“Personalization won’t stop when you turn off the computer. The greater the number of connected devices, the more potential for personalization exists.” – Optimizely
From wearable devices to connected cars, appliances, and devices in our homes, the Internet of Things (IoT) is coming into its own, with Gartner estimating nearly 21 billion connected devices by 2020.
“From a marketing perspective, IoT is about creating the seamless experiences for consumers. The value of data flowing through connected devices is that you don’t have to think about it – it’s just there,” says Dan Klco, Adobe Digital Marketing Solution Lead, Perficient Digital.
Trend #4 – Maturity of the Internet of Things will have a far-reaching impact on marketing and customer experience
The adoption of IoT and API-led connectivity will benefit businesses – and ultimately consumers. We’ve seen some adoption, but the explosion is yet to come.
With countless use cases for IoT and the proliferation of connected devices, all the data that’s created presents a challenge to IT. Meanwhile, marketers face the challenge of maintaining a content stream for the wave of devices that are in development.
Additionally, marketers will need to adjust their promotional strategies, moving away from the “Internet marketing mentality” of disruptive ads. With customer and user data generated by connected devices, marketers must use these insights to deliver targeted, precise, and relevant messages that are seamless in the device experience.
What’s the takeaway?
“Right now, most organizations are in a wait-and-see mode regarding the IoT,” says Robert Sumner, Principal Consultant & Adobe Practice Director, Perficient Digital. “You’re going to see some brands that are pushing the envelope and observe them capitalizing on this technology as a major marketing channel moving forward.”
With the growth of connected devices, digital marketing platform capabilities will begin to support and address standards for communicating with users while also being mindful of manipulating sensitive user data to deliver personalized experiences.
Download our latest guide, Top Six Digital Marketing Trends for 2017, and learn how to make these trends a reality for your business in the new year and beyond.
