In addition to so many other transformations, the Internet of Things is going to convert the consumer’s daily world to one of negative options.
Technology will allow marketers to create messaging and advertising well in advance of a consumer realizing they need such information or persuasion.
People most know negative options from the age-old credit card feature that will regularly bill you for something until you consciously and actively tell them to stop.
The Internet of Things is all about the negative option.
Rather than the consumer deciding to do or request something, that activity will be decided for them.
An early and rudimentary form of negative option marketing is the new feature in the Domino’s Pizza app, where simply opening the app triggers a pizza order, which can be canceled within 10 seconds, if so desired.
The presumption is that if a consumer is opening the Domino’s pizza ordering app, they likely want a pizza.
With IoT sensors and technology everywhere, marketers will have access to a virtual flood of real-time behavioral data with tons of location factors.
As context, with the Internet, consumers could finally search for whatever they were looking for on their own timeframe.
With mobile, the elements of time and location were added to the equation.
In each of those cases, the search or desire to find something originated with the consumer.
The Internet of Things changes the equation yet again.
Rather than the consumer deciding what to ask for based on their current location and situation, sophisticated marketers will be back in the driver’s seat, predicting and affecting the outcome.
Presented with highly likely consumer scenarios, messages, advertising and recommendations can be crafted and delivered to consumers by default.
This essentially means consumer behavior will transition from requesting information based on what they know, to a process of continual, real-time opt out to information they didn't yet realize they needed.
IoT marketing is about making a decision for the consumer before they even know there's a decision to be made.
The washing machine will automatically order supplies when they get low and the printer will order ink just ahead of when needed. Of course, the consumer will have the option of stopping each activity, but why?
From a messaging standpoint, just before an order is scheduled, a consumer may receive a message suggesting that their next order of detergent was switched from Tide to Cheer, since there’s a special promotion on Cheer this week and the switch saves the consumer 20%.
The negative option will become the default marketing of the Internet of Things.
This is a major and fundamental shift in marketing driven by the world of the Internet of Everything.