Connected bottles and day-to-day tech: how the IoT is gaining ground in FMCG

Brian Carruthers

The internet-connected fridge grabbed the early headlines around the Internet of Things (IoT), but it’s no longer about appliance makers and FMCG brands taking their first steps into this space.

The number of connected devices is set to quadruple to 34 billion over just a few years. By 2020, people's expectations and lifestyles will be transformed once again. And brands have to keep up. "There is no doubt that this is a phenomenal transformation," Sophie Blum, VP/marketing EU & IMEA at Procter & Gamble, told the Festival of Marketing (London, October 2017). "This is by far what is going to impact the way we interact with and understand consumers the most ."

That makes it an exciting time for the marketing profession, but it's by no means an easy time, she...

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