Wearable devices aren't just for collecting, aggregating and analyzing personal data for the individual wearing the device. Marketers are looking to tap into that data. Fitness trackers can provide a consumer with great activity insight from throughout the day or week and even benchmark against others. Along with other features, smartwatches can be used to tap and pay.
Consumers not aware of security implications of IoT technology they wear or bring into their homes may start to learn about it at the office. Surveys have shown that many consumers are not concerned about security breaches through their wearable devices, like smartwatches or fitness trackers. The same is true for home smart things, such as connected thermostats. However, business execs see wearables as the top security threat, based on a new study.
Consumers are going to interact and connect to the world of the Internet of Things in many ways. The current main connection to that world is primarily via the smartphone, since many smart devices still need somewhat of a central control point. Fitness trackers, for example, collect and aggregate activity information and quickly and neatly send that info to smartphone screens, thanks to Bluetooth
Security issues involving the Internet of Things are raised on a quite regular basis. Whether a connected toy, thermostat or even a car got tampered with remotely in one way or another, eyebrows are easily raised when details ultimately emerge. And no wonder, as more consumers put connected wearable devices on their wrists and bring various types of smart things into their homes, people are adding more and more potential access points into their networks.
Some of the marketing of smart home appliances will be rather silent. While consumers may not be driven to stores to check out or buy the latest smart appliances so they can live on the leading edge, the appliances they buy may come with smarts, whether desired or not. For example, at CES, the mega consumer electronics show in Las Vegas in January, Black & Decker showed off its line of connected tools, which can be located via smartphone, where low-battery notices also are sent.
From a marketing perspective, the Internet of Things is really about engagement. New connections among billions of objects will provide new methods and opportunities to connect with consumers. It's not so much about the technology involved, or what I view as the IoT plumbing, as much as it is about what can happen when so many connections are in place.
One of the sessions at the MediaPost OMMA Boston conference yesterday reminded me yet again of how significant a transformation is coming to all of marketing as we enter the world of the Internet of Things. In addition to many conversations and viewpoints around ad blockers and beyond came an insightful look at the actual look, feel and role of advertising in the future. A presentation about how marketing will involve less actual advertising by Mike Proulx, EVP, director of digital strategy and tech innovation at Hill Holliday, highlighted just how much change may be on the horizon.
Despite some rather significant bumps in the road ahead, there are plenty of coming opportunities that will be presented by the Internet of Things. As regular readers know, we routinely chronicle issues on both sides here, ranging from security and privacy potential pitfalls to opportunities to create new forms of advertising and delivery mechanisms. But now, buried deep inside a 100+ page report by a global organization looking at the range of IoT issues, is a detailed list of some of the distinct opportunities ahead.
Just about anything that can be worn is about to become part of the Internet of Things. In a major deal just announced, a minimum of 10 billion apparel and footwear products for some of the world's largest fashion and performance brands are going to be created with unique digital identities built in. Packaging and labeling giant Avery Dennison inked a deal with Evrythng, the IoT platform company backed by Samsung and Cisco, to add special tagging on products that consumers can interact with via smartphone.
Ask any gathering of businesspeople at an event how many have ever had their luggage lost by an airline and almost every person has a personal horror story. After several hours on a plane, you dutifully make your way to baggage claim only to watch the conveyor belt, once finally started, with great anticipation that your bag made it. Some time ago, airlines like Delta finally linked baggage tracking into their app. So now, when you arrive at your destination, you can quickly see that your luggage didn't make the trip with you, for whatever reason.