IoT - Internet of Things

The Internet of Things is a revolutionising concept. Jonathan Nelson, CEO of Omnicom Digital, said, ‘TV has stopped evolving. The Internet of Things will replace it.’ What exactly is meant by the Internet of Things? Imagine a scenario in which data can be transferred over a network without any interaction between human and human or human and computer; where you can open your hotel room door just by the touch of a screen in your hand, or buy soda from a vending machine by just pushing a button on your device.

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There is no clear definition as to what Internet of Things really is. But here is the zeast as to what it seems to be shaping up to. Under Internet of Things (IoT), objects, animals and people have a unique identifier and everybody can be captured onto a smart grid.
It is easy to understand the Internet of Things by a practical example. In 1982, a Coke machine was modified to be connected to the Internet at the Carnegie Mellon University. The machine was able to report the inventory, and also whether the Coke bottles in the machine were at a cool enough temperature. This was actually the first appliance to be connected to the Internet.
The Internet of Things is touted to be the next big thing. Why is this so? Take any screen based device – whether it is your TV or your phone or your laptop – and notice the technological developments in recent times.

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The evolution of ground-breaking innovations has reached close. Sure, there are new features in the form of retina displays, 3D, cameras etc. but they don’t actually further the basic functionality of these devices, even though in themselves they may be amazing developments.They are what may be called add on features. Thus evolution of such screen based devices has almost come to a standstill. The next big thing that takes all such devices to the next level is Internet of Things.
Today device innovation is limited to the things that we call ‘devices’, today. For example you would call a phone a device but you would not call a book a device. The Internet of Things envisions the developments made in device design and chip design to apply to normal everyday objects, something as small as a packet of baby diapers. The innovation room and level shall be huge in an environment that inculcates Internet of Things. Apple, for example, screams exclusivity.

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Another strategy which is being employed is giving the customer something extra – something that they wouldn’t think they need, but is an unexpected fulfiller of a need. Apple’s Siri is an example of that. Dry cleaners from Tide provide another good example. In fact, recently, Adobe, at their summit, announced its connection to the internet of things. This is sure to get others onto the bandwagon and usher in a new era. According to ABI research, by 2020, in a mere five years, upward of 30 billion devices will be connected to the internet of things.
The internet of things will make life extremely simple. Everything will be connected. Even humdrum everyday activities like shopping will become smart experiences.

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All of this innovation and change will revolutionise marketing as we know it today. The long advertisements that we see on TV will soon become a thing of the past. Future screens will be small and compact, built for delivering a particular task. Advertising and leaving impact on the consumer through small screens, for example, will open a huge new vista for marketing. And this is just one thing. Retention of brand names by customers will be driven by new ways and means of marketing. Personalisation will gain unparalleled value.Marketing will change and marketers will have to step up their game. Already the change can be seen in existing companies who have foreseen this huge market shift. Personalisation is becoming more important than ever. The way to a customer’s heart is personalising your products as such so that they become unforgettable. The consumer should have a bond with the experience that they get while using the product. It should be different from others, unique if possible. Everything needs to be streamlined – from designing and writing the product manual to the packaging, all of it needs to fit a certain story.

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