Sep 30, 12:00 AM UTC 


Marketing in the Consumer Internet of Things


What is the real value proposition of the consumer Internet of Things? It’s not the individual applications, platforms, and connected devices, it’s the totality of new experiences that emerge as consumers connect and interact—and discover new capabilities that enhance and enrich their everyday lives.

Join us as top academic researchers and industry thought leaders explore the far-reaching possibilities—and significant challenges—of the consumer IoT. Led by digital marketing experts Donna Hoffman and Tom Novak, we will address these questions:

  • How will the consumer IoT have far-reaching implications for firms across all industry sectors?
  • What are current business trends and practices? What’s working (and what’s not)?
  • How might marketers and firms map out a brand IoT strategy?
  • What new research frameworks and paradigms are emerging in the consumer IoT?
  • What’s around the corner? How should we get ready for the continuing evolution of the IoT?

For marketing practitioners and academic researchers, the conference will offer the latest thinking and evidence-based guidance from those at the forefront of the consumer IoT.

Agenda Description

View a PDF of the agenda here
5:30 – 7:00 p.m. Registration and Networking Reception
Sponsored by the GWSB Center for the Connected Consumer
8:00 – 8:45 a.m. Registration and Breakfast
8:45 – 9:15 Welcome
Linda Livingstone, George Washington University, Katherine N. Lemon, Boston College, and Executive Director, Marketing Science Institute and Earl L. Taylor, Chief Marketing Officer, Marketing Science Institute
9:15 – 10:15 How to Market the Consumer IoT: Focus on Experience
Donna Hoffman and Tom Novak, George Washington University
While consumer experience (CX) has to date focused on products, brands and marketing environments, the consumer Internet of Things (IoT) presents new opportunities for interaction that has the potential to revolutionize consumer experience. Because consumers can actively interact with smart objects, and smart objects possess their own point of view and their own experience in interaction with consumers and with each other, the traditional, human-centric conceptualization of consumer experience as consumer’s internal subjective responses to branded objects may not be sufficient to conceptualize consumer experience in the IoT. In this presentation, Hoffman and Novak present a new framework that details how consumer experience and object experience in the IoT emerge and discuss actionable insights derived from their framework that can guide marketer action in the early stages of adoption and usage of consumer IoT devices that comprise the smart home and related applications.
10:15 – 11:00 Five Marketing Imperatives for the Internet of Things
Larry Downes, Project Director, Georgetown Center for Business and Public Policy and New York Times best-selling author on the Internet Industry
With the Internet of Things, as with other disruptive innovations, consumers change their behaviors more slowly than technology makes possible. All kinds of inertia have to be overcome, especially when adoption requires replacing lots of still-functioning equipment. What are the five most important marketing imperatives for overcoming that inertia?
11:00 – 11:30 Break
11:30 – 12:00 p.m. Consumer Views on Smart Home Technology
Nicki Wells, Market Research Manager, CBS Interactive
Nicki Wells will discuss consumers’ attitudes towards, expectations of, and experiences with smart home technology. Who is adopting smart home technology and why? Which types of technology are most likely to be adopted? How much are they willing to invest in the technology? What is the impact of the technology on the lives of those who own it? With this information we can position smart home technology in way that engages the consumer.
12:00 – 12:30 From Model to Measure: Insurance, IoT, and Direct Measurement
Peter Levin, Strategic Planner, Data Center Group, Intel Corporation
The intersection of insurance and IoT presents new opportunities for enterprise, as we move from modeled risk to directly measured risk. To prepare for this future, companies will need new ways to think about the relationships between measurement, risk, and value. Peter Levin will frame these changes through the broader contexts of FinTech, IoT, and data.
12:30 – 1:30 Lunch
1:30 – 2:00 What Consumer Marketers Should Know about Connected Automated Vehicles
Egan Smith, Managing Director, ITS Joint Program Office, DOT
In the near future, vehicles will be able to see things that drivers cannot, such as a vehicle two or three cars ahead suddenly braking, a car about to run a red light, or black ice on the roads. They’re called Connected Automated Vehicles, and they will help address many of the driving challenges facing people today. Preliminary estimates from USDOT show that connected vehicle technology has the potential to reduce unimpaired crashes by as much as 80%, while also reducing the 4.8 billion hours that Americans spend in traffic annually. Egan Smith will discuss marketing’s role in the connected automated vehicle environment and how this emerging technology relates to the Internet of Things.
2:00 – 2:30 How Data Sharing and Analytics Prowess Drive Success with IoT
Sam Ransbotham, Boston College
Many organizations already struggle to apply analytics results to business decisions. But there are a lot more changes coming with the IoT transformation. The gap between capacity to produce data and the ability to use it effectively may get worse before it gets better. Although attention currently focuses on the tools and skills to produce analytical results, our research indicates that the greatest barrier is translating analytics into specific actions. What can managers and executives with limited analytics expertise do to become better consumers of analytics in the midst of the coming changes? Sam Ransbotham will discuss a global research study with MIT Sloan Management Review on the Internet of Things which finds that IoT is particularly valuable when combined with strong analytics capabilities; organizations with strong analytical foundations are three times more likely to get value from IoT than those with weaker analytics capabilities.
2:30 – 3:30 Panel on Challenges and Opportunities in the Consumer IoT
Donna Hoffman, George Washington University
Dilini Fernando, Digital Innovation & Marketing Manager, MillerCoors
Ahmer Inam, Head of Advanced Analytics, Nike N.A.
Hugh Jedwill, Director of the Digital Innovation Lab, Kimberly-Clark
John Valiton, Chief Revenue Officer, Reemo
3:30 – 4:00 Lessons Learned and Concluding Remarks
Katherine N. Lemon, Boston College, and Executive Director, Marketing Science Institute and Tom Novak, George Washington University


Hotel Accomodations

Listed below are some of the hotels in the vicinity of George Washington University.

The George Washington University Inn
824 New Hampshire Ave NW
Washington, DC 20037
Please reference GWU rate when placing your reservation
Distance to GW: .4 miles

One Washington Circle Hotel
1 Washington Circle NW
Washington, DC 20037
Please reference GWU rate when placing your reservation
Distance to GW: .4 miles

Club Quarters Hotel in Washington, D.C.
839 17th St NW
Washington, DC 20006
(202) 463-6400
Distance to GW: .6 miles

Click here for additional hotels near GW.

Please note: participants will be responsible for their own transportation to George Washington University.

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