There are some pretty diverse opinions regarding how the Internet Of Things (IOT) will impact on marketing.
Firstly, the device that is sharing data with IOT can also act as a channel to market to the person at the other end.
A good example of this is work by General Motors (GM), in what it calls ‘agile marketing’. Using location based targeting, promotional offers will be beamed direct to drivers once they enter destination data. Dunkin Donuts is among GM’s new partners on the work.
Priceline.com is also working with GM, sending direct details on hotel promotions and offers when they input destinations too.
It’s a win-win world
The idea is that the gateway targeting of such marketing will benefit both the digital marketers and the client. The marketer gets cheap data for free, and the clients get relevant ads that might actually help them in real time.
Some estimates reckon there may be 75 billion connected devices by 2020. The scope of using these from a real time marketing perspective is virtually infinite. When a customer’s fridge uploads data on energy usage, better energy tariffs could be beamed into the home, from the manufacturer’s energy partner on the deal.
And on a very simple level, customers can comment very quickly on the pros and cons of a product. Feedback data could be virtually instantaneous, meaning dodgy products can be quickly improved or pulled, saving money and reputations.
To stay ahead of the rapidly ongoing curve, every digital marketing department must think about how it should embrace IOT in its strategies. There are exciting times ahead, but it will not be without its challenges.