The merger between the Age of Data and the Internet of Things or the Internet Of Things (IoT) opens a universe of possibilities in the treatment of information. Those Online Marketing strategies that manage to successfully integrate the data related to the habits of use and consumption of users of connected objects, will make a difference in comparison with the competition.
If 2017 was the year of development on a global scale of Big Data, Blockchain, Virtual Reality, Augmented and Mixed, Machine Learning or Edge Computing, 2018 is configured as the scenario in which these technologies will be consolidated. The Internet of Things has become the integrating element of all of them and during this year and beyond it will play a special role in technological development and also Digital Marketing. The connected objects grow without the brake, generating an infinite volume of information and data exchange that requires specific mechanisms for its control, monitoring, and analysis.
The challenges that arose at the beginning of 2018 were standardization, initiating a silent struggle to become the integrating platform in a universe of decentralized devices.
On Monday, May 7, a day before the expected Google I / O, the technology giant announced the launch of Android Things 1.0. With this operating system, Google aims to standardize software scale the Internet of Things and become the benchmark against its competitors Amazon (WindGrass) and Microsoft (Microsoft IoT). It has the right path, since Android is, in its different versions, the most used operating system (92% in Spain and 74% worldwide). This makes it offer a lot of integration facilities with the connected objects.
Being connected to something so close to the user and linked to his lifestyle, gives us the possibility to know him more deeply. Thus, knowledge of the possibilities of the Internet of Things (IoT) will be an advantage when it comes to:
- Define our Buyer Persona infinitely more precisely in our Inbound Marketing strategy.
- Customize our services or products in a way that fully adapts to the needs of our buyers.
As we know, updating and adapting to the new habits of users is essential for those who want to make a difference. Understanding and processing the multi-connectivity (connection of several devices under the same ID) and interconnectivity (connection and use of the devices with each other) will be indispensable when it comes to differentiating and adapting both the content distribution channels and the advertising campaigns.
- For example, the recognition of geolocated devices allows us to send proximity content to your mobile phones (establishments where you can buy or advertisements from nearby stores that have a product that is about to run out in your fridge).
- It will be very interesting to follow the development of online and offline combined strategies and opportunities for cross-selling and up-selling.
The more connected devices ( 23 billion in 2018 ), the greater the volume of information is generated: this is where Big Data comes into play. The combination of mass data processing techniques and marketing strategies precisely define the purchase path of users and allows us to more accurately track our customers, a concept called Dynamic Marketing. We have information in real time, being able to locate the optimal moment in which we will have to apply the strategy. We can even anticipate your needs, further improving the customer experience and contributing to engagement user-brand.
To our CRM, which already integrates monitored data from the web, social profile or audience segmentation, we will add the data from connected devices. These data of habits of use and consumption derived from the Internet of Things (IoT), should be taken into account when creating strategies for each stage of the client.
Imagine, a sport connected as the first channel of information reception of a user’s sports habits (sole wear, duration of the race, schedule, speed, etc). With this information, the shoe company can apply different strategies:
- Depending on the wear information on the shoe, we can offer different types of shoes, adapting to the user’s need ( upselling ). For example, offer a shoe with greater resistance.
- Let us suppose that the data of speed and duration of the average career indicate an intense activity, then we could offer a product or service adapted to your routine ( cross-selling ), like for example, a high-performance t-shirt.
- From the information of the client’s routine, we can assess the moment of greatest impact in the reception of the advertisement. For example, if our client’s routine is to run at 9 o’clock at night, we will adapt the advertisement to his schedule to create the need for a change or improvement in his sports equipment.
The identification of the needs of the consumer through their wearables or gadgets takes us to a level of closeness and knowledge of the potential client that we had never reached.
The possibilities are unlimited. We can create calls to action that are not limited to visual impact, but “speak” our client’s language. This can generate a conversion through a gesture or voice command.
Integrating data analytics in online and offline marketing departments and strategies is something we are already used to, now we have to go a step further and integrate the Internet of Things analysis to our dashboard to be able to make more accurate decisions than ever. You must accompany us as a more wearable because whoever takes advantage of their opportunities to the maximum will make a difference in front of their competitors.
The credit of this article goes to the research analysts of SkWebDesigningSolutions: an Albuquerque Seo company