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Tania Cheema
Tania Cheema 12 October 2015
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How The Internet Of Things Will Improve Marketing ROI

What does the Internet of Things mean for marketers?

‘The Internet of Things’ – just another buzzword, right? Actually, no. In reality, IoT is fast becoming the next technological revolution, and it will impact everything we do.



What Is The Internet of Things?


Salesforce.com
describes IoT as the interconnectivity between objects and people using wireless communication technology, which facilitates the direct transmission of seamless sharing of data. What this means is that everyday devices (e.g. fridges, kettles, wearable tech) will now be able to exchange information and this will have a massive impact on how we live and how data is collected through these devices.


What Does The Internet of Things Mean For Marketers?


Marketers will use IoT and its connected devices as a dynamic platform to reach out to customers in unique ways. With IoT, marketers can gain access to their audience’s behavioural data in real-time. This is really powerful as it allows businesses to create tailored marketing messages.


According to The Guardian, brands are racing to understand how IoT can help them deliver marketing messages. They want to know how they can reach consumers in ways that perfectly match their behaviours and in places never thought of before.


Here are four important ways in which IoT will facilitate marketing and help businesses improve their marketing ROI:

- Analyse customer buying habits in real-time

- Greater data will be available on the ways consumers interact with devices and products

- Provides opportunity for real-time engagement and customer service

- Smart, more relevant advertising will become possible


To ensure customer experiences delivered through IoT are meaningful, businesses must take time to understand how they can benefit from real-time customer data and how they can personalise it to engage their audience.


If you have any thoughts on how the Internet of Things can revolutionise marketing, please drop me a line on [email protected] and I’d be happy to hear from you.

 

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