Marketers: How to Define Your 'Internet of Things' Strategy
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The hoopla emanating from CES in Las Vegas is doubtless troubling execs anxious not to be seen as missing out on the next big thing. From smart projectors to smart beds to a new smart golf club, CES is certainly throwing up something for everyone right now.
If you work in digital, then the question of an IoT strategy is likely to crop up imminently. But innovation undertaken for the wrong reasons is rarely conducive to career progression, so it’s probably best to be pre-armed with a position that both defends against misconceived projects and also prepares for the internet-of-things-future now before us.
While IoT and wearables are not a short-term bet, I firmly believe in them as transformational in the long term, in the same way that mobile has been since 2008. I’d prefer to be best-to-market rather than first-to-market, so while you wait for the legion of devices and connectivity protocols to settle down and for your competitors to get burned with ill-conceived vanity projects, here’s how you can productively spend your time to deliver a successful launch, perhaps in 2016.
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