In the age of #IoT, product is the medium: Cameron Worth, SharpEnd

At the 13th edition of Goafest, Worth threw insights on Internet of Things (IoT) and how brands can use smart packaging to connect with consumers

At the 13th edition of Goafest, Cameron Worth, Founder of SharpEnd, threw insights on Internet of Things (IoT). Describing his London-based startup as “the agency of things”, Worth said his company is dedicated to helping consumer brands embrace IoT.

"It is a very buzzy topic. It's nothing and everything at the same time. In the age of #IoT, the product is the medium.”

The talk also went into how the role of brands is shifting from utility to entertainment, the need for brands to respond to a shift in landscape and platforms and how new platforms need new specialists.

"Product, services and experiment designs are driven by connectivity. Does technology innovation help me sell more products or does it help me generate more loyalty? It's much more. If somebody buys your product, I think it's the end of your relationship. This is where the significance of IoT happens, because it means the marketing relationship with the consumer will begin to take place more and more post-purchase,” he said.

At the mention of tech innovation, Worth showed the audience Malibu's 2016 campaign called 'Because Summer', which is part of its smart packaging. For this, SharpEnd worked with The Absolut Company to transform 45,000 bottles of Malibu into connected mobile marketing platforms by incorporating NFC tags onto the bottle's packaging. Citing this example, Worth said brands are already adopting tech innovation at scale.
"Consumers are connected. So should you be," he added.

On smart packaging, Worth said, "Smart packaging is turning products into digital medium touch points. This enables smart buying.”

During the session, the SharpEnd Founder took the audience through the third age of the web: Moving from pumping information about your brand to creating conversations around it, to using Internet of Things to build context.

Worth's word of advice for marketers in this age of IoT was: Built curiosity among the audience apart from cracking them up.

"Don't waste time and money on workshops and expensive prototypes. Creative is a mindset, not a job title."
His other suggestions were, "Prototype, test, validate and test again."

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