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| wordstream.com |
The Internet of things is a network of networks that permit to
collect and exchange data between physical and virtual objects. Thus, Internet
is no more an invisible network but also objects.
Connected objects are emerging, and we love them. But to be optimum,
this technology needs those objects to autonomously interact. Ultimately, what
is required is the total autonomy of those objects. This phenomenon is
permitted thanks to artificial intelligence, which allows connected objects to
acquire competences equals to those of Humans.
The Internet of things is composed by six different systems:
identification, captors, connection, integration, data processing and networks.
Why Internet of things is becoming a big thing for digital
marketers?
According to eMarketers, by 2020, the trend that will have the
biggest impact on marketers is Internet of Things. They will become a big part
of digital marketing strategies.
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| eMarketer.com |
In fact, online marketing will be directly
linked to smart devices. It presents a lot of opportunities but one of the most
important is that the collect of consumer data will be faster and smoother. Marketers
will have a better understanding of customer buying habit. This enables
marketers to personalize their strategies.
This article is interesting because the person interviewed already
done an interview in 2011 and we can see the evolution between what he has
predicted and how it really goes now. He predicted the increase of Internet of
things and that’s what happen.
But if companies “get the technology piece wrong”, there could be a
negative impact on their relationship with customers.
Internet of thing also presents some privacy issues. As they are
collecting a wide amount of data through devices, systems and networks
connections but also different locations where data is stored, it’s difficult
for consumers to be sure that Internet of thing only access, manage or share
data that it’s allowed to.
The Internet of things is moving the marketing into its “third age”.
The product itself plays an active part in the production, retail and
end-consumer use. Connected objects send back to the brand real-time analytics
so it knows who and where are its customers and other date about them which are
relevant for the future of the brand’s marketing.
To
conclude, Internet of thing is becoming the next BIG THING! We should stay
tuned about it’s evolution.
Géraldine Caenen & Clara Terol
Sources: article : https://econsultancy.com/blog/66544-what-are-the-opportunities-for-digital-marketing-and-the-internet-of-things/
eMarketers analysis + image 2: http://www.emarketer.com/Article/Marketers-Taking-Internet-of-Things-Seriously/1012136
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