Why Brands Need to Get Smart About Customer Identity and the Internet of Things – Fourth Source
Posted: March 28, 2017 at 5:43 am
Today, we are increasingly surrounded by devices and interfaces. We have smartphones, tablets, smart TVs, smart cars and smart home appliances. With every person expected to own up to 20 connected devices by the year 2020, the Internet of Things (IoT) provides every marketer with the opportunity to derive business insight from a networked fabric of devices, data, people, and processes.
The growth of the IoT has profound implications for customer identity. Previously, brands could market to a device with a degree of confidence that they were talking to the same consumer. As customers increasingly interact more with more Things that are used by many people, the link with the identity of the end user is eroded. To make the most of the Internet of Things opportunity, it is vital that marketers can understand the identity of this end user.
Take, for example, internet-connected TVs. IAB research suggests that 78% of US adults who watch TV use another device while watching TV and the smartphone is the predominant second screen. However, who exactly is watching the TV at any given time? Marketers do not really know because it is currently still difficult for brands to personalise advertising based on who is in front of the TV. While a single user often uses a website, and even more often a mobile app, a connected TV can be watched by one person or many.
Brands have tried to solve this problem before, through partnerships with mobile apps such as Shazam, but Customer ID mapping will allow for a more comprehensive solution. Mapping users devices with a household to a TV ID allows messaging to be personalised based on their activity on other devices. If you can bring profiles on the users devices, especially mobiles, then it is also easy to build a strong idea of the customer that is watching the TV.
Another breakthrough IoT device is the connected speaker and the virtual assistants that live on those devices, such as Amazons Echo speaker with Alexa baked in. Amazon has built an open API that allows brands to build Alexa skills. Skills are mini voice apps that allow the end user to use voice to user services, such as Alexa call me an Uber or Alexa play me some relaxing music on Spotify.
Customer identity matters here too. Of course, it is important that the Uber being ordered be paid for by the right person. Different household members may also have very different ideas of what constitutes relaxing music. For this reason, Amazon allows you to set up an Amazon Household and add users to it. This process still feels rather clumsy Alexa requires you to remember whose profile you are using at a given time, breaking the seamlessness of the user experience.
Connected cars are also showing significant promise. Google, Apple and tech providers like Cisco all provide platforms for car manufacturers to integrate with, allowing cars to get smart. In some ways, customer identity for cars is more straightforward, as identifying the driver will nearly always be done deterministically.
However, there is still the challenge of knowing who else is in the car, a potentially important factor in customising the experience. For example, imagine if it was possible to identify that a partner was in the market for a holiday, and replace radio ads with information about that destination? This level of retargeting is becoming a reality as identity technology is increasingly sophisticated and able to deliver with increased accuracy which customer is using a connected device.
Identity and IoT will also have a major role in the retail store of the future. A retailers interactions with its customer used to end at the point of sale. That is no longer the case. Today, by managing and analysing the real-time data that IoT devices provide (for example smart and interactive point of sale material), companies can gain new insight into how their products are performing, consumer trends and purchase behaviour, and how that ties back to individual users.
These are just some examples of how identity in a world of internet-connected devices is evolving, forcing marketers to keep up. Marketers that can stay ahead of the curve, however, should be able to leverage significant first-mover advantages and enjoy a wealth of new opportunities for creating the sophisticated and personalised experiences that customers demand.
The key, as ever when looking at new technology, is not to get too caught up in the technology and for the marketer to stay rooted in the customer experience.
Link:
Why Brands Need to Get Smart About Customer Identity and the Internet of Things - Fourth Source
- Stream Trent Reznor's Full 'Gone Girl' Soundtrack [Last Updated On: October 1st, 2014] [Originally Added On: October 1st, 2014]
- relaxing music, sleep aids, and relaxation tools [Last Updated On: October 1st, 2014] [Originally Added On: October 1st, 2014]
- 3 HOURS of SLEEP MUSIC - Meditation and Sleep music - Spa - Zen Music [Last Updated On: October 1st, 2014] [Originally Added On: October 1st, 2014]
- Angelic Reiki - Full Album - Deeply relaxing music and ideally timed for Reiki treatments - Video [Last Updated On: October 1st, 2014] [Originally Added On: October 1st, 2014]
- 3 HOURS of Relaxing Music for Sleeping - Deep Sleep Music - Inner Peace - New Age Music Therapy - Video [Last Updated On: October 1st, 2014] [Originally Added On: October 1st, 2014]
- 3 HOURS Relaxing Music | Smooth Guitar | Background for Dreaming - Spa - Massage - Stress Relief - Video [Last Updated On: October 1st, 2014] [Originally Added On: October 1st, 2014]
- Relaxing music with "Diatomenas" (the microscopic algae) - Video [Last Updated On: October 1st, 2014] [Originally Added On: October 1st, 2014]
- 2 Hours of RELAXING MUSIC : Sleep, Study, Massage, Spa, Meditation, Calming Music by RELAX CHANNEL - Video [Last Updated On: October 1st, 2014] [Originally Added On: October 1st, 2014]
- Relaxing Music for Chakra Balancing, Lucid Dreaming, Astral Projection, Sexual Energy - Video [Last Updated On: October 1st, 2014] [Originally Added On: October 1st, 2014]
- NEW RELAXING MUSIC 2014 Relaxing Soft Piano Music Instrumental Best Romantic Relaxing Music Ocean - Video [Last Updated On: October 1st, 2014] [Originally Added On: October 1st, 2014]
- Beautiful Sunset - Relaxing Music - Meditation, Sleep, Spa, Study by RELAX CHANNEL - Video [Last Updated On: October 1st, 2014] [Originally Added On: October 1st, 2014]
- 8 Hour Deep Sleep Meditation: Sleep Music, Meditation Music, Relaxing Music, Music for Sleep 198 - Video [Last Updated On: October 1st, 2014] [Originally Added On: October 1st, 2014]
- Relaxtopia - In the Clouds (Relaxing Music) - Video [Last Updated On: October 1st, 2014] [Originally Added On: October 1st, 2014]
- 8 HOURS Best Relaxing Music: Spa Music, Massage, Zen, Healing Music, Yoga Music, Resting 349 - Video [Last Updated On: October 1st, 2014] [Originally Added On: October 1st, 2014]
- Beautiful Sunset - Relaxing Piano Music - Meditation, Sleep, Spa, Study by RELAX CHANNEL - Video [Last Updated On: October 1st, 2014] [Originally Added On: October 1st, 2014]
- RainRelax - Rain and Relaxing music - Video [Last Updated On: October 1st, 2014] [Originally Added On: October 1st, 2014]
- Michel Pp - Lumire Mystique (relaxing music) - Video [Last Updated On: October 1st, 2014] [Originally Added On: October 1st, 2014]
- Relaxing Music 7 HOURS for Sleeping, Studying, Meditation, SPA, Calming New Age Music - Video [Last Updated On: October 2nd, 2014] [Originally Added On: October 2nd, 2014]
- Relaxing Music 3 HOURS for Sleeping, Studying, Meditation, SPA, Calming New Age Music - Video [Last Updated On: October 2nd, 2014] [Originally Added On: October 2nd, 2014]
- NEW ! About Happy - famous quotes and relaxing music ! - Video [Last Updated On: October 2nd, 2014] [Originally Added On: October 2nd, 2014]
- Enhanced Healing - Relaxing Music for Relaxation ... [Last Updated On: October 4th, 2014] [Originally Added On: October 4th, 2014]
- UniverseRelaxation: Relaxing Music : sound of earth and encounter - 30 minutes - Video [Last Updated On: October 4th, 2014] [Originally Added On: October 4th, 2014]
- Rebels On The Dance Floor: New Songs From Chile, Colombia And Beyond [Last Updated On: October 5th, 2014] [Originally Added On: October 5th, 2014]
- Relaxing music Cinematic Positive Ambient music - Summer of Hope - Europa's Ocean - Video [Last Updated On: October 5th, 2014] [Originally Added On: October 5th, 2014]
- 8 Hours Relaxing Music for Massage, Spa, Study, Resting, Background, Yoga, Sleeping. - Video [Last Updated On: October 5th, 2014] [Originally Added On: October 5th, 2014]
- ONE HOUR of Calm Music - Peaceful Songs, Most Relaxing Music, Massage, Deep Sleep by RELAX CHANNEL - Video [Last Updated On: October 5th, 2014] [Originally Added On: October 5th, 2014]
- 3 HOURS of Amazing Relaxing Music Sleep, Relax, Spa, Study, Calming Music by RELAX CHANNEL - Video [Last Updated On: October 6th, 2014] [Originally Added On: October 6th, 2014]
- The Last Breath. Ethereal instrumental relaxing music, by Paul Collier - Video [Last Updated On: October 6th, 2014] [Originally Added On: October 6th, 2014]
- 3 HOURS of Relaxing Music # 22 - Video [Last Updated On: October 6th, 2014] [Originally Added On: October 6th, 2014]
- XP (relaxing music,ambient) - Video [Last Updated On: October 6th, 2014] [Originally Added On: October 6th, 2014]
- UniverseRelaxation: Relaxing Music: Ocean in Dream Echo wave and wind - 30 minutes - Video [Last Updated On: October 6th, 2014] [Originally Added On: October 6th, 2014]
- UniverseRelaxation: Relaxing Music: Meet shiny stars - 30 minutes - Video [Last Updated On: October 6th, 2014] [Originally Added On: October 6th, 2014]
- UniverseRelaxation: Relaxing Music: Floating to the moon - 30 minutes - Video [Last Updated On: October 6th, 2014] [Originally Added On: October 6th, 2014]
- 6 HOURS Relaxing Music | Yoga Background | Meditation - Spa - Massage - Sleep - Study - Video [Last Updated On: October 6th, 2014] [Originally Added On: October 6th, 2014]
- RELAXING MUSIC, ZEN MUSIC, MUSIC YOGA, REIKI MUSIC ///#//// - Video [Last Updated On: October 6th, 2014] [Originally Added On: October 6th, 2014]
- The Art Of Fugue, Complete: 1.5 hours of beautiful, relaxing music - Video [Last Updated On: October 6th, 2014] [Originally Added On: October 6th, 2014]
- Very Relaxing Music Mix | Smooth Jazz | Background for Dreaming - Spa - Massage - Stress Relief - Video [Last Updated On: October 7th, 2014] [Originally Added On: October 7th, 2014]
- Summer | Instrumental | Relaxing Music - Video [Last Updated On: October 7th, 2014] [Originally Added On: October 7th, 2014]
- Ultra Relaxing Music With OCEAN & SEAGULL Sounds - 3 Hours - Relaxation Meditation - Video [Last Updated On: October 7th, 2014] [Originally Added On: October 7th, 2014]
- 1 HOUR of The Best Relaxing Music - Background Instrumental Music - Video [Last Updated On: October 7th, 2014] [Originally Added On: October 7th, 2014]
- 3 HOURS of Relaxing Music # 24 - Video [Last Updated On: October 7th, 2014] [Originally Added On: October 7th, 2014]
- CHRISTOPHE MILLOIS - Ocean (relaxing music) - Video [Last Updated On: October 9th, 2014] [Originally Added On: October 9th, 2014]
- Relaxing Music for Studiying/Meditation/Sleeping - Video [Last Updated On: October 9th, 2014] [Originally Added On: October 9th, 2014]
- Michel Pp - Prlude & L'Arc en Ciel (amazing relaxing music) - Video [Last Updated On: October 9th, 2014] [Originally Added On: October 9th, 2014]
- 1 Hour Relaxing Music Mix | Smooth Jazz | Background for Dreaming - Spa - Massage - Stress Relief - Video [Last Updated On: October 9th, 2014] [Originally Added On: October 9th, 2014]
- Spring | Instrumental | Relaxing Music - Video [Last Updated On: October 9th, 2014] [Originally Added On: October 9th, 2014]
- Calm Music Peaceful Songs: Most Relaxing Music, New Age for Meditation,Yoga,Massage & Deep Sleep - Video [Last Updated On: October 9th, 2014] [Originally Added On: October 9th, 2014]
- CALMING OUR MINDS: Relaxing music & Affirmations for a Peaceful life & RELAXATION - Video [Last Updated On: October 9th, 2014] [Originally Added On: October 9th, 2014]
- Best of The Best nature relaxing music compilation, chilout beach lounge | Over 2 hours Non Stop - Video [Last Updated On: October 10th, 2014] [Originally Added On: October 10th, 2014]
- Aamar Pujar Phool - Best relaxing music soft instrumental - Video [Last Updated On: October 10th, 2014] [Originally Added On: October 10th, 2014]
- 6 HOURS of Relaxing Music for relaxation, yoga, meditation, reading, sleep, study - Video [Last Updated On: October 11th, 2014] [Originally Added On: October 11th, 2014]
- 1 Minute of Relaxing Music | Relaxation Music - Video [Last Updated On: October 11th, 2014] [Originally Added On: October 11th, 2014]
- Relaxing Music 120 Minutes Virtual Fireplace - Video [Last Updated On: October 11th, 2014] [Originally Added On: October 11th, 2014]
- Zen Music For Inner Balance - Relaxing Music For Sleep - Healing Music - Meditation Reiki Spa - Video [Last Updated On: October 11th, 2014] [Originally Added On: October 11th, 2014]
- 3 HOURS of Relaxing Music # 30 - Video [Last Updated On: October 11th, 2014] [Originally Added On: October 11th, 2014]
- 1 HOUR of Relaxing Music for relaxation, yoga, meditation, reading, sleep, study - Video [Last Updated On: October 11th, 2014] [Originally Added On: October 11th, 2014]
- Michel Pp - Amore Immortalis (relaxing music) - Video [Last Updated On: October 11th, 2014] [Originally Added On: October 11th, 2014]
- Instrumental | Road to India - The Magic Carpet | Relaxing Music - Video [Last Updated On: October 12th, 2014] [Originally Added On: October 12th, 2014]
- Romantic Spanish Guitar Chill Out Latin Jazz Flamenco Salsa Instrumental Love Songs Relax Playlist - Video [Last Updated On: October 12th, 2014] [Originally Added On: October 12th, 2014]
- 2 HOURS Relaxing: CALM: with Water Sounds: Meditation - Video [Last Updated On: October 12th, 2014] [Originally Added On: October 12th, 2014]
- 4 HOURS Relaxing Music Therapy - Sleeping & Meditation Music - Relax Music Sleep - Nature Sounds - Video [Last Updated On: October 12th, 2014] [Originally Added On: October 12th, 2014]
- 3 HOURS of Relaxing Music - Meditation Music for Spiritual - New Age Music - Zen Sleeping Music - Video [Last Updated On: October 12th, 2014] [Originally Added On: October 12th, 2014]
- Michel Pp - Terra Divina (relaxing music) - Video [Last Updated On: October 12th, 2014] [Originally Added On: October 12th, 2014]
- 3 Hours of Relaxing Music | Relaxation Music [Last Updated On: October 13th, 2014] [Originally Added On: October 13th, 2014]
- Blissful Being : Relaxing Music from the Heavenly Realms With Isochronic Tones - Video [Last Updated On: October 13th, 2014] [Originally Added On: October 13th, 2014]
- Bells - Relaxing Music For Stress Relief | Relaxation Music - Video [Last Updated On: October 14th, 2014] [Originally Added On: October 14th, 2014]
- Relaxing Music, Sleep Music, Relaxing Music Sleep, Relaxation Piano Music by RELAX CHANNEL - Video [Last Updated On: October 14th, 2014] [Originally Added On: October 14th, 2014]
- Tantric Sexuality ~ Deep Sexy Chill Out Relaxing Music (12 minute version) - Video [Last Updated On: October 14th, 2014] [Originally Added On: October 14th, 2014]
- POWERFUL! 2 HOURS LUCID DREAMS | Deep Sleep Relaxing Music | Binaural Beats - Video [Last Updated On: October 15th, 2014] [Originally Added On: October 15th, 2014]
- 1 HOUR Best Romantic Relaxing music | Wonderful Piano | Background - Spa - Sleep - Study music - Video [Last Updated On: October 15th, 2014] [Originally Added On: October 15th, 2014]
- Meditation for the 7 Chakras - Most Relaxing Music, New Age for Meditation,Yoga,Massage & Deep Sleep - Video [Last Updated On: October 15th, 2014] [Originally Added On: October 15th, 2014]
- 30 Mins of Relaxing Music | Instrumental Music | Relaxation Music - Video [Last Updated On: October 15th, 2014] [Originally Added On: October 15th, 2014]
- 6 HOURS Best Romantic Relaxing music | Wonderful Piano | Background - Spa - Sleep - Study music - Video [Last Updated On: October 15th, 2014] [Originally Added On: October 15th, 2014]
- 5 HOURS Best Romantic Relaxing music | Wonderful Piano | Background - Spa - Sleep - Study music - Video [Last Updated On: October 15th, 2014] [Originally Added On: October 15th, 2014]
- 3 HOURS Best Romantic Relaxing music | Wonderful Piano | Background - Spa - Sleep - Study music - Video [Last Updated On: October 15th, 2014] [Originally Added On: October 15th, 2014]
- 2 HOURS Best Romantic Relaxing music | Wonderful Piano | Background - Spa - Sleep - Study music - Video [Last Updated On: October 15th, 2014] [Originally Added On: October 15th, 2014]
- Coral Reef & most relaxing music (Claim by Kevin Davis -Relaxing Beach Sunrise Guided Meditation - Video [Last Updated On: October 15th, 2014] [Originally Added On: October 15th, 2014]
- Autumn Emotions (amazing relaxing music ) - Video [Last Updated On: October 15th, 2014] [Originally Added On: October 15th, 2014]
- THE MOST RELAXING MUSIC IMAGINABLE with Coral Reef - Video [Last Updated On: October 16th, 2014] [Originally Added On: October 16th, 2014]
- 8 Hour Meditation Sleep Music: Relaxing Music Sleep, Delta Waves, Soft Music 435 - Video [Last Updated On: October 16th, 2014] [Originally Added On: October 16th, 2014]