How IoT is Enabling Target marketing and Personalisation

 Monitoring changing patterns of user needs and purchases of both customer and buyer are essential for any business to market their product or service. Any business must have knowledge of the user's current needs before advertising the product or service. 

With a comprehensive understanding of the customer base, one can get a profitable ROI from the advert. Effective marketing requires a decent customer relationship management tool, which helps you in gathering and organizing data.

The conventional ways of marketing approaches cannot capitalize on real-time consumer impulses and buying opportunities. Thus, to amalgamate the traditional approaches with insights of a buyer, IoT technology has the potential to change the way advertising works in a more personalized way.

Since social media and mobile data are heading towards personalizing marketing approaches, the Internet of Things promises to give an extra boost to the effort. 

IoT Empowering Personalized Marketing 

One of the marketing expert and head of the marketing analytics and data science at TNS UK, states how IoT is capable of capturing behavioral data which can be further used in marketing applications. 

The three ways of gathering data are through smart energy meters, appliances with sensors, and technology enable smart wearable.

The topic of how should marketing adapt to the era of personalization is still debatable and expandable. Thus multiple opinions can be viewed by different experts working on IoT cloud services as well. 

However, a study was conducted in 2017 and was found out that personalization is the key driver of any brand loyalty, 96% of marketers believe that personalization helps advance customer relationships.

Internet of Things has features, like location intelligence or spatial intelligence, which gathers location-based data. A company used the location-based targeting mobile targeting solutions that increased site visits with 391% (Source: Geo-Conversion Lift in 2018). 

Factors Which Can Enhance Customer Visit

For any business to attract a maximum audience and map them towards your products or services, wining their trust needs a comprehensive study of the customer's journey. Thus, it is relative to align messaging, goals & objectives, across various channels and devices. Monitor the opinions and belief of your products or services will help you understand the areas that need work. In retail, many tried IoT technology differently to enhance customer visits and better their experience. 

 

Personalized Discount -

Experimenting with the customers to provide them with loyalty discounts will help boost the footfall of the customer. Also, regular discounts will maximize the customer rate.

Robot Employees - 

There are many retailers that have ingrained robot employees to provide assitance to their customers. Interestingly the robots have the capability to answer questions bilingual. These robots take care of the stocks, take notes of the products that are running out or misplaced.   

Beacons - 

Like the personalize discounts and robot workers employed by the retailer, companies or marketers are using another IoT feature, or I must say an IOT technology device - Beacon. Beacons are the tiny Bluetooth devices that are designed to send alerts to the smart handheld devices based on location proximity. One of the renowned brands, Macy has been using Beacons since 2014 for their application that pops promotions and discounts alerts as soon as they enter the store. The app recognizes the store area of the customer also, the customer passes by the store. 

Appropriate Marketing 

Devices connected allows companies to understand how customers interact in real-time. For example, fitness freaks using smartwatches or popular smart bands like Fitbit that help track their fitness patterns. Applications like Tesco for picking up sensible or nutritious for dinner.  

In the Nutshell -

Talking through the customer's viewpoint, IoT technology my deliver more relevant, time-effective, and interesting avenues to deal with different products or services. Taken from a business view, it offers great opportunity through the understanding of consumer's buying insights. This helps marketers to prepare an effective product with marketing strategies to meet the target audience and generate profits. Thus, IoT service providers are helping companies to enhance their products or services through ingraining new tools and technology for a personalized effect.