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The Internet of Things (IoT)

What is IoT?
Where an object or person is equipped with an electronic device connected to the internet – to, for example, regulate house temperature, monitor health of the body, find lost keys etc. First coined back in the 90’s, IoT was seen, very much, in the context of desktops. However, more and more, devices are now connected to apps. Rather than see this as IoT, some prefer to term this, “connected devices�?. Iot can be used for both marketing and non-marketing purposes.

IoT and Marketing
IoT first came to the attention of many marketers in 2012 with Nike’s Fuel Band (activity / training tracker connected to an iPhone or iPad). Since then we’ve seen a flurry of devices used for marketing purposes but how successful? Recently, Endeavour Partners reported: “most of these [wearable] devices fail to drive long-term sustained engagement for a majority of users�? and that “many businesses are struggling to understand these technologies and how they can be effectively leveraged to create unique and sustainable value�?. However, there are two important reasons for optimism: the development of 1) mobile and 2) data (gathering). Aligned with creative design, marketing insight, and technological developments in general, mobile and data certainly open up the possibilities for IoT in marketing.

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