. Sony recently launched a drone company in its mobile division to sell drone services. Amazon and Google also are getting into the drone business.
  • Sports -- Sensors from Zebra Technologies are on the shoulder pads of each NFL player, tracking motion in real time during games.
  • Transportation -- Beacon company Gimbal and OOH media company Vector Media are putting beacons on 500 double-decker buses in retail-heavy markets, including New York, Chicago, Los Angeles, San Francisco, Las Vegas and Miami
  • Mobile -- The RoboHon from Sharp is a robot with built-in camera, projector, LCD screen, microphone and is also an Android phone. It goes on sale next year.
  • Wearables -- There were 21 million wearable devices shipped in the last quarter, including 5 million Fitbit devices and 4 million Apple watches, according to IDC.
  • Consumer Sports -- The Adidas MiCoach smart soccer ball has an embedded sensor that links to a mobile app to help train athletes. The Wilson X smart basketball has technology inside that can track shots taken, baskets scored and even note the three-pointers.
  • CPG -- Bottles from Remy Martin have NFC chips to consumers can tell that the product is authentic.

There are many more examples, but you get the picture.

There are huge implications for brands and agencies in this, since consumers will be reachable based on precise patterns of travel, highly specific locations and on-going behavior in real time.

Just as consumer connectivity will be constant and continual, messaging will have to be developed that detects consumer needs in advance.

And it has to know the location, in advance, of where that messaging should best reside.


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