How IoT changed marketing?
Feb. 23, 2019, 6:16 p.m.
The Internet of Things (IoT) is currently at the very top of the Gartner chart, illustrating the maturation cycle of ICT technologies. This is a topic that warms the keyboard up to red. He speaks (and writes) about him more often. We no longer think of intelligent homes as a vision from a science-fiction movie, but we treat IoT as a technological breakthrough in line with the next industrial revolution.
The main changes brought about by the Internet of Things are the dematerialization of the Internet (you will not have to "enter" it because it will "live" around us), hyper-personalization (products and services, as well as marketing messages, will be dedicated individually to each of us, at the expense of our privacy) and the hybrid world, or the penetration of the virtual network and the physical world.
The Internet of Things has increased consumer engagement and brand loyalty. On the one hand, it results from the benefits given to the client, on the other - the products of one brand communicate better with each other, and only one application is enough to handle them. In this way, the customer is associated with the brand's ecosystem, from which it is difficult to get out.
It is worth remembering that the development of intelligent devices that continuously send data to their producers may give the impression of constant surveillance. The knowledge possessed by the device can be dangerous if it gets into the wrong hands. Transparency of the Internet of Things rules and ensuring that users protect privacy and guarantee the security of their data will be important issues at the beginning of IoT development. If we do not take care of it, it will be difficult for us to build consumer confidence in smart devices.
. It is worth considering today how to use the Internet of Things in your own company. In the new hybrid world, where reality is mixed with technology and the Internet, there are new sources of profit, new business models, new customer needs, new sources of information about them and new forms of communication. The Internet of Things can realistically change the balance of power on the market. Failure to include it in your strategy may negatively affect the market position of the brand. So it is not worth procrastinating.