Global brands are now discussing how “Internet
of Things”-based data (data flowing from and between connectable products,
devices, people and brands) can help them build deeper relationships with
consumers. These discussions are particularly applicable to digital media in
that they present a simple yet entirely disruptive concept - that individual
physical products can become their own media platform for brands. In other
words, a connectable product (anything from a bicycle to a soda can that
consumers can engage with via their smartphones) can act as its own media
channel -- operating alongside TV, mobile, magazines and other media channels
-- and tapping into consumer behavior to create an entirely new form of CRM
through physical objects. This concept -- products as interactive media -- has
vast implications for the media landscape.
Connectable products will allow
marketers to uncover new data that gauges a consumer’s relationship with a
brand’s products. As products become connected,
marketers will be moving from the traditional push model to a more intelligent
pull model. A connected product provides a brand with a direct, real-time
interface and interaction point with the consumer. Instead of pushing content
toward consumers at the best guesstimated time to catch their attention, brands
can engage with consumers who are proactively opting in to receive content when
they most need it and when they are most engaged with the brand's product.
Connectable products can become an
integrated part of the media mix. The call-to-action in a TV ad could prompt
viewers to digitally engage with a product at that moment for extra content and
offers, creating a direct link between message, product and ongoing consumer
relationship. Your exercise machine usage, say, could trigger a highly relevant
offer for a related fitness product on a display ad. Connected products are
effectively a media channel for fluid, continuous and omnichannel dialogue with
consumers.
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