For instance, they can be used in watches and bracelets to monitor our health, in household appliances like intelligent refrigerators to store inventory or in automobiles with communication system and internet access. But how will this affect the consumer and how will it change the way companies and marketing agencies do business?
In the era of Big Data
Connected objects can do so many things. One of its applications is massive data collection from devices, accessories or home automation. The Internet of things (IoT) is now a part of our daily lives and its applications have made such services possible which are more sophisticated and customer-specific than ever before, creating numerous opportunities for customization. By allowing them to retrieve and analyze information about potential customer trends, it becomes easier for companies and marketing agencies to meet customers’ needs more efficiently, thereby reinventing media placement.
Is automation the future of marketing?
Marketing automation is a tactic that allows companies to sell their products and services by using a highly personalized approach and content that helps turn prospects into customers and customers into delighted customers. Using the data that connected objects provide regarding customer tastes and buying habits, agencies can develop targeted and highly effective mobile marketing campaigns, email campaigns and more.
This type of marketing automation usually generates significant revenue for businesses and provides an excellent return on investment. On the other hand, if the data is not analyzed well and the opportunity is not sensibly used, it can open the door to irrelevant and unwanted automated messages, especially when marketing automation is limited to a single channel such as email campaign.
Prioritizing the customer
At the center of this marketing revolution is the customer. Although there are platforms that allow consumers to create their profiles and choose which ads they want to see, businesses must question themselves- Will the customer be comfortable with this massive collection of data or will he be anxious about the security of his personal information and see it as an intrusion into private life? Companies must make sure that they use the customer data wisely, preserving a bond of trust that is always fragile. They must therefore adhere to a code of ethics when it comes to using the personal details of customers.
Taking into account the customers’ fears about security of data, manufacturers will have no choice but to improve the security of their connected objects. Fortify on Demand, a division of computing company HP, released a report on the security of connected objects, addressing the concerns of customers. Among other things, it revealed that most manufacturers do not encrypt the data that’s exchanged on network and that they do not require a secure password combining special characters and numbers for remote access.
To make their automated marketing campaigns successful, manufacturers of connected objects will have to work on two important levels. First, intelligent and considerate use of collected data so as to target their customers more effectively and second, continuous effort in the direction of securing this data so as to preserve the bond of trust between customers and company.