The Internet of Things

"Connectivity of everyday things"...

 

The Internet of Things is explained as objects having a web presence. This notion characterizes a system of systems, integrating services, mobile, and things all into one. The ‘phygital’  trend therefore enables a new level of interaction between those items and the people who own them. This allows consumers the opportunity to become more involved with a brand because they are interacting with it beyond the base function of products.

 

Today, people increasingly expect the world to work like the best of the online services they use, meaning objects should be addressable, findable, searchable, and combinable with other things. Digitizing objects in this way means every product can become a channel for one-to-one communication, and with that involvement comes the flow of personal and usage data back to the brand owner, worth its weight in gold if it is used wisely in a co-creation of better value still.

 

The Internet of Things thus creates an opportunity for marketers to add an extra layer of information and utility to products, meaning a purchase marks the start of the marketing process, rather than the end.