With every human expected to own some 20 or more connected devices by the year 2020, the Internet of Things (IoT) is a phenomenon brands can’t afford to ignore. A world of interconnectivity grants any ‘thing’ a voice through the data it emits—it’s beautiful, it’s freaky, and it’s unprecedented. Digital, marketing, and product strategists are struggling to determine when, how, and to what extent to apply connected products and other sensor-generated data to the customer experience.
New research from Altimeter Group provides brands a framework for contextualizing the Internet of Things, and five definitive ways companies can use sensors to create mutual benefit for both brand and consumer through the entire customer journey. They are:
When people think of the Internet of Things, they think about a world of bright, shiny [connected] objects, yet our research finds that effectively applying sensors to consumer-facing programs isn’t about the technology; rather it starts with empathy and transparency. This report provides strategists the steps they need to begin crafting strategies and architecting experiences that leverage sensors to empower both brand and consumer —without creeping people out.
This research contains input and examples from a wide range of industry perspectives, from brands to vendors to agencies, and experts. But we’re only just getting started…
The impact of how digitalizing the physical world affects customer experience is an ongoing source of inspiration and imperative for continued research for me. I invite your feedback, insights, and collaboration as we (businesses, consumers, and citizens) work to better understand, define, and harness for good, a world of ever-expanding connectivity.
How companies can use the Internet of Things to create experiences that benefit both the brand and its customers.
The implications of the Internet of Things is so much more than the immediate value of a shiny gadget that connects to the Internet.
The Internet of Things is the next big channel of engagement for brands, yet most of them still find it difficult to get on board.
Successful IoT strategies the consumer product world can learn from B2B enteprises.
Microsoft’s cool new gadget could be a powerful tool in the hands of a business.
CES 2015 showed that companies are building too many devices, and not focusing enough on the the value they can provide through connectivity.
There is an elephant in the room when it comes to the Internet of Things. There is a critical element inherent to just about any IoT application that hardly ever sees the light of day in industry coverage of the topic.
In our latest research report, “A Culture of Content,” my colleague and co-author Rebecca Lieb and I present a framework for how organizations of any size can establish, evangelize, and foster a culture of content.
As part of our open research process, I would like to extend an invite for your input, feedback, case examples, or any other insights you’d like to contribute to our upcoming research around the Internet of Things.
Our research found that the content marketing space is rife with challenges, both internal to the organization and externally across the ecosystem. The following infographic helps visualize this struggle.
Your refrigerator has a message for you — and no, it’s not that you need more orange juice– it’s an ad for belly fat pills. Thanks, Refrigerator. This post was originally posted on Wearable World News. The original can be found here.
At the most basic level, the Internet of Things (IoT) is connectivity between people, processes and things. While this is as vast as it sounds — spanning all industries, the enterprise, and consumers — one of the central-most challenges facing…
One question Altimeter hears frequently is “What’s next?” A better way to ask this is “What should we care about?” Often with emerging technologies, there is a disconnect between what people are excited or care most about versus what they will actually invest in.
Digital, Social, Content Strategists: We want to hear from you! Would you be willing to participate in our latest survey? Click here to get started: http://bit.ly/1bK8TRE Wondering how other organizations are mapping their customer journeys?
It’s been a week since SXSW 2013 and here at Altimeter Group, we’ve had a chance to reflect on what we saw. Check out our coverage from analysts, consultants, researchers, and even media. We’ll be updating as more coverage comes in.