What Is the Internet of Things?
The Internet of Things (IOT) describes any device that has a sensor or connection to the internet, and may also be able to connect to other devices that have the same capabilities. In the current market, there is a seemingly endless array of devices that operate as part of the IOT, including:
• Wearable devices like smartwatches and Fitbit
• Laundry machines
• Coffee makers
• Enabled vehicles
• Digital home assistants like Alexa and Google Home
Major research analysis firm Gartner expects that there will be around 26 billion IoT-connected devices. Not only will our use of these devices change our everyday lives, but various IoT applications will allow organizations to create a whole new array of disruptive business models. However, it’s important to understand how is the IoT currently disrupting the digital marketing landscape and how you can take advantage of this broad industry to design a digital transformation strategy.
IOT: Disrupting Digital Marketing
Although the introduction of IOT devices into an increasing number of areas of our life seems like the natural progression of technology use from here, the prominence of these devices is changing industries and how they operate, including digital marketing.Using IOT Ethically as Digital Marketing Professionals.
As a professional in the digital marketing industry, the privacy of consumers should be of the utmost importance to you, especially as we move into an age where the amount of consumer data will surge. Although many consumers react positively to having product offerings and sales funnels customized to their unique preferences and needs, they also value their privacy both online and offline.
A major challenge that the digital marketing industry will have to overcome is how to develop these personalized purchasing experiences without being perceived as intrusive. To align your digital marketing strategies with the expectations of the consumer, it’s vital that you demonstrate a high level of security and ensure that the consumer information you’re analyzing is protected.
In the same way that data collection will change with the increase in technology use, how marketers utilize this data and interact with consumers will also have to change. It’s imperative that digital marketers start preparing now for the major changes that the IOT will inevitably bring. Start by conveying a sense of trust and understanding of your target audience, and develop a sincere connection with their needs and expectations starting today. Align with your consumer, and use the IOT development as an opportunity to refine your digital marketing strategy.