Proponents say the Internet of Things (IoT) is the “Next Big Thing,” a major technology trend that PR pros and marketers must understand. The Internet of Things (IoT) promises to revolutionize both public relations and marketing.
By allowing us to manage our devices and appliances either automatically or through a smartphone or desktop computer, the IoT is changing how we control household and business devices. Through connected devices, you can now close your garage door, lock your doors and turn off your air conditioning remotely through your smartphone. One of the first commercial IoT devices was the Nest thermostat that can be controlled remotely by a cell phone. Google acquired the start-up company that developed the Nest.
Changes to Business & Daily Life
“While IoT may still seem like an ‘out there’ trend that takes up space in marketing and technology publications, the reality is that it will eventually transform entire industries as well as how we live our everyday lives,” states Seán Donnelly, senior research analyst at Econsultancy.
The IoT provides real-time, contextualized data that can come from many touchpoints over a period of time, Donnelly explains. This provides a range of exciting marketing possibilities by providing existing products additional functionality, delivering truly personalized customer experiences and potentially creating new products and services. Connected devices will increasingly be woven into daily living. That’s why some commentators refer to “the Internet of everything.”
Marketing and PR pros will need to make sure they and their organizations and clients understand how IoT can and will affect their specific industries and companies.
With automobiles, home security systems, thermostats, televisions, cable boxes and refrigerators collecting information, Big Data will get even bigger. Marketers will better understand lifestyles of consumers and how they use their brands’ products. Armed with more information, PR and marketing will be better able to craft targeted messages.
Beverage-maker Diageo created a Johnnie Walker smart bottle, rather simply using printed sensor tags to allow the brand to know if the bottle has been opened, drained etc. Diageo is then able to send timely cocktail recipes or offers on the next tipple, explains Econsultancy senior writer Ben Davis
PR Implications
Similarly, PR pros could gauge interest in their media pitches by sending journalists and other influencers product samples with Internet connections – and track usage. Until now, a PR launch in search of reviews and product placements 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 IoT also brings large implications to PR crisis management by increasing Internet security risks. Hackers can access connected devices, just as they have hijacked computers, to launch a distributed denial-of-service (DDoS) attack and knock out a company’s website. Financial losses and reputational damage can be severe. It’s critical for organizations to prepare a DDoS attack response plan that addresses both technical and communications aspects.
“Acknowledgement of a DoS attack can cause a PR crisis, and sometimes require replacement of IT leadership, corporate rebranding and significant PR expenditures to recapture public confidence,” warns Andrew M. Hinkes, an attorney law firm Berger Singerman.
Bottom Line: Forecasters predict the Internet of Things will be major trend that will transform marketing and PR. Connected devices will eventually permeate both business and daily living. It’s time for PR and marketing to understand what they may mean for their own industries and organizations.
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, measurement and analytics solutions across all types of traditional and social media.
