IoT might take advertising further down an odd path.
Consider this: we already experience apps that generate "alerts" to up-sell and cross-sell us on add-ons.
Quickbooks and Norton are two (obnoxious) examples. No matter how you adjust the settings, they come back.
1/x
Consider this: we already experience apps that generate "alerts" to up-sell and cross-sell us on add-ons.
Quickbooks and Norton are two (obnoxious) examples. No matter how you adjust the settings, they come back.
1/x
In those cases, you've bought the product or rented it (SaaS), but it's also a channel (owned media) for those companies to pitch you.
New customers are adding revenue, but simultaneously also subsidizing a new advertising channel.
2/x
New customers are adding revenue, but simultaneously also subsidizing a new advertising channel.
2/x
Keep in mind, I'm talking in-app messages. Not emails or anything like that.
Basically, when you are using the product they promised would bring you productivity, they are using that same product to interrupt you.
But conversation marketing. Or whatever.
3/x
Basically, when you are using the product they promised would bring you productivity, they are using that same product to interrupt you.
But conversation marketing. Or whatever.
3/x
Here's where it can get wild with IoT.
Say you buy a smart speaker, fridge, washing machine or a toaster that's got a screen and a wifi connection.
What's to stop those companies from pitching more stuff once the product is in your house?
4/x
Say you buy a smart speaker, fridge, washing machine or a toaster that's got a screen and a wifi connection.
What's to stop those companies from pitching more stuff once the product is in your house?
4/x
Yeah, yeah, Amazon had the Tide button...
...but what if your washing machine started flashing popup ads cross-selling ironing boards...
....right at the moment, you are trying to select the "gentle" cycle for your cashmere sweater.
5/x
...but what if your washing machine started flashing popup ads cross-selling ironing boards...
....right at the moment, you are trying to select the "gentle" cycle for your cashmere sweater.
5/x
Or the IoT washing machine could even talk to you.
"Hey, I see you've just loaded a cashmere sweater in the bin. Those are out of sytle. Would you like to try a free trial to this subscription clothing box?"
6/x
"Hey, I see you've just loaded a cashmere sweater in the bin. Those are out of sytle. Would you like to try a free trial to this subscription clothing box?"
6/x
Oh, it would be cute at first, and the whole neighborhood would be jealous.
But by the third month of your washing machine pitching you on more stuff you don't need, you might be ready to sign a MoveOn petition calling for advertising regulations, or...
7/x
But by the third month of your washing machine pitching you on more stuff you don't need, you might be ready to sign a MoveOn petition calling for advertising regulations, or...
7/x
...be willing to try some Ukrainian software you found on the Internet to hack your washing machine and turn those pitches off.
8/x
8/x
The question is, where does it end?
Advertisers continuously look for ways to interrupt consumers for a pitch -- and consumers constantly look for ways to stop it (Tivo, Netflix, ad blockers in web browsers).
9/x
Advertisers continuously look for ways to interrupt consumers for a pitch -- and consumers constantly look for ways to stop it (Tivo, Netflix, ad blockers in web browsers).
9/x
People also get numb to it. They just tune the ads out.
The human mind is designed to filter out the noise - so we can stay focused on the dangers. Like a tiger in the bushes.
10/x
The human mind is designed to filter out the noise - so we can stay focused on the dangers. Like a tiger in the bushes.
10/x
But where does it end?
Does IoT bring this to new levels? Inside your home and in consumer durables or whatever else they try to connect to your wifi?
These are things you bought and own and yet the companies could retain significant control over the product after purchase...
Does IoT bring this to new levels? Inside your home and in consumer durables or whatever else they try to connect to your wifi?
These are things you bought and own and yet the companies could retain significant control over the product after purchase...
... and use it to sell you more stuff ... over which they can send more unwanted solicitations.
Look, I used to think in-app messages were smart marketing for SaaS. Today, now that everyone does it, I find it regretful, disruptive, and overbearing.
12/x
Look, I used to think in-app messages were smart marketing for SaaS. Today, now that everyone does it, I find it regretful, disruptive, and overbearing.
12/x
I got up early this morning to get some client work done, but then one of those popups, for a product I bought, was in my face trying to sell stuff.
It's 0530 ET. I don't want to hear it. I wish I could turn it off permanently.
13/x
It's 0530 ET. I don't want to hear it. I wish I could turn it off permanently.
13/x
But this is the internet-enabled world we are creating.
It's cliche to say "Minority Report" but this is a version of that gone horribly wrong.
If you've known me for any time, then you know my answer: content marketing.
14/x
It's cliche to say "Minority Report" but this is a version of that gone horribly wrong.
If you've known me for any time, then you know my answer: content marketing.
14/x
It's simple: give customers stuff they want, #content they'd search for or subscribe to - instead of pushing stuff they don't want in their face.
You'd also get first-party data, access to a built-in research platform and build an audience of loyal trusting customers.
15/15
You'd also get first-party data, access to a built-in research platform and build an audience of loyal trusting customers.
15/15
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