According to the "Hyper Cycle (a diagram showing the maturity of specific technology, the degree of recruitment, and the degree of application to society)" proposed by Gartner, the new technology is "Peak of INFLATED EXPECTATIONS, excessive expectation.The top) is greeted and then shifted to the "disillusioned period (= trough of discillusiion, a fabric of disillusionment)".Eventually, it will be in the "recovery period (= slope of enlightment, a slope of enlightenment)", and finally enter the "stable period (= plateau of productivity, plateau of productivity)".
Speaking of IoT technology, the epidemic period has passed, and now it is the recovery period.But in the field of marketing, this technology has never achieved a remarkable result, except for a single exception.
But now it's not without a marketing future in a connected device full of everyday life.The data accumulated in these is an important source of insights for products and consumers, and the marketers will achieve end -to -end customer experience.
However, "IoT data utilization in marketing is still in the early stages" is Digital Agency, APAC (Asia -Pacific region) Analytics Division Artie Baradowaji."However, it seems that some markets have already been used in some markets. For the purpose of gaining insights such as how consumers use their products and react to which parts of marketing communication."
The representative example is Japan.In June, Dentsu announced a service to provide media planning to clients, utilizing data from home appliances connected to the Internet.This kind of attempt was Japan's first, and it seemed to be a shocking news for other countries who use IoT data.
This service, named "Domus Optima (meaning a comfortable home in Latin)", is from 400,000 sharp IoT home appliances such as air conditioning, air purifier, oven range, automatic cooking pot, and washing machine.The data to be collected is the basis.The user will notify you of the data use when logging in to the smartphone application "COCORO+" linked to Sharp's home appliances.These data include a time stamp (time information) and a function used.
Dentsu utilizes this data as a source of consumer insights and "create a target user segment in digital advertising" (Hayao Maekawa of Dentsu Data Technology Center).In addition, we will conduct a detailed survey of Kokoro Plus users, such as verification of habit and advertising effects after campaign.These services are provided as a beta version of the development stage.
For example, in a project targeting 300,000 units, a major food manufacturer has published an advertisement for a cooked food that tastes freshly made to the smartphone of the oven range user.The click -through rate (CTR) was 35 % higher than the group chosen in a mere demographic.
The following tendency was also found.High CTR users own large microwave ovens for families and frequently use bread.On the other hand, low CTR users often use frozen food thawing functions.The data obtained in this way is "an important insight for clients to work on future targeting ads and messaging strategies" (Dentsu).
Domus Optima's technology is supported by Dentsu's platform, Stadia.This is a platform that analyzes and applies viewing data collected from smart TV.The operation began about five years ago, and "Maekawa played an important role in more than 500 campaigns" (Maekawa).At present, it is used for Google display networks, double -clicks, Criteo, and Yahoo's advertising distribution networks.In other words, IoT data provides new data to the stadium.
Baradowaji doubts that "IoT -compatible devices aren't yet popular enough to provide useful insights.""Even though the direction of planning in the future can be suggested, it does not necessarily reflect the behavior of many users, given that the introduction of IoT technology is still limited."
Maekawa does not deny that there are still few consumers who use IoT devices at home.Nevertheless, "It has surely increased in the past five years. If it becomes more widespread, it will have a strong impact on advertiser solutions."
What is IoT in the first place?
As for IoT, many devices and apps are talked about.But the problem is how much they are.For example, a concrete of a tennis shoes with a sensor for location advertising and a building with a smart sensor embedded.Is these items really useful for people's lives?
Originally, IoT definitions had two major features.First, the IoT device should be replaced with accumulated data without human intervention.And in the first place, IoT -compatible devices are not computing devices.Based on this perspective, IoT means a communicated sensor embedded in things with other purposes.The sensor provides useful data such as tennis rackets, dishwashers, transport containers, medical transplants, and building materials.
According to this concept, Apple Watch and Fit Bit are not exactly the IoT device.Each has its own user interface.Devices that help the discovery of lost objects, such as Apple's "air tag", have an IoT function to things.If it is a car key, add an IoT function to the key, not the key for IoT.Smart home devices (such as smart bulbs, etc.) connected to thermostat and home security devices are clearly IoT.Utilizing the data collected by the device, it is useful for the first time by issuing instructions.
In the marketing world, IoT has been used mainly for one -off efforts to attract consumers.However, as in the above attempts of Dentsu, the data obtained using IoT -compatible devices is not only a manufacturer (Sharp in the above case), but also a valuable source of insights for clients (also a major food manufacturer).obtain.
IoT technology is being recognized for marketers in the supply chain and retail industry.The initiatives to understand consumer insights using IoT and create higher quality customer experience have already begun.Here are some examples.
Switzerland -based Coca -Cola HBC (Helenic Botling Company) has been collaborating with Tech Company Atos and has set 500,000 IoT -compatible coolers at dealers.Ultimately, 1.6 million units will be placed in 28 countries.Using this, Coca -Cola HBC accesses the management information (POS) at the time of sales, such as the frequency of opening and closing of the cooler, to improve the retail environment.In addition to the understanding of consumer insights, sales staff can easily grasp the stock status and technical issues, which will also increase the efficiency of supply chains.In addition, this cooler sends messages to consumer smartphones and can teach the consumer's current location closest.
Home Depot is also one of the major retailers that use IoT for inventory management.The IoT, which was set up in a huge store, supports the products that customers (especially the wealthy) want.It also shows the shortest route to the sales floor.
(Sentence: Matthew Mirror Translation / Edit: Tatsuya Mizuno)