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BEST PRACTICES & STRATEGIES

Global MarTech trends are tipping point for IoT

The automatically initiated dialog at the beginning of an
individual customer journey will disrupt the advantages
of human acquisition. Not entirely – but in large parts –
and programmatic placement will not be limited to digi-
tal advertising inventory. The first providers are already
trying their hand at programmatic purchasing of print
ads. This will change the traditional business model of
the media and completely disrupt that of the media
agencies. At the latest when a blockchain-based smart
contracting has completely dissolved the fog of condi-
tions.

Shopping bots are becoming a real challenge in mar-
keting because tomorrow’s digital agents will be im-
mune to marketing tactics. Here it is important to find
new mechanics with MarTech before you only produce
expenses instead of conversion with traditional market-
ing.
Dynamic pricing is not just reserved for Amazon. Mar-
Tech providers are already automating the pricing strat-
When Gutenberg went from manual copying of texts to egy of some start-ups with individually adapted algo-
printing in the 15th century, we talk about automation rithms. Even though the blockchain is still much smiled
that set a media distribution network rolling. Not much at in marketing, which is quite understandable in the
has happened since then. Only recently has the digital status quo, the topic of “smart contracting” will particu-
transformation developed exponentially and got to grips larly disrupt industries whose core element is “trust”.
with recurring work processes, making so-called routine Digital products and the Internet of Things (IoT) will
or “monkey” work a commodity and automation of such explode the number of digital touchpoints. This is
assignments a factor for future competitiveness.
where the latest generation of MarTech shows its
Marketing technology can do much more than just cre- strengths. With the right interfaces to connected IoT
ate a system, structure and efficiency for data-based, devices, far more detailed and timely information on
metric marketing. Anyone who deals with the daily customer behavior and preferences can be provided
growing number of suppliers in the MarTech sector will than was previously possible. With Nest, Google can
come across real gems here and there that can give already determine the heat consumption of individual
companies the decisive turning point for traditional val- households quite clearly and, above all, in real time. An
ue chains. insight that can become a real disadvantage for exist-
ing energy providers.
The fact is that the decisive impulse always comes
from marketing because this is where the knowledge And finally, artificial intelligence can optimize the func-
about customers and their insights lies. This human tional aspects of a product design, and thus increase
capital can now be enriched excellently and profitably the variety of products that a brand can offer. And that
with innovations from the global MarTech industry. has nothing to do with automated line extenders. Ra-
Here and there, marketing technology even open ups ther, marketers need to have a plan for knowing what
potential for disruption for entire industries and tradi- products they offer and what features are really in de-
tional business models. mand. The rest is then “only” a question of marketing
technology for automation and far more than just a digi-
For instance, GPT-2 can be seen as a pioneer in AI- tal factor for future competitiveness. Anyone who
assisted content creation. In particular, highly individual delves deeper is sure to find one or the other turning
approaches are efficiently possible through such mar- point for disruptive marketing. ◊
keting technologies.
By Daniela La Marca

10 October 2021: IoT in Marketing