Various technological elements are inching the Internet of Things along, closer to the realization of true one-to-one engagements. In addition to the billions of sensors being deployed in countless locations around the world, behind-the-scenes innovations in various forms of automation are being created. Speaking at the MediaPost OMMA Bots & Chat at Advertising Week conference in New York this week, Haydn Sweterlitsch, global chief creative officer of HackerAgency, suggested that artificial intelligence, smart machines, agents, bots and assistants all would play a role.
Many of the challenges of adopting and implementing any major new technological innovation are internal and not technological. I run into countless execs at various levels both in and out of marketing who have a pretty good handle on knowing their organization should be more involved in the Internet of Things. Companies typically aren't held back by those people, but rather all the people and processes around them.
The Internet of Things involves connecting countless devices of varying type and degrees Available C, ultimately leading to a new marketing environment with consumers constantly linked with pretty much everything around them. Some consumer connections are becoming highly personal, such as when a person dawns a virtual reality headset or taps into Pokemon Go on a smartphone for a personal augmented reality adventure in search of the latest little creature in the wild.
Smartwatches still have somewhat of an uphill climb. The latest tracking numbers from IDC show the number of smartwatches hitting the market this year to be around 20 million devices, a 4% growth from last year. As might be expected, more than half of those are Apple watches, though Android is catching up.
It's no secret that marketers are looking forward to obtaining more consumer information that flows from the explosion of Internet-connected devices being placed throughout homes, in cars and on people. Many smart devices come with plenty of information-sharing built in as part of their core.
Innovation around the Internet of Things is coming from many places. Now a major agency is working to institutionalize the process by identifying topics to tackle and then assigning agency employees to rapidly create a concept and take it to prototype stage almost overnight. During a visit to the Boston offices of SapientNitro last year, I saw this rather interesting development method using an automated, random topic generator used to select various topics within two areas, audience and technology.
Location tracking in the Internet of Things is heating up as an issue. While tracking smartphone locations has become relatively standard over the last several years, the tracking of IoT devices is relatively new. Much of the past tracking, at least of phones, has been done using GPS, which is generally OK but not totally precise. Various app check-ins have somewhat helped that along.
Internet-connected cars, one of the larger promised elements within the Internet of Things, may still have some bugs to be worked out. Researchers from a Chinese security company say they have remotely tapped into the systems of a Tesla Model S and turned lights on and off, moved seats, opened the sunroof and even shut out the driver from entering the car's system.
The majority of trips in ridesharing service Lyft will be in autonomous vehicles within five years. That's the word from Lyft co-founder and president John Zimmer in a blog he posted in Medium. If that does come about, there will be plenty of free time of passengers to be entertained and marketed to while going from point A to point B.
There are various elements that throttle the speed of Internet of Things adoptions and advancements but one of the most significant revolves around security. Most companies involved in creating IoT devices, platforms and strategies at least acknowledge security is paramount for consumer adoption over the long haul. Each time there's a security breach of any magnitude, whether learning that a child's Internet-connected toy has been breached or a smart home appliance was tapped by outsiders, consumer confidence can be rocked just enough for them to hold off for now.