The Internet of Things (IoT) or the Internet of Everything – use whichever buzzword you like but businesses are only now grasping the fact this doesn’t just mean ‘mobile’, it means ‘mobility’, for starters.
Customer journeys are so much more fluid– but the connections and interactions made between people and devices are still not fully understood. For the IoT to deliver for marketers, the tech innovations must be data-driven. Marketers must marry technology with human insights and next-generation storytelling to create a consistent brand message across all devices. It’s about engaging customers with personalised, relevant and connected brand messages at every turn.
The assumption several years ago was that convergence of hardware would lead to one key device that we’d wander around with and control the universe – but that hasn’t emerged. In fact there’s a proliferation of smart devices, which enable the concept of mobility.