The Path of Emergent Experience in the Consumer IoT: From Early Adoption to Radical Changes in Consumers’ Lives

Up to now, IoT device adoption is happening mainly in the niche segments of technologically sophisticated upscale consumers and technology-focused DIYers. To reach a broader range of users, marketers must do a better job of understanding and offering the inherent value of smart products. Current mar...

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Bibliographic Details
Main Authors: Hoffman Donna L., Novak Thomas P.
Format: Article
Language:English
Published: Sciendo 2018-10-01
Series:GfK Marketing Intelligence Review
Subjects:
Online Access:http://www.degruyter.com/view/j/gfkmir.2018.10.issue-2/gfkmir-2018-0012/gfkmir-2018-0012.xml?format=INT
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spelling doaj-d9e192925fbe4a6cb1f72edb564120c42020-11-25T00:47:07ZengSciendoGfK Marketing Intelligence Review1865-58662018-10-01102101710.2478/gfkmir-2018-0012gfkmir-2018-0012The Path of Emergent Experience in the Consumer IoT: From Early Adoption to Radical Changes in Consumers’ LivesHoffman Donna L.0Novak Thomas P.1Louis Rosenfeld Distinguished Scholar and Professor of Marketing, The George Washington University School of Business,Washington, D.C., USADenit Trust Distinguished Scholar and Professor of Marketing, The George Washington University School of Business,Washington, D.C., USAUp to now, IoT device adoption is happening mainly in the niche segments of technologically sophisticated upscale consumers and technology-focused DIYers. To reach a broader range of users, marketers must do a better job of understanding and offering the inherent value of smart products. Current marketing approaches are fragmented and tend to focus on individual products and single use cases. They may actually be underselling the consumer IoT. The mass-market consumer is not buying a platform or devices controlled by an algorithm, they are buying an experience. We need to ask, in what ways consumers and devices will interact with each other to create the experience they actually seek. Therefore, the main challenge is to implement a bottom-up approach that encourages users to experiment with their devices and their interactions and to integrate their individual experiences into everyday routines.http://www.degruyter.com/view/j/gfkmir.2018.10.issue-2/gfkmir-2018-0012/gfkmir-2018-0012.xml?format=INTConsumer IoTSmart HomeIoT ExperienceIoT MarketingAssemblage Theory
collection DOAJ
language English
format Article
sources DOAJ
author Hoffman Donna L.
Novak Thomas P.
spellingShingle Hoffman Donna L.
Novak Thomas P.
The Path of Emergent Experience in the Consumer IoT: From Early Adoption to Radical Changes in Consumers’ Lives
GfK Marketing Intelligence Review
Consumer IoT
Smart Home
IoT Experience
IoT Marketing
Assemblage Theory
author_facet Hoffman Donna L.
Novak Thomas P.
author_sort Hoffman Donna L.
title The Path of Emergent Experience in the Consumer IoT: From Early Adoption to Radical Changes in Consumers’ Lives
title_short The Path of Emergent Experience in the Consumer IoT: From Early Adoption to Radical Changes in Consumers’ Lives
title_full The Path of Emergent Experience in the Consumer IoT: From Early Adoption to Radical Changes in Consumers’ Lives
title_fullStr The Path of Emergent Experience in the Consumer IoT: From Early Adoption to Radical Changes in Consumers’ Lives
title_full_unstemmed The Path of Emergent Experience in the Consumer IoT: From Early Adoption to Radical Changes in Consumers’ Lives
title_sort path of emergent experience in the consumer iot: from early adoption to radical changes in consumers’ lives
publisher Sciendo
series GfK Marketing Intelligence Review
issn 1865-5866
publishDate 2018-10-01
description Up to now, IoT device adoption is happening mainly in the niche segments of technologically sophisticated upscale consumers and technology-focused DIYers. To reach a broader range of users, marketers must do a better job of understanding and offering the inherent value of smart products. Current marketing approaches are fragmented and tend to focus on individual products and single use cases. They may actually be underselling the consumer IoT. The mass-market consumer is not buying a platform or devices controlled by an algorithm, they are buying an experience. We need to ask, in what ways consumers and devices will interact with each other to create the experience they actually seek. Therefore, the main challenge is to implement a bottom-up approach that encourages users to experiment with their devices and their interactions and to integrate their individual experiences into everyday routines.
topic Consumer IoT
Smart Home
IoT Experience
IoT Marketing
Assemblage Theory
url http://www.degruyter.com/view/j/gfkmir.2018.10.issue-2/gfkmir-2018-0012/gfkmir-2018-0012.xml?format=INT
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