In this day and age, the internet is everywhere—in our pockets, our cars, and in devices and appliances throughout our homes. Smart homes are integrating our lives for incredible convenience and personalization, and cutting-edge technologies are allowing companies to produce web-connected products more cheaply than ever before.
This expanding network of internet-connected devices is known as the internet of things—IoT, for short. IoT devices are exploding in popularity, and this trend is creating an entirely new industry for digital marketing agencies known as IoT Marketing.
In this article, we’ll explain what the internet of things includes and what it will likely include in the upcoming years. We’ll then dive into the many opportunities this creates for marketers and how IoT marketing is expected to revolutionize the world of digital advertising.
What Is the Internet of Things?
The internet has expanded into more aspects of our lives than you might realize. Previously, the internet was limited to a wired network of servers and desktop computers. Eventually, it expanded to wireless connectivity, paving the way for mobile devices such as laptops, tablets, and smartphones.
Now, everyday objects including light bulbs, outlets, thermostats, and more have internet connections. Even step-tracking and heart-monitoring devices that relay information to apps and websites are part of this vast network devices. Instead of needing to log on to a device to access the internet, it now exists in the physical world around us. From traffic lights and safety cameras to smartwatches and appliances, this network of interconnected devices is being referred to as the internet of things.
How Will IoT Impact Digital Marketing?
The IoT revolution will impact digital marketing—and advertising as a whole—in multiple ways.
One way it will do so is through the massive influx of data that IoT products will offer marketing professionals. Many smart devices have the potential to record and deliver incredibly detailed consumer data, which marketers can use to personalize the customer experience and create high-performing marketing campaigns with user-specific personalized content.
For example, someone who wears a Fitbit or another activity-tracking device might get targeted with ads based around their running schedule. If the data shows they go jogging early in the morning, they may start to see ads for healthy breakfast places along their route. Similarly, a person whose device shows they’re a night owl might see more ads for late-night food and entertainment options.
But it doesn’t stop there.
Say, hypothetically, you purchase a smart refrigerator which features a connected touch-screen on the door and has internal sensors to tell you when items spoil or start to run low. Content marketers for grocery stores or specific products could potentially create ads that display on the refrigerator screen when the sensors get triggered, showing you a highly-targeted ad when you need it the most.
The Takeaways for Business Owners
Although IoT marketing is in its infant years, the potential it is expected to have for businesses and marketers is remarkable. If you are a business owner, an internet of things marketing agency could yield a high return on your marketing budget in the future by creating highly-focused ads and delivering them to a primed and ready-to-buy audience.
In the world of digital marketing, staying on top of the latest trends and technologies is one of the fundamental ways to make the most of your budget. As IoT marketing takes off in the coming years, we’ll be looking for every opportunity to leverage this cutting-edge marketing channel to help our clients stay ahead of the competition.