Written by: Guest | Best Company Editorial Team
Last Updated: February 24th, 2020
Guest Post by Shay Berman
There’s no doubt that technology is king in our everyday lives. From the latest smart refrigerator to a Google Home voice search, technology and big data are interwoven to meet consumer demands. According to a report conducted by Edison Research, over 70 percent of consumers made “conversational commerce” purchases.
Big data and Internet of Things (IoT) has the largest impact on digital marketing due to high engagement and the personalized buyer experience.
Without further ado, here’s an overview of big data backed IoT devices and its impact on marketing as we know it.
What is big data and IoT?
Big data is the collection of quantifying symbols and characters that stores information with a multiplying data count. IoT is a network of software and advanced technologies that exchanges data across the internet wirelessly over various devices. According to tech and database giant, Oracle, it’s estimated that over 10 billion devices will be linked to IoT by 2020.
What makes IoT devices stand out is their ability to generate a vast amount of data without human-to-human contact or human-to-computer interaction. The most popular IoT devices include Apple Watches, Google Home speakers, and smart sensors.
Remember, that IoT devices can’t be smartphones. In fact, smartphones are categorized as computers. This is because it requires physical human interaction, such as typing with your fingers, to generate searches and make purchases.
Bringing insight to your business
Where does digital marketing come into play? What makes IoT devices unique is its voice-controlled software. Voice searches, according to ComScore, will reach 50 percent by the time 2020 rolls around. Since IoT devices are supported by big data, voice searches can generate results in as little as 0.02 seconds.
From a marketing standpoint, big data optimizes solid campaigns by collecting and prioritizing information. More so, storing and using consumer information in order to personalize the buyer experience. If your audience can relate to it, chances are, they’re going to buy it.
The more relevant, the better
Consumer: “Hey Alexa, where’s the best place to eat sushi?”
Amazon Echo: “There are ten top-rated sushi places within a 15-mile radius.”
This is exactly how big data generates relevant content. The IoT device stores location information in order to assist consumers in finding the nearest products or services for their convenience. As mentioned on the content promoter and news outlet Relevance, keeping track of buying habits and search trends escalates the number of leads for businesses. When products are integrated online, the IoT device generates search results catered to users’ interests.
Ad targeting is a powerful tool — so, use it
A notification just popped up on your Apple Watch, telling you it’s 76 degrees outside with a 90 percent chance of rain. The accumulation of big data gives content marketers the ability to send emails or messages to buy an umbrella according to the forecast. Referencing QuanticMind for digital marketing professionals, you can better target your audience based on environmental data identifiers. Data monitoring identifiers, such as detecting pulse rate, can also send health alerts or suggestions to start a gym membership. These identifiers directly influence consumer decision-making behavior on the conversational commerce landscape.
Context is not overrated
Since IoT is powered by voice search, the system is able to automate queries and responses to deliver the best results. The context of the conversation is taken into account where specific wording is generated by big data word-matching. Therefore, IoT can provide real-time results based on the context of the content. IoT devices are programmed to articulate natural speech and long sentences. Appropriate marketing tools should be centered on optimizing context and content adjusted for conversational speech.
It’s safe to say that IoT devices are here to stay for the next century. The biggest takeaway for marketers is to avoid focusing all efforts on consumer behavior behind a desktop or smartphone. With rapidly evolving IoT smart devices and big data storage, refresh your strategy with consumer interaction in mind.
Shay Berman is the founder and president of Inc. 500-ranked internet marketing agency Digital Resource. He is recognized as a “40 Under 40” entrepreneur by South Florida Business Journal while the company is named a “Fast 50."