In recent years, marketing companies have been grappling with new regulations when it comes to using consumer data. Most of the laws being formulated today are specifically targeted at addressing responsible use of this data. This is happening as the world is increasingly becoming more connected. Devices of every stature are now getting smart and this results in massive amounts of data being transferred from one end to the next. IoT devices are driving the new wave of interconnection. There will be about 64 billion such devices in the market by 2025. Marketers today have a powerful set of tools to use including email template builders, ROI trackers, data analysis tools and other tools to get all the data they want from consumers and use it to craft powerful insights. Let us look at the specific ways IoT is redefining digital marketing.
1. Real-time services
The market today is all about speed. As more and more customers demand quick services, IoT devices have come in handy. Technology has been evolving quickly in recent times and people have become used to services that have no hitches. It is thus the market expectation that things like delays and product unavailability are an indicator of a bad brand. IoT is changing marketing in such a way that the near future will be defined by convenience, effectiveness and real-time services. When devices are connected to the internet, they can be able to make proper decisions based on the preferences of the consumer.
2. Development of smart platforms
As stated earlier, the amount of data being produced by the different devices that are connected to the web is bigger than ever before. This means that new platforms that are able to process and analyze this data are needed. Already, there are multiple companies that are specializing in developing intelligent technologies that are capable of handling vast amounts of diverse forms of data. By having smart platforms, it will be easier for marketers and other experts that rely on data to make sense of it.
The marketing realm will specifically see a rise in many smart platforms that work for marketers at different phases during the marketing process. The interpretation, analysis, and collection of data will ultimately result in an entirely different marketing industry altogether.
3. Template builders will take over the email marketing realm
For a long time now, marketers have used various forms of tools to make their emails more professional. One of the most powerful tools in this regard is the email template builder. Emails have remained to be a preferred mode of communication in the professional and business realms. With everyone using email though, it has become tougher for marketers to convince their clients that they are good enough. More and more marketers are using professional tools to ensure that they are ahead of the industry. Template builders like Designmodo have thus changed the industry for small and medium-sized businesses. Combined with IoT and the data that comes from devices, building email templates will become an even more engaging affair for marketers.
4. Increased personalization
The IoT industry is also affecting how customers are approached by marketers. Nowadays, it is no longer necessary to make general communication messages as specific data about each customer is already available. The many devices that are kept at homes are enough to give marketers enough information to know about their clients more than ever before. Personalization is great because it makes the customer feel connected to a particular brand.
Marketers, however, have to be smart and strategic when it comes to personalizing the messages they send to customers. The context of each message must be thoroughly analyzed so that clients do not receive information that is outdated or irrelevant. Ultimately, IoT tools are giving marketers the chance to predict the needs of their customers in a timely manner.
5. Improved opportunities in advertising
The current digital market relies almost exclusively on personal computers, smartphones, and other computers to advertise. This is not the only way that advertisement can be done though. With more IoT devices hitting the market, it will be possible to have access to dozens of different digital advertisement platforms. The increased opportunities will give marketers with different skill sets a wider spectrum to use.
The opportunities are definitely endless as they can also be tailored in accordance with the device being used. Advertisement messages about drinks can be sent straight to the fridge while those about detergents can be sent to the washing machine and so on. This would ultimately leave the advertisements space in the mobile realm more open. Marketers will, in the end, manage to craft each campaign creatively and more effectively.
6. Predictive analytics
The proliferation of data in the market will ultimately result in a more vibrant predictive analytics field. The many IoT devices in the market will keep the AI devices around active and this will increase the opportunities for marketers and other professionals. Everything from tracking customers to effectively coalescing data is now possible because of IoT tools. Marketers in the analytics realm are able to create campaigns that they know that their audiences will respond to. The fact that marketers are now able to know what customers want and when they need particular services means that it is possible to establish consistent routines that can be used when needed. This creates a valuable marketing industry where the interaction between clients and marketers is reasonable and satisfactory. IoT thus makes it possible for marketers to be involved in the entire conversion path. This kind of power and control leads to success.
IoT will definitely change the marketing realm in many different ways. The data that is already becoming accessible to marketers because of the proliferation of many devices. As much as there are benefits that are being realized by marketers, there are also many challenges that are being experienced. One of these challenges is definitely regulatory issues that are changing constantly. Some 97% of companies feel difficulties in the market particularly due to regulations.
Some methods that were previously used to access user data are no longer legal today. Apart from that, the many requirements that come as part of security regulations are also issues that marketers must be aware of. Overall though, the above points represent the major changes that are defining modern digital marketing. Image courtesy of