How The Internet of Things Could Affect Marketing

internet of things affect marketing

From self-driving cars, to intelligent technology decisions that enhance our everyday lives, the Internet of Things (IoT) is set to revolutionize the way we interact with our world today. Researchers are estimating over 30 billion devices to be connected to the Internet of Things wireless by 2020. Leading to access to a sea of data in true real-time fashion that could change the marketing world.

What Could The Internet of Things Mean for Marketing?

Marketers gain access to not just real-time data but smart data

Big data, and the need for data-driven decisions have already changed the way marketers work today. Results from marketing activities can be measured easily and attributed to the right marketing efforts, and more importantly, can be changed in real-time based on results. With IoT, marketers will move a step further from just access to real-time data, to access to smart data that predicts what customers are likely to do in the future based of their current preferences and changes that occur during their day-to-day activities.

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Automatic altering of marketing campaigns to suit changing needs

Gaining access to powerful customer insights will give marketers the ability to swiftly change marketing approaches to suit the changing needs of customers. Essentially marketers will be more proactive in their approach to marketing instead of reacting to results after the fact. Predictive analytic tools will be able to make stronger predictions and automatically adjust campaigns based on consumer trends and changing market demands.

Ability to deliver marketing messages and advertising more natively

It goes without saying that the ability to have multiple devices connected to the Internet could provide multiple avenues for advertisers to reach their target audience in a more personal but less intrusive way. For instance, your smart refrigerator, which knows the ingredients that you have in your refrigerator, suggests a meal that you could make – listing all the ingredients needed, but using the name brand that pays for that advertising space. Your refrigerator, which could be connected to your wireless printer, sends a message out to print the ingredient list. If you are missing an ingredient, you may go to the grocery store with your list and look out for the same brand on your list without even thinking about it. The Internet of all things could a take native advertising to whole different level.

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In Conclusion

There is no saying how the Internet of all things will truly affect marketing, but it is clear that it will provide marketers with access to more intelligent information than ever before — making it easier to have deeper levels of conversations with target audiences.

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Written by Hellen Oti

Founder of MarketingWorld, Digital Marketing and Web Analytics Manager at CompuData and passionate Integrated Marketing Optimization (IMO) evangelist.

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