Internet of Things? It can be summarized by the following three elements:
1. Intelligent, embedded sensor devices and software
2. Provision of information
3. Connect everything through the internet
From a marketing perspective, how do marketers use the Internet of Things to improve their business performance? The underlying building block of marketing provides a reference architecture and some useful answers to this question.
Marketing Information System: Selling things also depends on the IoT
As we all know, the Internet of Things has the function of collecting data and analyzing feedback. By reporting this information to decision makers, the company can take appropriate measures at the appropriate time and continuously adjust the promotion strategy according to market feedback. The Internet of Things enables marketers to get everything they want to know in real time, rather than through outdated and biased research data, such as through access to the IoT wearables, marketing Da Niu and marketing Wang Wang can easily get complaints from users , praise, advice, or competitor information. The Internet of Things can even provide real-time information such as “user preferences and slots†for businesses. Don't struggle in market research, the Internet of Things will help you free yourself from redundant work.
A truly personalized one-on-one experience
Current marketing is difficult to achieve a true one-on-one experience. Although companies and marketers can obtain massive user information through social platforms and forms, there are still some errors in the marketing matching process. Accurate and one-on-one personalized experience.
In the era of the Internet of Things, when smart devices and customers are connected, the relevant behavior data of the customers will be collected, detected and analyzed by the smart devices. The future Internet will be very personalized, and the marketers and enterprises can be based on the collected customer behaviors. The data is used for each customer to have a different experience. Because of this, product marketing and services will be completely subverted, and one-on-one experience will truly fall on customers.
Customer data will be more accurate and easy to use
In the past, when we were doing user data analysis, the data sources available for reference were relatively simple. Basically, gender, geographic location, and simple behavior data, but with the development of the Internet and the increase of smart devices, user data that marketers and enterprises can collect. It will be more extensive, making customer portraits more accurate.
In the past CES 2015, we saw smart desk lamps, smart door locks, smart kettles and other products. The customer data collected by these devices will be more perfect and accurate, and more behavioral characteristics of customers will be described. For example, the target customer's living habits and preferences, through this data, facilitates business and marketing personnel to manage customers, for the marketer, these data are easier to analyze customer characteristics than the previous data.
How to make the brand bling bling in the hearts of the public? The omnipotent Internet of Things can help you. With built-in sensors, the Internet of Things can capture user preferences for brand identity such as corporate identity, mascots, slogans, logo colors, shapes, and font types, such as brain activity, heart rate, mood, eye movements, etc. Interaction between brands. With this information, companies can get more accurate market feedback and increase the emotional connection with users: see you blushing, or see you turn down.
The relevance of advertising effects is more precise
At present, many companies and marketers are feeling more and more difficult to do marketing. What banner advertisements, pop-ups, EDM pushes, leaflets, etc., even if the ads are put out, the company does not know how effective? Whether these users really pay attention to the brand, whether it is our loyal users, etc., in addition to knowing how much to sell or not to sell, it is not clear why it is good or bad to sell, so many times the company has half of the money when advertising Not sure about the effectiveness.
Conversely, in the era of the Internet of Things, companies will know if their marketing ads are effective and will be more closely linked to user relationships. Information data obtained by using smart devices can be used to understand the user's attribute portraits through technical analysis. These results can be used to make personalized content push, rather than blunt and user-independent content, so that users can find their own suitable time within a limited time. Content, making advertising push more accurate and cost-effective.
Personalized service will be more suitable for users
In 2014, we saw too many smart wearable devices on the market. Many people started to buy related products, smart watches, smart bracelets, smart scales, etc. These smart devices can detect us well. Physical exercise, blood pressure, and other physical functions. Maybe in the future, when we are going to do something, our smart devices will help us make an appointment or make a reminder.
When doing these things, it is the inspection of the enterprise brand service capabilities. Through these intelligent devices to monitor and collect data, the company can be more humanized and precise in the after-sales service, otherwise the service personnel will cost time. To communicate, this will also reduce the user's troubles and save time, and personalized service can promote users' trust in enterprise services and increase user viscosity.
The future: Where does the Internet of Things look?
To help achieve all or any of the above goals, many new inventions have emerged, or are coming soon. The following are just a few of them.
Google Glass: Recognizes the area the wearer is looking at, sending and receiving relevant information in real time.
Apple watches and other smart watches and wearable devices that can be worn on the wrist or other parts of the body can send, receive and retrieve information.
Smart TV: Provides TV content and two-way communication via the Internet.
Smart Screen: Similar to a smart TV, the concept of two-way interaction extends to mirrors, windows, and all the screens you can think of. They are available on touch screen computers and mobile devices.
Smart posters, advertisements, and billboards: Bringing traditional forms of promotion to the future, this will be an ad that communicates with potential buyers, allowing buyers to interact with ads, get more information, and buy directly.
Smart Ink: Some manufacturers have developed ink that can print on any object. This will allow print advertisers to interact with these ads—providing feedback from marketing information systems and bringing consumers to the site.
Smart clothing: Sensors built into the fabric will provide health and performance feedback for medical staff and athletes. Marketers will use the apparel to monitor user responses to marketing content, product and brand differences, and pricing changes.
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