The Internet of Things is more than smart thermostats and cloud-connected lightbulbs. It’s also an opportunity for marketers. While the data collected from these devices can be a boon, there’s another (largely unexplored) benefit: how IoT innovations can turn product packaging into a delivery channel for content.
With CPG companies fully embracing content marketing programs — OneSpot counts both KraftHeinz and Mondelēz International as clients — utilizing product packaging seems like a next step no-brainer. It’s an owned outlet and there’s no middlemen to pay (unlike traditional shelf-based marketing activities in retail environments).
Need help understanding how it’d work? Check out collaboration between Diageo’s Johnnie Walker whisky and Thinfilm printed electronics:
As the video shows, content can quickly and easily be delivered to a consumer’s mobile device when an IoT sensor is placed behind the bottle’s label. In the context of Johnnie Walker whisky, the custom content could be aggregated tasting notes or a short video from the Master Blender on what’s unique about that particular lot. Tuck a sensor under a box lid, and it’s possible to extend this thinking to everything from packaged foods to consumer electronics.
While I wouldn’t blame you for being skeptical about the effect this could have in comparison to the implementation cost, it’s worth mentioning another Diageo IoT integration — a Father’s Day promotion — led to a 72% increase in sales over a two-week period. And that’s not all. Last year Marketo published the below infographic on the larger impact IoT will have on marketing.
With Diageo’s early success — and Marketo’s research — for once it could pay to think inside the box.
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