The real impact of IoT on marketing
Connected devices allows us to plan for and measure moments
Allows us to model intent on the basis of usage of devices – moments are directly connected to an action/series of actions by a consumer – typically triggered through app activity
Passive Moments leads to automation leads to detectable intent triggers/ moments which are non intrusive with permission built in
Example: Rewards based on understanding of upcoming moments
Example: Oral B at MWC
Predict intent / upcoming moment using narrow AI that is digesting device data signals.
Understanding the new nature of instant gratification – The “connect” and “instant” generation: postmates/instacart/uber
Messaging gives us moments driven by human phrases – machines understanding and responding to natural language prompts from a human
The Connected Generation: the death of traditional segment (by age etc). Segment by intent in the moment.