Kelly Scott Madison

Unlocking the potential of smart homes



Are tech-connected dwellings the next frontier for better marketing?

Perhaps someone owns Google’s Nest to control the temperature in their home from a smartphone; maybe they have Amazon’s Echo and use Alexa as their personal DJ; or perhaps they recently invested in Samsung’s Family Hub refrigerator—with the goal of always knowing what they do or don’t have at home when making impromptu grocery runs.

Each of these smart home products—among many others—is revolutionizing how consumers interact with technology in everyday life. In fact, according to eMarketer, 87 percent say smart home products make life easier and 72 percent agree they provide peace of mind.  This proliferation of intelligent devices is known as the Internet of Things (IoT). Wired Magazine defines “[it as revolving] around increased machine-to-machine communication; it’s built on cloud computing and networks of data-gathering sensors; it’s mobile, virtual and instantaneous connection; and they say it’s going to make everything in our lives from streetlights to seaports ‘smart.’”

Today, with consumers wholeheartedly embracing this phenomenon, it’s given rise to everything from smart fridges to smart lightbulbs, even smart toilets. This hyper-connected world creates the opportunity to aggregate a richness of data—based on consumer preferences and habits—that can ultimately lead to more personalized interactions between brands and consumers. Imagine for a moment that it’s 7 a.m. and a phone alarm sounds. A notification is...

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