Page 20 - AeM_October_2021

COMPANIES & COMPAIGNS

EVRYTHNG for IoT marketing data collection

The buzzword Internet of Things, or IoT for short,
is obviously a whole bunch of technologies and adoption and widespread distribution of the Internet of
Things all the more. So, to no surprise, it is believed
Internet protocols that have the common goal of that IoT will make the biggest impact on marketing,
connecting all kinds of devices to the Internet. In ahead of other related technology trends like big data,
contrast to networked computers and servers, real-time mobile personalized transactions, and
these devices are usually equipped with little customer experience.
computing power and memory for lower energy
consumption and for reasons of cost. These IoT The industry pioneer EVRYTHNG, for instance,
devices then make their services and data identified three main consumer use cases for smart
products powered by an IoT platform:
available in the network via a server (gateway /
broker) on the Internet that collects and 1. Products-As-Media: once activated, products
evaluates the data to make it available for query. become a data-driven, owned media platform to
The IoT devices send their data to the IoT service launch digital experiences and content.
or its gateway whenever they are ready. Ideally, 2. Products-as-a-Service: physical goods that are
each device is only responsible for one task or packaged and delivered with a digital layer of
one measured value, so the other devices remain personalized services can adapt themselves to
functional if one should fail temporarily or user preferences and get better over time as they
completely. learn, and new digital upgrades are made.

As we know, IoT projects are generally focused on the 3. Ecosystem-Connected Products: products can
optimization and automation of processes; therefore, unlock additional user and business value by
this new development can certainly provide marketers making more connections with partner products,
with an array of opportunity as well, especially when apps, and data services in the digital ecosystem.
considering bridging the physical to the digital world.
So, when looking at a company like EVRYTHNG, the
Today’s “connected consumer” shower marketers with tipping point for widespread IoT applications seems to
data for the marketing activities that accelerate the be closer than we think. Its IoT platform-as-a-service is

20 October 2021: IoT in Marketing