The Internet of Things (IoT) is changing the way the weather, traffic, pollution and the environment are monitored and implemented accordingly. This means, with the time, IoT will be considered beyond environmental alerts with wearable technology offering an enormous impact on the way people do businesses in regards to marketing.
IoT marketing applications
Marketers by default have to chase new trends in order to stay ahead of the curve. However, sometimes they nail it while sometimes they don’t get it right at first. One of the biggest trends is IoT. Below are some of the best marketing applications of IoT.
- 1. FitBit
One of the best examples to consider is FitBit. The product allows users to post the stats gathered by FitBit to their social media, but also serves as a form of advertising for the main product. In return, this massively increases the reach of the product on social media and acts as a form of social proof. Users watching their friends using the product can be easily encouraged to purchase it themselves.
- 2. Amazon – Tide
Do you really think that connected products are required to be marketing tools? Probably not! They can even be used for sales purposes. With the inception of Amazon Tide, this kind of success has been achieved. All you need to do is connect the dash button to your home Wi-Fi and link it with the Amazon app. As soon as you are running low on a given product- i.e Tide detergent, press the button and the product it corresponds to will turn up on your door in a couple of days.
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- 3. Tesla Motors
Known for its groundbreaking car technology, Tesla is pushing the boundaries of connecting devices. The company hasn’t just updated its car’s software remotely but also improved performance without subjecting its customers to any kind of inconvenience. Previously, such updates to physical products would be tedious to customers. Now, we are getting used to software updates that are increasingly more standard and expected.
- 4. Uber – Spotify
Good news! Uber and Spotify have successfully linked their services so that customers can easily connect their Spotify account to their Uber app and Uber can play your music through the car’s speakers via your Spotify account. Linking these two apps is one of the finest examples of using IoT tech to improve customer satisfaction.
- 5. Diageo
From the above-mentioned example, I am sure you will believe me when I say that products can get a lot more personal once IoT makes them smart. Diageo Whisky decided to position itself as the drink to celebrate Fatherhood by connecting around 100,000 bottles to the internet so they could be used to send a personalized, one-to-one digital video message to fathers. In addition to this, the givers could easily personalize messages with their own content.
Apart from this, the advertising message to augment the product turned out to be one of the best examples of participative (and, at scale, crowdsourced) creative works.
And you know what? The results were simply fantastic with around a 72% sales uplift on the lead up the father’s day with the cost of the campaign was repaid five times over. The campaign also won the International Advertising Association's top award.