5 Ways the Internet of Things Will Make Marketing Smarter

5 Ways the Internet of Things Will Make Marketing Smarter

The Internet of Things (IoT) is affecting a wide range of industries and has a big impact on how much data is flowing throughout the Internet. It’s now responsible for an entirely new paradigm that creates valuable relationships between consumers and brands, as it affects anything that is made, sold and purchased.

The Internet of Things is able to mutually benefit enterprises and consumers, as organizations can take advantage of it to gain better visibility and consumers can use it to become more empowered.

The Main Benefits of IoT

IoT provides organizations with access to how consumers interact with different devices. This makes it possible to perform a more detailed analysis of customer buying habits across different platforms, have real-time interactions with users, show ads that are highly targeted and relevant, as well as provide deeper insights into a consumer’s buying journey.

Connected devices are able to deliver multi-directional communication in ways that weren’t previously possible. Consumers can communicate with brands, brands communicate with objects, consumers communicate with objects and even objects are able to communicate with other objects. When it comes to marketing, IoT is highly disruptive. Here are five ways how it’s impacting marketing:

1. Big Data Reinvented

IoT provides businesses with access to a large amount of useful data about their customers and their journeys. Smart devices generate big data that gives marketers a much better understanding of the customer’s journey from start to finish. Marketers can now get a clear understanding of which products are popular with which demographics and how consumers use these products.

IoT technology also lets the marketer see where exactly a customer is on their buying journey. This allows for the creation of more targeted campaigns that increase sales and boost ROI. Customer interactions become more positive, as data is collected on how consumers respond to specific products and marketing campaigns.

Monitoring their satisfaction becomes a lot easier thanks to the wealth of information IoT is able to provide.

2. Higher Quality CRM

IoT can be integrated with customer relationship management (CRM) tools that are used by businesses in various industries. Connected devices gather data from consumers, while high-quality CRM tools let marketers efficiently manage and analyze this data. This gives marketers even more actionable insights about their customer base.

All of this results in the creation of new and highly valuable information. IoT lets marketers understand where prospective buyers are in their decision making journey. This data can be used to send them more relevant marketing materials and resolve any issues that may cause them to hesitate about buying a certain product.

3. Smart Devices that Diagnose Themselves

Today’s smart devices can be built with self-diagnostic capabilities that streamline the maintenance process and improve overall consumer satisfaction. Conventional devices don’t have the capability of letting the user know something is wrong. Often, consumers would only notice that they’re defective when they stop working completely.

IoT devices with self-diagnostic capabilities can eliminate potential downtime by running constant self-tests of their functions and components. If a problem is detected, they can send out a message to their manufacturers, who will then get in touch with the user to provide advice on how the problem can be fixed.

Should they detect a problem that can’t be repaired and will require replacement of the entire device, IoT devices are able to order a replacement unit automatically.

4. Easy Identification of New Trends

In order to stay competitive in a world that is rapidly changing, marketers need to be aware of the latest trends and developments in their industry. As IoT devices are great at collecting data on what consumers are doing with them, new trends can be more easily identified.

For example, an IoT device can provide data about where it is used, how, at what time, for what purpose and by who. If a new trend emerges that differs from previous information, marketers can become immediately aware of it and adjust their efforts accordingly.

5. More Relevant Advertising

As more and more devices are getting Internet connectivity, the way advertising is done is soon going to change dramatically for both consumers and marketers. Consumers often see advertising as something that interrupts their activities and rarely interests them. With the growth in popularity of IoT, this is now changing.

Prospects will now receive advertising materials that are a lot more closely aligned to their needs, behaviors, interests and previous purchases. Sensors in connected devices can be very helpful in making this happen. For example, if a smart light bulb detects that it’s nearing the end of its life, it can advise the consumer of this and even send them a promotional offer with a discount on a replacement.

Connected devices are now present in both home and business environments, which changes the ways businesses and consumers interact. IoT is changing the meaning of the marketer’s role and shifting the way marketers collaborate.

Smart devices provide marketers with a lot of useful information they can use to craft better campaigns, resulting in more sales and better overall consumer satisfaction with the products being promoted.

Jasmine Williams

Jasmine Williams

She covers the good and the bad of today's business and marketing. She was rummaging through her grandma’s clothes before it was cool and she’s usually hunched over a book or dancing in the kitchen, trying hard to maintain rhythm, but delivering some fine cooking (her family says so)
Jasmine Williams

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