Arch G. Woodside & Suresh Sood (2016): Vignettes in the two-step arrival of the internet of things and its reshaping of marketing management’s service-dominant logic, Journal of Marketing Management, DOI: 10.1080/0267257X.2016.1246748
Keywords : innovation, IoT, marketing management, consumer behavior
In this article, the authors introduce the Internet of Things and their impacts on marketing. It is interesting to consider the fact that even though consumers are willing to be connected, they actually do not participate in the IoT revolution that is happening (we do not take into account smart phones). Benefits in the evolution of these technical advances in smart devices are huge and growing very fast as we expect the IoT revolution to be in our day-to-day lives by 2025.
Perspectives of marketing, sales and advertising are changing and it is becoming a real challenge for marketers which has to focus necessarily on the interactions and consumer experiences of the IoT. New practices came out of this, and marketers must adapt. The integration of design thinking methods (Brown, 2009; Louridas, 1999; Pattinson & Sood, 2010) into marketing activities represents a major step in these new opportunities.
Beyond these new practices that must become obvious for marketers, marketing skills especially for IoT are changing. These new skills needed for marketers are an association of design, psychology and cognitive science.
The responsibilities and as a consequence the role of the product manager highly changes with IoT. We must take into account the product and experience that emerges from it in order to integrate in with the touch points of key consumers. This is going to be key in IoT, and building automating customer journeys will continue changing the marketers roles and responsibilities.
- Ackoff, R. (1971). Towards a system of systems Concepts. Management Science, 17(11), 661–671. doi:1287/mnsc.17.11.661
- (2016). Amazon echo. Retrieved June 1, 2016, from http://www.amazon.com/Amazon-Echo-Bluetooth-Speaker-with-WiFi-Alexa/dp/B00X4WHP5E
- (2016). Hey Siri, who sings this song? Retrieved June 1, 2016, from http://www.apple.com/ios/siri/
- Belk, R. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139–168. doi:1086/jcr.1988.15.issue-2
- Belk, R. (2013). Extended self in a digital world. Journal of Consumer Research, 40(3), 477–500. doi:1086/671052
- Blackstone, M. (1993). Beyond brand personality: Building brand relationships (p. 113-124). In A. D. Aaker, A. L. Biel, & A. Biel (Eds.), Brand equity & advertising: Advertising’s role in building strong brands. Hillsdale, NJ: Erlbaum.
- Botsman, R., & Rogers, R. (2010). What’s mine is yours: The rise of collaborative consumption. New York, NY: HarperBusiness.
- Bowlby, J. (1980). Attachment and loss: Loss: Sadness and depression (Vol. 3). New York, NY: Basic Books.
- Brody, P., & Pureswaran, V. (2015). The next digital gold rush: How the internet of things will create liquid, transparent markets. Strategy & Leadership, 43(1), 36–41. doi:1108/SL-11- 2014-0094
- Brown, T. (2009). Change by design: How design thinking transforms organizations and inspires Innovation. London: HarperCollins.
- Chan, A. (2014, June 3). Drop launches new recipe platform and connected kitchen scale. San Francisco. Retrieved from http://www.businesswire.com/news/home/20140603006922/en/Drop-Launches-Recipe-Platform-Connected-Kitchen-Scale
- 2016. Cisco Visual Networking Index Complete Forecast Update, 2015-2020. San Jose, CA: Cisco. Retrieved August 23, 2016, from http://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/mobile-white-paper-c11-520862.html
- Davidson, L. (2015, January 27). How connected cars are driving the internet of things. The Telegraph. Retrieved October 14, 2016, from http://www.telegraph.co.uk/finance/newsbysector/industry/engineering/11372205/How-connected-cars-are-driving-the-Internet-of-Things.html
- Denning, S. (2011). Scrum is a major management discovery. Retrieved August 23, 2016, from http://www.forbes.com/sites/stevedenning/2011/04/29/scrum-is-a-major-management-discovery/#361d01b8524d
- Dorr, T. (2014). Unofficial documentation of the Tesla JSON API. Retrieved July 20, 2016, from http://docs.timdorr.apiary.io/
- (2016). Bringing recipes to life, Drop Kitchen Inc. Retrieved July 24, 2016, from https://www.getdrop.com/
- Dyer, J., Gregersen, H., & Furr, N. (2015). Decoding Tesla’s Secret Formula, Forbes, 7 September. Retrieved June 27, 2016, from http://www.forbes.com/sites/innovatorsdna/2015/08/19/teslas-secret-formula/#cd4808359f86
- (2016). The internet of things: Where the smart is. Retrieved August 24, 2016, from http://www.economist.com/news/business/21700380-connected-homes-will-take-longer-materialise-expected-where-smart
- European Commission. (2016). eCall: Time saved = lives saved, 26 January. Retrieved June 24, 2016, from https://ec.europa.eu/digital-single-market/en/ecall-time-saved-lives-saved
- Fleisch, M., & Wortmann, F. (2014). Business models for the internet of things. Bosch lab white paper. Retrieved August 19, 2016, from http://www.IoT-lab.ch/wp-content/uploads/2014/09/EN_Bosch-Lab-White-Paper-GM-im-IoT-1_1.pdf
- Fournier, S. M. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373. doi:1086/209515
- (2015). Gartner says by 2020, a quarter billion connected vehicles will enable new in- vehicle services and automated driving capabilities. Press Release. Retrieved from http://www.gartner.com/newsroom/id/2970017
- Geertz, C. (1973). The interpretation of cultures. New York, NY: Basic Books.
- Germano, S. (2015, February 27). Under Armour turns ambitions to electronic apparel, monitoring apps. Wall Street Journal. Retrieved from http://www.wsj.com/articles/under-armour-looks-to-get-you-wired-with-its-apparel-1425061081
- Goffman, E. (1959). Presentation of self in everyday life. New York, NY: Doubleday Anchor.
- Grønhøj, A., & Bech-Larsen, T. (2010). Using vignettes to study family consumption processes. Journal of Psychology and Marketing, 27(5), 445–464. doi:1002/mar.20338
- Groopman, J. (2015). Customer experience in the internet of things: Five ways brands can use sensors to build better customer relationships. Altimeter, March. Retrieved from http://pages.altimetergroup.com/customer-experience-in-the-internet-of-things-report.html
- Guido, G., & Peluso, A. (2015). Brand anthropomorphism: Conceptualization, measurement, and impact on brand personality and loyalty. Journal of Brand Management, 22(1), 1–19. doi:1057/bm.2014.40
- Hellen, K., & Sääksjärvi, M. (2011). Childlike anthropomorphic characteristics in products. In R. Ahluwalia, T. L. Chartrand, & R. K. Ratner (Eds.), Advances in consumer research (Vol. 39, pp. 569–570). Duluth, MN: Association for Consumer Research.
- Higginbotham, S. (2016, March 15). Tesla’s bug reporting feature shows the power of the internet of things. Retrieved June 17, 2016, from http://www.structureconnect.com/bug-report/
- Hoffman, D., & Novak, T. (2015, August 20). Emergent experience and the connected consumer in 390 the smart home assemblage and the internet-of-things. Working Paper 5, The Center for the Connected Consumer. Washington, DC: The George Washington University School of Business. Retrieved October 14, 2016, from, https://postsocial.gwu.edu/2015/08/20/emergent-experience-and-the-connected-consumer-in-the-smart-home-assemblage-and-the-internet-of-things/
- Levine, R., Locke, C., Searle, D., & Weinberger, D. (2001). The cluetrain manifesto: The end of business as usual. New York, NY: Basic Books. Retrieved October 14, 2016, from http://www.cluetrain.com/
- Levy, S. (1959, July/August). Symbols for sale. Harvard Business Review, 37(4), 117–124.
- Louridas, P. (1999). Design as bricolage: Anthropology meets design thinking. Design Studies, 20(6), 517–535. doi:1016/S0142-694X(98)00044-1
- Mathon, J. (2015). Tesla update: How is the first IoT Smart-car connected car faring? CloudRamblings blog. Retrieved June 25, 2016, from https://cloudramblings.me/2015/02/10/tesla-update-how-is-the-first-IoT-smart-car-connected-car-faring/
- McInnes, W. (1964). A conceptual approach to marketing. In R. Cox, W. Alderson, & S. J. Shapiro (Eds.), Theory in marketing (pp. 51–57). Homewood, IL: Richard D. Irwin.
- 2016. Cortana in more places. Retrieved June 1, 2016, from https://www.microsoft.com/en/mobile/experiences/cortana/
- Ng, I. C., Vargo, L., Stephen, L., & Smith, L. A. (2012). Reconceptualizing service through a service- dominant logic. Working Paper 6. Coventry: Warwick Manufacturing Group. Service Systems Research Group Working Paper Series (Number 02/12). Retrieved October 14, 2016, from http://wrap.warwick.ac.uk/41099
- Ogilvy, D. (1951). Guinness Guide to Oysters. Retrieved from http://www.copyblogger.com/images/2014/04/david-ogilvy-guinness-guide-to-oysters-advertorial.png
- Pattinson, H., & Sood, S. (2010). Marketers expressing the future: Scenario planning for marketing action. Futures, 42(4), 417–426. doi:1016/j.futures.2009.11.026
- Porter, M., & Heppelmann, J. (2014, November). How smart, connected products are transforming competition. Harvard Business Review. Retrieved August 23, 2016,from https://hbr.org/2014/11/ how-smart-connected-products-are-transforming-competition
- Riddles, M. (2016, April 4). Case Study # 1 – Tesla’s raving fans pre-order 198,000+ Model 3s. Retrieved from http://massivevaluemarketing.com/2016/04/04/case-study-1-teslas-raving-fans-pre-order-198000-model-3s/
- Rigby, D. K., Sutherland, J., & Takeuchi, H. (2016). Embracing Agile. Harvard Business Review (p. 5). Retrieved August 23, 2016, from https://hbr.org/2016/05/embracing-agile
- Ryle, G. (1949). The concept of mind. London: Hutchinson. Scellato, S., Musolesi, M., Mascolo, C., Latora, V., & Campbell, A. (2011). NextPlace: A spatio-
- temporal prediction framework for pervasive systems. In K. Lyons, J. Hightower, & E. M. Huang (Eds.), Pervasive’11 Proceedings of the 9th international conference on Pervasive computing (pp. 152–169). Berlin: Springer-Verlag. Retrieved from http://link.springer.com/chapter/10.1007/978-3-642-21726-5_10
- Schenone, L. (2004). A thousand years over a hot stove: A history of American women told through food, recipes, and remembrances. New York, NY: W. W. Norton & Company.
- 2016. Learn about SCRUM, SCRUM Alliance. Retrieved from https://www.scrumalliance.org/why-scrum
- Sundmaeker, H., Guillemin, P., Friess, P., & Woelffl, S. (2010). Visions and challenges for realizing the internet of things. Cluster of European research projects on the internet-of-things (CERP- IoT). Luxembourg: Publications Office of the European Union.
- (2016). Tesla motors club forums. Retrieved June 23, 2016, from https://teslamotorsclub.com/tmc/
- Turber, S., Brocke, J., Gassmann, O., & Fleisch, E. (2014). Designing business models in the era of internet of things. In M.C. Tremblay et al. (Eds.), DESRIST, LNCS 8463 (pp. 17–31). Cham: Springer International Publishing. Retrieved from http://link.springer.com/chapter/10.1007%2F978-3-319-06701-8_2
- Vargo, S., & Lusch, R. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17. doi:1509/jmkg.126.96.36.19936
- Vargo, S., & Lusch, R. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10. doi:1007/s11747-007-0069-6
- Verheyen, G. (2013). Scrum: Framework, not methodology. Zaltbommel, Netherlands: Van Haren Publishing.
- Voas, J. (2016). Networks of things. National Institute of Standards and Technology, Special Publication 800-183. Retrieved August 6, 2016, from http://nvlpubs.nist.gov/nistpubs/SpecialPublications/NIST.SP.800-183.pdf
- Wason, K., Polonsky, M., & Hyman, M. (2002). Designing vignette studies in marketing. Australasian Marketing Journal, 10(3), 41–58. doi:1016/S1441-3582(02)70157-2
- Wisniewski, J. (2015). We could see fully autonomous Tesla cars by 2017. ECN. Retrieved 12, July 2016, from https://www.ecnmag.com/blog/2015/09/we-could-see-fully-autonomous-tesla-cars-2017
- Woodside, A., & Sood, S. (2016). Storytelling-case archetype decoding and assignment manual (SCADAM), Advances in culture, tourism and hospitality research. Bingley: Emerald.
- Woodside, A. G., Sood, S., & Miller, K. E. (2008). When consumers and brands talk: Storytelling theory and research in psychology and marketing. Psychology and Marketing, 25(2), 97–145. doi:1002/mar.20203
- Xia, F., Yang, L. T., Wang, L., & Vine, A. (2012). Editorial: The internet of things. International Journal of Communication Systems, 25(4), 1101–1102. doi:1002/dac.2417