About 51% of the world’s top marketers predict that the Internet of Things will revolutionize marketing in 2020 (Marketo). Find out how—and how you can take advantage of it.
The Internet of Things (IoT) refers to connecting objects to the web that typically wouldn’t be. For us, it’s already normal to have Wi-Fi on our cell phones and computers, but what if our refrigerator were also connected to the Internet? Our home, our car, our vacuum cleaner? What if even the most mundane objects, like a pen or a can of juice, were connected to the Internet? What new possibilities will this bring to digital marketing?
“In the past, convenience meant going to the nearest grocery store. Today, it means having your groceries delivered right to your doorstep.” (Neil Patel). The rapid advancement of technology is accustoming people to an ever-increasing level of comfort, convenience, and expectations. Consumers are more demanding, and the Internet of Things provides digital marketing with a new tool that allows it not only to keep up with these demands but also to anticipate them and surprise the average consumer.
1. Data Collection and Analysis
With the IoT, Big Data is getting “bigger” by the day. Information that would previously have been impossible to collect—such as a product’s lifespan, its location after sale, and how and how often the product is used—can now be monitored. Understanding intentions, behaviors, needs, desires, and patterns becomes less speculative (HubSpot), and data collection shifts from relying on surveys or interviews (which may be biased) to firsthand observation of consumer behaviors.
When introducing IoT-enabled products to the market, segmentation is no longer based on buyer personas, interest groups, or online footprints. Messages become personalized and targeted directly at Pedro, rather than at a segmented audience. Scientific Marketing will become increasingly scientific.
2. Relevant Information in Real Time
In Inbound Marketing, the relevance of messages is extremely important—not only in terms of their content but also in terms of when they are delivered, through which channel, and in which context. The IoT allows for the collection and storage of real-time information about a product’s status, how long ago it was purchased, the frequency of its use, and other data that enable a more accurate identification of the most relevant moments and messages for each individual.
3. Roles of Marketing Departments
According to HubSpot, as the IoT becomes more established, the role of marketers will evolve to include a stronger focus on technology. Knowing how to work with software—not just use it but also develop it—will be crucial, as will the ability to integrate across platforms and have training in cybersecurity.
On the other hand, increasingly out-of-the-box creativity will also be necessary to take full advantage of all this technology. How can the IoT help develop memorable campaigns that stand out? Applications that connect products to provide a unique consumer experience? New ways to deliver products and messages?
4. SEO
The aspect of the IoT that gained the most prominence in 2018 was Smart Homes. The rise of Siri, Alexa, and Google Home is bringing voice searchinto the spotlight , which will completely revolutionize SEO—not only because people are searching differently, but also because these search engines—in order to engage in conversation—are beginning to gain a deeper understanding of phrases, contexts, and synonyms, rather than relying solely on keyword density analysis.
5. Ethics
“With great data comes great responsibility” (HubSpot). The General Data Protection Regulation (GDPR) took the first steps toward regulating Big Data, but it will not be enough to regulate the new landscape of digital marketing. Companies need to take action, establish internal guidelines and codes of ethics so they can protect themselves and their customers. They must define the boundaries between curiosity and privacy. How far can we go in the name of ROI? Where does my customers’ security begin? Until someone else dictates it, the ball is in our court.
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