Bring The Digital Media Industry To Life Through The Internet Of Things
As the number of connected devices grows, organizations look at how well advertisers make ever more creative campaigns. The digital ad industry is undergoing something of a transformation already. While facing the existential threat from the ascendant ad blocker, advertisers lead the charge to build ever more tailored ad experiences. The proliferation of connected devices and IoT sensors promises to disrupt the industry further by boosting the number of opportunities for advertisers to learn from and sell to consumers.
The Endless Possibilities of IoT And Digital Marketing
Internet of Things companies and digital marketers should be prepared for the changes to come. It has always been the job of marketers to stay ahead of the consumer curve and recognize trends before they ‘trend’ and determine what the consumer wants before they know themselves. This is done by gathering data, analyzing information and making predictions of consumer preferences and behaviors. The internet of things is a consumer ‘map’, rich with habits, information, and preferences and could be used to help in marketing practices. Some consumer wants and needs are predictable, like medical access for baby boomers and the aging population, while some behaviors may seem mercurial. However, everyone likes the newest thing.
Applying Internet Of Things To Digital Marketing Efforts
The marketing data could be entirely personalized to target consumers; the timing of sales, ad campaigns and more. These days, much of the internet of things technology is still in its infancy stage and there are a lot of practical questions to be answered. Security and privacy are paramount to all using these kinds of embedded devices due to the huge amount of data available to them. There would have to be discussions and concerns about the serious ‘risk’, as users would have to weigh convenience against exposure.
The same as all tech advancements, there also are ethical issues that should be addressed, such as how much collected information is too much for a consumer.
Huge change is coming in the digital marketing world. The faster the internet of everything develops, the more pressing the need for marketers to begin planning strategies for their digital practices and campaigns.
IoT As A Transformative Catalyst
To make customers happy and survive competition from successful disruptors, retailers should undergo a 'digital transformation'. This is the necessary process of making and integrating, among other things, a strategy to use devices to boost human experience. The concept that physical products have a digital identity and this identity could be used to serve customers better, encapsulates the usefulness of the internet of everything to the retail industry. Whereas in the earlier digital evolution stages, retailers used websites, social media and apps to facilitate person-to-person communication, the IoT means that devices and objects themselves are doing the communicating.
Digital Services That Could Be Offered To Consumers Through IoT Connected Products
1. Convenience - Notifications and alerts. Connected products could streamline routine tasks within daily life patterns. Intelligent software and sensors enable products to get to know the preferences of consumers, anticipate needs and dynamically respond to behavior.
2. Brand and product information - The transparency and tractability generated via IoT technologies combined with connected packaging provide brands with the chance to meet demand through delivering a wealth of multimedia content to consumers fast and easy. Connected products could provide consumers access to more information regarding the brand or product, the provenance of a product, its carbon footprint or to check if a product meets ethical standards. The ability to provide transparency across the value chain is becoming critical to create or regain trust. For instance, a clothing maker that allows customers to trace the merino wool in their garment all the way back to the sheep farm where wool was produced.
3. Insights in real-time – personal advice - Infusing products with smart capacities could allow an organization to adapt to the growing consumer trend of buying personalized services and experiences instead of products. Manufacturers could shape the consumer experience by providing relevant advice, which educates and enlightens consumers and allows new ways for them to interact with the brand. Companies use connectivity fueled by internet of things to communicate advice as well as real-time feedback within products. For instance, a sports tech company launched tracking sensors to golf clubs, softball bats and baseball, and tennis rackets for measuring swing accuracy. It also has professional sports athletes in their library to allow for techniques comparisons.
Although the internet of everything is in its early stages, the media and advertising industry already has a lot of digital building blocks in place to make it a reality. Big broadcasters and publishers have switched to digital business models and have networked IoT.