Firstly, turning products into data-driven, owned interactive media.
Once digitally activated, products become a platform for content, experiences and direct digital relationships with consumers.
For instance, scanning products to access information that helps you get the most out of using it: tips and how-tos, or recipe information for food and drink, and so on.
A new generation of company is taking a leadership role in this way by digitizing products to acquire and manage direct 1:2:1 customer relationships
Secondly, the concept of Products-as-a-Service.
Physical products that come with a digital layer of personalized interactive services can talk directly to consumers and back to brand, personalizing to their preferences and self-improving over time as new digital services are added.
Smart products are harder to switch from and can generate more ongoing service revenue than the original purchase.
Finally, the concept of ‘ecosystem-connected products’.
via What are the opportunities for digital marketing and the Internet of Things? | Econsultancy.