The internet of things (IoT) is the technology that allows objects — like home appliances and fixtures, cars, or devices — to send and receive data via the internet. The internet is a means by which people can share and obtain information from sharing pictures of puppies to learning the works of Nietzsche. It is a massive network that keeps us connected 24/7.
When it comes to the IoT, this is simply adding more things into the mix. Add non-digital objects to the situation, exchanging information and communicating with each other (and their end users) via the internet. It allows these objects to execute different commands and actions, making them “smart” or “connected.” (“Alexa, turn up romance” – Cue for Enrique Iglesias, mood lighting, fire simultaneously!)
On a much larger scale, IoT is used to connect and power entire transportation or manufacturing systems. It’s referred to many as an “ecosystem,” in that it’s essentially an interconnected community of interacting people and objects, and the environments in which they operate.
The advancement in interconnectivity is only going to increase the amount of data that can be utilised by modern marketers. Some call it a conspiracy theory but there is no doubt that more interconnectivity means your private life is less…well private, and all this information can be utilised by forward-thinking marketers. This is Big Data.
These connections range from your Alexa device, to your fridge automatically adding ingredients to your shopping list or being able to track, maintain and optimise fleets of trucks for your global logistics company.
So…. more connectivity leads to more data, which leads to smarter data.
This is only set to expand in the coming years with the advent and accessibility of these new data sets.
Data is important for marketers, we are all aware of this and it’s not going away any time soon. From it allowing you to test and refine messaging to ensuring you are reaching your target audience in the most cost-effective and efficient way possible, it is essential in any marketer’s arsenal.
I mean if I am selling pizza, you bet I want to know when people start talking about being hungry at home along with other lifestyle information about my target audience.
Likewise, if I am a Call-Tracking organisation, I want to understand when people start searching for Call-Tracking Solutions along with key behavioural and lifestyle trends. This knowledge then allows me to refine my marketing strategy and replicate engagement with this type of individual in the future.
The right message, at the right time, on the right device.
A message and a hook line at the heart of all campaigns regardless of data and information available. Stories are the quickest way to help customers understand your role in the world.
Science tells us that we don’t think our way to logical solutions, we feel our way to reason and stories act as a cornerstone in how successful B2B organisations find emotional engagement.
This doesn’t have to purely be as part of a strategic vision, this is part of the day to day tactical and operational excellence that sets great brands apart from their competitors.
Here are 2 ways stories can be used day to day within your marketing:
1) Clear Corporate Story – Why do you exist? What are you different? What do you do? A clear vision that is transformational, inspiring, game changing and category defining. It shapes visions, gives a company purpose, inspires customers and rallies teams. The aim is to move markets and most importantly people to see the world like you do.
2) Campaign Based Storytelling. This is where the true benefits of data collected through larger data sets via the increasing pool of data thanks to IoT amongst others can really shine. What have you learnt about the way that customers buy or use your product that can be leveraged as insights in your organisation. I always liked Spotify’s use of people’s frequently played songs in their campaigns.
This type of Storytelling is based around this core tenant: Once conversations flow, revenue swiftly follows.