Smart devices have become catalysts transforming how we interact in our living space. With the continuous growth in technology, we are living in the era of smart homes, intelligent vehicles, smart appliances, smart workspace, and more. They offer an array of benefits simplifying our daily life activities. Smart devices have an inherent nature to relate to other devices, making them intelligent devices that utilize the immense potential of the Internet of Things (IoT) to revolutionize our daily lives.
Smart devices are all around us today. Smart speakers, fitness trackers, health monitoring devices, security cameras, smart thermostats, smart washing machines, etc. These are hi-tech devices offering users multiple benefits. Such as:
a.Ease of streaming with voice search optimization
b.Energy saving recommendations and modes
c.High-end features for safety and security with monitoring capabilities,
d.Health tracking facilities like checking on blood glucose levels, etc.
These smart devices are powered by the emerging technology of IoT. With IoT smart devices are connected to other networks and devices with a wireless protocol. Helping the user to automate tasks at work or home. Offering digital marketers, a new and rising avenue for promotions and marketing. Let’s understand IoT and its entangled relationship with digital marketing.
What is the Internet of Things (IoT)?
IoT is a network of interconnected devices/ things that communicate with each other. In its dynamic setup of the system, it offers devices a platform to exchange data with through internet connectivity.
‘Things’ refers to the smart devices that are internet-enabled such as smartphones, smart speakers, smart watches, etc.
IoT is a connected network of devices that is equipped with monitors and sensors to track device usage. IoT/smart devices are intelligent devices operating with access to the internet without waiting for a command. Making a user’s daily life more organized and convenient. IoT is also a powerhouse of data and information for brands. It collects the data generated by the devices that help digital marketing experts create impactful campaigns.
IoT and Digital Marketing
Digital marketing has the simple premise of helping marketers use digital platforms to bring a user’s attention to the brand’s product. Leading to an increase in lead generation, sales, user engagement, and revenue.
IoT is reshaping the foundations of digital marketing. Collecting large amounts of data on smart device usage, IoT offers marketers deep insights into user patterns, customer preferences, device interaction habits, etc. Aiding marketers in predicting trends, charting consumer preferences, and building behavioural data. This data helps them to envision and formulate strategies to boost sales and revenue.
As per a Statista report, ‘The number of Internet of Things (IoT) devices worldwide is forecast to almost double from 15.1 billion in 2020 to more than 29 billion IoT devices in 2030.’ This gives us an interesting insight into how IoT is slowly becoming a core strategy for digital marketers.
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How is the Internet of Things (IoT) shaping digital marketing trends?
IoT with its interconnected web of smart devices offers marketers opportunities to engage with users at a hyper-personal level. It allows the connected devices to exchange data with each other, offering marketers data points about a customer’s product usage.
For instance, if you own a smart refrigerator that notes you have run out of milk, its internet connectivity will recognize the lack of milk and display a message to the user. The user will receive a message on his phone application about the best milk deals in town. Taking it another step ahead, if the refrigerator brand has grocery shop/brand partnerships, IoT allows users to directly make the purchase online from the specific grocery partner brands.
IoT’s hyper internet connectivity with objects we use in our everyday lives allows marketers to design campaigns and build strategies to reach users in the exact time of need. With a defined call to action that leads to an increase in sales. Here are aspects where IoT is revolutionizing digital marketing:
1.Personalization
IoT helps to unlock a customer’s lifestyle for marketers. Customers daily use smart devices like alarm clocks, speakers, coffeemakers, ride-booking services, appointment-scheduling apps, fitness trackers, health monitors, and more. All devices are interconnected and collect a vast amount of data points. These rich data points extract valuable information for marketers to build new strategies.
For instance: A health fitness brand can utilize the power of IoT to offer discounted membership plans to fitness enthusiast near their home/ office.
2.Hyper-targeted advertising opportunities
With detailed demographic data points collected by IoT-enabled devices, marketers can design hyper-personalized and targeted ad campaigns. These are tailored to the interests of the individual basis of their data analysis.
3.Seamless omni-channel messaging
The interconnected nature of devices, thanks to IoT, bridges the gap for marketers across different channels. It allows for cross-platform advertising with hyper-personalized content. IoT/smart devices offer a plethora of opportunities in advertising for marketers to engage with users. Since any smart device can be used as a medium of advertising, IoT becomes a game-changer.
For instance: If a user owns a smart washing machine, it can display an ad for a compatible detergent powder across the washing machine screen, the user’s smart watch, and/or mobile application.
4.Location-based advertising
IoT devices track a user’s location to deliver ads that are time-sensitive and relevant. Using location-based services and GPS trackers on the devices, marketers can deliver time-bound offers, discounts, promotions, and other ads to a user’s smartwatch or device.
For instance: If a user is near a Nike store, she may get a pop-up on her smartwatch for a new collection launch offering a limited-time deal.
5.Mobile-first strategy
The mobile-first strategy has already been adopted by many brands, and with IoT it only becomes imperative. Marketers will need to emphasize their efforts across a mix of devices like tablets, in-car entertainment systems, smart speakers, fitness and health trackers, smart appliances, etc. Each device has an application connected to the user’s phone. Allowing users to automate purchase decisions using mobile applications.
For instance: IoT can help users to automate buying a washing detergent every month that is machine compatible from their local or favourite store. Marketers can use smart device ad space and capabilities to lead users to automate purchase decisions from their respective brands.
6.Instant service
IoT helps users to automate tasks. Saving time and offering instant service. As users seek more ease of access to information, any delay can lead to a loss of opportunity for marketers. How does IoT help marketing here?
IoT devices connect to the internet and allow users to access information with ease.
For instance: The smart appliance has already shared with a user’s smartwatch or mobile application on the compatible washing detergent, or new coffee roaster flavours. This exchange of information between various devices offers users ready-to-shop shopping carts. With delivery service that suits a user, say after the user returns from the office.
IoT’s ability to acquire data on a user touch point offers a vast amount of information to marketing professionals. With the use of marketing analytics, it helps them to identify the type of campaigns users are most responsive to. How a user interacts with the message, what prompts their decision-making to purchase, etc.
IoT is also a catalyst influencing IoT app development processes. Weaving in sensors, analytics, cloud, networking etc. Becoming an integral part of our devices and mobile phones. Offering marketers insights into a user’s entire conversion path, with data on all touchpoints. Enabling them to redefine digital marketing campaigns that have a higher conversion and engagement rate.
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