{"id":1150,"date":"2016-07-14T10:36:59","date_gmt":"2016-07-14T08:36:59","guid":{"rendered":"https:\/\/www.artegic.com\/blog\/?p=1150"},"modified":"2024-02-21T10:09:57","modified_gmt":"2024-02-21T09:09:57","slug":"smartwatches-wearables-internet-of-things-new-terminal-devices-new-touchpoints-new-connections","status":"publish","type":"post","link":"https:\/\/www.elaine.io\/en\/blog\/smartwatches-wearables-internet-of-things-new-terminal-devices-new-touchpoints-new-connections\/","title":{"rendered":"Smartwatches, Wearables & Internet of Things – New Terminal Devices, New Touchpoints, New Connections"},"content":{"rendered":"

The Internet of Things \u2013 the linking of smart products is tipped off as the next big revolution in information technology. A revolution which has the potential to significantly influence \u2013 if not dissolve and rearrange \u2013 the structures of whole industries, supply chains and competition rules. These changes also affect the digital direct marketing, as the Internet of Things leads to an increase in relevant data sources and contexts which need to be taken into account in the communication, as well as to new terminal devices via which companies can contact customers.<\/strong>
\nThe Internet of Things describes the network of so-called smart objects or products. Smart products are products which in addition to physical components (e.g. a motor) also contain intelligent components (e.g. sensors, processors, software systems or data storage) as well as components which allow a linking, i.e. a data exchange, of the product with one or more other smart products or generally IT systems. We can distinguish between B2C products such as fitness trackers, smartwatches or connected cars and B2B applications such as networked industrial robots or agricultural machines. Bitcom and Deloitte estimate that by 2010 approximately 100 million networked consumer products will be employed in Germany (smartphones and tables not counted). 17% of Germans already owned a wearable device e.g., a smartwatch or wristband in 2015 (PriceWaterhouseCoopers). McKinsey even forecasts a global economic impact (value and efficiency gains) of 11.1 billion dollars per year from 2015 through the Internet of Things. However, he primarily refers to the B2B context. Accenture goes even further and is talking of 10 billion dollars from 2013,\u00a0 592 billion of which in Germany.<\/p>\n

Internet of Things in Marketing<\/h3>\n

From a marketing point of view, B2C products are particularly relevant from two perspectives. Firstly, networked devices generate data and deliver new contexts of use. Secondly, many terminal devices open up new communication channels or opportunities.
\nIn B2B, user data can help to gain a better customer understanding which can then be used for a more precise communication approach. Marketers do not only learn which products a customer purchases, but also whether he actually uses them, how he uses them, what he does when using them, when he uses them, how frequently or in what context and in combination with which other products.
\nThe fitness product market belongs to the B2B sectors where connectivity is most advanced. Wearables which track performance data (miles run, speed, calories used etc.) are available from many sporting goods manufacturers and are becoming increasingly popular with sports and fitness fanatics. Here are some examples to use the captured data in marketing:<\/p>\n