The inherent quality of IoT to connect the internet with objects used by the customers is allowing the marketers to engage with their customers in every phase of the customer journey.
FREMONT, CA: The internet of things (IoT) is increasingly becoming a part of business processes and everyday lives. It is being leveraged by almost every industry. Marketers are not alien to this trend either. It is providing marketers with more contexts over their costumer’s product usage, helping them provide more relevant messages and results for greater customer engagement.
The ability of IoT to connect the internet with objects used by the customers in their everyday lives is helping the marketers to engage with their customers in every phase of the customer journey. The massive amount of user data generated from IoT devices allows marketers to integrate consumer behavioral signals into their marketing stack. It facilitates them to capture interactions, consumer behavior predictions, and conversion metrics and link them with purchase-intent data.
Here are some of the primary ways in which IoT will impact the evolution of digital marketing:
The Emergence of New Digital Device
With an increase in the number of IoT devices, marketers are moving beyond conventional digital devices such as mobile, laptops, and tablets. For instance, marketers are leveraging data from personal gadgets such as smartwatches. Amazon leverages IoT with their Dash buttons to help the customers in placing orders with the push of a wifi-enabled button.
Analytics, Attribution, and IoT Data Revolutionizing Contextual Marketing
Each customer interaction is an opportunity for marketers to capture consumer behavior, intent, desires, and needs. It allows marketers to serve the relevant marketing messages to the consumers contextually.
An idea over customer’s purchase patterns, behaviors, and location also offers a level of attribution, predictive capabilities, and analytics that were conventionally unavailable. Acting upon the signals from IoT devices, timely notifications to the customers can be sent when they wish to purchase something rather than just waiting for them to act. Such insights and the quality to accurately attribute each interaction across the customer journey are paving the future pathway for the marketers.
The Emergence of New Marketing Platforms to Leverage Data
Marketing technologies and platforms will use and ingest data in a similar fashion as cookies, and unique IDs (UIDs) are leveraged today. The platforms will also work on to evolve the current cross-device technologies with the help of IoT signals and data.
Although the development of platforms that are capable of analyzing, ingesting, and acting vast data sets seems challenging, evolution in machine learning (ML) applications and digital marketing artificial intelligence (AI) will result in marketing technology platforms that can process such data sets in almost real-time.
Evolving Role of Agencies
Agencies are expected to play technical and data-centric roles as technology partners apart from their traditional responsibilities. They will assist their clients in setting up platforms, developing internal systems, and implementation and management of tagging elements. However, agency staffs are required to adapt to the evolution of their role. Agencies need an agile approach to manage campaigns, pricing, marketing initiatives, and product development. In-depth understanding of the data packets from IoT devices as well as the actionable endpoints within a customer journey will also be crucial.
Delivery of Timely and Personalized Messages
Timely delivery of personalized messages to the optimal device will transform digital marketing. For instance, with the data generated from a user’s device and proximity data from beacons, digital marketers can deliver emails when the user is in close proximity to a relevant advertiser’s store. IoT can also help marketers with the information to enhance customer experience and to determine the appropriate timing to send retention or acquisition marketing messages. Offline purchases combined with proximity data from IoT devices in a store to target recent buyers is one such example.