Internet of Things is not just a myth. Within the next few years, it will influence the market as a whole and make a serious impact on every industry. Giant news agencies such as Gartner, Forrester, and BusinessInsider have already made predictions about how the Internet of Things will make affect the global market.
In a recent article published in BusinessInsider, it clearly stated that there would be more than 34 billion IoT devices connected to the internet by the end of 2020 and the total investment will account for six million dollars.
Digital marketing will be a major field that will be influenced by the Internet of Things. Each connected device will transfer data to marketers, allowing them to plunge into the streams of user information and configure productive campaigns to accomplish their goals. However, the future of digital doesn’t only rely on IoT and connected devices, but also in the capability of the marketer to manipulate the data and develop solutions to cater customer needs.
Currently, marketers are using chatbots – a unique AI tool that generates automatic answers based upon customer queries. But, these chatbots cannot match the competency of human intelligence. So, there are times when a related expert has to intervene to provide comprehensive solutions to the users.
Search engines like Google and Bing have introduced voice commands, enabling customers to search for a particular topic in search engines without pressing the keys of their keyboard. The first initiation was launched by Apple when it introduced Siri for its mobile devices. In the near future, we will be able to reserve seats in a restaurant, book a movie ticket or even order home groceries using voice command.
The voice command directly interacts with marketing AI bot, allowing marketers to understand user behavior, priorities, and needs. Marketers can personalize their communication with customers and acquire right information to tailor effective marketing campaigns. As stated by Aman Naimat, SVP of Technology for DemandBase, “Marketers will start having hyper-personalized conversations at scale using AI. The most interesting and valuable use for AI is the ability for marketers to have one-on-one personalized conversations with buyers who know their pain points, goals and ambitions. This type of personalized communication eliminates the worthless spam that often plagues marketing today.” The adaptation of the IoT in digital marketing will help marketers to engage with convertible leads and prospects without wasting much time on worthless campaigns.
However, capitalization of the AI marketing data remains a gruesome task for many digital marketing agencies. To receive the best return on investment, marketers should be able to analyze collected data to create best possible plan of actions, and later use it in their marketing strategy.