Will the 'internet of things' help or hinder?

8 responses to “Will the ‘internet of things’ help or hinder?”

1. I think it is inevitable. We already have a vast amount of data on record – more than most would choose to admit!

   We want companies to respond and react faster than ever before – are less and less tolerant of poorly targeted marketing – we must expect to give up more information to allow them to do this.

   We are in a strange cross over era – where the cheque book (least secure payment method ever) is still valid – at the same time contactless and wearable payment is a reality.

   Consumers are bound to be nervous – allowing them to understand security measures will go a long way to calming their fears of the unknown.

   Vicky
   http://www.wearetmc.co.uk

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   • Hi VIcky,

     I agree with your regarding the pressure on companies to respond faster than ever before and the overwhelming desire for hyper targeted strategies. However as we are ultimately creating a long term relationship with consumers, I believe that we should also be aware of their privacy needs and how to operate with respect to these.

     If you were walking down the street and somebody was following you taking copious notes, you might feel a little uncomfortable. Likewise as you embark upon your online journey and can sense the presence of a cyber stalker, you also feel anxious. Especially when you witness the immediate change to your news feeds, email, online targeted advertising and in some cases direct mail. Suddenly it all seems a little pervasive. Rather than becoming engaged, you suddenly put up your guard and become mistrusting.

     Kevin

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     • Hi Kevin,

       I do understand this side of the debate – we are however allowing anyone to see what we do, how often and with whom every time we use an app, social media, browse the web, use our cards or ID or pass a CCTV camera!

       Possibly awareness is becoming heightened which is calling security measures into question which can only be a good thing?

       Done clumsily yes I agree it gets one’s back up straight away – over zealous google remarketing for example can kill off brand affinity in a few clicks. On the flip side – Google volunteers information that I have previously searched for on more than one occasion and sends me an update to my phone. Helpful and intuitive!

       As with any other behavioural research – the results have to be used with intelligence and sensitivity.

       Vicky

       http://www.wearetmc.o.uk

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       • I don’t think we freely allow anyone to see what we do, rather we are allowing it under duress. As you alluded to earlier, we are living in a world that favours the digitally progressive. You can either be a cheque book neophyte or digitally adroit. We are forced to forfeit our right to privacy so as not to forfeit our opportunity to communicate/operate via contemporary means.

         I also love the helpful intuitive nature of google, however recently I was looking for something unknown, something i didn’t know I wanted to find. Kind of like going to the library and searching the shelves for…. “I don’t know what.” I did the search via youtube and was only able to find material that referenced previous searches and views. It was akin to walking into a library and being shown all the same books that i’d already read or picked up once before. Won’t this lead to a degree of myopia?

         By the way, this is a great conversation and i’m more so fleshing out my thoughts than criticising yours.

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         • I concur completely – fantastic debate and very interested to read your thoughts.

           I love that phrase ‘cheque book neophyte or digitally adroit’! Very astute.

           This debate has come up many times from the pub to client meetings – do we allow scrutiny to our behaviour freely or under duress? Where does it begin or end – by having our faces (our foremost form of ID) on the front we are allowing tracking of activity straight away! We have bank cards, driving licences, passports, blood tests taken at random points in time, fingerprints, train/plain tickets have bar codes that we freely scan at points all over the country/world – we can’t really do anything without registering a record somewhere.

           My personal feeling is to embrace it as a means to a more connected life. I however work in social media and rely heavily on technology – so am biased towards acceptance :)

           Vicky
           http://www.wearetmc.co.uk

         • Agreed that we are constantly recording our behaviour through our interactions and movements. However that’s not the same as having a voyeur track your activity and then act on it. For example, how would you feel if as a result of your blood test a food marketer started targeting your Achilles heel…mine being crisps, lime and cracked pepper to be more specific.

           I also work in strategic marketing, and although i too rely on data to deliver me insights that can help inform my activity, i’m mindful of what data I receive, how I receive it and to what end it is used. Also, there’s perhaps a difference in receiving anonymous data vs. data that is identifiable to a particular person. As in the earlier discussion on tracking online movements. Anonymous data allows you to really understand what people people want, broadly speaking, and then develop actionable insights that can serve a client segment. The use of unique user data is kind of like sifting through somebody’s bin to find out if they like lime and cracked pepper or salt and vinegar and then creating a unique offer that plays on their weaknesses…even when it’s a new year and they’re trying to be a newer healthier version of themselves……..

         • Interesting one on the blood test. Would it be beneficial to the proletariat to receive health targeted information – ie dietary advice for people advised of obesity by their GP?? Vouchers on smoking cessation paraphernalia going to people who tick the ‘smoker’ box on health questionnaires?

           Ouch – I don’t think that would go down well – BUT if it help one person to improve their lifestyle would it be valid..?

           Thinking out-loud here.

           Tesco uses our club card data to great effect to affect repurchase of key items through discounts on commonly bought products. Helpful? Saving us money? or reinforcing poor buying choices? Hmm…

           Lime and coriander popadoms – now we’re talking.

           Again it comes back to HOW it is used. The line between using intel for enhancing user experience VS manipulating user behaviour is a fine one…

           Vicky
           http://www.wearetmc.co.uk

         • Vicks (i feel comfortable enough in our friendship to abbreviate your name), definitely it would be worthwhile for individuals to receive this information, however can you imagine a world where the only way you can get a blood test is if you consent to third parties using your results and your information for marketing purposes? That’s what I mean by being forced to forfeit your right to privacy.

           If you freely choose to receive targeted dietary information so be it. However if you have to leverage your privacy in order to receive a service, then perhaps not.

           I think we’ve arrived at the same point, “The line between using intel for enhancing user experience VS manipulating user behaviour is a fine one…”

           Have a great evening and thanks for the chat