Marketo-DG2DA
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THOUGHT LEADERSHIP INSIGHTS (CONTINUED)<br />
JULIE REZEK & KEITH JOHNSON<br />
President, Wunderman Seattle General Manager/Interactive, Wunderman’s KBM Group<br />
the O.J. from Amazon Pantry and is<br />
delivered via drone? Or when you<br />
land at London Heathrow and your<br />
mobile phone tells your Googleenabled,<br />
driverless car to pick you up<br />
at the international terminal in 17<br />
minutes? This is the clear direction<br />
we are headed. As a company with<br />
experience in collecting and—most<br />
importantly —connecting data<br />
(thanks to our Zipline Data<br />
Management Platform) we<br />
understand how an integrated data<br />
infrastructure makes it all possible,<br />
virtually instantaneously.<br />
What’s different between IOT and<br />
mobile is that mobile is inherently<br />
personal and relates to “me”. IoT<br />
relates to things, which may or may<br />
not interact with people. IoT will<br />
create a societal transformation in<br />
ways we don’t yet even understand.<br />
By default, it will create<br />
transformational advertising<br />
opportunities for the way in which<br />
we engage consumers. Data will<br />
be at the hub of all this, in a largely<br />
digital context.<br />
The extent to which advertising<br />
will change as a result of IoT will be<br />
dictated by the bounds of<br />
technology. However, a more<br />
overriding factor determining the<br />
extent of change will be society,<br />
as our collective views on the<br />
inalienable right, or not, for privacy<br />
and the new boundaries that need<br />
to be considered come into focus.<br />
Based on the current state of<br />
attitudes toward privacy, this will<br />
be a global phenomenon with<br />
different countries drawing the<br />
lines in different areas, creating<br />
increased complexity for global<br />
marketers. We must rise above this as<br />
an industry, and adopt clear and<br />
compelling guidelines for data use<br />
with IoT, which can be adopted by<br />
most nations. A common set of<br />
standards will not only accelerate<br />
technology advancement, but more<br />
importantly, it will ease consumer<br />
adoption if done correctly.