1.
The marketing opportunities in
the Internet of Things (IoT).
More objects are becoming embedded with sensors
and gaining the ability to communicate.
The resulting information networks promise to
create new business models, improve business
processes, and reduce costs and risks.
In what’s called the Internet of Things, sensors and
actuators embedded in physical objects—from
roadways to watches—are linked through wired and
wireless networks, often using the Internet.

2.
These networks churn out huge volumes of data
that flow to computers for analysis.
When objects can both sense the environment and
communicate, they become tools for understanding
complexity and responding to it swiftly if marketing
has planned for real-time response.
IoT is the interconnectivity between things using
wireless communication technology (each with their
own unique identifiers) to connect objects,
locations, animals, or people to the Internet, thus
allowing for the direct transmission of and seamless
sharing of data.
In essence, it refers to everyday devices that are able
to automatically exchange information over a
network.
Ultimately what makes the IoT market is:
• Applications
• Analytics, Decision Making & Social Business
• Platforms (Devices, services, sensors, and
enablement)
• Connectivity
• Intelligent systems and devices

3.
All of these above mentioned components produce
structured data that enables the marketing
department to make informed decisions in real time
(or advanced planning) and maximize MROI and
CLV.
I see six distinct types of emerging applications,
which fall in two broad categories:
1) Information and analysis

4.
2)Automation and control
IoT will soon mean more than just smart
refrigerators, environmental alerts, and wearable
technology; IoT will have the enormous impact on
the way we do business, specifically where
marketing is concerned.
Here’s 5 ways that IoT will improve marketing ROI:
1) Easy Exchange of Sales Data
One of the most valuable commodities to any
business is it's sales data. By having access to
information regarding how, where, and why your
products are being purchased and used, you’ll be
able to better tailor your marketing efforts towards
your specific clients.
Smart devices that can gather this data and supply
it back to you in real time, without the need for IT
professionals to direct or monitor the interaction,

5.
will allow businesses to create informed marketing
strategies and improve ROI on future sales.
Perhaps even more important, you’re customers will
be able to provide useful feedback instantaneously.
So, if a specific product isn’t living up to
expectations, you won’t have to wait very long at all
to find out about it, which means that you’ll be able
to cut your losses much sooner than later.
2)Smarter CRM: Instantaneous Customer
Analytics
When used in conjunction with a dependable
customer relationship management (CRM) tool, the
IoT will be able to do more than simply gather and
organize client data; it will be able to efficiently and
accurately analyze that data as well, providing you
with actionable results regarding your consumer
base.

6.
For marketers, this can be invaluable, given that
the buyer’s chain of command is often long, and
decisions take more time to be made. IoT devices
can streamline this process by helping you
understand where your prospect is in their buying
journey, so that you’ll be able to make every second
of every day count towards resolving issues and
serving them the right information that will nurture
them to ultimately close a deal.
3) Devices That Know and Communicate
One of the more promising aspects of smart-
enabled products is their potential ability to
perform their own regular maintenance and
diagnostics.
Automobiles have been self-diagnosing themselves
for sometime - but it was a clunky method that
relied on inexact signals. With the power of IoT,
every component is "smarter" so the ability to
identify the problem, as well as the solution, will be
lightning quickly in comparison.
Let`s think of the impact of Telematics in the
Motor Insurance industry, and the inability of most
of the insurance companies to market technology,
telematics in specific connected to User Based
Insurance (UBI), which a disruptive way of selling
policies.
4)Predictive Social Media
When Facebook and Twitter first hit the scene
several years ago, most marketers were less-than

7.
convinced that these new “social media” sites would
be worth targeting. We all know how well that
turned out.
Today, 74% of brand marketers report that they see
a noticeable increase in web traffic after investing a
mere 6 hours a week in social media marketing
efforts.
The IoT is already optimized for use with social
media, allowing automated posts and shares to be
regularly generated by the devices themselves, and
preparing the way for new online communities to
develop centered on users of particular devices.
Marketers who are able to predict the development
of these social communities, and target their efforts
towards these communities, will be able to reach
potential customers that may not have previously
been available. Likewise, IoT devices, when coupled
with social media, will allow marketers to identify
and take advantage of new emerging trends.
5)Higher MROI and Responses to real-
time CTAs
Brought together, these factors all point towards
one final goal: smarter, more relevant advertising.
As increasing numbers of our once-unconnected
devices and objects are being fitted with sensors
and given constant network accessibility, the face of
advertising is going to change for both the marketer
and the consumer.
No longer will marketers rely on banner ads or
popups based off a website you visited on a

8.
Tuesday;
As a result, the age of the continuous commerce
will finally come. A new world in which advertising
must be beneficial and completely relevant where
no prospect is served an advertisement that doesn't
100% align with their interests, behaviors, and past
purchases.
How is this possible? An example would be a light
bulb going dark in your "smart" home. The
connected home could not only make note of the
need for a replacement, but could also provide the
homeowner a digital coupon for a new bulb sent
directly to their smartphone. Even better, the exact
number of hours that the light bulb has been in use
can be recorded and transmitted, letting you know
that the light bulb is coming to the end of it's life.
Not only will the consumer save time by only being
served relevant ads, but also marketing will no
longer waste thousands of dollars on irrelevant
advertising.
Marketers would need to have a detailed
understanding of their consumers in order to take
advantage of the new opportunities being made
available, but those who are able to make the
transition will find that the IoT allows them the
opportunity to stop being marketers, and finally
start being valued business resources.
Partial credits to McKinsey & SalesForce.com
Main
Topic:
Technology.

9.
Secondary
topics:
Marketing.
Tag
words
for:
Marketing,
Technology,
Consumers,
IoT,
Technology
Services,
Disruptive
Technologies
Date:
Nov
25th
2015
Number
of
cumulated
views:
1,103
Number
of
cumulated
Likes:
932