• Ritobrata Sarkar

5 Ways IoT Is Transforming Digital Marketing


IoT has caused massive disruptions since the last decade. Among many industries impacted by the internet of things, digital marketing perhaps is about to reap some of its greatest benefits. This will not only change how marketers manage their processes, but also how consumerism is viewed in this digital age.


What Is IoT?


IoT (Internet of Things) is a network of physical devices connected through the internet. Objects can include laptops, smartphones, home appliances, vehicles, etc. Currently, we have some IoT prototypes like Google Glass, FitBit, Apple iWatch, etc. But this is just the beginning. An estimate says that by 2021, there will be approximately 22.5 billion IoT devices in use. Thus, digital marketers are borrowing some prep time by implementing IoT strategies in their frameworks, to successfully adapt to the future disruptions.


5 Ways IoT Is Transforming Digital Marketing?


IoT is transforming digital marketing in the following ways:


1. IoT as Big Data Platform


IoT enabled devices are capable of processing a humungous amount of data within seconds. A study says by 2020, the total amount of data generated will be approximately 1 trillion GB. Such a huge amount of data is a gold mine for digital marketers. They can use it to analyze consumer behavior, market trends, product updates, etc. Formulating digital marketing strategies will become far more convenient with IoT bringing in real-time data to the doorstep.


2. Real-Time Customer Interaction


Gone are the days when marketers had to wait for customer feedback or send feedback notifications to get reviews. With IoT emerging as the new age data interaction and sharing platform, the real-time barrier between marketers and consumers is slowly fading. Data gathered by IoT has launched a new genre of “data-driven marketing” where digital marketers get real-time consumer information. This not only boosts sales but also enables marketers to target specific prospects with the right advertisements and under the right circumstances.


3. Next-Gen Contextual Marketing


IoT has revolutionized the way digital marketers capture and analyze consumer behavior, purchase patterns, locations, etc. IoT in tandem with big data can generate huge volumes of structured information containing customer desires, needs, etc. thus enabling marketers to come up with specific contexts for advertisements, product strategies, etc.


4. Better Personalized Campaigns


IoT has now enabled digital marketers to efficiently deliver personalized messages and promotional content to customers. Also, the IoT sensors have made real-time demonstrations more convenient by guiding people who enter the store and helping them in making purchase decisions. Digitals marketers can align their campaigns in complete accordance with buyer persons, thanks to IoT.


5. Considerable Boost In Social Media


Any IoT enabled business is inherently optimized for social media platforms. Marketers can filter prospects from various social media communities like Facebook groups and target them as potential buyers. Digital marketers have to convert prospects into customers, and this is where IoT comes into picture; as they help in channelizing promotional messages according to customer preferences.


Endnote


IoT, besides AI and Blockchain, has evolved to be one of the best applied technologies for increasing efficiency across various industries and verticals. The benefits and opportunities are yet to be explored by digital marketers when it comes to synergizing their strategies with IoT. But given the boom in its current applications, the prospects seem optimistic for applied IoT.

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