Day One Hot Items:  The Internet of Things, Netflix and Wearable Tech

Wearable tech was all the rage Monday, manifesting in the form of some fascinating product announcements from a variety of companies.  MyBrain Technologies announced the Melomind, a wearable EEG headband designed to reduce stress. Withings also announced the Activite Pop watch, which is one of the few examples of wearable technology that can be worn while swimming. It features an eight-month battery life and can not only track the number of steps that a person takes in a day, but also their overall sleep patterns.

The Internet of Things was also a hot topic of discussion, particularly as the subject of Samsung’s hour-long keynote address. Samsung CEO and President BK Yoon devoted the entire hour to the many ways in which our lives will be connected in the not-too-distant future. During the address, Samsung announced the launch of a subscription service that will alert customers to a variety of issues with electronic devices in their home. CEOs from BMW, SmartThings and a host of other companies also took to the stage to discuss the creation of an open platform in which all devices will work together, regardless of their original manufacturer.

The Netflix “Recommended TV” Program:  The chief product officer at Netflix, Neil Hunt, announced the imminent launch of a Netflix Recommended TV program. In essence, certain brands of smart TV sets will ship with a “Netflix Recommended TV” logo in 2015, indicating that those particular models will provide viewers with an ideal Netflix experience.

DMA Point of View:  What does all this mean for marketers?  Consumers are getting smarter and savvier when it comes to tech.  As wearable devices and the Internet of Things become more prevalent, and the “quantified self” becomes more a reality, marketers have a lot to learn from the huge wealth data being transmitted.  At the same time, they must continue to respect consumer preferences and keep up with best practices, such as DMA’s Guidelines for Ethical Business Practice, as they zoom forward into the quantified future.  The growth of wearables has opened the doors to a much more granular understanding of consumer behavior through the myriad of instruments that measure physical change. Yet, for all of the “physical” data that Wearables offer, DMA encourages marketers to also consider the emotional mindset of consumers that may not be immediately apparent.  It is this combination of physical data and emotional mindset that makes data-driven marketing truly effective.

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