Is 2016 the year marketing and the Internet of Things finally enter a meaningful new phase?
Don't bet on it. But there are some promising signs.
In the days since CES, much has been made of the emergence of new ecosystems enabled by so-called "smart products"—connected devices that deliver information or can be controlled using your mobile phone.
Fitness apparel brand Under Armour was one entrant that generated a lot of attention during the show for its new Gemini 2 running shoes, which can track run duration, distance and more—without the need for syncing with a mobile device.
It's just the latest in innovative smart products UA has been rolling out, including a heart-rate monitor, new headphones and apps that, as Engadget reports today, the company hopes to use as the foundation for an interconnected ecosystem.
Indeed, while Engadget indicates these products still have a ways to go, they still point toward fitness apparel that doesn't just keep you comfortable, but also delivers useful services to you automatically and seamlessly, behind the scenes, to help you attain your goals.
From Data Collection to Data Utility
Last week, Social Times cited a report from the Economist Intelligence Unit that finds 51% of marketing executives... Read more
Thanks to the Internet, hospitality is one of the fastest changes industries. Travel communities, (hyper-)local and travel blogs, photo-sharing and bookmarking sites and video sites have become the places to go to research your next trip, not the high street travel agent.
With the variety of sources comes the variety of marketing channels and data. But while it seems to open up the world of opportunities to the hospitality marketing, it also poses one huge challenge: How to make sense of that overwhelming stream of information.
The one that makes sense the data wins...
But it's easier said than done. Understanding the technology in the hotel distribution space is challenging, so many players and so much technology
If you are willing to take a look at what hotel marketing looks like, here's a chart provided by a new and promising player in the field called SnapShot:
The chart is divided in three main distribution segments: Online, Travel Agents and Events. These groups represent the majority of the business hotels receive. Within these three segments there are several layers, which go from the hotel (center of the chart) towards the guest (outer rim of the chart).
The diverse data all those marketing... Read more
More than 170,000 attended CES last week, yet the only one that matters was nowhere to be found among more than 2.5 million square feet of packed aisles and shiny objects.
The consumer doesn’t qualify for entry to the businessperson-only show. And while we would hope that all products – from robots to drones to smart appliances and more – were built based on solid end-user insights, that notion is as likely as 95 percent of what was shown becoming runaway hits.
The most astute comment of the week came from David Pogue, longtime consumer electronics pundit, who said, “CES is not a store; it's an exercise in wishful thinking.”
So what wins?
“The consumer is going to decide,” Sean Lyons, U.S. President of R/GA, told me in an interview for my The Art of Mobile Persuasion book (www.artofmobilepersuasion.com). “I think a lot of these early thoughts about how things will be used are wrong often. And it's not because people aren't intelligent. It's because we haven't really found what the behaviors are yet.”
Said Target CMO Jeff Jones on Facebook:
“The consumer will win with choice for sure…but as of now, people will have to choose a “platform” or an “ecosystem” that they buy into... Read more