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How Is A Marketing Strategy Transformed Using The Internet Of Things?

The internet of things is one of the technologies that are changing Digital Marketing

The Internet of Things (IoT) involves the digital interconnection of everyday objects with the Internet.

Today, the concept has become popular through devices such as wearables, as it allows them to connect through different types of networks and communicate with each other, through natural language processing, big data, machine learning, quantum computing, and other artificial intelligence techniques.

In this way, the devices adjust, monitor, and record the data of the interactions through digital systems. They have sensors that help them collect and distribute information in real-time to carry out the person's commands.

They are known as IoT devices and they come together through a process called M2M (machine to machine). Thus, they perform certain tasks without the need for a human to intervene, only with specific sensors and chips.

These types of connected objects that are part of the Internet of things are already common in daily life. We refer to autonomous vehicles, temperature or humidity sensors, garden sensors, and personal assistants such as Alexa and Siri, among others.

This network of internet-connected devices that collect and share data for a specific purpose not only enhances daily life and enhances experiences, but takes campaigns and business work to new levels.

Internet of things, promoting Marketing and user experience

We are sure that the Internet of Things can help improve the user experience at the enterprise level.

IoT devices can transform the way products and services are offered to users, facilitating interactions between different devices. This allows companies to improve their operational efficiency.

Let's see how we apply the Internet of things in digital marketing:

  • Rich user experiences
Through the application of the Internet of Things, we can analyze consumer habits to personalize their devices and improve the user experience.

Data analysis allows us to create rich customer experiences to adapt our strategies to the needs and preferences of users.

  • Personalization and interconnection
The Internet of Things gives users an interconnected and personalized experience, analyzing data and social networks to create ever more suitable assistants.

Devices with IoT can also be used to manage access to facilities through the "social footprint" or digital signature of users.

  • Agility in service
Internet-connected devices enable data analysis to streamline customer service. Today, thanks to artificial intelligence, many brands are ahead of people's needs.

Some devices alert when a product is running out and others recommend the type of food that the user should consume.

These are just some examples of the feasibility of the Internet of things to respond to the needs and requirements of the client, in a personalized way.
  • More opportunities for promotion and advertising
An IoT-enabled object can allow users to post comments and opinions on the brand's social network directly.

Thus, users become promoters of the brand without the need to use other devices such as mobile phones or computers.

  • Integrated platforms
Internet of Things devices produces a huge amount of information that can be used in IoT-integrated marketing platforms.

Thus, we will be able to automate strategies and processes and analyze and carry out actions on a large amount of data that is evaluated in real-time.

  • Analysis and redirection of strategies
The big data generated by the Internet of Things will allow the development of machine learning algorithms, which will improve predictive analysis capabilities in marketing and, therefore, will boost customer service to new levels.

The large amount and variety of information provided by devices connected to the Internet of things about customers, allows us to identify errors in campaigns and redirect them.

In addition, it is possible to know which strategies are most likely to succeed and what exactly are the factors that drive purchase decisions.

All this will help increase the conversion rate and optimize the analysis in real-time.
POSTED ON JUNE 11, 2022
BY: ELIZABETH ALMEIDA