The Internet of Things (IoT) is a phrase that refers to the way so many of the devices that we interact with on a daily basis are now connected to the web. Once limited to smartphones and computers, thanks to the widespread deployment of WiFi and a number of open Source IoT software solutions, these days internet connectivity is a feature of all sorts of objects around the home and workplace.

For marketers, the new ubiquity of internet-enabled devices offers a great opportunity. With so many channels of communication now available, digital marketing strategies have to start taking into account the IoT as well as just computer and mobile web browsing.

Read on to discover the top five ways that the IoT is transforming the landscape of digital marketing.

1.   IoT devices can capture more relevant data than browsers alone

As ever more devices are able to harvest valuable insight from their users, there is ever more data available for marketers to use to target their messaging.

What's even better is that the new always-on stream of data coming from many IoT devices is far more amenable to personalization than data captured by the dragnet-style, catch-all methods employed by most websites.

Thanks to the implementation of stringent security controls within IoT architectures and the different way we relate to objects such as smartwatches, people are more likely to trust such devices to gather and share personal information about them.

New types of sensor are also constantly being incorporated into the IoT. Wearable devices now measure heart rates, oxygen levels, and sleeping patterns. While smart systems give us a far more accurate and detailed picture of electricity and gas usage than ever before.

In the right hands, information such as detailed electricity usage reports could be beneficial for both customer and supplier, enhancing marketers' ability to target homeowners with the right plans, while helping to save consumers money.

2.   Marketing messages can be personalized in real-time

Because the IoT generates a constant stream of personal data, it is now possible to contextualize advert personalization in real-time.

Consider fitness trackers. These make it possible to infer information such as the time, location, and type of activities people are enjoying-information that can be used to target them with more relevant ads. For example, you could be targeted with ads for climbing shoes if you visit a climbing gym, or cycling equipment if you are a frequent cyclist.

In the future, it may even be possible to tailor visual marketing on-demand, according to IoT data. Imagine if the screen on your smart fridge could recommend you new products and recipe ideas as well as reminding you when you're running low on your favorite food and drinks.

3.   IoT data is enabling better marketing automation

Advances in Artificial Intelligence and Machine Learning have ushered in a new era of business process automation. Many marketers have embraced the new technology, with applications ranging from email to social media to affiliate marketing automation.

The wealth of personal data generated by the IoT is helping to build the models that drive this wider marketing automation.

Because the IoT allows businesses to better know their customers' behaviors and patterns, it is helping them to fine-tune the content and timing of their messages. Combining predictive and prescriptive analytics, the latest generation of data-informed advertising is leading to more relevant, higher impact adverts for the things people actually need.

Marketing professionals also have a lot to learn from the software development industry, where automation testing tools are streamlining the way engineers test their software.

For example, Robotic Process Automation (RPA) could be used to automate A/B testing of website and email content, while advanced prescriptive analytics could be applied to make the most of the insight gained from market research.

4.   Search Engine Optimization is evolving

Search Engine Optimization (SEO) is one of the central tenets of a modern digital marketing strategy. Even for companies that rely on indirect sales channels such as partner programs and PRM marketing, incorporating SEO best practice in your marketing plans will increase brand visibility and ultimately help to boost sales.

IoT devices like Amazon's Echo and the Google Nest range are driving a sea change in the way people search on the internet. Rather than listing a string of relevant keywords, as is typically the preferred approach when inputting your search on a keyboard, voice recognition encourages a more conversational, phrase-based way of web searching.

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When we interact verbally with our IoT devices, we're more likely to phrase our searches in the form of a question. The new search paradigm rewards content that directly answers specific questions.

To adapt to the changes in the way people are searching the web, make sure your content reads in a way that feels both natural to read and natural to speak out loud. Think about how people would communicate with their IoT devices when searching for your business, if you want to be at the top of voice search results.

You can also take advantage of smart devices' ability to automate purchases by incorporating calls to action like "ask Alexa today" into your marketing content.

5.   Smart devices enhance omnichannel marketing

With more and more devices being connected to the internet, it has multiplied the number of channels through which you can communicate with potential customers.

Omnichannel marketing describes a marketing strategy that operates across multiple channels. It refers to the multifaceted way that your customers are likely to encounter your brand, including through the IoT and various smart devices we interact with today.

The aim of omnichannel marketing is to create seamless messaging at each of your customer's different touchpoints, bringing them all together to tell the right story about your business.

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Thanks to powerful automation software and advanced business process mining, it is now easier to add new marketing channels to your omnichannel efforts as they arise, helping you to keep up with the pace of technological change.

The IoT & digital marketing: A match made in heaven

On the one hand, more items being connected to the internet means more ways of communicating with your customers. On the other, as the IoT becomes better integrated and we enter the age of the fully connected "smart home", marketers are better able to knit together their messaging, helping to create a more frictionless brand experience.

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ABOUT THE AUTHOR

Sam O' Brien - Chief Marketing Officer, Affise

Sam O'Brien is the Chief Marketing Officer for Affise-a Global SaaS Partner Relationship Management Solution. He is a growth marketing expert with a product management and design background. Sam has a passion for innovation, growth, and marketing technology. Here is his LinkedIn.