The Connected home - A Marketer’s Perspective

February 1, 2016

The lines of distinction between network and device are blurring. Embedded sensors, image 

recognition and even augmented reality are integrating into our lives. With the proliferation of 

devices connected to networks (what we call the Internet of Things or IOT) so are increasing the 

number digital touch points.What will be the gateway to the consumer in the near future? The 

smartphone or home appliance, maybe both? 


Most recently though, simple devices have taken the stage such as Amazon’s Dash button. 

Pressing on the button allows you to immediately order an item through your Amazon Prime 

account. You do this without looking at the price or comparing it with other brands. In an online 

world where we’ve relinquished our privacy for advertisers to target us more directly, is the next 

step letting go of our own choice? Is convenience so tempting that it will drive consumers to 

disconnect from the amount of money they spend? My guess is no. These buttons may turn out to 

 be more of a branding device in disguise than a functional service.


Could it be that Amazon forgot that one of their major marketing breakthroughs had to do with 

offering suggestions for complementary items at the moment of purchase? Suggestions, not 

decisions. It seems reasonable to assume that people like it when they’re given choices close to 

their heart, rather than when  choices are taken away from them altogether.


Let’s now consider taking a step beyond just offering complementary products to offering 

complementary interactions between products. That may be where we as marketers should be 

heading. Brands and products in the house should not only compliment each other but also 

interact with each to provide data notifications. For example, if your Bosch dishwasher is set for an overnight load, your Nest thermostat should receive a message to automatically adjust the 

temperature, so you can enjoy lower heating bills.Seamless integration between services in the 

house could mean large savings as well create an appreciation of brand innovativeness by 

consumers. Adopting these technological collaborations early on can be a great doorway towards 

strong brand loyalty for you.

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Incentive Management Inc.
Ariel University Center of Samaria Upper Campus, Building 10 
+972 (0)3 908 5000
+972 (0)3 936 6873
Incentive, Peregrine Ventures Incubator 

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