IoT bring more muscle for marketers

The Internet of Things describes the smart technology revolution encompassing the increasing number of internet-enabled devices that seamlessly network and communicate with each other in a dynamic infrastructure. These ‘things’ can range from electronics and environments to automobiles and clothing, all aimed to create a more connected world.

According to Cisco, about 50 billion devices will be connected by 2020, turning this into a reality. These connected devices mixed with personalised brand messaging should in turn increase ROI as the campaigns will become even more targeted with a higher chance of success. The IoT provides the platform to have meaningful and useful two-way conversations with consumers to benefit both parties.The primary benefit of the IoT to marketers is the remarkable consumer data it provides.

The rise of internet-related life, work and home is fueling growth and innovation across numerous industries–from communication services to manufacturing to healthcare. When marketers can use captured data to identify a phase of a current buying cycle or predict purchases, they can calculate the monetary value of a brand new customer data stream for its ROI.

Internet connected products will spur demand for innovation across industries. Companies positioning themselves well for IoT will be on the forefront for this increased demand for innovative, smart and connected products and environments. Products will be web connected and constant network accessibility will transform the consumer, B2B buyer, the manufacturer and the marketer. These connected devices mixed with personalised brand messaging should in turn increase ROI as the campaigns will become even more targeted with a higher chance of success. The IoT provides the platform to have meaningful and useful two-way conversations with consumers to benefit both parties.

Most of us are drowning in data already, so the real challenge will be how to analyse and use this new data efficiently. It may be a case that companies will need to build enhanced analysing systems as this rich data will require more than a simple excel spreadsheet. There may also be the need for an increase in data analyst roles in marketing departments.

Marketers will be able to tap into the interests of buyers just as producers will do and create extra relevant experiences–helping to attract and convert potential buyers. Companies will need to recreate marketing and sales content as they embrace IoT and a more connected world. As products and services are transformed or disrupted, brands will need to repackage themselves and their content to take advantage of these opportunities.