Adoption of IOT and Business Analytics by Airlines Takes Off.

In a Knowledge Hub posting last December, we anticipated the rapid development for the Internet of Things (IOT), especially by the airline industry. The opportunities to enhance the on-boarding service, using mobile apps and beacons across the customer journey seemed obvious to us.

A recent survey by SITA, an air transport communications and IT supplier confirms that innovations are quickly being adopted.

The survey found that 16 percent of the 200 major airlines surveyed said they plan major IOT programs to launch by 2018, and a further 41 percent plan to invest in research and development.

The survey found nearly 60 percent of airlines currently offer passenger flight notifications through smartphone apps. This figure is expected to rise to more than 96 percent by 2018. This service is the main way that airlines are currently using beacons in airports. The report finds 57 per cent of airlines surveyed intend to expand this application to include directions and way-finding utilities - a scenario that we anticipated in our previous article.

The survey also found that 94 percent of airlines are investing in business intelligence analytics, with nearly 74 percent planning major investment by 2018.

Read a fuller analysis of the report findings by eWeek here.

Dummie's Guide to the Internet of Things

Here it comes...the new, new thing. I guarantee you will be hearing a lot about the Internet of Things next year. So here's a primer on what it is, and why it will fundamentally shift the influence of marketing in our lives.

The Evolving Web: Version 1 - 3

In broad strokes, the first three waves of the web's evolution were:

Web 1.0: connecting people to digital information
Web 2.0: connecting people to people socially
Web 3.0: connecting applications and people through mobile devices

Image courtesy of   patriziasoliani

Image courtesy of patriziasoliani

So far, that evolution has connected us through dedicated computer screens - we click with mice, or we swipe with fingers.

Version 4: The Internet of Things

The Internet of Things, as its name suggests, connects anything to anything and anyone. Your car, your clothes, your watch, your fridge, the book you're reading. The plane you're flying in, the train you're waiting for, the pets and plants you care for, the toys your kids are playing with.

Image courtesy of  danielweiresq

Image courtesy of danielweiresq

The Difference

In web 1 - 3 digital marketing has been dedicated to connecting with people through channels and applications, accessed through a computer screen. We've used this infrastructure to transmit our messages and get customers to a point where they buy things from us.

Image courtesy of  Jeremy Stockwell

Image courtesy of Jeremy Stockwell

The Internet of Things wraps technology around all of us. No longer is our digital activity conducted through channels. It's everywhere. Now, one interaction can set off a sequence of events between multiple applications embedded in lots of different physical things.

This sequence of events is no longer restricted to the transmission of digital information. It can direct and control what the physical things and other people do around us.

Image courtesy of  Dennis Skley

Image courtesy of Dennis Skley

Already, forward thinking marketers are considering how this potentially impacts marketing's relationship with the lives of their customers. The opportunity is to expand the role of marketing from the influencer of purchase decisions to the provider of a brand service.

An Example

Jane, a 1st class frequent flyer is sent a book by her airline called "The Concierge Service". The book knows when she arrives at the airport for her next flight, as it has GPS embedded in its cover. Through an e-ink page, the book advises her that her flight is running on time and gives her google maps-style instructions on where to check in and how to get to the departure lounge. Offers on VAT-free shopping from participating retailers are available, and the book is pre-registered to help her fast-track her VAT refund claim.

Image courtesy of  London City Airport

Image courtesy of London City Airport

As part of her welcome pack, Jane also received two "SOS" keyrings for her young daughters. Anna, her youngest, gets lost in the airport and pushes the panic button on the keyring. Jane receives an automated phone call alerting her that her daughter is trying to find her. Jane is directed to use the Concierge book which will pick up the location of the SOS keyring, and give directions to Jane for where to find her daughter. They are re-united and board safely. An automated text message is sent to her husband to let him know that they are all on board and are safely on their way.

The airline also provides the concierge service through a downloadable app for economy class customers.

Further Reading


A good Harvard Business Review overview of the IOT, and how it's challenging businesses to re-evaluate their models and consider what business they think they're in.

Forbes article on wearables and the insurance market.

A Forrester article on the role of the CIO in serving customer expectations. "As competitive advantage moves beyond an isolated web site or a mobile app, CIOs are in the best position for these end-to-end capabilities. Are all CIOs up for the challenge? No. But in 2015, any CIO who isn’t will be replaced by one who is."

KPMG article on the insurance market business model transformation.

Cisco IoT Infographic: Connected Car, Self and Home.

Kate Stone Ted Talk about making connected paper things.

A video about WiFi beacons in a California town, for local businesses to promote to passing customers through mobile apps without having to download anything. The whole experience is seamless.

"Life360 is a Smartphone app that lets users set up private “Circles” of family members of close friends. People within the Circle can be messaged all at one time, and can “check in” when they arrive at their location."

" understands your daily habits, foresees your needs and feeds them into the devices around you. Your devices will stop reacting and start predicting.

Peugeot Connect SOS and Assistance

EVRYTHNG a connected technology development platform.
Novalia conductive print technology.
E Ink digital paper.
IEEE Standard for an Architectural Framework for the Internet of Things (IoT)
IFTTT - a service which connects things and apps through simple "If this, then that" commands


Key Themes @ Ad:tech 2014?

Ad:tech London has long been an important event in a digital marketer's agenda.  Here The Wall summarises some of the hot topics for this year:

·      Measurement – a long discussed but vital part of the marketing industry.  With more devices connected and greater investment in online media that ever before it’s becoming increasingly pertinent for marketers to keep abreast of the best way to track, learn and improve upon their marketing investments.

·      Programmatic – the programmatic landscape has evolved recently and many brands are using it to add value to their digital efforts.  What’s more, it can drive prospects and build brand awareness – the next year will see greater investment in programmatic as suppliers prove their worth with genuine results.

Read the rest of the tips here

New Report from Cap Gemini - the Role of Digital in Wealth Management

Cap Gemini have published a new global report titled 'Transforming Wealth Management in a Digital Age'

Here's their infographic to support its release. In summary, their conclusion is:

"Regardless of age, wealth level, geography and need for advice, HNWIs are demanding digital capability from the wealth management industry and two-thirds would consider leaving their wealth management firm if an integrated experience is not provided."


Where are B2B Companies Investing Their Marketing Pounds?

Marketing Week recently created an interesting infographic - integrating two research projects - looking at where B2B marketing budget is currently spent, and where marketers are looking to invest in 2015.

It’s a really interesting overview of how B2B is evolving; especially reading between the lines at how content and positioning are becoming increasingly important in an evermore competitive corporate landscape.  

Being seen as a thought leader is increasingly important for B2B companies.

Being seen as a thought leader is increasingly important for B2B companies.

Key findings include:

·      39% of B2B marketing is spent in digital – below the average investment in 2013 of 44% (eMarketer)

·      Website development, email marketing and social media are set to command the greatest marketing investment in 2015

·      63% of B2B companies prioritise thought leadership above strengthening customer relationships

·      Social media holds huge importance; LinkedIN is the biggest social network for B2B marketers with 94% using the platform for work purposes, furthermore 38% said any additional marketing budget would be spent in social.         

Download the infographic here 

The Pros and Cons of Programmatic Advertising

This well written eConsultancy article by Ben Davis collects quotes from 18 online advertising practitioners. It's a stimulating snapshot of the current thinking around the pros and cons of programmatic advertising, covering ROI, Brand, adoption, skillsets needed, programmatic vs native distribution, video and fraud.

Read the article here


Coupons still make an impact

If you have two supermarkets side by side, how do you decide which one to go to? Is it the one closest? Or the cheapest? Sometimes you can be swayed by which one shows they value you the most. Asda may have cheaper prices, but Sainsbury's have the Nectar card scheme, allowing customers to collect points and gain money-off vouchers too.

Customers feel good as though they're saving money, even though it might be more expensive, HubSpot argue that coupons can be powerful for customer retention, which is just one of their uses. They can also gain feedback, target audiences, promote new products and attract new customers. And digital coupons are on the rise with their use having increased 13% since 2011.

Below is an infographic from Creative Guerrilla Marketing shows how impactful coupons can be in digital campaigns.

How to Develop B2B Marketing Personas

A useful guide to developing personas for B2B audiences from Alex Flagg, Head of HP’s Enterprise Market Insight team’s research coverage for the Persona, Cloud Computing, and Converged Infrastructure businesses.

Read the article here

Whilst Alex gives useful guidance on how to develop the personas, it's also very helpful in showing how to use them to understand where they are most influential in the purchasing decision cycle, and using this insight to create and target content accordingly.


Research: How Do IT Decision Makers Choose their Suppliers?

This research by Redshift Research, an independent research house, was commissioned in 2013 by CC Group – a London based PR company.

Redshift asked 150 IT decision-makers in the UK who had all made an IT investment in the last 12 months:

• how they had gone about the research, consideration and selection processes

• what were the most and least valuable sources of information when building a long list

• what content convinced them to put potential suppliers on the short list

• what information made the difference in final selection

• what materials did they wish marketing teams provided, but rarely did

The research gives useful insight into exactly how IT buyers are thinking and what they want to see from IT marketing.

Download the full report here


Digital Futures November 2013

A presentation by Kevin Mason, Director of Digital and Strategy at Proctor + Stevenson, on the changing digital landscape and its' effect on marketing strategies.

Includes stats on the growth of mobile internet access, the growth of social sharing and the growth of iphone and ipad ownership.

The UK SME + Public Sector Email Marketing Benchmark Report 2014

This report is the result of an analysis of over 1.5 billion email messages sent through the online marketing platform in the 12 months from 1st January - 31st December 2013. These email campaigns are all from small-medium sized UK organisations across 25 sectors and public sector organisation. All of these messages were permission-based and sent to opted-in lists.

Overall averages
Across all industries the average results for UK SME email marketing campaigns were:
• Open rate: 21.47%
• Click-through rate: 3.16%
• Unsubscription rate: 0.47%
• Click-to-open rate: 14.72%
• Unsubscribe-to-open rate: 2.29%