If you made it through the long-winded title of this article, then you probably already understand what we’re talking about, but for the benefit of those who don’t, let’s briefly define the two key terms:Ad Avoidance: A behaviour characterised by an unbridled hatred for advertising, resulting in sometimes extreme actions intended to circumvent, avoid or violently destroy adverts.The internet of things: A term used to describe the ever growing network of home and office appliances which have web access.Now that we’re on the same page, let’s get right into it. The Internet of Things (IoT) is already “a thing” and its growth is unprecedented. There are a myriad fascinating topics that we could discuss regarding the IoT, but our focus in this article is its impending influence on our very own mad world of marketing.
In August, it was reported that 51 percent of marketing executives expect the Internet of Things (IoT) “to revolutionize marketing by 2020,” according to a study by the Economist Intelligence Unit.The question is why?IoT has been couched as a tool for ‘personalization,’ ‘engagement’ and new ‘customer experiences,’ but these characterizations are too vague. IoT may be worthy of all the buzzwords, but what will it actually look like in day-to-day life?
In the months leading up to CES, my inbox was pounded daily with pitches about revolutionary, world’s [fill in the blank] wearables, as well as the smartest, most secure, easiest-to-use, world’s [fill in the blank] smart home solutions. Most of that is marketing bluster, and that’s actually been a notable problem in those markets. There are too many problems unsolved, too many pretenders, and too much is proprietary.MediaTek is well aware of all of this, but as a chip maker, it’s working to resolve some of the above issues and also assert itself in those markets by underpinning any number of solutions. The company released the MT2523 SoC for smartwatches and other wearables and the MT7697 for smart home devices. (It also has the MT8581, a new Blu-ray SoC.)
British Gas’ connected homes arm, Hive, is prepping a major marketing push as the brand expands beyond connected thermostats to smart plugs, connected lighting and sensors next year.Hive is making a land grab for the smart homes market in the UK, having identified 20m households in the UK with the potential to become connected homes.
Daintree Networks, Inc. won both customer project and product honors from the 7th annual awards program encompassing the world’s best from every major industry. Competing against large and small organizations from all over the world, Daintree Networks was honored in multiple categories at the 2015 Golden Bridge Awards. More than 40 judges from a broad spectrum of industries from around the globe determined the winners from an illustrious group of competitors, including public and private firms, for-profits and non-profits, and start-ups. On November 16, 2015, in San Francisco, Calif., Mandeep Khera, vice president of marketing and channels, accepted the four awards on behalf of Daintree Networks during the dinner and awards presentation.
With about 1,000 of its top integrators on hand, Honeywell was not hesitant to address sticky subjects at its annual Connect conference in Scottsdale, Ariz.Among the topics addressed during the three-day event held at the lavish Westin Kierland Resort and Spa were the DIY market, the Connected Home, marketing to Millennials. But the company also did something rare these days among manufacturers in admitting some past missteps, particularly related to product availability and tech support.
New developments in the generation, distribution and consumption of electricity have made the energy sector a hotbed of innovation in what has become known as the Internet of Energy.”With the IoT more generally, the marketing hype has largely gone ahead of the reality,” says Raj Pai, global head products and marketing at energy analytics firm AutoGrid. “But where people are spending is in the energy use cases. These are the ones that are getting funded.”
The Internet of Things (IoT) will be the next big thing to hit the enterprise, and when I say big I mean really, really big.Gartner currently estimates that there will be 25 billion connected devices by 2020 and that the IoT sector will contribute about $2 trillion per year to the global economy. Opportunities for the enterprise run the gamut from improved product development and marketing to the discovery of new business opportunities and perhaps entirely new economies.
Honeywell and Nest lead the smart thermostat vendor market in terms of strategy and execution, according to a new Leaderboard Report from Navigant Research. Honeywell maintained leadership due to its existing smart/connected thermostat products and programs and its aggressive pursuit of the higher-end smart thermostat segment. Nest has gained market share by seeking out collaborations with other vendors and by expanding its global marketing initiatives.The report examines the strategy and execution of 12 smart thermostat manufacturers and software providers that are active in the global smart thermostat market and rates them on 12 criteria. Schneider, EnergyHub, ecobee, Comverge, Emerson and EcoFactor landed in the Contenders category due to relatively strong product strategy, program success and distribution. The four companies in the Challengers category — Carrier, Energate, tado and RTA — have some weaknesses in terms of either strategy or execution, but with the right steps, could move into contender or leader positions.
The Internet of Things took the forefront during the Intel Solutions Summit last week, as partners showed off innovative solutions in retail, transportation and other vertical markets.Chris O’Malley, director of mobility marketing at Intel, stressed that it was critical for partners to tap into niche markets to drive new opportunities in the Internet-of-Things space.