The Internet of Things, or IoT, basically describes the billions of physical devices all around the globe that are connected to the internet, which gather and share data.
IoT is just everything connected to the internet. Recently, it's been used more to describe objects that 'talk' to each other. This includes sensors, smartphones, wearables - anything online, connected.
"The IoT integrates the interconnectedness of human culture -- our 'things' -- with the interconnectedness of our digital information system -- 'the internet.' That's the IoT," Kevin Ashton, who coined the term IoT, told ZDNet.
With marketing becoming increasingly data-driven, it's important to understand this concept. The 'connected consumer' is a great source of data for marketing. The connected nature of digital objects means that marketers can create totally different experiences, that bridge the digital and physical world, and expand what we mean by 'personalisation'.
Marketers will be able to provide highly contextual and personalised messages, for example using digital signage in physical situations. Context-aware digital signage can even leverage IoT to monitor the ambient environment, process info, and deliver promotional messages based on environmental cues. They can even gather shopper demographic data by estimating age, gender and more.
IoT has introduced a bunch of new opportunities for marketers, but it's important that it must be considered beyond the gimmicks. IoT devices must be seen to solve real-world problems and be able to keep up with the changing market. Content marketing is one field in which IoT is going to be particularly influential.
We all know its data's world, and we're just living in it. The more data we collect as marketers, the better we know our customers, and the better products and services we can provide. Then, these products and services can be marketed in a more successful way. Basically, the whole cycle is streamlined thanks to IoT.
Connected devices have already changed the way we shop, with voice command devices like Alexa meaning we have commerce directly at our fingertips. Voice tips? Idk.
Right now, the intrusive nature of an ad randomly playing in your house might not be ideal, as much as I love Barry Scott's Cillit Bang adverts, I wouldn't want him shouting in the middle of my own kitchen, thank you very much. But in terms of data collection, and advertising innovation, it is an area which is sure to offer far more opportunities in the future.
The Internet of Things
IoT refers to the billions of physical devices that are now connected to the internet, all collecting and sharing data.
The affordability of computer chips has made it possible to turn anything, from a watch, to a fridge, to a dose of The Bill Gates 5G Covid Vaccine 2000, into part of the IoT.
"Connecting up all these different objects and adding sensors to them adds a level of digital intelligence to devices that would be otherwise dumb, enabling them to communicate real-time data without involving a human being," says Steve Ranger, editor-in-chief of ZDnet.
he Internet of Things is making the fabric of the world around us smarter and more responsive, merging the digital and physical universes."
Some larger objects, such as a driverless truck, might be filled with smaller IoT components, such as an engine that is filled with sensors.
But marketing, that's what we're here for, not self-driving cars. Get outta here, Elon Musk.
The use of IoT in marketing is about thinking outside the box and offering services in a valuable way for the customer IRL.