The Internet of Things (IoT) is changing how we connect to devices as well as how products are designed and developed. Proponents like Cisco and Google believe the IoT will be the “Next Big Thing” along the lines of Big Data and The Cloud. In other words, IoT will be a major technology trend that savvy PR pros need to follow closely and understand well.
IoT allows us to manage our devices and appliances either automatically or through a smartphone of desktop computer. For instance, you can now close your garage door, lock your doors and turn off your air conditioning remotely through your smartphone. The IoT may now set the temperature at which your latte cup was washed and the temperature of the café you sat in.
Use of the IoT is becoming ubiquitous and often goes unnoticed. The retail, transportation and distribution industries are increasingly using the IoT to manufacture products and control their facilities. Cars are expected to have multiple IoT connected devices. Experts predict that over 25 billion devices will be connected to the IoT by 2020. An Internet-like network and ubiquitous sensors will link electrical and transportation infrastructure systems, vastly improving efficiency.
“If IoT works as it is intended, it will allow automation in nearly all fields of industry, which will ultimately lead us to a ‘smart’ infrastructure, like a smart grid or smart city,” writes Tom Lee at BCM Public Relations.
Barokas Public Relations explained how the Internet of Things is impacting major economic trends that forward-thinking PR pros must monitor.
IoT and PR Firms
The embrace of IoT by most of the largest companies including retailers, manufacturers and tech firms presages immense growth that will impact all businesses. Savvy PR pros will make sure they and their clients understand how the various elements of IoT can and will affect their businesses.
Consumers expect a lot from their smart, mobile devices and will likely expect even more. Smart PR pros will make sure clients understand how to meet those expectations.
As IoT uses become more commonplace, understanding the technology will enable PR to better promote new products and tell compelling stories about what the technology means for consumers. For instance, imagine wearable, connected devices that help you improve your golf swing. They’re already available.
The IoT is likely to be a hot sector for acquisitions and IPOs. Smart PR pros will position clients for these opportunities with media placements that highlight the products and IoT in general.
Big Data and the cloud were both initially criticized and misunderstood before becoming recognized as important technology uses. “IoT is next on the horizon and PR professionals should be ready to place themselves and their clients in front of the trend,” according to Barokas PR.
IoT will greatly increase the amount of data available through Big Data, providing PR a whole new source of data to analyze and interpret, experts predict. The amount of new information will have a substantial impact on PR measurement, research and planning.
“From a smart watch to a microcontrolled home climate system, connected products and services – and the technology cloud that houses the data linked to them – is creating new and exciting PR and customer service opportunities for brands in the space,” states Crenshaw Communications.
A New Frontier
Until now, a PR launch in search of reviews and product placements of a new product entailed issuing “dumb” product samples to influencers and media. “Today, everything is connected, and the opportunities are multidimensional,” according to Crenshaw Communications. “Product reviews and stories are just the beginning. The Internet of Things offers a new frontier for media relations and data-driven content within PR campaigns that support ‘smart’ and connected products and services.” The PR community will be more connected than ever with media through the IoT.
The connectedness of IoT raises privacy and security concerns. “The potential to do serious harm is far greater if more devices are connected and vulnerable,” Tom Lee says. “However, it could be a long way off until we really see the concept come fully into fruition, which gives us time to correct the concerns.”
Survey Reveals IoT Opportunities and Challenges
Business leaders are well aware of both the potential impact and challenges of IoT. A survey of 200 UK and US business leaders found that nearly 75% see the value in IoT deployments. Other key findings of the survey commissioned by Aeris Communications Inc. include:
- 72% say managing connectivity to reduce costs is a major priority
- 78% feel connectivity, provisioning, and device management will be a challenge in the upcoming year.
- 86% of U.S. executives are more optimistic than their U.K. counterparts (51%), in regard to how IoT would enable them to better meet their objectives.
- 73% cite collecting, managing and storing device sensor data as major concerns.
- 72% find it difficult to analyze sensor and connectivity data to obtain useful insights.
- 61% agree that managing device connectivity to reduce operational costs will be a major priority next year.
- 62% believe their organization’s IoT strategy gives them an advantage over key competitors.
“While the research uncovered some intriguing differences across geographies and industries, the generally held consensus is that the opportunities will be met with challenges,” said Janet Jaiswal, vice president of enterprise marketing at Aeris, in a press release. “As the number of connected devices grows, organizations will not only be under increased pressures to better manage their devices and obtain data-generated insights to improve operational efficiencies, but they will also need a deeper understanding of how best to address the complexities associated with connectivity and data consumption to lower operational costs.”
The immediate challenge for PR and marketing is to understand the scope of the IoT, how it will impact the industries they serve, and what IoT products or services their companies or clients are planning to launch. PR and marketing executives will then be better able to position their clients properly, obtain better media placements, and create more convincing marketing materials when the clients introduce new IoT products and services.
Bottom Line: In addition to letting you lock your doors remotely, connected devices on the Internet of Things will allow automation in almost all fields and create a smart infrastructure. It will also provide marketing and PR with a vast new source of data to analyze. Although some observers call IoT the Next Big Thing, technical challenges and privacy and security concerns remain.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
Hi!
Excellent article! Couldn’t agree more with you! The internet of things is the mega trend which is completely going to change the way businesses market themselves. The major concept is to focus on the intelligence behind the data. From collecting reliable data to leveraging it, how you do it, determines the success. Customer identity management platforms enable businesses to get this data and using it to personalize experience. Cloud based customer identity management solutions have become must for every online business who wants to understand customers and get reliable insights.
Kathy Spencer