Why Brands Need to Get Smart about Customer Identity and IoT

营销策划 2017-04-07

Today, we are increasingly surrounded by devices and interfaces. We have smartphones, tablets, smart TVs, smart cars and smart home appliances. With every person expected to own up to 20 connected devices by the year 2020, the Internet of Things (IoT) provides every marketer with the opportunity to derive business insight from a networked fabric of devices,data, people, and processes.

The growth of the IoT has profound implications for customer identity. Previously, brands could market to a device with a degree of confidence that they were talking to the same consumer. As customers increasingly interact more with more ‘Things’ that are used by many people, the link with the identity of the end user is eroded. To make the most of the Internet of Things opportunity, it is vital that marketers can understand the identity of this end user.

Take, for example, internet-connected TVs. IAB research suggests that 78% of US adults who watch TV use another device while watching TV and the smartphone is the predominant second screen. However, who exactly is watching the TV at any given time? Marketers do not really know because it is currently still difficult for brands to personalise advertising based on who is in front of the TV. While a single user often uses a website, and even more often amobile app, a connected TV can be watched by one person or many.

Brands have tried to solve this problem before, through partnerships with mobile apps such as Shazam, but Customer ID mapping will allow for a more comprehensive solution. Mapping users’ devices with a household to a TV ID allows messaging to be personalised based on their activity on other devices. If you can bring profiles on the user’s devices, especially mobiles, then it is also easy to build a strong idea of the customer that is watching the TV.

Another breakthrough IoT device is the ‘connected speaker’ and the virtual assistants that live on those devices, such as Amazon’s Echo speaker with Alexa baked in. Amazon has built an open API that allows brands to build Alexa “skills.” Skills are mini voice apps that allow the end user to use voice to user services, such as “Alexa call me an Uber” or “Alexa play me some relaxing music on Spotify.”

Customer identity matters here too. Of course, it is important that the Uber being ordered be paid for by the right person. Different household members may also have very different ideas of what constitutes ‘relaxing music.’ For this reason, Amazon allows you to set up an ‘Amazon Household’ and add users to it. This process still feels rather clumsy – Alexa requires you to remember whose profile you are using at a given time, breaking the seamlessness of the user experience.

Connected cars are also showing significant promise. Google, Apple and tech providers like Cisco all provide platforms for car manufacturers to integrate with, allowing cars to get smart. In some ways, customer identity for cars is more straightforward, as identifying the driver will nearly always be done deterministically.

However, there is still the challenge of knowing who else is in the car, a potentially important factor in customising the experience. For example, imagine if it was possible to identify that a partner was in the market for a holiday, and replace radio ads with information about that destination? This level of retargeting is becoming a reality as identity technology is increasingly sophisticated and able to deliver with increased accuracy which customer is using a connected device.

Identity and IoT will also have a major role in the retail store of the future. A retailers’ interactions with its customer used to end at the point of sale. That is no longer the case. Today, by managing and analysing the real-time data that IoT devices provide (for example smart and interactive point of sale material), companies can gain new insight into how their products are performing, consumer trends and purchase behaviour, and how that ties back to individual users.

These are just some examples of how identity in a world of internet-connected devices is evolving, forcing marketers to keep up. Marketers that can stay ahead of the curve, however, should be able to leverage significant first-mover advantages and enjoy a wealth of new opportunities for creating the sophisticated and personalised experiences that customers demand.

The key, as ever when looking at new technology, is not to get too caught up in the technology and for the marketer to stay rooted in the customer experience.

责编内容by:Adbrain Blog (源链)。感谢您的支持!

您可能感兴趣的

iPhoneX说刷脸更安全,印章说这样的安全我也有... 11月到了,万众瞩目的iPhoneX已经上市,而它的刷脸解锁技术早在九月就刷爆了朋友圈。普通人只能在科幻电影中出现的Face ID,已经来到了我们的生活中。 ...
AI/VR/3D/全息智汇物联掌网科技立体视觉解决方案亮相CIOTE... 7月6-8日, 2018中国(国际)物联网博览会(以下简称“物博会”)于厦门国际会展中心举行。此次物博会由两岸三地24个物联网行业社团组织联合开展,并汇聚了华为...
电动汽车爆发前夜的危险与机遇 一台诺基亚 E71对准了展台边正在攀谈的几位老先生,他们个个头发花白、西装笔挺。镜头中的主角,是意大利著名汽车设计师乔盖托·乔治亚罗(Giorge...
物联网、5G、车联网未至,MVG天线测试技术先行... 物联网、5G、车联网这三个词,相信不用小编介绍大家早已耳熟能详。智能门锁、智能音箱、智能冰箱,物联网正逐渐渗透到大众的生活中,而5G对于各行各业来说都是一个非常...
物联网体验设计要点:对4个物联网产品的分析... 在此之前,我曾写过5个重要的用户体验设计决策方案,当你设计物联网产品时,你可能会考虑这些设计要素,然而这些方案却都是理论上的。现在这里将讨论四...