Alexa, Tell Me Everything You Know

(Mashable)

Alexa is no longer just a girl's name and Google no longer requires any typing. Connected devices are an integral part of our lives now. From Fitbits, Nests, and smartwatches - consumers rely on these devices to go about their daily routines. Devices don't just help solve consumer's problems though, they are a treasure trove for marketers as well. At the forefront of all of this, is the Internet of Things (IoT). The internet of things allows marketers to know more about consumers than ever before. The challenge is making sure their brand is seamlessly integrated at the right time without appearing intrusive.

So, what exactly is the internet of things? Forbes defines the IoT as simply connecting devices with an on and off switch to the internet, and to other devices. The internet of things is a giant network of connected "things", including people (Forbes). Sounds a little creepy right? While there are many benefits to having your devices connected to one another, privacy is definitely an issue. Additionally, we may not want our coffee maker to start brewing every time we text our friends saying "I'm tired." While this technology is definitely still developing, as of now IoT is here to stay and will be an integral part of digital marketing strategies for many types of industries.

(Verify Recruitment)

The concept of the IoT is intriguing because of the type of data it holds. I already discussed the growth of Big Data, and the internet of things is here to exponentially increase the amount of data available to marketers. However, this data will be very different from the data marketers traditionally collected. This data comes directly from the consumer as they are going about their day. Deon Newman, the CMO of IBM's Watson Internet of Things, believes the IoT will give insight into how a customer uses a product, which features they use, and which they don't (Forbes).

The internet of things presents tremendous opportunities for brands in many industries, especially consumers goods. On the extreme, brands can partner with devices to make sure consumers can easily obtain your products. For example, Maytag washing machines can automatically order Tide detergent when a consumer is running low. However, most marketers will be more interested in the data the IoT provides. If Nordstrom Rack can see that you're starting to turn the temperature on your Nest up, it could be the perfect time for them to send you an email with their latest sweater styles.

(Giphy)

The data provided by the internet of things can be useful at different stages of the purchasing cycle. However, it is probably most effective when a consumer already has a relationship with a brand. While a brand could serve consumers a programmatic ad (based on lifestyle data) simply intended to increase awareness , it may not lead to a purchase. If you've already had a positive experience with Nordstrom Rack then you'd be happy to see their sweater options when you're feeling chilly. But if you saw an ad for L.L. Bean instead, it might even prompt you to see what Nordstrom Rack is selling because you were just reminded that you need a new sweater.

I would recommend marketing through or based on the internet of things for brands that contribute to consumers' lifestyles. For now, this is where the majority of data that can be garnered from the IoT exists. It is also becoming increasingly important in B2B marketing, where for example equipment firms can see when manufacturers are in need of replacement parts (Target Marketing).

All brands in various industries should also be conscious of the way the IoT is changing the search game. Consumers can ask Alexa or Siri a question from virtually anywhere now. Digital Marketing Institute explains that when speaking to devices consumers tend to ask questions more naturally, as if they were talking to a friend. This means that it's no longer enough to make sure your website is filled with keywords and optimized for search engines. The IoT requires internet content to be optimized for voice searching as well.

(Giphy)

The internet of things is definitely here for the long - run. In the future, consumers will want even more of their devices to be connected. It will become a way to make sure all areas of someone's life are in sync. The challenge down the line for marketers is the increasing concern for privacy that will occur as consumers realize how much data these connected devices are collecting. Data should be sourced transparently and only be used to meet customer needs. Whether it's Alexa, Google, or even your coffee machine - be prepared to have deep relationships with your devices.