After the read, you will learn:
What is the Internet of Things(IoT)?
Internet of Things(IoT) Is Disrupting Digital Marketing
So how does the Internet of Things(IoT) disrupt digital marketing?
- Big data is coming
- Market research will be strengthened
- The Internet of Things unlocks consumer lifestyle information
- The search engine optimization industry will be affected
Digital technology has blurred the line between online and offline life. From wearable technology that tracks health conditions around the clock, to watching favorite entertainment programs on the way to and from get off work, and remote access to electrical equipment at home.
The shift to mobile devices has changed the way we interact with the world around us.
Learn how IoT technology creates new habits and behaviors among consumers and what this means for digital marketers.
What is the Internet of Things(IoT)?
The Internet of Things (IoT) describes any device that has sensors or is connected to the Internet and can also be connected to other devices with the same functions. In the current market, devices that are part of the Internet of Things seem to emerge endlessly, including:
Headphones, smartphones, smartwatches and wearable devices, washing machines, coffee pots, connected car lights, etc.
Gartner estimates that there will be approximately 26 billion IoT devices in use. Our use of these devices will not only change our daily lives, but various IoT applications will enable organizations to create a series of new disruptive business models.
However, it is important to understand how the Internet of Things is disrupting the digital marketing landscape and how to use the Internet of Things to design digital transformation strategies.
The impact of the Internet of Things on people and their behavior
Both the Internet of Things and the trend of digital disruption show that the Internet of Things technology has the potential to change the face of business and marketing intelligence as we know it. Things like big data and disruptive digital technologies are paving the way for the introduction of new digital marketing strategies and technologies because the introduction of these strategies and technologies can make life easier.
As we further enter the information age, the professional and personal use of IoT technology will further develop and become a part of daily life. Similar to past technological advancements, it is difficult to accurately predict how our daily activities and technology will be intertwined.
However, it is important that digital marketers need to understand the current operating model of the IoT market, the risks involved, and how big data is changing the digital marketing industry.
IoT devices will generate unprecedented amounts of data, which means that the way we calculate and measure the impact of these devices needs to be improved. In addition, developers and companies have the responsibility to minimize the security risks associated with massive data storage, tracking, and analysis.
Internet of Things(IoT) Is Disrupting Digital Marketing
Although the introduction of IoT devices into more and more areas of our lives from now on seems to be a natural development of the use of technology, the importance of these devices is changing the industry and how it operates, including digital marketing.
This requires professionals in the industry to take seriously the inevitability of the Internet of Things technology because they not only affect consumer behavior but also affect how marketing platforms operate.
Excellent digital marketers will use this opportunity to create digital marketing strategies to leverage the power of IoT technology and adapt to changes in the entire industry. In order to take full advantage of disruptive business models, digital marketers must understand how customers will be affected by the Internet of Things and use this digital transformation to give them an advantage.
So how does the Internet of Things disrupt digital marketing?
1. Big data is coming
With the advent of the Internet of Things, people can obtain a wider range of data from different touchpoints. From a digital marketing perspective, this helps to deepen the understanding of the customer journey. For example, marketers can see when the customer’s interest in the product starts, and their purchase journey until the purchase.
Throughout the journey, digital marketers will have the opportunity to use these data to their advantage. Because IoT technology allows marketers to see where customers are in the buying journey, they can generate more touchpoints to achieve positive customer interactions.
As contact with customers increases, marketers will be able to find new ways to communicate with them and establish contact with brands at an earlier stage (rather than at the time of purchase).
However, it should be noted that any use of customer data must consider privacy issues. The General Data Protection Regulation (EU GDPR) formulated by the European Union came into effect on May 25, 2018. These regulations set clear guidelines for how organizations that store and process data use customer data and limit the amount and uses of data that digital marketers and research companies can use.
2. Market research will be strengthened
Although data collection, processing, and analysis are currently quite complex, the Internet of Things will only make the market research of digital marketers bigger and better. As discussed above, the popularity of IoT devices in the home will give marketers more data to analyze. The proliferation of data will allow marketers to streamline processes and attract niche audiences in new ways.
Thanks to the connection between the Internet of Things and the cloud, marketing professionals will be able to perform better predictive analysis on the changing needs of their target customers.
3. The Internet of Things unlocks consumer lifestyle information
The Internet of Things can not only obtain information published by consumers on platforms such as social media, but also information about their daily lives.
Consider the IoT devices that consumers use daily: coffee machines, thermostats, home automation systems, smartwatches, etc. These devices are an indispensable part of consumers’ daily life, from waking up in the morning to sleep.
For digital marketers, getting data on lifestyle trends means they can understand how, when, and why a particular product or service is used.
4. The search engine optimization industry will be affected
According to Beth Kotz, people who specialize in search engine optimization will experience a major shift in their industry, partly because as these devices become more advanced, the importance of the Internet of Things becomes more prominent.
The Internet of Things is changing the way devices and machines process human language because the questions people ask when they speak are more natural than those of typing and searching for websites. You can try this theory yourself: the next time you ask Siri a question, you will find that when you talk to Siri, your language is more “humane” than typing.
AI technologies such as Apple’s Siri, Amazon’s Alexa, and Google Home are being used more and more frequently, which means that “search engines strive to understand the user’s intentions instead of relying on keywords.”
No longer only rank webpages based on keywords, but rank webpages based on the natural language contained in their content. For marketers, this shift from keyword-based search engine optimization to intent-based will be a major aspect of the Internet of Things field.
Use IoT in an ethical way
As an expert in the digital marketing industry, consumer privacy is of the utmost importance to you, especially as we enter an era when consumer data is proliferating. Although many consumers have responded positively to customized products or sales channels according to their unique preferences and needs, they also value online and offline privacy.
The main challenge that the digital marketing industry must overcome is how to develop these personalized buying experiences without being considered intrusive. In order to make your digital marketing strategy meet consumer expectations, you must demonstrate a high degree of security and ensure that the consumer data you are analyzing is effectively protected.
Just as data collection will change as the use of technology increases, how marketers use this data and how they interact with consumers must also change, and digital marketers must now start to bring about the inevitability of the Internet of Things. Be prepared for major changes.
You can start by conveying a sense of trust and understanding of the target audience, and from today establish a sincere connection with their needs and expectations. In addition, stay aligned with your consumers and use the Internet of Things as an important opportunity to improve your digital marketing strategy.
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