The concept is that #IoT devices will share sufficient information about their usage that marketeers will be able to optimize their marketing message delivery to customers. In exchange for giving up privacy, the consumer might get (in theory only) fewer ads in media, social media and email optimized with the right message, at the right time, delivered in the optimal media channel. In theory.
“The IoT collects data regarding where, how, and even why, products are being purchased. Having access to that information allows companies to tailor their marketing efforts to the individual needs of their customers. As IoT allows companies to deliver only the most relevant messages over preferred channels at a time when it’s most convenient for each individual customer, the return on their marketing investments will increase substantially.
Just knowing the right time to send an email can make the difference between a potential new customer reading it and responding or hitting the delete button without even opening it. Companies will be hiring fewer marketers and more data analysts to determine the right information, the right time, and the right channel to deliver it.”
Finely tuned marketing could – in theory – mean less marketing messages targeted at getting you to buy a product or service that you neither need nor want. Instead, marketing messages might – in theory – be seen as delivering potential solutions to customers, just when the customer is seeking a solution for a problem. That’s the idealized view, of course. But it takes the ideas of content marketing beyond web pages and social media.