Internet of Things for Marketers

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  • Internet of Things for marketersTrend analysisWhat does it mean to marketers?Case studies and examples of implementation



    Internet changes things

    Smart objects

    Trend dynamics. Further development

    Businesses changed forever

    Threats and criticism


    Traditional marketing vs. possibilities offered by IoT

    New consumer

    Data analysis and functionalization will become marketers key ability

    IoT needs Marketing Automation its all about interpretation of data


    Most interesting IoT solutions

    Examples of IoT implementation in marketing

















    Internet of Things for marketers. 2

  • Internet of Things dla marketerw.

    Trend analysisInternet changes things

    Smart objects

    Trend dynamics. Further development

    Businesses changed forever

    Threats and criticism


  • Brad uses social media to compare himself to others.Whenever he feels inferior, he falls into depression.Brad is a toaster: not the first creature suffering from Internet-driven anxiety, neither first kitchen supplyto show its new potential thanks to new technologies. But there is something unique about it. That design project by Simone Rebaudengo presents how our relationship with objects changes due to internet, social media and big data.

    Internet changes things

    On the internet, nobody knows youre a toaster

    When Brad is used less frequently than other connected toasters, he gets blue, tweets about it and finally orders himself a courier and moves out of the house where his needsare not met.

    Trend analysis

    Internet of Things for marketers.

    Mirosaw Filiciak, PhD

    Anthropologists have for a long time

    pointed out that not only people,

    but also things have causative

    power. And no matter how strange

    it might sound, I think that in

    foreseeable future our relationship

    with objects will start to evolve,

    because things will have new

    means of communication

    and will be able

    to act beyond our control, they will

    achieve some kind of autonomy.


  • Trend analysis

    Access to internet is not only a privilege of man, as it is used also by15 billions of devices and that number will rise to 200 billions in 2020. For comparison: there is 2,93 millions of human internet users.

    We tend to imagine internet as a place of communication between people: humans post, comment, share, poke themselves. But in 1999 Kevin Ashton indicated new trend: Internet of Things (IoT).

    Its about machine to machine communication, without human mediation.It means an age of smart objects, which collect, transfer and analyze data.

    Smart objects

    Fridge which notifies you when you are about to run out of some product or orders it from the store automatically,

    Thermostat, adjusting temperature in the house automatically to our preferences and habits, time of the day and weather

    Diaper with wetness indicator, sending parent notifications when it should be changed,

    Micro Pot or kitchen, Wi-Fi enabled,

    Ultimately all devices will be connected to the web.Today experts argue whether to include wearables (like bracelets monitoring your activity or DrumPants pants, on which you can play like on drums), smartphones, tablets, smart TV to Internetof Things. We do in this ebook we apply broad definition of the term.

    Internet of Things for marketers.

    Objects use internet What object can be smart?

    Camera, which will turn on automatically when important things in your life happen and make a photo or a short movie,

    Sport watch, monitoring your route, speed, heart rate, noting progress, making workout plan and sharing your results in social media. Car in January 2015 Audi A7 drove on itself, without human control, over 550 miles, from San Francisco to Las Vegas.


  • Trend analysis

    Dynamics of trend and further development

    Connecting products to the web will be the 21st.

    century electrification

    Samsung announced that till 2017 all its TV sets will be smart, and within 5 years all its computers will be able to operate within IoT (company invested 100 million dollars in development of that area; besides they participate in creating common platform for all IoT devices).

    Better customer service (collecting more data, possibility of processing them faster, personalization, quick delivery)

    Improving companys efficiency, improved workflow

    More possibilities of cooperation between brands for better customers experience (e.g. Phillips created a system of controlling lighting in the house via mobile app. Netflixused their API to automatically adjust lighting and light effects to particular scenes in movies).

    Plenty of room for innovation

    New options for marketing

    Internet of Things for marketers.


    Matt Webb, CEO BERG Cloud

    Advantages of implementing IoT technology:

    Investments in Internet of Things

    96% of 800 world best business leaders claim that they will implement IoT solutions soon.

    68%while 68% of them uses that technology already.


    But still 99% of devices are not connected, so there is plenty of room for new solutions.

    Their strategy is not unusual:


  • Trend analysis

    Although all devices will be smart in the future, the trend influences mostly the following branches right now:

    Businesses changed forever

    the age of smart cities awaits! Thanks to beacons it can be easier to find a parking spot, and city space will become more friendly. More facilities for disabled will be available.

    smart cars, motorcycles and bikes, smart helmets and systems of traffic monitoring significantly improve experience of transportation

    Internet of Things for marketers.

    according to Quantified Self trend, consumers more and more willingly buy devices monitoring their health and fitness activity. These are most often purchased smart objects (excluding smartphones and tablets).

    quality-concerned consumers can track their food from the moment of harvest to final store, and therefore monitor freshness, indications of food being processed, etc.



    thanks to new monitoring options (of breath, heart rate, temperature, wetness of the diaper) parents control over little children dramatically grows.

    Smart parenting

    thanks to smart TV sets we abandon traditional TV for watching on demand. Television will be perfectly adjusted to our preferencees, lifestyle and time-schedule.



    plenty of housework is automated (like grocery shopping, we will also no longer have to fear whether kitchen or iron is plugged out we can turn them off with mobile app),

    Household appliances

    new options for pollution monitoring are available, eco-friendly solutions will be easier to implement on a large scale.




  • Brane, ktre ju nigdy nie bd takie same

    Trend analysis

    Threats and criticism

    Internet of things awakens also fear and objection, concerning both possibility of implementing IoT solutions considerably and broadly, and consequences of living among many interconnected devices for humans, psychologically and sociologically speaking.

    1 Basket of remotes problem: how will various smart devices communicate with each other? Will our meal planning app correspond with our fridge? Will the whole house be interconnected to provide real comfort or will we get stuck with dozen of apps, each for every activity, and hundreds of devices? Communication between them is still an unsolved problem: many market players try to create such a platform of exchange (among them famous Stephen Wolfram, creator of Mathematica, or group of entrepreneurs led by Samsung and Intel), but existence of one such platform would give its beholder enormous advantage and control, so theres nothing strange that competition is still running.

    2 Fear of strings attached: Consumers are afraid of being outsmarted by producers. What if my fridge is connected only with one shop? What if I will have to be loyal to one company? Wont closed ecosystem of one device become a restriction of freedom to me?

    3 Smart terrorism: high dependency on technology can make its users more vulnerable to new types of violence: hackers who will break into our systems. The picture of washing machines attack seems unreal, but stimulates imagination.

    4 Artificial Intelligence = death of human: what if objects become so smart that they will turn into real artificial intelligence, about which scientists dream of for years? Stephen Hawking - like many other thinkers claims that discovering A.I. might end human race.

    5 Atomized society: the more we rely on objects, the less we need others. A lot of our everyday random encounters will turn out to be unnecessary. Our world will grow limited to the vision we created ourselves. We will live like in water glasses, without knowing a lot about reality outside, about people other than our friends, family, colleagues.

    Internet of Things for marketers. 8

  • Internet of Things dla marketerw.

    What does it meanto marketers?

    Traditional marketing vs. possibilities offered by IoT

    New consumer

    Data analysis and functionalization will become marketers key ability

    IoT needs Marketing Automation its all about interpreta