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Even Marketing And Advertising With The IoT

Not just production analysis. How the Internet of Things radically changes our lives by giving a digital identity to objects. Objects connected to the Internet are what we now call the Internet of Things (IoT). There were only a few objects equipped with sensors for indoor short-distance detections in the previous phase.

Still, now, thanks to the network that connects them without limits, things can have their own unique identity anywhere and at any moment, without distance limits, as if they each have some IP address. And we’re not just talking about smartphones, smartwatches or intelligent wearables, but also everyday objects such as thermometers, thermostats, video cameras, sound detectors and theoretically anything else.

The Evolution Of Connected Objects

Interconnected objects have also evolved: from a first phase in which only devices connected to the network are capable of detecting and communicating data. We have moved on to a second phase in which machines have learned to see more data types and transfer them. A third phase followed in which the devices – again thanks to the network – began to carry out the first level of data selection to move from the local level only those corresponding to specific characteristics, discarding the others. We began to talk about ‘intelligent’ intelligent objects. 

We went even further: from devices capable of selecting the data to be transferred. We arrived at those capable of autonomously carrying out actions based on the indications received. And finally, devices capable of detecting data, selecting them, transmitting only those valid for the purpose, carrying out activities in the context of the indications received, and autonomous actions according to a local processing capacity, in short, thinking brains.

Perspectives And Scenarios To Imagine

In addition to a network connection, the IoT is necessarily based on the ability to manage an immense amount of data. The very purpose of the Internet of Things, and the prerogative of its usefulness, is that it can collect, process and analyze enormous data quantities in real-time. To make objects intelligent and lead them to be on the Internet what previously only human beings and legal persons were, that is, recognizable and active. 

If we could look at the Internet from an external point of view, we would see the network filling up with countless new issues and effectively becoming a ‘new network’. New perspectives and scenarios yet to be imagined open up. Not only within the company on the ‘classic’ issues of production and safety, but in any situation and for any object. For example, let’s think of the packaging of a medicine that can warn us in case of forgetting to take it at the set time or the box of food that transmits information not only to traceability but also to the state of conservation and quality.

The Application Areas Of The IoT

The areas in which the IoT produces the most significant advantages are those populated by many objects that can generate information of some usefulness and usefully communicate with each other. There are all the declensions of telemetry in the front row, especially in the energy, surveillance, and security fields. The home dimension in the consumer market (smart home) is a scenario full of opportunities, as is the building (smart building, not just consumer) and, even more generally, the city (smart city). 

Mobility is another great application area for the IoT, thinking of connected cars with assisted or autonomous driving and innovative parking systems to support traffic. The industrial field is where IoT applications have been present for the longest time, even before talking about the Internet of Things. A particular context has emerged called the Industrial Internet of Things (IIoT). It is also the area in the most significant rise and evidence, with issues related to automation and robotics, thanks to the innovation process that production systems are experiencing with the adoption of the Industry 4.0 paradigm.

The IoT Changes The Way Of Marketing

An essential and radical upheaval the Internet of Things produces in marketing. Thanks to IoT technologies, companies can have real-time sales data, know where and how their products are purchased and immediately receive customer feedback. The result is more real-time or very short-term strategic planning consisting of continuous and constant adjustments. The IoT is the starting point for the creation of connected products. In practice, objects that network their ability to detect contextual information.  If related products are aligned to production systems already in the product creation phase, they provide data that makes it possible to modify processes.

Then, when connected products are added to a minimum processing capacity, they become connected and intelligent products. It is related to intelligent products, where intelligence is added to interconnection. A network of interconnected and intelligent products that network the results of individual processing capacities makes it possible to create new value-added services for users. For example, brands can take advantage of the new communication channel of things to relate to those who own and use items to personalize offers. 

Thanks to IoT technologies, even customer management and after-sales assistance can be more contextualized and personalized to the individual consumer. According to marketing experts, in the future, consumers will be less and less willing to type requests on a device and more and more convinced that their needs must be immediately understood and fulfilled. In short, they will tend to impose their laziness. Also, bright things will lead the consumer to new habits and cultivate new expectations. Likewise, the Internet of Things allows for more innovative and more targeted advertising. With messages that are useful and relevant to the consumer, aligned with the profile, behavior, and previous purchases. 

IoT In Production Analysis

Over time, pervasive access will facilitate more autonomous and self-adaptable production scenarios managed by cyber-physical systems. IoT platforms offer an important opportunity to exploit the connectivity and accessibility of production data beyond the traditional paradigm of vertical reporting. The democratization of production data aimed at providing optimized access to this information could give rise to several roles beyond the factory’s four walls. Suppliers and partners for outsourcing functions responsible for quality at the corporate level, partners for logistics and parts in customer service (sales, aftermarket). 

To provide the different roles with an improved view of production performance, says the analyst, the quality of the data and their practical usefulness for a more effective (or informed) decision-making process must not be neglected. Without prejudice to improving decision-making throughout the supply chain, it must be considered that not all stakeholders will need to access all of the production data. Likewise, not all data will necessarily have to be accessible in real-time.


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