• by Chuck Martin , Staff Writer, August 2, 2016

There are many questions around the Internet of Things and many of those will be addressed today.

At the MediaPost IoT Marketing Forum in New York, top executives from leading brands and agencies will tackle some of the challenges and opportunities associated with marketing and advertising within the Internet of Things.

In a presentation about the new world of messaging, Haydn Sweterlitsch, global chief creative officer of HackerAgency, will articulate new strategies for brands and marketers, which involves creating less intrusive advertising and the question of how agencies can get there.

A panel of agency experts, including Midnight Oil, which is managing the rollout of Pepper the robot in the United States, will delve into the question of how brands will interact with consumers in their connected homes. Agency executives from Assembly, Giant Spoon, Rain and Modop will deal with how to rewire traditional channels.

The growing world of wearables, which we write much about here, provides a potential flood of behavioral information, and we’ll have a discussion on the question of how to capture and use all that data for marketing. That question will be fielded by a group of executives from Razorfish, Kinetic Worldwide, MEC Global, Isobar and MellaMedia.

One of the key attributes of the Internet of Things is the ability to figure out what a consumer wants before they know it. Experts from Unique Influence, Pitch, SapientNitro, iCrossing and Thinkingbox will sort out the question of what that looks like.

Smart home of the future? Bill Lee, Samsung’s VP of smart home product marketing, will deal with the question of what needs to happen to drive consumer adoption.

Brand reach? Doug Ziewacz, head of North America media and advertising for UnderArmour, will tackle the question of what the new ‘healthy’ means for marketers and advertisers.

Connected lighting? Ravi Koul, marketing director, retail and hospitality, at Philips Lighting, will answer the question of how connected lighting will interact with smartphones of shoppers in stores.

Augmented and Virtual Reality? Thom Gruhler, corporate VP, brand and integrated marketing at Microsoft, will give his take on the question of how to deal with emerging technologies that blur the lines of what our reality looks like.

There are no shortages of questions in and around the Internet of Things.

Hopefully, by the end of the IoT Marketing Forum, there will be, at the very least, some answers as well as directions that will lead to other answers.

And likely, there will be new questions that arise.