From mental and physical availability to mental and physical disruption

This article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

When buying decisions are delegated to algorithms, what is the role of the marketer? Phil Sutcliffe believes practitioners will need to increasingly jolt consumers into taking notice - and brand activism might just trump AI.

We are entering an era where the Internet of Things means that people will increasingly delegate buying decisions to AI-powered bots. Amazon Dash buttons already allow people to buy a range of brands, from toilet roll to instant coffee, at the push o for brands such as Folgers Coffee, Pepperidge Farm and Ziploc are being placed via Dash buttons. Amazon Dash Replenishment takes this a step further, incorporating sensors into connected devices such as Brother printers, Oral-B electric toothbrushes and GE dishwashers to order new printer cartridges, toothbrush heads or dishwasher detergent automatically when supplies are running low.

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