The three Ws – World Wide Web – have become a vital element of our lives. Like me, billions connect to the internet across multiple devices every day. Plus, there has been a surge in the number of smart gadgets being connected to the internet. Now, experts are not just saying, but claiming that this upsurge can be a game-changer for the marketing industry.
The increase in internet-based devices brings vast opportunities for digital marketers to enhance the way they run their marketing campaigns. I have seen many businesses back down from these developments with a sense of concern and reluctance. What I would do instead is jump at these new opportunities.
In this article, I have noted down all the best possible ways by which the Internet of Things (IoT) will change the landscape of the marketing industry. This will help marketers carve out comprehensive, robust, and innovative marketing plans. Whether it’s normal advertising or video marketing using a video editor, these aspects would help. So, let’s get started with this guide.
Advantages of IoT for marketers
Personalisation of IoT
I have seen many businesses successfully gain access to their customer’s lifestyles with personalisation of the IoT. From running coffee makers to setting alarm clocks, scheduling appointments, and booking cabs to wearing fitness trackers, all these gadgets have the potential to deliver a whopping amount of data on the client.
My fellow marketer friends, I suggest using this data to extract in-depth, essential information to deliver optimal user experiences. I used to explore the possibilities of this data when I found that it can be used to send contextual messages in real-time. For instance, a fitness enthusiast can be offered a gym membership subscription at a discounted price after their work hours to optimise the chances of them buying the membership.
After doing some research, I found that instant gratification has become a constant need for connected millennials. This means they always need easy access to information, products, and services.
Today’s customers always look for brands that provide services instantly. Even a minor delay can take their interest away from your brand.
For instance, imagine that a working professional runs out of milk while preparing to leave home for the office. The IoT can eliminate this issue by introducing technology that would allow your refrigerator to create a shopping cart for you automatically as you run out of ingredients.
An easy online video editor can help businesses enhance their interaction and engagement with their audience. The newest video editing tools online enable you not only to create and deliver top-class video content, but also to drive essential data for your advertising campaigns over the internet.
But how? Let me explain. Videos play a crucial role in the IoT, procuring a vast amount of data from connected IoT devices. Marketing agencies can utilise this data for investigative and reactionary purposes. The data will help you take a more proactive approach to business management and operations. It can be used to create effective advertising strategies.
Smart digital marketing platforms
I would suggest digital marketers get savvy with their approach when choosing to embrace IoT in their strategies. You must determine how IoT data can deliver valuable and in-depth insights for your brand. I suggest utilising those insights in your digital marketing efforts by leveraging IoT data to pitch services or products through an app. However, there are plenty more opportunities too.
I always tell my fellow marketer friends to utilise data collected about customers’ buying habits and behaviour patterns to deliver personalised experiences across various online channels to clients. This includes email marketing, video marketing using video editor tools, and social media retargeting strategies.
For instance, a marketing client of mine once had a customer who kept visiting the same service page on the company website on every visit. I utilised those insights and delivered more relevant product ads and offerings to the customer when they revisited the website.
One of my marketing expert friends changes the outlook of his company’s website’s homepage to resemble and signify the buying interests or habits of his customers.
Several technologically advanced website developers, for instance, have begun to integrate features that ensure enhanced and better-customised user experiences. For instance, developers can now create an adaptive homepage that changes according to the type of visitor who visits the page.
Analytics and attribution
I must tell you that IoT generates a massive amount of data, which is beneficial in feeding machine learning algorithms. It will elevate and supplement the potential of predictive analytics and help marketers create better selling strategies.
Another thing I want to share is that IoT is more about generating touch points to collect data. It is a collection of a wide range of insights gained by tracking customers. I can say for sure that collecting these insights will benefit marketers. How? They will enable marketers to determine which campaign will get the highest customer response. It also helps them know the trends and conditions influencing customer buying decisions.
Nowadays, we are capable of integrating attribution analytics by leveraging the data acquired from the customer’s device usage and interactions and digital footprint. It will help us understand the various responses of a customer to different marketing engagements. Say, for instance, you wish to create targeted marketing videos for your audience with the help of a video editor tool. The first thing you would need is data analytics that’s achievable through IoT.
With IoT, your business can walk through the complete conversion path covering all touchpoints and ensure real-time optimisation of the outcomes.
As of now, research shows that more than 1 billion devices are connected to the internet. In this context, more and more businesses are shifting to IoT management as they have realised that the technology is here for the long haul.
I would strongly recommend that marketers utilise the IoT more, whether it’s for carving marketing strategies or using a video editor tool. By doing so, you can get the most out of the changing marketing landscape. It is one of the best ways to stay one step ahead of your competitors.
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