The speed and dimension of the change we are experiencing in all aspects of human society, from productivity to spirituality, has far exceeded the ability to absorb it. That is why the need to create skills to interpret what IoT (internet of things) implies to take concrete actions in the businesses we manage and to maximize the opportunities left at the table.

Why I chose this topic? 

Between 2018 and 2025, this will undoubtedly be the universal way to add value to the product and service experience of the brands.

The Consumer Internet of Things will be the backbone of value creation because it reduces friction and generates zero supply/demand mismatch: read demand and their offer with total success. Do not offer to see if there is demand, offer when you see that there is demand or when you intuit it for the information that surrounds the user's behavior, that is, it generates a change of model. We don't push demand, demand pushes us.

Internet of Things in practice:

What are the expectations of consumers today? "Have" versus "Experiment": pay only what is used without generating waste, goodbye to overconsumption, goodbye to overcharge. Yes to meaningful consumption, to a personalization of everything, life in real-time, without tolerance to frustration (to error), take care of the planet.

Consumer Internet of Things will allow a flow of particular data to install all these desires together in the consumption of any person, not as a premium movement, but as the daily idea of ​​experiences.

Price plans will be made according to behavior and thus, your dentist, connected to the Bluetooth of your brush, will charge you more if you do not brush your teeth and less if you do it regularly

We will be able to enter a store and activate our mobile platforms, which will be the “remote control of things”: Our refrigerators will tell us that milk is missing and will be purchased in a direct and automatic corner shop. You will get the photo of a party for walking on exclusive roads and you will pay at a distance, the insurance will know about it and will raise the premium.

Thus, consumer acts will be fragmented and individualized to the point that it is very likely to think of absolute product-person disintermediation. Price plans will be made according to behavior and thus your dentist, connected to the Bluetooth of your brush, will charge you more if you do not brush your teeth and less if you do it regularly.

Edge Computing:

If we ever thought we were in control, if with suspicion and some fear we saw how the control was hacked by social networks and by that consumer who years ago we put him “smart-citizen”, now it is possible to think that the data that our products, our cities, our hospitals, etc. will be the basis of a commercial management done at the cost of statistics and algorithms. It will also have an AI (Artificial Intelligence) that will analyze and process the huge volume, not only store it in the cloud as it is produced today but also generate learning and offers in real-time.

It seems quite obvious that marketing should be rather a personalized content development, the creation of improved experiences with AI using the data of things (IoT)

All this will be the so-called Edge Computing, “which allows the data produced by the Internet of Things devices to be processed closer to where they were created, instead of sending them through long journeys to reach data centers and computing clouds. 

How to market in the middle of this reality?

The multi-billionaire question: How do I market in the middle of this direct relationship between my product and my client? 

Well, it seems quite obvious that marketing should be rather a development of personalized content, the creation of improved experiences with AI using the internet of things (IoT). It also seems evident that it will become a very scientific-humanistic discipline, the new mix for digital times, and will cease to have this macro communicational component to fragment itself more and more in pursuit of individual experiences.