Today’s entry-level technologies are tomorrow’s daily rutine. Especially in urban life cycle, technology driven solutions has been a common, normal expectation of daily lives.
When we consider digital natives, we see that they have been living their lives out loud through social media. We could say that was just the beginning of an era. However, what social media brought to the discipline of marketing is just outdated now.
We need to reconsider; what future will bring to the field of marketing. When almost every object around a consumer has connected to Internet; and to create value, make decisions, and act on behalf of consumers, things will change for brands to involve in this decision making process. That’s why we need to reconsider how could “Interent of Things” could effect the principals of marketing.
Raising awareness for Internet of Thing (IoT) issue is important. IoT; in which shortly refers to machine-to-machine communication over Internet as a protocol is going to be real game changer. This paper provides a brief overview of these expectations, resources and predictions of future marketing agenda. Starting from the early marketing studies, it is questioning how buyer behavior is going to be affected when artificially intelligent devices will begin to decide instead of mankind.
Let’s talk about a consumer whose mobile application checks its calendar for the next day while gathering weather forecast and controlling the traffic density to create the best possible way to consumer’s destintion for tomorrow and makes decisions like awaking the consumer at 06.00 A.M according to this planning. Besides planning and deciding, let’s condiser this consumer’s mobile application also communicates with smarthome devices and starts to heat the bedroom at 05.30 A.M and even knows how the consumer likes to drink its coffee and starts to steep the pot.
The scnerio above is just a demo of a 2020’s consumer rutine enabled by the term “Internet of Things” which basically means that almost every object around a consumer is connected to each other, generates data, shares information, creates intelligence and makes decisions or predictions instead of the consumer’s itself.
Even today; products like Nest, Philip’s Hue or Fuel provides most of these services. But tomorrow; when everything around has connected to Internet; it is going to be hard for a brand to involve in this “literally digital” data driven decision process. That’s why we need to reconsider the principals of marketing.