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How the Internet of Things (IoT) Will Change Marketing in the Future

By Silver Hawak posted Mon June 28, 2021 12:51 AM


People are turning away from traditional forms of advertising all across the world. Traditional advertising, in their opinion, is becoming redundant. What is causing this? It's because advertising works best when viewers are there. One out of every three persons you meet is likely to be immersed in their cellphones or laptops. What exactly are they up to? They are happily avoiding their surroundings and reality by idly ambling around on various social media platforms or reading something on the Internet.

Here's what advertising is missing: consumers have gotten tired of the same old commercials. They want more, they want to have a sense of a brand before making a big decision or buying your goods or service. Nobody wants commercials bombarding their social media feeds or unsolicited messages clogging up their devices; instead, they want a more personalized experience that speaks to them individually.

Engagements are the key to the future of marketing.

The answer to all modern marketing questions has appeared out of nowhere thanks to a plunge into experiential marketing. Experiential marketing is a relatively new and powerful advertising concept that has caught the attention of many internet enthusiasts. It provides consumers with a more pleasurable experience and has been shown to be considerably more successful than other outdated advertising forms.

So, how are companies implementing this brilliant marketing strategy? They're accomplishing this by utilizing, you guessed it, the Internet of Things (IoT).

What Role Does the Internet of Things Play in Marketing?

In the present digital era, the Internet of Things is a well-understood idea. It describes the interconnection of a large number of devices that work in tandem with the Internet. The Internet of Things may be applied to practically everything, including your refrigerator, air conditioning, autos, thermostats, and room lighting. It gives your everyday devices the ability to understand what best matches your requirements and act appropriately.

For marketers, the Internet of Things opens up a slew of possibilities, allowing them to listen to and respond to the unique demands of their target consumers. The goal is to figure out what people want based on their actions while using these devices for personal purposes. Consumers, on the other hand, are more eager than ever to better their lives using a variety of IoT gadgets. As a result, they will be able to input a large amount of data that can be utilized to construct better and more personalized campaigns.

The Internet of Things has far-reaching capabilities. It is not only advantageous to provide people with easy access, but the future also promises the advent of more interactive brand experiences.

Marketing must become more interactive.

Traditional advertising is on its way out in an unfathomable way. Traditional advertisements, such as those seen on television, radio, in print, and on billboards, are no longer interactive. A 30-second film with a variety of jingles doesn't sound like a viable advertisement to be effective in today's environment.

In today's competitive environment of marketing and advertising, everyone is competing for eyeballs and experiences. Take, for example, Nike's new immersive marketing campaign for their Epic React Shoes. Nike created the ReactLand VR gaming experience for users, in which Nike employees photograph customers and transform them into a 16-bit video game character.

Following that, shoppers put on their favorite sneakers and jog on a treadmill while their video-game avatars sprint through a springy, fluffy fantasy world, bounding through deserts and forests, leaping dexterously over city spires, and racing past the Giant Sphinx of Gaza or dancing giant pandas in China. Pillows, springs, clouds, and other pleasant features in the game are figurative nods to the benefits of respond technology, described as "durable," "light," "soft," and "bouncy."

IOT technologies like this have become increasingly implemented by marketing teams worldwide.

Introducing Newer Ways for People to Connect with Brands

The Internet of Things (IoT) gives the world of devices a new lease on life. Interaction with a variety of gadgets will become an interactive experience for users all over the world as IoT and marketing work together. Imagine being able to choose your favorite drink and pay for it using your smartphone instead of providing a vending machine with money and information about what you want.

How can a marketer take advantage of something so ordinary as a vending machine?

Experiential marketing can be used by marketers to improve the user experience. For example, Coca-Cola once ran a vending machine campaign in which all you had to do was give the machine a nice embrace in exchange for a free cola drink.

Users will be able to add sentiments to their devices thanks to the Internet of Things.

Marketers will have an opportunity to include the importance of personalization in their products thanks to the Internet of Things (IoT). Many companies have used creative approaches to infuse “intelligence” into their advertising campaigns. Diageo whisky is one that comes close to our example.

Diageo Whisky went above and beyond by connecting at least 100,000 bottles to the Internet, which was then utilized to distribute tailored, one-to-one digital movies as part of an advertising effort. The individualized information was solely intended to convey a message, such as a son honouring his father. This advertising technique eventually became a shining example of participatory and innovative company advertising, resulting in a 72 percent increase in sales.

Marketers will have new opportunities as a result of the Internet of Things.

With the advancement of technology, the inclusion of the Internet of Things in organizations will offer up new opportunities for marketing professionals.

Imagine a day when your coffee machine is smart enough to recognize when it's out of coffee beans. It automatically searches the internet for the cheapest product that satisfies your dietary requirements. It then places an order for it automatically.

Imagine when your customer picks up a coffee cup with your company logo with a call to action tell you to “tap here to watch our customer testimonials”. Every time you drink out of this cup, you see this message. A month later, you are finally interested and you take your smartphone and engage with it. This type of marketing is un-intrusive and long-lasting.

The Internet of Things is poised to revolutionize the way marketing strategies are implemented. It will change the way ads are delivered, managed, and performed in their various functions. As the world around us changes, marketers have new opportunities to grow smarter and better.