How to unleash the relationship-building power of the Internet of Things.

1. How to unleash the relationship-building
power of the Internet of Things.
IoT IS A (BIG) WINDOW
INTO YOUR CUSTOMER’S
MIND

2. WHY IT’S IMPORTANT
● “Smart” is coming, ready or not
● IoT is here and its impact on our lives is only going to
get bigger
● It’s a paradigm shift — Seems strange that we would
have access to all this personal data
● It’s much easier than you think
● And it will quickly become the norm
● Now is the time to jump in, ahead of the curve

3. WHAT IS IoT?

4. “The Internet has crashed into the real world.”
~Donna Hoffman
George Washington University

5. IN MORE TECHNICAL TERMS
Sensors and devices embedded in the physical world,
connected by networks to computers.
Unlocking previously unobtainable data
and making it easily accessible*.
* - with permission, of course

6. SMART
EVERYTHING
The sensors we’re already using
get added to everything else.
From smart toasters
to smart cities.
via: smartphoneworld.me

7. IN EFFECT...
Everything
not connected today
gets an upgrade.
Computing
Storage
Sensors
Internet access
via: pcauthority.com.au
Smart guitar

8. UBIQUITOUS “SMART”
Across all industries.
via: libelium.com/top_50_iot_sensor_applications_ranking
Crazy number of devices.
Much bigger than mobile.
4.6B mobile users today
vs. 50B IoT devices by 2020

9. ENDLESS SENSORS
via: timesofisrael.com
via: timesofisrael.com
via: defense-update.com

10. THE REAL POWER OF IoT
Billions of devices.
Trillions of sensors.
Collecting previously
unobtainable data.
Then sharing that data with
other IoT devices.

11. IoT is digitizing our
physical world.
Providing us with a 360° degree
view of nearly everything.
Perfect information.
IN OTHER WORDS...
ibmbigdatahub.com/infographic/360-view-world-internet-things

12. IN ENTREPRENEURSHIP TERMS
By 2020, each of us will interact with
150+ smart devices every day.
These devices will be on our bodies, in our homes,
in our cars, and at the office.
Each one collecting data about us.
All potential marketing tools for your business.
weforum.org/agenda/2015/02/5-predictions-for-technology-in-2020

13. MORE SPECIFICALLY...
IoT provides context awareness.
Through its endless sensors and real time
communication, IoT gives you a window into
what your customer is doing — right now.

14. And as a wise man once said…
“Always enter the conversation already
taking place in the customer's mind.”
~Robert Collier

15. “HOLY GRAIL” OF MARKETING
Since the birth of advertising, marketers have been
trying to find ways to deliver…
The right message,
To the right person,
At the right time.
IoT can finally make that a reality.

16. THE NEXT PHASE OF MOBILE
Just like the mobile revolution transformed marketing
through SMS, location and apps.
IoT continues and expands this transformation with an
endless list of new devices and services.
All of which can provide for advertising that completely aligns
with each recipient’s current interests and behaviors.
Right message, right person, right time.

17. OUR JOURNEY

18. THE PROBLEM WE’LL TACKLE
One of the biggest challenges we face as marketers is
figuring out how to personalize messaging to
individual prospects and customers in a way that
strongly resonates with each unique recipient.

19. BECAUSE...
Consumers don’t like getting bombarded with marketing
noise that’s completely irrelevant to them at the time.
But they love when companies make their life easier by
presenting an offer for something they need right now.

20. BUT...
To create a personalized message, you need to
understand your recipient.
And to deliver your message at the right time, you
need to have a view into what the recipient is doing.
So let’s explore ways to learn that...

21. CUSTOMER RESEARCH
Today, we’ll talk about 3 different options…
● The status quo — very limited
● A better way — somewhat limited
● The IoT way — sky’s the limit
Plus, some examples from the near future.

22. BUT RIGHT OFF THE BAT...

23. “With great power comes great responsibility.”
~Voltaire

24. CREATE VALUE NOT SPAM
Permission marketing still applies.
Just like people give you permission to send
marketing offers to their email address today, the
same will apply for IoT devices tomorrow.

25. THE SPIRIT OF IoT
“The best customer service experience
is one that never has to happen.”
~Alex Bard, Salesforce.com
IoT is about making our lives better, more convenient. That’s
why people will be willing to share their data with you.
So IoT-based marketing should continue in that spirit —
making the recipient's life more convenient.

26. WHY SHARE THE DATA?
Why would you share
something sensitive like your
medical history with a
Doctor?
Because you want their help
and you believe the more
information they have, the
better they can help you.

27. A SPAM FILTER FOR YOUR LIFE
Yes, as consumers, IoT will be sharing more data about
us than ever before.
Yes, spammers will try to take advantage of that.
But we will also have stronger artificial
intelligence-driven filters that
keep out the annoying stuff.

28. THE STATUS QUO

29. WEB ANALYTICS
Scratching the surface.
● Page views
● Clicks
● Opens
● Heatmaps
● Bounce rate
● View duration
● Scrolling
● Impression

30. VERY LIMITED
People are just numbers.
(Tough to market to a number)
● Can’t see across platforms
● Doesn’t tell you much about the person (underlying
motivations)
● Everything is reactive — after the action has been taken
(and after you spent the $)
● Can’t interact with customer

31. A BETTER WAY

32. BUILD & AGGREGATE
Use a more data-rich platform (mobile apps) to collect
bits and pieces from different sources, then feed them
all into a single point to help construct a unified view
of your customers.

33. FOR EXAMPLE...
Central
Database
Create a suite of various
apps serving the same
customer.
All of which report back to
a single server.

34. IMAGINE...
Being able to gain a view into your customers daily
habits and interests around nearly any subject.
That’s marketing gold.

35. ASSEMBLING A 360° VIEW
Male or
Female?
Age
range?
Discussion
topics?
Personal
values?
Likes
yoga?
Likes
games?
Likes
fashion?
Has
family?
Want to learn something
new about the customer?
Create an app that helps
you determine it.

36. GETTING WARMER
But, our view and interaction are still limited.
● Can only see across app devices
● Only captures what they do within the apps (&
device sensors)
● At mercy of app marketplace owners (Apple, etc.)
● Some interaction is possible
● Requires building the apps

37. THE IoT WAY

38. LISTEN & CONTRIBUTE
Learn about your customers through the devices they are
already using and deliver your message when it’s most
appropriate to them.

39. LEARN FROM EVERYTHING
Smart
car
Smart
pet gear
Smart
clothing
Smart TV
Smart home
Mobile
phone
Smart
appliances
Smart
sleeping

40. IMAGINE...
Being able to see exactly when your customer is doing
something — or is in a location — that directly relates
to your business.
Or be notified by one of their IoT devices that they
should be thinking about your business — even if they
aren’t aware of it yet.

41. WHY IT ROCKS
People are individuals.
We can see and respond to interests and actions.
● Can analyze buying habits across platforms
● Can learn about customer from nearly any angle
● Get data in real time
● Can deliver promotions “just in time”
● Can interact using same device as learned from
● Don’t have to build the devices

42. EXAMPLES

43. 2054: COMING TO A STORE NEAR
YOU
Remember Minority
Report?
That personalized
shopping experience
is not too far off.

44. IN-STORE BEACONS
On-the-spot coupons and assistance.
All those things we learned on the web
can now be applied in the physical
world.
Today, if someone hangs out on a web
page, we popup a virtual assistant or
chat window.
IoT allows you to do the same thing
when they’re hanging out in a store
aisle.
via: markwelchpromotions.com

45. NO-BRAINER MAINTENANCE
Timely coupons.
Imagine driving your smart
car, and it is nearing time for
an oil change.
So the car automatically
locates and contacts nearby
oil shops, and notifies you of
one that is offering a coupon
and has no wait.
automotiveworld.com/analysis/interview-elliot-garbus-president-internet-things-solutions-group-general-manager-automotive-solutions-intel-corporation

46. TRUE ONE-BUTTON ORDERING
Forget the shopping list.
Need a new bottle of
laundry soap or bag of
your favorite chips?
No need to head to the
store or log into the
online store, simply press
the IoT button and it’s on
its way.

47. SMART REMINDERS
Forgot your shopping list? No worries.
Get reminded of products when you
enter the store based on your previous
purchases, or access shared shopping
lists, and receive relevant special
in-store coupons and deals.

48. FIRE UP THE DRONES
Learn about their
neighborhood.
From a single delivery, you can
also get…
● Picture of their home
● Picture of them
● Picture of neighborhood
● Do they have a pool?
(Same for all their neighbors)

49. “HEY, I NEED A NEW PART”
Proactive repairs.
Learn about problems with your product before the customer knows —
then send them a replacement or coupon.
Boeing 787’s IoT sensors produce over 500 GB of
data per flight.
“If there is a problem with one of the engines we
will know before it lands to make sure that we
have the parts there. It is getting to the point
where each different part of the plane is telling
us what it is doing as the flight is going on.”
medium.com/@kamila/5-best-examples-of-uses-of-iot-in-the-enterprise-bc18a8b0ddbb

50. 3D SCANNING
Ensure your customers get the best
possible product for them.
Up to 50% of the clothes bought online are
returned, frequently because they are the
wrong size.
Portable scanners allow you to get
accurate and unbiased measurements for
clothing, furniture, etc.
via: styku.com

51. WRAPPING IT UP

52. MARKETING NIRVANNA
IoT gives you the context awareness to understand what your
customers are doing now.
And the marketing channel to connect with them
precisely when they need your product.
Your
customer
Their IoT
devices
Your
business
Your timely marketing message
What they’re doing now

53. NET IT OUT
A whole lot more data.
Data in real time.
A whole lot more potential touchpoints.
A deeper understanding of your customer.
More ways to connect with them.
More ways to create value for them.
Happier customers.

54. WHAT ARE YOUR THOUGHTS?
IoT gives you a window into the
mind of your customer.

55. UNLEASH YOUR BUSINESS
EMBRACE EXPONENTIAL
10xnation.com