Let's just say I was into the "Internet of Things" before it was much of "a thing" at all.

Never mind that a survey this year finds 87% of consumers say they've never heard the term. In my 2005 book BRANDING UNBOUND, I wrote extensively about the Internet of Things (or, IoT), and such coming innovations as "smart clothes" that would one day routinely monitor heart patients and alert doctors of impending heart attacks.

And intelligent homes, buildings and stores that will react to, and even predict, your every command—setting temperatures and lighting to your liking, and offering up goods and services based on your personal preferences.

Then there was the personalized content streamed direct to your car. Designer clothes that tell the washing machine, "don't wash me, I'm dry clean only." Medicines that warn users of dangerous interactions. Cars that get "upgrades" remotely via mobile software. And frozen dinners that tell the microwave oven how to cook them to perfection.

Nest, Tesla, Pandora, Proteus Digital Health's "smart pill," the Apple Watch and the Polo Tech Shirt notwithstanding, this world of pervasively interconnected services and solutions remains in its earliest stages. And yet, as far as the brand experience goes for these companies and others, it is beginning to create meaningful differentiation that is shaping consumer expectations with each new day.

SMART START

When Tesla recently faced a recall nearly 30,000 Model S cars because of overheating issues with their wall chargers, the company was able to fix the issue by simply update the software in each care remotely, eliminating the problem without owners needing to go to their dealerships. What have other car brands have to compete with that?

While not quite proactively ordering new supplies, Amazon's Dash devices, WalMart's Hiku roll out this week, and Red Tomato Pizza's refrigerator magnets mean all you have to do is push a button or swipe an empty container to have laundry detergent, groceries (or piping hot Pepperoni Pizza) heading your way, without ever having to take out your mobile phone, activate an app and enter an order.

Netflix even recently released DIY instructions for building a push button that dims your lights, orders food, silences the phone and fires up Netflix queue.

Factor in product innovations—such as the Nike+ Running System (which runners found so compelling that the brand's already enviable share of the running shoe category skyrocketed from 48% to 61% in its first 36 months); Prada's continuing refinement of retail technologies (which identify what garments you pick up and instantly showcase runway video and accessories on the nearest store display); or new Johnnie Walker bottles that let you create personalized gifting experiences, and interact with brand promotions, using your mobile phone—and it's easy to see that brands that leverage IoT technologies stand to benefit mightily while those that don't may fall evermore behind.

At stake—a slice of a market expected to top $1.7 trillion dollars in value by 2020, according to IDC.

Yet even big winners will need to tread carefully.

LIFE AS A POP-UP AD?

Even back in 2005, I warned that interconnected everything means you can run, but never truly hide.

Or, as techno-anthropologist Howard Rheingold tells me in the book, "A world in which you are connected infinitely is a world in which you are surveilled infinitely."

Yes, online ads and street side billboards that call out to you on a first name basis, offering exactly what you're looking for—even before you realize you're looking for it—will have their place. Much of this will seem quite magical—at rightly so. But brands and media partners must be careful to resist the temptation to personalize pitches to the point of creeping consumers out.

Or putting them in danger.

One need not look beyond recent news reports on automobile software systems being hacked from afar to understand personal information is not the only thing put at potential risk in this interconnected world.

As I write in the book, as marketers (and as consumers), you and I will face decisions our predecessors could never imagine about what is acceptable—perhaps even moral—when anything and everything is possible.

As brands we exist to serve our customers and their needs, not the other way around.

Ultimately, that may mean recognizing that consumers should be able to control how "smart" they want their "smart products"—and advertising aimed at selling them those products—to be.

Perhaps they even need control over deciding which "Things" (and the associated data) that they want to be part of this "Internet of" —to better serve them, in the ways they want to be served—even if that sometimes means less, instead of more, of what we hope to sell to them. Even while making what we do sell them more profitable.

The brands that get this balance just right will not only attract consumers. They'll gain their loyalty and their trust.

Perhaps that's where the true power of the IoT is waiting to be found.

READ MORE FROM THE '2015 MOBILE MARKETING PREDICTIONS—FROM 2005' SERIES:

PART 1: A BOOM WITH A VIEW: WEARABLES

PART 2: REACH OUT & SELL SOMEONE: MOBILE ADVERTISING

PART 3: SHOPPING FOR INSIGHTS ON THE MOBILE FRONTIER: MOBILE AT RETAIL

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