IoT and its implications for digital marketing
Posted: Wed Dec 04, 2024 9:47 am
Big Data, Artificial Intelligence and the Internet of Things (IoT) have become a current trend, as they allow for the optimization of all organizational processes.
Download now: Understanding the digital leader [ebook]
In fact, the report "Technological list of belgium consumer email advances that make up Big Data Progress" points out that the convergence of these technologies will facilitate the development of next-generation applications in the near future.
However, for now we will focus solely on the implications of IoT in digital marketing, since it has a high impact on the volume of data and is increasingly popular in consumer contexts.
What is IoT or Internet of Things?
It refers to a giant network of "things" or everyday objects (cars, drones, books, clothing, etc.) connected to the web, which allows data to be collected in real time and without human intervention from each connected object, and then shared through the cloud in order to process it and use it for specific purposes.
According to statistics, by 2020 there will be about 31 billion connected devices worldwide.
What is the importance of IoT in companies?
The Internet of Things is an important source of value, useful for increasing the profitability, productivity and competitiveness of companies.
On the one hand, the information collected through devices and equipment connected to the web allows us to identify flaws in operational processes and make their results more efficient.
On the other hand, this data can be used to create customer-focused products and services , in order to generate differentiation and competitive advantages. This is where it begins to play an important role in digital marketing.
Implications of IoT in digital marketing
According to an infographic from Marketo , 51% of marketers expect the Internet of Things to revolutionize the marketing landscape by 2020.
Thanks to this technology, for the first time we will have the possibility of obtaining, visualizing and analyzing in real time information about how, when, where and under what circumstances customers interact with the products and services they sell. Thus, we can, for example:
Analyze and determine the purchasing habits of each customer.
Identify the ways customers interact with connected products and devices.
Better outline a customer’s purchasing journey and accurately identify what stage of the journey they are in.
Interact with the customer in real time and offer contextual ads.
Visualize what is affecting sales: the weather, customer opinions, etc., and based on this, modify marketing strategies or design and offer new digital services in real time.
In a way, every interaction is an opportunity to personalize an experience, offer an improvement, identify a problem, solve it, and create deeper relationships with customers, boosting brand loyalty.
However, its reach is much greater. IoT allows us to push the boundaries of marketing a little and optimize the entire buyer journey with fully satisfactory end-to-end customer experiences.
Consequently, the same quality of information on customer behavior will lead the marketing department to work hand in hand with the operations and sales areas in the creation of applications that make life easier for the consumer.
Contextual messages continue to be an extremely valuable resource and the Internet of Things increases their effectiveness. But we are talking about a technology capable of increasing the reach of the department, and making it a protagonist in the creation of innovative experiences that add value.
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About the Author
Martha Martinez
Martha Martinez
Digital Strategy Consultant
I am very interested in being able to talk about IoT and its implications in digital marketing.
I remain at your service.
Regards,
E-commerce: How does it work and how can it transform your business?
Advantages of having a digital advertising agency
Process and importance of a creative campaign
How can a CRM improve my company's processes?
The differences between inbound marketing and outbound marketing
Categories.
All
Digital Strategy
Inbound Marketing
Digital Advertising
Sales and CRM
Strategic Direction
SEO and Content Marketing.
Download now: Understanding the digital leader [ebook]
In fact, the report "Technological list of belgium consumer email advances that make up Big Data Progress" points out that the convergence of these technologies will facilitate the development of next-generation applications in the near future.
However, for now we will focus solely on the implications of IoT in digital marketing, since it has a high impact on the volume of data and is increasingly popular in consumer contexts.
What is IoT or Internet of Things?
It refers to a giant network of "things" or everyday objects (cars, drones, books, clothing, etc.) connected to the web, which allows data to be collected in real time and without human intervention from each connected object, and then shared through the cloud in order to process it and use it for specific purposes.
According to statistics, by 2020 there will be about 31 billion connected devices worldwide.
What is the importance of IoT in companies?
The Internet of Things is an important source of value, useful for increasing the profitability, productivity and competitiveness of companies.
On the one hand, the information collected through devices and equipment connected to the web allows us to identify flaws in operational processes and make their results more efficient.
On the other hand, this data can be used to create customer-focused products and services , in order to generate differentiation and competitive advantages. This is where it begins to play an important role in digital marketing.
Implications of IoT in digital marketing
According to an infographic from Marketo , 51% of marketers expect the Internet of Things to revolutionize the marketing landscape by 2020.
Thanks to this technology, for the first time we will have the possibility of obtaining, visualizing and analyzing in real time information about how, when, where and under what circumstances customers interact with the products and services they sell. Thus, we can, for example:
Analyze and determine the purchasing habits of each customer.
Identify the ways customers interact with connected products and devices.
Better outline a customer’s purchasing journey and accurately identify what stage of the journey they are in.
Interact with the customer in real time and offer contextual ads.
Visualize what is affecting sales: the weather, customer opinions, etc., and based on this, modify marketing strategies or design and offer new digital services in real time.
In a way, every interaction is an opportunity to personalize an experience, offer an improvement, identify a problem, solve it, and create deeper relationships with customers, boosting brand loyalty.
However, its reach is much greater. IoT allows us to push the boundaries of marketing a little and optimize the entire buyer journey with fully satisfactory end-to-end customer experiences.
Consequently, the same quality of information on customer behavior will lead the marketing department to work hand in hand with the operations and sales areas in the creation of applications that make life easier for the consumer.
Contextual messages continue to be an extremely valuable resource and the Internet of Things increases their effectiveness. But we are talking about a technology capable of increasing the reach of the department, and making it a protagonist in the creation of innovative experiences that add value.
New Call-to-action
About the Author
Martha Martinez
Martha Martinez
Digital Strategy Consultant
I am very interested in being able to talk about IoT and its implications in digital marketing.
I remain at your service.
Regards,
E-commerce: How does it work and how can it transform your business?
Advantages of having a digital advertising agency
Process and importance of a creative campaign
How can a CRM improve my company's processes?
The differences between inbound marketing and outbound marketing
Categories.
All
Digital Strategy
Inbound Marketing
Digital Advertising
Sales and CRM
Strategic Direction
SEO and Content Marketing.