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RESEARCH, ANALYSIS & TRENDS

In the rise of IoT,

change is the only constant

The spread of smart devices and the Internet of IoT offers tremendous advantages to digital marketers
Things (IoT) are profoundly revolutionizing as it collects customer information that allow for per-
digital marketing. Used in marketing, IoT can sonalized future advertising messages. Not to mention
collect customer information in ways that that today’s consumers want to know that a company
marketers of the last century could never they buy from cares about their personal needs. These
achieve. personalized messages help to optimize the interaction
with the target followers. In addition, IoT offers a wealth
IoT is now impacting SEO and web content, as search of analytics that reveal customer purchasing patterns
strings are moving toward natural conversational that may previously have been overlooked. Manufactur-
speech. One of the emerging SEO trends is to create ers can use IoT data to estimate past, current, and fu-
personalized content for different target audience seg- ture buying trends.
ments regarding specific criteria, such as geolocation.
In general, we should always keep in mind that the goal Of course, IoT will increasingly help automate the pro-
of smart technology is to move toward user conven- cesses entailed with social media marketing. It can
ience and efficiency. For instance, in recent years, IoT generate automated posts and present interesting data
is causing a shift in digital marketing from keyword- that can't be found elsewhere.
based SEO content to intention-based writing. This
means, search engines are now ranking web pages Previously, product development was driven by cus-
built on natural spoken language rather than keywords. tomer feedback, but today smart technology can give
As intelligent technology advances, advertising will be manufacturers and marketers instant consumer feed-
more targeted to specific market sectors and more per- back, accelerating the pace of product development.
sonalized to consumer tastes and behavior. Thanks to improved marketing automation platforms,

4 October 2021: IoT in Marketing