The Internet of Things, most commonly referred to as IoT, has become a powerful technology that allows people to connect their devices to other devices through the internet. Today, people would easily affirm that IoT has made their daily lives easier. With the world’s current technological landscape, IoT seems to provide endless possibilities and purpose. But can the same be said when you look at it from a business owner’s point of view?
Since its appearance, many are wondering how IoT has changed the game in digital marketing. Many are looking at this development positively, but there are still quite a few who think of it otherwise.
To find out how this advancement could affect the industry, listed below are some insights that would help marketers weigh the pros and cons of digital marketing with this development.
Highly Personalised Options
One of the many features IoT promotes is its capability to uncover and unlock the interest and lifestyle of whoever is using this technology. IoT offers a level of personalisation to ensure that the device can match what its users need. In this regard, marketers can take advantage of this data by learning about what engages their target audience. With all the information they have, it’s easier to plan and create a strategy that would provide their customers with rich experiences.
In addition, IoT offers a channel where businesses can get to know their customers and identify what type of content their audience wants from them.
Creates a Certain Level of Connection
Another key feature marketers can benefit from with smart devices that are using IoT is it can serve as a channel of connection with their customers. As long as there’s the internet, brands can stay connected to their audience, which allows them to drive customer engagement and interaction. Thus, it increases the chance of brand loyalty and support.
Far Better Market Research
Data gathering, processing, and analysis have become quite sophisticated in recent years. To any digital marketer, having a systematic data source is necessary to create valuable market research. With the appearance of IoT, experts can expect a more advanced reporting and data tool. The prevalence of IoT-enabled devices will provide digital practitioners with more significant data that will not only help them in understanding audience behaviour but will also allow them to streamline their processes and reach in different ways.
Because the IoT and cloud are interconnected with each other, performing predictive analysis and trends of their target customers will become a no-brainer task for digital marketing professionals.
IoT Impacting the SEO Practice
One of the biggest contributions of IoT in today’s highly advanced landscape is human language processing. Devices and machines now have the ability to translate and search for things people need. More and more people are now inclined to use voice search rather than typing in their queries. This is not surprising as a person frequently asks queries more naturally when it is spoken. It adds a human touch to the technology, which many users appreciate as they can relate to this form of searching.
Now, with this development, it’s pretty clear as to what direction search engines are headed. In recent years, Google has been putting emphasis on optimising based on user intent. Incidentally, text-to-speech technology appears to be a tool that will allow search engines to understand what users are looking for. Instead of optimising based on keywords, it would be more beneficial to businesses and marketers to optimise based on the intent. This is probably one of the major impacts of the IoT landscape on SEO.
A Plethora of Advertising Opportunities
Staying connected to the internet through any device offers businesses endless options of advertising opportunities. Now that it’s easy to remain connected, brands can use almost every channel available to keep their audience engaged and interested.
The introduction of smartphones made this task even easier. Brands can easily target their intended audience by running a PPC or social media campaign. Google is also promoting the “mobile-first” approach, which is the practice of designing and/or developing an online experience for mobile before designing for the desktop web or any other device.
Based on the information above, it’s pretty apparent how IoT is affecting the marketing world, but this is not something businesses, and brands should worry about. If anything, IoT is changing the digital landscape for the better. Looking at the most recent developments and updates in the industry, one could say that IoT has transformed the world for the better. In fact, IoT is a great tool to maximise the benefits of having a digital marketing campaign.