AdWeek Europe: Four Guidelines For Brands Interested In Experimenting With The Internet Of Things

We are on the doorstep of Web 3.0, which is about context and the Internet of Things. The purpose of IoT for brands and customers is to be valuable.

Marketers shouldn’t see the Internet of Things as a sales driver, but as a way for their brands to behave better and more intelligently towards consumers.

That was the message from Cameron Worth, founder of specialist IoT agency SharpEnd, in a session at Advertising Week Europe about “The Role of Brands in a Connected World.”

Worth argued that we’re now entering the world of Web 3.0, where Web 1.0 was about communication and dominated by digital; and Web 2.0 was about content and dominated by social and mobile. Web 3.0, he said, is about context, and the Internet of Things.

“The internet of Things means new products, new services, and new experiences, generating insights and revenues,” Worth said. “We don’t see it as a sales driver, but as a way for brands to behave better and more intelligently.”

Worth was followed by Markus Wulff, digital innovation manager at drinks manufacturer The Absolut Company.

“There are a lot of questions around the Internet of Things at the moment,” Wulff said. “What is the purpose for brands, what is the purpose for customers, what is the roadmap? The answer to the question about purpose is—be valuable.”

Wulff set out four guidelines for brands thinking about experimenting with the Internet of Things.

“First, be valuable. Explore to see if there is a customer need, and whether you can use this technology to meet it.”

“Second, be the media. Absolut produces 100 million bottles a year, and these could all be customer touch points.”

“Third, create true value for the consumer. Focus on the people, not the brand.”

“Fourth, create true value for the world. If we can make people recycle more, for example, why wouldn’t we do that?”