IoT is more than just a network of devices that are connected to each other to generate lots of data. IoT is already around us everywhere, in our homes and offices and even on our hands, uniting physical world objects with sensing devices that transmit and analyze valuable information through the network.
IoT is already considered powerful technology that possesses incredibly strong marketing potential. It will impact the way customers engage and increase customer satisfaction. IoT technology is changing the way we interact with the environment because it offers personalization and precise adjustment of technology to our needs and tastes. This in turn generates a strong interest for digital marketers. Here’s why.
The time when a consumer had to walk to a store to get an item has long gone. Today, with the help of IoT technology, this can be accomplished in an instant, with a tap of a finger. Direct connection with consumers via smart devices is the most important feature that IoT offers to digital marketing.
So how does IoT advertising work? Here is an example: A consumer sees that there is no milk left in the fridge. With the help of a smartphone app, the milk can be ordered and delivered. It is a way for purveyors to retain long-lasting customers relationship through convenient, upgraded service.
The Internet of Things promises to become the most effective advertising tool due to a new generation of high quality data about consumers’ product experience received through IoT devices.
The general goal of an ad is to entice an individual to purchase, but the brand or merchant can’t track what a consumer does with that product after purchase and how they use it.
IoT advertising will make it possible to contact consumers after purchase and “guide” them through the product use to ensure its effectiveness. Marketers will be able to offer other products and services later that tie into past purchases. Online and offline advertising cannot track this level of granularity, but IoT can.
At the same time, it is important to remember that IoT marketing fully depends on relevance of an ad displayed on a smart device. An individual’s desire to respond to an IoT ad is based on their state of mind at the moment an ad is being shown and specific to the IoT device they use. IoT marketing must take into consideration the types of devices where displaying ads are most appropriate.
There are three main areas which IoT marketing will impact most:
As with mobile advertising, where marketers rely on consumers with mobile devices and regular Internet connections, this same connection will target individuals.
IoT marketing will offer e-commerce services of a merchant or brand on every single device that a consumer has either at home or in the office.
Past Internet advertising created a flood of big data for marketers with tons of customer interaction data, mining consumers from different angles taking their interests and routines into account. The amount of consumer data will only grow, so the Internet of Things is destined to become a dominant supporting tool for online marketing, generating more additional data directly from IoT devices.