IoT (Internet of Things) is centered around increased machine-to-machine communication. It’s built on cloud computing and networks of data-gathering sensors; it’s mobile, virtual, and instantaneous connection and it’s going to make everything in our lives “smart.”
With a flood of smart devices and everything wifi and social media equipped, our world is shifting towards being completely connected in every aspect and moment imaginable. There is no one sector where the Internet of Things is making the biggest impact; it will disrupt every industry imaginable, including transportation, government, agriculture, disaster management, and healthcare, just to name a few, within the arena of digital.
One of the biggest advantages of smart technologies is their ability to predict and prevent problems. That is to say, the real value that the Internet of Things creates is at the intersection of gathering and leveraging data. But, all the information gathered by all the sensors in the world isn’t worth very much if there isn’t an infrastructure in place to analyze it and act on it in real time.
By 2020, the number of devices connected to the Internet is expected to exceed 40 billion. We will have the ability to gather virtually unlimited intelligence in real time. So, how will we make this intelligence useful? Companies like Interana already use this type of intelligence as data points that are, simply put, moments in time (or events as they call them; timestamps and attributes of an action). These moments are the heart of any business and the key to better understanding and serving customers. By adding information about where someone is, what device they’re using and at what time of day, marketers can figure out the best message to show – not just at that moment, but for that moment.
For marketers, doing this successfully means shedding our one-size-fits-all idea of marketing. The way we’ll win is by offering information people value in critical moments. It’s not that being relevant is a new concept. But, being relevant in the moment is where marketing power and consumer expectations lies now.
Many transactional businesses (especially retail) are already doing this. They have instant access to data as users log into their site or engage with a product. Users often stay logged in, and frequently across devices, which means there is a lot of personal information that can be collected on a user’s behavior — like purchase history, location, when they are active on site, and so forth.
What this Means for You
With a new world of connected devices, marketers can use more precise targeting, messaging and measuring, instead of making advertising decisions just based on the publications a potential customer might read. The next stage of marketing is really about taking personalization to the next level.
These are the moments when brands should be there. It’s the key to great marketing.