In our everyday life, we come across various technological revolutions that impact everything we do. However, how many of us have actually been impacted with a new gigantic wave that has completely changed the entire technological realm. Today’s topic of discussion revolves around one such gigantic advancement that has provided marketers with countless opportunities to create a WOW experience for customers.
Internet of Things (IoT) is driving every marketer to bring some smart revolutionary changes in the technological sphere. According to recent research, IoT ranked as the second most important area in 2015 in many countries and would have the biggest effect on marketers by 2020. The installation base of IoT devices worldwide would rise from 4.88 billion to nearly 25.01 billion between 2015 and 2020. The UK Government announced that they will spend an additional £45m on developing Internet of Things enabled technology. Not only in technology, but IoT has successfully influenced other sectors such as insurance marketers for better engagement of consumers.
Internet Of Things (IoT)
IoT is the network of dedicated physical objects that comprises of embedded technology to sense and interact with external environment or their internal state. IoT contains an ecosystem that consists of applications, data analysis, things and communication.
What Can Be Currently Achieved With IoT, From Marketing Perspective?
The buzz is that every device will soon get connected to the internet, which will boost productivity and reduce energy needs.
Easy Availability Of Customer’s Data And Feedback
When every device can be programmed and tracked, it becomes easier for the marketers to collect and analyse the ever-increasing varieties of behavioural statistics of the consumers. The cross-correlation of data helps in revolutionising the targeted marketing of products and services. Marketers can now find the doors to any machine-to-machine derived information. They have enough opportunities to interact with consumers in new and exciting ways. The wealth of data can be utilised to deepen customer insights and optimise customer performance.
With new IoT devices being invented every other day, it represents opportunities to market new products and services. Marketers can deliver more personalised and engaging information to customers in the most relevant channels. Also with customer’s instant feedback, especially when a product isn’t living up to the expectation, retailers are able to cut their losses much sooner than later.
Smart Customer Relationship Management (CRM)
IoT when used in conjunction with CRM tool helps in gathering and organising client data. The technology embedded devices can streamline the buyer’s chain of command and decisions and help retailers understand where the prospects are in their buying journey. This enables marketers serve the right information and nurture the clients to close a deal.
It Is Not Just Banner Ads Or Pop-Ups Anymore
No longer will marketers have to rely on banner ads and pop-ups to let the world know about their products and services. The increasing numbers of connected devices fitted with sensors and constant network accessibility has entirely changed the face of advertising. With IoT advertisements, no prospects will be served with an advertisement that does not align perfectly with their interests, behaviours and past purchase. Not only will the consumers save time by being served with relevant ads but also the marketers save thousands of pounds after irrelevant advertisements.
The Smart IoT Devices And Marketing
With smart glasses such as Google Glass, marketers can display ads when users look at a particular item or take its picture. They can also deliver the right information at the right place and time especially when consumers use the device to check prices and research products while shopping.
Similarly, smart lighting system has enabled retailers to interact directly with visitors’ smartphones. For instance, it allows retailers to give shoppers directions to specific store items. Some of the LED system can also be connected with a mobile app that can be used to send targeted messages and coupons when customers are at a particular location within the store.
Most interestingly, if marketers can use Radio Frequency Identification (RFID) tags, it can present a number of potential opportunities for them. RFID serves as a tool to customise and enhance customer experience. Some retailers are using RFID smart tags to play tunes to the clothes that shoppers are trying on. They’re using the tunes or songs of celebrities that best match the style of the apparel. The aim is to put customers in the right purchasing mindset and help them imagine themselves wearing the perfect clothes. Undoubtedly, this creates an overall pleasant shopping experience.
A mass-market application of IoT in UK is the use of Hive. Hive is an app from British Gas that allows householders to control their central heating process via their smartphones. This innovation has substantially improved people’s everyday lives. The users can get hot water only when they need to, thereby reducing energy waste and saving money.
With data collected from the adopters of wearable tech, brands can better understand where and when shoppers might take action on a trigger. This is where the marketers can provide value and convenience to people using such devices.
How IoT Can Benefit An Organisation’s Business Goal?
As IoT can afford new opportunities in the next few years, it can drastically
- Enhance customer satisfaction and engagement
- Increase productivity operation and infrastructure
- Improve product design and build new products
- Reduce maintenance cost and system downtime.
Connected products provide brands with a direct, real time interface and interaction point with consumers. Marketers are looking forward to more limitless opportunities enabled by IoT. And with billions of new things becoming smarter with Internet Of Things, marketers will surely not let their marketing strategy remain ineffective.
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