May 21, 2014

How will The Internet of Things affect marketing?

Written By Martin Sandhu
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The Internet of Things (IoT) may not be a new concept, but we are hearing more about it as broadband becomes increasingly prevalent and ownership of internet-connected devices grows. The IoT, where many of our everyday objects will be connected to the internet, is going to change the world. But it will mean much more than just connected devices that (hopefully) make our lives easier: it will also have a big impact on businesses and especially on marketing. Here are some of the ways that it will affect marketing in the future.

Greater Insight into Customer Behaviour

One of the most significant benefits of devices being connected to the internet will be that brand owners can process more information about the users. In the future, manufactures of smart products will gather huge amounts of customer data and use it to get unique insights into their habits. As a result, and especially when different data sets are combined, they will be able to deliver enhanced messages.

Sales data will also become easier to exchange. This valuable commodity will provide marketers with access to the data about how and why products are being bought, which will provide opportunities to target individual customers with more specific marketing messages.

Advertising Becomes More Personal

The ability to deliver these enhanced messages will mean smarter, more personal advertising will soon become the norm. Advertising will no longer consist of pop-ups that annoy consumers. Instead, they will be more relevant and beneficial for consumers because they will be more personalised, providing a useful service that will generate more positive reactions.

Location-Based Marketing Boom

In a future where people carry internet-connected items around with them – or wear them – at all times, it is easy to see that location-based marketing is going to be increasingly important. When marketers know where individual people are physically located, the opportunities for targeting them while they are out and about is increased.

For example, people could be reminded about items that they have showed an interest in while they are near to the store that sells them, providing a useful service and driving impulse purchases.

Prepare for the IoT

The IoT is almost here, and it is going to change everything. In fact, it could be even more important than the arrival of the internet itself. If you have not planned for the changes in marketing that the near future will bring, now is the time to start. The IoT will bring many benefits for marketers so make sure you are in a position to take advantage of them.