Marketo-DG2DA

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