I have two IOT smart devices and discuss them in more details in my Part 1 post. Anyhow, I’ve had these two wonderful devices for a little over a month and I’m still in love!! I would equate my usage of it to my cell phone, I didn’t know I’d need it nor would rely on it as much as I do. Now that I have them, I now can find more things that need an IOT outlet for or the need to replace a light bulb with IOT bulb for shear convenience. Since my previous post I have modified my routine to now have Google turn off my living room light when I say good night, that way the light is on until I go to bed and I don’t have to worry about telling Google another command. My two IOT have been a very nice addition to my technology driven life.
Let’s look at how brands can begin to use IOT devices for promotion and branding. Google and Amazon are the first to put a brand to IOT with there two voice assistants. Brands will begin to tap into these assistants for promotions, they will become just another channel like social. As marketers we will have to be creative with how we use the assistance’s; maybe a brand will sponsor a podcast I listen to on my assistance, or maybe my weather will be brought to me by London Fog, or maybe if I ask Google a question, it will give me a 2 sec ad before I can proceed with my search. The promotion possibilities for IOT assistants haven’t really been vetted, but it’s coming. I think of old radio ads or current TV commercials; this show was sponsored by Swifter. However, I would be led to be believe the KPIs for the assistant may be similar to radio and TV ad KPIs; they know you watched it, but they may not ever really be able to attribute revenue or a purchase to it. I can see the assistant ads being the same way, they know they have your attention for the 2 secs but the brand may not be able to attribute a single cent or purchase to that ad, but the brand is now on the consumers mind and they may be more likely to buy or at least give your brand a second glance if they’ve heard of it before.
There will also be major changes across lots of industries as IOT devices and technology becomes accepted and more normal. The healthcare industries, agriculture, banking and insurance are just a few. It will be interesting to see over the next few years how companies and brands begin to use IOT devices as well as the technological advances that will allow us to do things smarter and faster with a simple voice or finger command.
But for now, I’ll keep enjoying my Google Assistant and my IOT bulb and outlet. As I venture to buy a new home next year, I’m sure I’ll be investing in even more IOT devices.
Home Alone Again with the Google Assistant
Joe Pesci watches Home Alone Again (Google Assistant)