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Leading digital marketing, technology and commerce consultancy, Amaze, has launched its latest white paper, 'Unlocking the true value of the Internet of Things (IoT)'.
The white paper examines how, if approached correctly, IoT can offer a chance to reinvent business processes and transform market offerings. A combination of agile digital disruptors engaging customers in new ways, and empowered consumers demanding a change to market fundamentals, means that organisations are at a clear junction. IoT implementation will bring up new challenges, not least in connecting business systems across business boundaries.
Whoever 'owns' IoT within an organisation also needs to help drive a cultural shift to encourage departments - from marketing and ecommerce to IT and HR - to innovate and work collaboratively towards realising a holistic customer view. When it comes to IoT, the majority of organisations are not yet looking beyond getting products to turn on and off remotely.
However, agile start-ups can, and are, moving very quickly towards seeing how products can work within a much larger connected eco-system and consumer demand for this is increasing. This turns current models on its head, with products being more of a way to deliver services than about the actual product itself. As business models shift to subscription based approaches, accessing and exploiting customer data will be absolutely key. Customers increasingly expect a personalised, seamless experience across all digital touch points and the increase of connected devices on IoT will only compound this expectation. The technology to enable connected devices and IoT for organisations is, generally, all in place. It is a vital component within a digital ecosystem that can handle scale and load and is the only platform that is capable of managing a business' brand experience. The cloud is absolutely key in terms of enabling IoT, as it can facilitate not only the integration of the aforementioned technologies, but also the exchange of data that is so central to IoT. When building on their current assets, organisations need to ensure they invest in cloud-based infrastructure in order to reap the rewards of IoT. The IoT is the idea of physical objects, devices, or even people being connected to one another and to the internet.
It all sounds pretty amazing, but knowing that our fridge will soon be able to tell us when we need milk, or better yet order it for us, is all well and good, but what does this mean for marketers?
Hosler explains, "Where it gets exciting is when these devices and networks are joined and the data sets can be combined, overlaid and patterns detected. The IoT will give brands the ability to process information about connected products and then personalise them to each consumer like an advanced CRM. These connected devices mixed with personalised brand messaging should in turn increase ROI as the campaigns will become even more targeted with a higher chance of success.
It may be a case that companies will need to build enhanced analysing systems as this rich data will require more than a simple excel spreadsheet.
Although important, a key thing to remember is that although the IoT movement is fast approaching, it will still take a while to become universal, so don’t rush it.
The marketing department is one of the main department in any organization that needs client support to make sure that they stay in better names.
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Vanaf volgende week ligt hij weer in de bus: de nieuwe editie van het Markethings magazine.
Social media biedt niet alleen nieuwe mogelijkheden voor de promotie van diensten en producten. Naast het eerder genoemde interview is er ook het alumni interview bij AB (Anheuser-Busch) InBev. As marketers wake-up to the potential of making previously dumb products smart, Andy Hobsbawm, co-founder and chief marketing officer of 'web of things' company Evrythng, picks out five brands which have seized this smart shift and successfully innovated.
Let’s look at five brands embracing the Internet of Things to create new products and service models or connect existing things to the web in different ways to boost sales, consumer engagement, and operational effectiveness. The Philips Hue LED bulbs let consumers create a personalised mood lighting system controlled with a smartphone or tablet app. Bottles of whiskey are exactly the kind of everyday FMCG objects that can be re-imagined with new connected consumer technologies.
The vast potential for new technologies to re-imagine business processes and models means that a bigger slice of the estimated $19 trillion Internet of Things market opportunity is B2B. Hilton Hotels is showing how a global brand can use Internet of Things technologies at scale to bridge the boundary between digital and physical to drive service improvement and transform the customer experience. Dom Pérignon recently teamed up with us to put connectivity at the heart of a modern luxury brand experience by modernising the process of ordering a bottle of champagne in hotel suites.
In short, the Internet of Things lets brands build direct digital relationships with consumers and deliver high-touch, personalised content, services and experiences through their physical products.
In the next phase of the internet's development, marketers will need to think and work very differently to make the most of new opportunities.

We’re talking about a step-change in technology that will result in consumers filling their homes and lives with new, smart devices.
It’s an incredible opportunity, but, as marketers, we will have to enhance our skills and ways of working to operate in this brave new world. Marketing has always been about anticipating, influencing and shaping behaviour: encouraging customers to change their purchase habits, creating new ones, believing in a need that can be met by brand X, and so on. Google Glass fashion app Glashion allows users to snap a picture of clothes worn by passers-by and comparison-shop for similar items.
This best practice guide identifies the key opportunities and challenges presented for businesses by the rise of IoT. However, recent Forrester research shows that only 34% of organisations agree that IoT enables new types of business models, with many focussing instead on how it can drive operational efficiency. This is partly because it is the most obvious aspect and partly because larger, well-established organisations need to prove the business case first and so start slowly.
It is hugely important for organisations to look further ahead and carve out time to be innovative and really think through exactly what they want to achieve with IoT, where they want to go with it and how they're going to get there. As the connected devices that make up IoT become more prevalent, the lines between software and hardware will continue to blur. To encourage customers to sign up to and continue using subscription based services, organisations will need to know them extremely well, in order to repeatedly anticipate their needs and maximise their experience.
Fortunately, IoT will also provide a goldmine of customer data – for those organisations that can successfully collect and analyse it at least.
The majority of organisations have a digital 'hub' encompassing mobile, commerce, CMS, web, analytics, bespoke apps etc.
In addition, it's agile and is already gathering intelligence – why on earth would you start again? It is not only a very efficient hosting environment, it is also possibly the only affordable way to realise IoT.
Think of the cloud as the brains and control system for the new IoT ecosystem – without it, there is no glue to bind all the devices and platforms together. If approached correctly, it can transform entire business models and lead to unprecedented competitive advantage. That is why it is vital that organisations claim ownership of the IoT agenda and drive the change needed to join the dots between their digital functions, not just look at IoT as a way to streamline processes or cost savings. Businesses are at a clear junction – they can either make changes to improve their market share going forward, or stick to existing models and risk failure.
The digital trend which has had the biggest hype over the past year, and the one that everyone is waiting for. The company can then analyse the information and use it to create personalised marketing strategies. Companies will be able to deliver enhanced services and messages to customers across many different channels.
The IoT provides the platform to have meaningful and useful two-way conversations with consumers to benefit both parties.
Marketers will know everything about our day to day habits, and this raises more concerns around the subject of privacy and security. The main thing will be to become an expert with analysing and processing the data you have now so you are fully prepared for more!
It’s because, in this way, the marketers get to focus on a rather wider range of audience and users worldwide making it possible for the businesses to expand and service more clients no matter where they belong to which makes this earth really a global village. With marketing company Houston, you will be able to get the best advice and benefit from experts who are specialized in doing what best for your company for many years. There is a lot of competition in the global market and to make sure that you and your company stand out, you have to be creative about what you do and how you promote your product. It helps you save a lot of time, money and give you stress-free thinking time to make sure you don’t miss anything important other than marketing as you don’t have to worry about it with marketing company Houston. As with the help of the best marketing company Houston, you will be able to get the best strategies that suit your business, products, and services. With their experience combined with proper SEO techniques, your product will be easily located by the users which are a problem in most of the company’s internet marketing plans.
AB InBev is een van de grootste brouwers ter wereld, met ondermeer Budweiser, Hertog Jan en Jupiler in het portfolio.
Statische banners hebben plaatsgemaakt voor interactieve en geintegreerde marketing campagnes. One consequence is that we’re all carrying around the communications infrastructure for the Internet of Things in our pockets. Importantly, a great API lets the product play well with other things and services on the web. For example, we’re helping Diageo use a range of smart packaging innovations and cloud software in combination with consumer devices to transform bottles of Johnnie Walker into interactive, digital media and create personalised consumer gifting experiences, loyalty rewards, and operational supply chain efficiencies. Rolls-Royce has embedded jet engines with sensors that not only transmit real-time data about their condition, allowing them to be monitored and maintained remotely, but the engine usage can be metered on a thrust-per-second basis and sold on a subscription-based pricing model. The hotel chain is rolling out smartphone-based check-in and room key functionality across its entire portfolio of 4,000 plus properties.
With the push of a beautifully designed wireless button, guests can elegantly order a bottle of Champagne while a web-based software back-end tracks and manages the ordering process.

At the same time, and using the same systems, it also makes the business operations behind how these products are made, sold, and used smarter, tracking them in real-time from factory floor to high street to living room.
In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. We’ll never run out of razors or shampoo again and throw away less food due to better stock-management in our smart cupboards and fridges. That means a better understanding of what the IoT means for brands, how to analyse and use this wealth of new data and work closely with R&D far earlier in the process to best employ and promote innovation. The IoT’s transparent data will give marketers a huge springboard to engage with customers, with the product being able to validate the purchase choice in real time.
Brands will have to look for new ways to differentiate, thinking well beyond the function of products to the "plus" or value-add service it can offer. No one person or department can plan and implement an IoT strategy alone – nor should they, as for IoT to live up to its potential, organisations need to join the dots between existing silos of information.
The challenge will be to produce products that can adapt and learn from the user to continuously offer relevant and meaningful services.
For this, organisations will need to understand how their customers consume their services, by tracking their behaviours across channels over time.
This is good news for many organisations, as it means they do not necessarily need to reinvent their digital estate.
It can revolutionise customer experience, streamline operations, completely alter product and service design and deliver new business models and revenue streams.
According to Cisco, about 50 billion devices will be connected by 2020, turning this into a reality. Some recent examples of this are new technologies such as Hive from British Gas, which allows you to control your heating remotely through a mobile app. The increased volume of data brings an exciting opportunity to collect and analyse a variety of new behaviours.
This will allow for omni-channel or cross-channel personalisation at every touch point making the customer’s journey seamless and integrated.
Most of us are drowning in data already, so the real challenge will be how to analyse and use this new information efficiently.
With time things are changing and now with the help of the internet, people are able to market their products and services in a better way.
The Internet may make things easy but it also makes it difficult as a lot of people are looking at what you have to offer and they will be able to review it as well.
The marketing company Houston will also help in making sure that your product gets the attention it deserves using different marketing tools including web or internet marketing. De keerzijde van de medaille is dat steeds meer consumenten zich zorgen maken over hun privacy op het net.
For example, a recent Netflix application dynamically changed the lighting to reflect scene colours in your streaming film, while the Disney StoryLight app matches the mood lighting with the narrative as the interactive story pages turn.
This combines visible innovation in the front-of-house service experience with more efficient back-end operations. The technology and opportunity is here today; all brands need is the ambition, vision, and appetite for innovation to embrace it.
For example, if your car brand has been marketed through its fuel efficiency, this positioning can be validated immediately by mileage data sent to the driver’s phone. For example, Nike already produces trainers that track running mileage and inform the user when it’s time to buy a new pair. There will be significant innovation at a furious pace, so marketing has the responsibility to normalise it and translate the value of the connected device as it relates to customers’ lives. Indeed, an organisation's CMS system is often the only single source of truth amongst all digital assets and content within a business. It will require marketers to become even more channel and device agnostic when creating their marketing strategies. For some, they will welcome and understand the exchange of their data with brands, and enjoy receiving specific offers.
Maar er is ook aandacht voor de sportliefhebbers: een artikel zal volledig in het teken staan van de Rode Duivels en hun marketing campagnes om meer bezoekers te trekken naar de wedstrijden van het Belgische nationale voetbal elftal. Although it is the company responsible for inventing the digital camera, ironically its failure to embrace it led to the company's downfall. Other great examples are the consumer favourites, Nike Fuelband and Google’s Nest, to the not so common Athos and Toymail. Making sense of the IoT is going to be challenging for marketers as the influx of devices will require us to consider context and apply methods and skills differently.
It will be important for marketers to incentivise customers to share their data and present clear benefits to the user.

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