Page 5 - AeM_October_2021

RESEARCH, ANALYSIS & TRENDS

digital markets no longer need to collect customer data The question is no long-
incrementally over a long period, rather have the tools er whether targeted and
at hand to organize customer marketing lists and link fully contextual advertis-
everyone to a profile about their purchasing history. ing will reach the mass-
This information can be used to automate personalized es, but when such ad-
messages. vertising will be com-
monplace. Besides that,
Shoppers can use their smartphone to scan the QR IoT will help provide
code of a product, which gives them access to deeper marketers and business
product information and potential rewards and provides owners / managers with helpful insights into the typical
marketers with consumer data. That’s why digital mar- buyer’s journey. Data derived from IoT will make it easi-
keters should keep pace with IoT solutions to stay com- er for businesses to understand the customer’s current
petitive. Building relationships with customers based on stage in the buying process.
data about them has proven to be an effective way to
build a loyal fan base. In short, marketing, business and technology will con-
tinue to change in the future, so anyone working in ad-
In other words, IoT technology is helping businesses vertising should get familiar with IoT technology to get
make their products and services more appealing to access to information from internet-enabled devices.
consumers by making it easier to listen to customer
needs and respond appropriately. Savvy business own- The trends show that IoT will enrich the marketing
ers, managers and marketers are using this break- world in the future. Those who adapt to this change will
through technology to better transmit the right market- prevail. Those who refuse to change will inevitably fall
ing message at the right time on the optimal device(s). behind. ◊

It should, therefore, not be long before the data collect- By Daniela La Marca
ed by IoT devices shape the marketing strategies for all
types of products, services, and other offers. Such data
-driven marketing will thoroughly analyze user habits on
a number of internet-connected platforms.

October 2021: IoT in Marketing 5