1. Anthony
J
James
|
Chief
Innova3on
&
Growth
Officer,
DDB
Asia
Pacific
Republished
September
2015
What
Use
is
the
Internet
of
Things
to
Marke3ng?
|
Published
Aug
24,
2015

2. Anthony
J
James
|
Chief
Innova3on
&
Growth
Officer,
DDB
Asia
Pacific
Republished
September
2015
What
Use
is
the
Internet
of
Things
to
Marke3ng?
|
Published
Aug
24,
2015
Why
does
it
ma-er
that
a
toaster
can
talk
to
the
fridge?
Why
should
objects
in
your
office
know
where
you
are,
and
when
you
might
need
them?
They
may
seem
trite,
but
these
are
more
than
just
philosophical
ques3ons.
They
are
the
meat
of
the
maVer
when
it
comes
to
the
Internet
of
Things
(IoT).
And
as
an
innovator,
I
have
to
have
answers
to
such
ques3ons
from
my
peers
in
the
marke3ng
community,
and
I
need
to
communicate
who
are
the
leaders
in
the
field.
Why
Does
It
MaVer?

3. Anthony
J
James
|
Chief
Innova3on
&
Growth
Officer,
DDB
Asia
Pacific
Republished
September
2015
What
Use
is
the
Internet
of
Things
to
Marke3ng?
|
Published
Aug
24,
2015
Last
weekend,
one
of
my
challenges
was
addressed
by
a
list
of
the
Top
10
Most
InnovaCve
Companies
for
the
Internet
of
Things.
Most
marketers
would
know
the
names
of
the
companies
in
the
mix
–
everyone
from
Microso
and
Intel,
to
Salesforce
and
Tesla.
But
there
is
s3ll
a
lot
of
doubt
in
corporate
circles
and
the
marke3ng
sector
about
the
value
of
the
Internet
of
Things.
There’s
understandable
concern
about
the
personal
privacy
of
ci3zens,
and
the
possibility
that
the
Internet
of
Things
might
further
fragment
the
media
landscape,
so
for
marketers,
the
task
of
aVrac3ng
aVen3on
becomes
harder
than
ever.

4. Anthony
J
James
|
Chief
Innova3on
&
Growth
Officer,
DDB
Asia
Pacific
Republished
September
2015
What
Use
is
the
Internet
of
Things
to
Marke3ng?
|
Published
Aug
24,
2015
"But
this
is
key:
the
reason
why
marketers
need
to
embrace
the
Internet
of
Things
is
because
it
makes
marke7ng
simpler.”
Anthony
J
James
Chief
Innova9on
&
Growth
Officer,
DDB
2015

5. Anthony
J
James
|
Chief
Innova3on
&
Growth
Officer,
DDB
Asia
Pacific
Republished
September
2015
What
Use
is
the
Internet
of
Things
to
Marke3ng?
|
Published
Aug
24,
2015
In
essence,
the
Internet
of
Things
is
a
collec3ve
term
for
technologies
that
allow
almost
anything
with
a
chip
in
it,
or
a
barcode
on
it,
to
communicate
with
a
network.
And
the
technologies
already
exist.
There
are
already
devices
that
track
your
loca3on
(mobile
phones)
and
there
are
‘smart
homes’
and
‘smart
offices’
that
will
turn
lights
and
hea3ng
on
and
off,
depending
on
where
people
are.
And
there
are
barcode
readers,
QR
code
readers
and
so
on,
that
work
not
just
at
the
checkout
of
your
local
supermarket,
but
at
the
entry
to
your
home,
or
even
your
fridge.
What
Is
It
Anyway?

6. Anthony
J
James
|
Chief
Innova3on
&
Growth
Officer,
DDB
Asia
Pacific
Republished
September
2015
What
Use
is
the
Internet
of
Things
to
Marke3ng?
|
Published
Aug
24,
2015
IMAGE
SOURCE:
‘Marke3ng
and
the
Internet
of
Things,
closer
than
you
think’,
hVp://chiefmartec.com/2015/06/marke3ng-­‐internet-­‐things-­‐closer-­‐think/

7. Anthony
J
James
|
Chief
Innova3on
&
Growth
Officer,
DDB
Asia
Pacific
Republished
September
2015
What
Use
is
the
Internet
of
Things
to
Marke3ng?
|
Published
Aug
24,
2015
So
to
answer
the
first
ques3on
posed
in
this
post,
if
your
toaster
can
talk
to
your
fridge,
it
can
register
how
many
slices
of
bread
have
been
toasted
from
the
loaf
you
normally
keep
in
the
fridge.
And
if
the
fridge
is
connected
to
your
online
shopping
list,
it
can
tell
when
you’re
going
to
need
to
have
a
new
loaf
of
bread
delivered
to
your
house.
Or,
from
a
marketers’
perspec3ve,
it
makes
buying
easier,
by
taking
the
decision
maker
out
of
the
buying
process.
It
automates
the
process,
reducing
the
likelihood
of
the
customer
changing
brands
or
outlets
for
purchasing.
It’s
not
just
convenient
for
the
householder.
It’s
easier
for
the
marketer.

8. Anthony
J
James
|
Chief
Innova3on
&
Growth
Officer,
DDB
Asia
Pacific
Republished
September
2015
What
Use
is
the
Internet
of
Things
to
Marke3ng?
|
Published
Aug
24,
2015
The
biggest
issue
that
proponents
of
the
Internet
of
Things
have
had
up
3ll
now
has
been
the
number
of
devices
that
can
be
linked.
But
since
the
development
of
apps
that
can
read
barcodes
and
the
increasing
number
of
devices
that
are
shipped
with
network
capability,
enterprises
in
par3cular
are
taking
advantage
of
the
Internet
of
Things
to
track
resource
use
and
improve
sustainability
in
the
workplace.
There
are
several
case
studies
of
IoT
devices
now
being
used
to
make
workplaces
greener,
and
to
reduce
costs
of
opera3on.
And
this
all
goes
to
answering
the
second
ques3on
at
the
top
of
this
post
–
when
objects
in
your
office
know
where
you
are
and
when
you
might
need
them,
they
can
be
programmed
to
switch
off,
saving
power,
and
reducing
the
costs
of
doing
business.
What
Are
The
Immediate
Opportuni3es?

9. Anthony
J
James
|
Chief
Innova3on
&
Growth
Officer,
DDB
Asia
Pacific
Republished
September
2015
What
Use
is
the
Internet
of
Things
to
Marke3ng?
|
Published
Aug
24,
2015
For
marketers,
too,
these
sustainability
ini3a3ves
are
a
great
way
to
prove
the
value
of
IoT
devices
to
consumers
and
businesses.
Once
customers
are
used
to
the
cost-­‐saving
benefits
of
connec3ng
devices
at
home
and
at
work,
it
becomes
easier
to
introduce
new
IoT
applica3ons
for
purchasing.
And
as
data
tracking
from
IoT
devices
improves
and
intelligence
is
collected
on
prac3ces
and
needs,
there
will
be
improved
capability
to
predict
when
a
customer
may
need
a
par3cular
product
or
service.
What
Are
The
Immediate
Opportuni3es?

10. Anthony
J
James
|
Chief
Innova3on
&
Growth
Officer,
DDB
Asia
Pacific
Republished
September
2015
What
Use
is
the
Internet
of
Things
to
Marke3ng?
|
Published
Aug
24,
2015
In
short,
marketers
should
be
finding
ways
to
use
IoT
devices
that
can
improve
home
and
business
efficiency
as
a
means
of
learning
more
about
consumer
behaviours.
In
an
age
where
aVen3on
is
so
divided,
it
makes
sense
to
follow
where
aVen3on
is
being
drawn,
rather
than
trying
to
aVract
aVen3on.
This
way
marke3ng
messaging
can
be
focused
en3rely
on
need
fulfilment
rather
than
trying
to
convert
a
scep3cal
consumer
base.
What
Are
The
Immediate
Opportuni3es?

11. Anthony
J
James
|
Chief
Innova3on
&
Growth
Officer,
DDB
Asia
Pacific
Republished
September
2015
What
Use
is
the
Internet
of
Things
to
Marke3ng?
|
Published
Aug
24,
2015
And
of
course
it’s
not
just
marke3ng
messaging
that
improves.
From
an
innova3on
perspec3ve,
IoT
can
be
used
to
iden3fy
boVlenecks
in
communica3on,
or
opportuni3es
for
process
op3misa3on.
The
risk
of
innova3on
ini3a3ves
is
reduced,
because
problems
are
observable,
and
solving
them
becomes
a
priority.
Again,
because
it’s
a
maVer
of
needs
fulfilment,
innova3on
and
innova3ve
product
adop3on
becomes
a
simpler
decision
for
businesses
and
consumers
alike.
Why
The
IoT
Improves
Innova3on
Efficiency

12. Anthony
J
James
|
Chief
Innova3on
&
Growth
Officer,
DDB
Asia
Pacific
Republished
September
2015
What
Use
is
the
Internet
of
Things
to
Marke3ng?
|
Published
Aug
24,
2015
You
can
read
a
hundred
ar3cles
online
that
tell
you
that
the
Internet
of
Things
is
the
next
stage
in
marke3ng.
But
for
marketers,
focusing
on
the
devices
misses
the
point.
It’s
all
about
efficiency;
of
data
intelligence,
of
fulfilling
customer
needs,
and
of
customer
acquisi3on.
The
marke3ng
community
need
to
move
from
considering
the
Internet
of
Things
as
an
intrusive
and
difficult
content
plajorm
for
messaging,
to
understanding
its
power
as
in
making
marke3ng
simpler.
Why
The
IoT
Improves
Innova3on
Efficiency

13. Anthony
J
James
|
Chief
Innova3on
&
Growth
Officer,
DDB
Asia
Pacific
Republished
September
2015
What
Use
is
the
Internet
of
Things
to
Marke3ng?
|
Published
Aug
24,
2015
What
Use
is
the
Internet
of
Things
to
Marke3ng?
Published
by:
Anthony
J
James
Chief
Innova3on
&
Growth
Officer,
DDB
Asia
Pacific
originally
published
on
LinkedIn