Transcription
The IoT Revolution for Marketers:Insights from the MMA IoT Connected ObjectsTask ForceMMA Webinar SeriesJuly 20, 2017Presented By:
MMA PurposeWHO The People We ServePrime Audience: Chief MarketersBy helping Marketers do Mobile better, everyone wins. MMA membership representsMarketers, Agency, Media and Technology Enablers from across the globe.WHY Our Reason for BeingMission: To accelerate the transformation and innovation of marketing through mobile,driving business growth with closer and stronger consumer engagement.WHAT Our Strategic PrioritiesCultivating InspirationAimed at the Chief Marketer; guiding best practices and driving innovationBuilding Capability for SuccessFostering know-how and confidence within the Chief Marketer's organizationDemonstrating Measurement and ImpactProving the effectiveness and impact of mobile through research providingtangible ROI measurement and other dataAdvocacyWorking with partners and our members to protect the mobile marketingindustry2For more information about membership email: membership@mmaglobal.comMMA is 800 MembersStrong GloballyMarketers, Agencies, Media Sellers,Technology & Operators
Managing Your QuestionsShare the Insights#MMAWeb3
PresentersMatthew BrightMatthew DavisMMA IoT Connected ObjectsCo-ChairMMA IoT Connected ObjectsCo-ChairSenior Director, Product &Technical MarketingThinfilmCo-Founder& VP of MarketingReveal MobileModeratorLeo ScullinVP of Industry ProgramsMobile Marketing Association4
The IoT MarketIoT is machinestalking to machinesBut with a bigdifference 57/20/2017
The IoT MarketBIG data sent, received,analyzed, and madeactionable over theinternet.So what?67/20/2017
rd3Industrial Revput electricity into every object
IoT, IndustrialRevolution 4.0puts intelligenceinto every object
BILLIONSTRILLIONS
Technology in the EnterpriseBy 2017, CMOs will spend more on technology than CIOs.More than ever, multichannel marketing is among the mostcritical customer-facing, revenue-generating functions.Source: 17/
Demystifying IoT Technologies Intelligence11 Connectivity7/20/2017IoT
Scoping The Internet of EverythingIoTCloud127/20/2017
Why Consumers Care (And You Should, Too)Smart home successes showcase consumer demandConsumers will embrace products and packaging that make life easierand help make decisions: 13What to buy and whyHow to properly use/cook/apply a productHow to connect to fellow “tribe” membersHow to address customer service issuesHow & where to repurchase
Value Propositions for IoT In-store At home or on the go Effortless orders & refills Connect physical space to digital world Endless aisles Transform the world into your showroom Bring digital analytics to physical world Direct relationships with customers14
Are we listening? Serious 7
IoT Across the Value Chain16ManufacturingAsset TrackingPaymentsRetargetingIn-store & OmnichannelData Analytics
Use Case 1: Engaging performance apparelCompanySpyderwith Blue BiteChallengeTo elevate Spyder performance productexperienceSolutionCreate dynamic mobile experiencesaccessible anywhere and anytime throughwearable technology17
Use Case 2: Reaching targets with beaconsCompanyPark West Village Shopping Centerwith Reveal MobileChallengeDrive repeat visitors to this upscale shopping mall andencourage new visits from people living and working nearbySolutionDeploy Bluetooth beacons and mobile geofencing to capturemobile devices visiting the location, and also those that liveand work nearbyResults109% lift18
Use Case 3: Connecting with coastersCompanyCoronado Brewing Companywith ThinfilmChallengeForge direct connection to consumers and build buzz for newproduct & associated nonprofit partnership with SurfriderFoundationSolutionDistribute NFC-integrated coasters to bars; drinkers tap toinstantly launch mobile-optimized content that describes thepartnership, alerts users to upcoming beach cleanup events,and teaches consumers about the new beerResults92% lift in mobile traffic7% weekly campaign growth13-17.5x better conversion, compared to other channels19
Use Case 4: Amazon DashCompanyAmazonChallengeHow can a retailer enable commerce everywhere –the opportunity to buy at any place, at any time, withwith minimal friction?And how can that retailer get an exclusive invitationinvitation into a shopper’s own home, to understandunderstand how products are consumed and whenreplenishment is required?SolutionCreate a single-purpose product that lets consumersconsumers instantly re-order their favorite brandswith the push of a single button, while collectingpurchase data.20
Making Sense of the BuzzwordsConnectivityTechnologies 21NFC (Near fieldcommunication)Bluetooth (Beacons)WiFiLPWAN (Low-power WAN) /NB-IoT (Narrowband IoT)UXTechnologies Geofencing / smart spacesSmart packagingWearable computingAugmented Reality (AR) /Mixed RealityVirtual Reality (VR)7/20/2017CloudTechnologies Omnichannel integrationSocial integrationCRM, ERP system integrationChatbotsArtificial intelligence
Key Considerations: DataThink holistically 227/20/2017
Key Considerations: Privacy & SecurityPrivacy is not possible without securityAccess to consumer data Opportunity with riskSecurity Not an Option; Must Be Designed-in- Identify device risks (remote access) vs. cloud risks (database exposure)Identify & respect relevant regulatory requirementsRespect consumer privacy expectations and give choices/control when rld.com/story/78891.html
What’s next now in 20/2017ConnectedRetailConnectedCities
Next Steps: What you can do1. Read and share the MMA IoT white jects2. Identify a business problem or opportunity where real-worldconnectivity can make a difference3. Consider how your content strategy overlaps with opportunitiescreated by IoT connectivity4. Begin your test & learn cycles now. Your competitors alreadyhave.257/20/2017
Join usMMA IoT Incubation Council – Connected Objects Working Group3CinteractiveAccuWeatherBlue BiteDstilleryGroupMHathway26Immersion CorporationR/GAReveal MobileSamsungTapadThinfilm7/20/2017
Questions & ContactMatthew BrightThin Film Electronicsmatthew.bright@thinfilm.noMatthew DavisReveal Mobilemdavis@revealmobile.com27
Be Inspired and LearnMMA Webinar SeriesUpcoming MMA EventsMMA CEO & CMO SummitJuly 23-25, 2017MMA Forum: ArgentinaAugust 29, 2017MMA SM2 MMA InnovationSummitSept 25-26, /monthly
Take a Seat at the TableMMA programs and working groups consist of executives who discuss key issues for a specificindustry segment, technology or business issue. The programs and working groups meet on anongoing basis to develop and execute industry initiatives that reflect the needs of their initiativearea and membership.Attribution AnalysisCurrencyMeasurementInternet of ThingsLocationMobileMessagingMobile NativeAdvertisingMobileProgrammaticMobile ShopperMarketingMobile VideoPrivacyTo join a program, contact committees@mmaglobal.com.29
Participate in the ConversationMMA SmartbriefMobile MarketingInsightsMMA LinkedIn Group Get Social with MMAGetting Great at MobileCase Study Hub30The Mobile MarketingPlaybookGuidance Reports andBenchmarksWebinar Library
Thank You!
MMA Purpose Cultivating Inspiration Aimed at the Chief Marketer; guiding best practices and driving innovation Building Capability for Success Fostering know-how and confidence within the Chief Marketer's organization
