Always on with the Internet of Things
The world is becoming different for marketers very rapidly. The Internet of Things, or IoT, offers them endless opportunities of making connections and profound data analyses.
We are all on 24/7. Our devices share data freely among themselves via the internet. Smartphones and tablets are connected to thermostats, refrigerators, our cars and many more physical devices and vehicles. So, consumers are getting more and more in control and marketers collect and exchange big data at the same time. Actually, it’s the perfect storm for advertising models, both on a global and local basis.
For instance – your car is to become an ad platform. Is this transformation scary? Maybe a little bit. But just try to look at the advantages of in-car incentives when you’re on the road. Wouldn’t it be nice to receive a discount voucher for a hamburger or salad before you take the next exit? Welcome to the 24/7 world of real time advertising based on your location.
The expansion of 4G networks has accelerated the technical features and possibilities for real time advertising. No doubt, big advertiser brands embrace this real time delivering of messages to relevant connections. But local advertisers should be interested as well. The interconnectivity could create a world of local advertising opportunities for smart advertisers.
However, there is one condition and challenge: businesses should keep up with optimizing their sites for all mobile devices to guarantee being connected with their prospects, customers and influencers.
Balancing your ads and bids
Security and privacy issues have to be solved before advertisers and consumers will fully adopt advertising models based on interconnected devices. But let’s take the bright side. On Wikipedia you can read: “Things”, in the IoT sense, can refer to a wide variety of devices such as heart monitoring implants, bio-chip transponders on animals and electric clams in waters. Or field operation devices to assist fire fighters – isn’t that wonderful?
Marketing has always been about tracking and targeting the right customer at the right time. The sum of selecting the right audience and relevant content will lead to impact only. Smart marketers know that invasive advertising is not the way to go. Nor is spamming. It’s all about balancing. Both in content and in targeting.
According to Samsung CEO BK Yoon – It’s not science fiction anymore, it’s science fact.