How the Internet of Things is Shaping the Digital Marketing Landscape
January 10th 2017 | By Sarah McInerney
By 2020 – in just three years’ time – there will be 24 billion Internet of Things (IoT) devices in use. €6 trillion will be invested in IoT solutions over the next 5 years, resulting in a $13 trillion return.
These facts come from the Internet of Things Ecosystem Research Report, the outcome of over 2 years’ of IoT growth tracking courtesy of BI Intelligence.
IoT was at the head of digital trend discussions throughout 2016, and 2017 will see it continue to hold the headlines as consumers, businesses and governments look into adopting the technology that has the power to connect people with the things they need via any internet connected object, be that a phone, tablet, wearable, sensor or anything else.
What is the ‘Internet of Things’?
The Internet of Things allows internet connected objects to collect, utilise and share data about pretty much any situation. This could be the need to stock a fridge; to replenish supplies or to turn the heating on, just by way of a few examples. But it is clear to see the incredible possibilities for marketers that are set to unfold as this phenomenon grows.
IoT Examples You’ve Probably Heard of
Many people have heard of and even used IoT devices, but they may not necessarily know it’s the Internet of Things they’re engaging with. Amazon Dash is one of the most talked about IoT devices. It allows users to simply hit a button connected to their smartphone, which then triggers the action of placing an order for anything that may need replenishing in the home. Of course, said items will be purchased from Amazon, so creating a highly effective loyalty platform.
Nest is a widely advertised product. It is a thermostat with the ability to learn. This it does by gathering data from its user’s day to day activities. After a week, it has sufficient knowledge to create a temperature management schedule for the home, designed to save energy. By way of sensors and access to the home owner’s location via location tracking on their smartphone, it can determine when the user is home or away and so adjust the heating within the home. Loyalty again comes into play through a very sophisticated level of personalisation. Users are provided with reports about their home’s energy use. These reports include energy and cost saving tips which are aligned with user aims and values connected with energy conservation and saving money.
The Importance of Personalisation
Personalisation in marketing is a powerful way to reach out to and engage with audiences. A study conducted by Mailjet last year revealed that personalised email influenced more than 40 per cent of UK internet users to click through for further information. In fact, personalisation had the greatest influence on click through rate (CTR) above timing and design. In a poll carried out by the Institute of Direct and Digital Marketing (IDIM) also in 2016, 75 per cent of UK marketers agreed that personalisation led to higher CTRs, and 82 per cent said they experienced a higher open rate for personalised emails.
The Internet of Things, and Digital Marketing
The Internet of Things has had a profound effect on how businesses collect customer data. It is looked upon by marketers as a powerful engagement and personalisation tool and there is no doubt that it will revolutionise the marketing landscape.
The Internet of Things acts as an education platform for brands. It allows marketers to analyse behaviour patterns and see what customers are motivated by. This allows the brand to ensure its products or services affiliate with what matters to their customers. After all, an emotionally rewarding experience will always lead to loyalty.
Coming back to personalisation, the Internet of Things offers the valuable ability to offer up the very information that will allow digital marketers to personalise their communications and advertisements. It also enables predictive marketing, which has the very powerful capability of propelling marketing beyond response to anticipation. So instead of Amazon waiting for customers to place orders for washing powder, instead it will use customers’ past purchase histories to alert them as to when they need to replenish stocks.
So, What Next?
There is massive potential waiting to be tapped into thanks to the data delivered by connected Internet of Things devices. If you are unsure of where to start, why not get in touch with Figment? We can’t replenish your washing powder or turn your heating down, but we can help you plan a strategy to incorporate IoT technology into your marketing campaign!