The Internet of Things is a Window into Your Customers' Mind

How to unleash the relationship-building power of the Internet of Things.

IoT IS A (BIG) WINDOW INTO YOUR CUSTOMER’S MIND

WHY IT’S IMPORTANT

● “Smart” is coming, ready or not● IoT is here and its impact on our lives is only going to

get bigger● It’s a paradigm shift — Seems strange that we would

have access to all this personal data● It’s much easier than you think ● And it will quickly become the norm● Now is the time to jump in, ahead of the curve

WHAT IS IoT?

“The Internet has crashed into the real world.”

~Donna HoffmanGeorge Washington University

IN MORE TECHNICAL TERMS

Sensors and devices embedded in the physical world, connected by networks to computers.

Unlocking previously unobtainable dataand making it easily accessible*.

* - with permission, of course

SMART EVERYTHING

The sensors we’re already usingget added to everything else.

From smart toastersto smart cities.

via: smartphoneworld.me

IN EFFECT...

Everythingnot connected today

gets an upgrade.

Computing

Storage

Sensors

Internet access

via: pcauthority.com.au

Smart guitar

UBIQUITOUS “SMART”Across all industries.

via: libelium.com/top_50_iot_sensor_applications_ranking

Crazy number of devices.

Much bigger than mobile.4.6B mobile users today

vs. 50B IoT devices by 2020

ENDLESS SENSORS

via: timesofisrael.com

via: timesofisrael.com

via: defense-update.com

THE REAL POWER OF IoT

Billions of devices.Trillions of sensors.

Collecting previously unobtainable data.

Then sharing that data withother IoT devices.

IoT is digitizing ourphysical world.

Providing us with a 360° degree view of nearly everything.

Perfect information.

IN OTHER WORDS...

ibmbigdatahub.com/infographic/360-view-world-internet-things

IN ENTREPRENEURSHIP TERMS

By 2020, each of us will interact with150+ smart devices every day.

These devices will be on our bodies, in our homes,in our cars, and at the office.

Each one collecting data about us.

All potential marketing tools for your business.

weforum.org/agenda/2015/02/5-predictions-for-technology-in-2020

MORE SPECIFICALLY...

IoT provides context awareness.

Through its endless sensors and real time communication, IoT gives you a window into

what your customer is doing — right now.

And as a wise man once said…

“Always enter the conversation already taking place in the customer's mind.”

~Robert Collier

“HOLY GRAIL” OF MARKETING

Since the birth of advertising, marketers have been trying to find ways to deliver…

The right message,To the right person,

At the right time.

IoT can finally make that a reality.

THE NEXT PHASE OF MOBILE

Just like the mobile revolution transformed marketing through SMS, location and apps.

IoT continues and expands this transformation with an endless list of new devices and services.

All of which can provide for advertising that completely aligns with each recipient’s current interests and behaviors.

Right message, right person, right time.

OUR JOURNEY

THE PROBLEM WE’LL TACKLE

One of the biggest challenges we face as marketers is figuring out how to personalize messaging to

individual prospects and customers in a way that strongly resonates with each unique recipient.

BECAUSE...

Consumers don’t like getting bombarded with marketing noise that’s completely irrelevant to them at the time.

But they love when companies make their life easier by presenting an offer for something they need right now.

BUT...

To create a personalized message, you need to understand your recipient.

And to deliver your message at the right time, you need to have a view into what the recipient is doing.

So let’s explore ways to learn that...

CUSTOMER RESEARCH

Today, we’ll talk about 3 different options…

● The status quo — very limited● A better way — somewhat limited● The IoT way — sky’s the limit

Plus, some examples from the near future.

BUT RIGHT OFF THE BAT...

“With great power comes great responsibility.”

~Voltaire

CREATE VALUE NOT SPAM

Permission marketing still applies.

Just like people give you permission to send marketing offers to their email address today, the

same will apply for IoT devices tomorrow.

THE SPIRIT OF IoT

“The best customer service experienceis one that never has to happen.”

~Alex Bard, Salesforce.com

IoT is about making our lives better, more convenient. That’s why people will be willing to share their data with you.

So IoT-based marketing should continue in that spirit — making the recipient's life more convenient.

WHY SHARE THE DATA?

Why would you share something sensitive like your

medical history with a Doctor?

Because you want their help and you believe the more information they have, the better they can help you.

A SPAM FILTER FOR YOUR LIFE

Yes, as consumers, IoT will be sharing more data about us than ever before.

Yes, spammers will try to take advantage of that.

But we will also have stronger artificial intelligence-driven filters thatkeep out the annoying stuff.

THE STATUS QUO

WEB ANALYTICS

Scratching the surface.

● Page views● Clicks● Opens● Heatmaps

● Bounce rate● View duration● Scrolling● Impression

VERY LIMITED

People are just numbers.(Tough to market to a number)

● Can’t see across platforms● Doesn’t tell you much about the person (underlying

motivations)● Everything is reactive — after the action has been taken

(and after you spent the $)● Can’t interact with customer

A BETTER WAY

BUILD & AGGREGATE

Use a more data-rich platform (mobile apps) to collect bits and pieces from different sources, then feed them all into a single point to help construct a

unified view of your customers.

FOR EXAMPLE...

Central Database

Create a suite of various apps serving the same

customer.

All of which report back to a single server.

IMAGINE...

Being able to gain a view into your customers daily habits and interests around nearly any subject.

That’s marketing gold.

ASSEMBLING A 360° VIEW

Male or Female?

Age range?

Discussion topics?

Personal values?

Likesyoga?

Likesgames?

Likesfashion?

Hasfamily?

Want to learn something new about the customer?

Create an app that helps you determine it.

GETTING WARMER

But, our view and interaction are still limited.

● Can only see across app devices● Only captures what they do within the apps (&

device sensors)● At mercy of app marketplace owners (Apple, etc.)● Some interaction is possible● Requires building the apps

THE IoT WAY

LISTEN & CONTRIBUTE

Learn about your customers through the devices they are already using and deliver your message when it’s most

appropriate to them.

LEARN FROM EVERYTHING

Smart car

Smart pet gear

Smart clothing

Smart TV

Smart home

Mobile phone

Smart appliances

Smart sleeping

IMAGINE...

Being able to see exactly when your customer is doing something — or is in a location — that directly

relates to your business.

Or be notified by one of their IoT devices that they should be thinking about your business — even if they

aren’t aware of it yet.

WHY IT ROCKSPeople are individuals.

We can see and respond to interests and actions.

● Can analyze buying habits across platforms● Can learn about customer from nearly any angle● Get data in real time● Can deliver promotions “just in time”● Can interact using same device as learned from● Don’t have to build the devices

EXAMPLES

2054: COMING TO A STORE NEAR YOU

Remember Minority Report?

That personalized shopping experience

is not too far off.

IN-STORE BEACONS

On-the-spot coupons and assistance.

All those things we learned on the web can now be applied in the physical

world.

Today, if someone hangs out on a web page, we popup a virtual assistant or

chat window.

IoT allows you to do the same thing when they’re hanging out in a store

aisle.via: markwelchpromotions.com

NO-BRAINER MAINTENANCE

Timely coupons.

Imagine driving your smart car, and it is nearing time for

an oil change.

So the car automatically locates and contacts nearby oil shops, and notifies you of

one that is offering a coupon and has no wait.

automotiveworld.com/analysis/interview-elliot-garbus-president-internet-things-solutions-group-general-manager-automotive-solutions-intel-corporation

TRUE ONE-BUTTON ORDERING

Forget the shopping list.

Need a new bottle of laundry soap or bag of

your favorite chips?

No need to head to the store or log into the

online store, simply press the IoT button and it’s on

its way.

SMART REMINDERS

Forgot your shopping list? No worries.

Get reminded of products when you enter the store based on your previous purchases, or access shared shopping

lists, and receive relevant special in-store coupons and deals.

FIRE UP THE DRONES

Learn about their neighborhood.

From a single delivery, you can also get…

● Picture of their home● Picture of them● Picture of neighborhood● Do they have a pool?

(Same for all their neighbors)

“HEY, I NEED A NEW PART”

Proactive repairs.

Learn about problems with your product before the customer knows — then send them a replacement or coupon.

Boeing 787’s IoT sensors produce over 500 GB of data per flight.

“If there is a problem with one of the engines we will know before it lands to make sure that we have the parts there. It is getting to the point where each different part of the plane is telling us what it is doing as the flight is going on.”

medium.com/@kamila/5-best-examples-of-uses-of-iot-in-the-enterprise-bc18a8b0ddbb

3D SCANNING

Ensure your customers get the best possible product for them.

Up to 50% of the clothes bought online are returned, frequently because they are the

wrong size.

Portable scanners allow you to get accurate and unbiased measurements for

clothing, furniture, etc.

via: styku.com

WRAPPING IT UP

MARKETING NIRVANNA

IoT gives you the context awareness to understand what your customers are doing now.

And the marketing channel to connect with themprecisely when they need your product.

Your customer

Their IoT devices

Yourbusiness

Your timely marketing message

What they’re doing now

NET IT OUT

A whole lot more data.Data in real time.

A whole lot more potential touchpoints.A deeper understanding of your customer.

More ways to connect with them.More ways to create value for them.

Happier customers.

WHAT ARE YOUR THOUGHTS?

IoT gives you a window into themind of your customer.

UNLEASH YOUR BUSINESSEMBRACE EXPONENTIAL

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