Monday, 22 June 2015 23:02

Embracing the IoT for growth an opportunity for Aussie, NZ brands

By
Jay Revels, Marin Software Jay Revels, Marin Software

The Internet of Things (IoT) provides the opportunity to deliver greater value to consumers as data can be more easily exchanged with other connected devices, according to the chief of a leading cross-channel performance advertising company.

Jay Revels, the Asia Pacific managing director of Marin Software, says the accuracy of audience targeting can be “significantly improved by IoT, giving advertises access to greater data as audiences interact with devices.”

“This could create a mountain of data, so companies that can process, provide solutions and quickly help suppliers take action, will be in high demand.”

And, according to Fergus Watts, CEO of the Bastion Group, advancement in technology has provided a “massive opportunity for clever partnerships that drive a commercial outcome for brands,” however he says the technology should aid brand experiences, not interrupt them.

“Consumers are willing to give up data in the name of convenience – if the technology makes their life easier. They are trusting brands with their data, information and habits and in return, they expect sophisticated experiences.”

Watts also says that the opportunity for brands is to make clever decisions that drive revenue or positive brand association.

“Partnerships, product diversification, creating and owning assets, leveraging relationships and data, working in collaboration with local governments, co-branding and cross promotion all demonstrate opportunities for brands in this space.  

"Consider AirBNB’s recent partnership with Google venture, Nest, as a free giveaway to their hosts (https://dcinno.streetwise.co/2014/09/05/airbnb-google-nest-internet-of-things-thermostats/). This perfectly aligns two tech companies, both putting their consumers’ needs first.”


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Peter Dinham

Peter Dinham - retired and is a "volunteer" writer for iTWire. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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