6 Predictions for the Convergence of IoT and Digital Marketing. The boom in IoT (Internet of Things) technology will soon allow us to analyze, predict, and respond to consumer behavior in almost every market possible. The Internet of Things is the connection of everyday products like cars, alarm clocks, and lights to computing devices via the internet. This enables marketers to deliver more relevant messages and leads to greater customer engagement. 1) New digital devices will emerge. IoT devices generate unprecedented amounts of data, so every customer interaction allows marketers to capture consumer intent, behavior, needs, and desires. These platforms will also use IoT signals to further evolve our current cross-device technologies. Developing platforms and technologies capable of ingesting, analyzing, and acting on these vast data sets will be a very complex undertaking. But evolution in digital marketing AI and machine learning applications will produce marketing technology platforms that can process, interpret, and evaluate these data sets in near real-time. Along with the traditional responsibilities of agencies, they will start playing an increasingly technical, data-centric role as technology partners.
We’re on the cusp of a tectonic shift in digital marketing.
The boom in IoT (Internet of Things) technology will soon allow us to analyze, predict, and respond to consumer behavior in almost every market possible.
That sounds amazing … but what’s the Internet of Things?
The Internet of Things is the connection of everyday products like cars, alarm clocks, and lights to computing devices via the internet. It allows them to exchange data with each other, providing marketers with more context about their customers’ product usage. This enables marketers to deliver more relevant messages and leads to greater customer engagement.
For example, if you run out of milk or it spoils, a refrigerator connected to the internet could recognize your need and display a message on its screen or your phone about the best milk deals in town. You could even order a carton through one of those devices if the refrigerator company partnered with a grocery store.
Since IoT technology connects the internet with objects that are ubiquitous in our daily lives, marketers in almost every industry will be able to engage consumers throughout every phase of the customer journey.
The term “Big Data” is an understatement for the amount of data IoT devices will produce. According to the Ericsson Mobility Report, IoT devices and sensors will exceed mobile phones as the largest category of connected devices in 2018 and generate a staggering 400 zettabytes of data per year.
IoT’s surge will overjoy marketers because they can leverage these massive data sets to integrate consumer behavioral signals into their marketing stack. This will allow them to capture interactions, conversion metrics, and consumer behavior predictions and link them to purchase-intent data.
Access to this data is exciting, but it could also lead to confusion. Marketers might not know how to interpret this unprecedented influx of information. Changes to the digital marketing landscape are clearly on the horizon. So check out these six predictions of how IoT will influence digital marketing’s growth and evolution and how you can prepare for it.
1) New digital devices will emerge.
Since anything connected to the internet could be an avenue for consumer engagement, marketers will move beyond today’s digital devices like laptops, mobile, and tablets.
For instance, we could use things like car and…
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