How Big Data And IoT Are Changing Social Marketing in 2020

Oct 3, 2019 | Social Media Marketing | 0 comments

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The development of the internet of things means that not only are we sharing information when we go online, so are our devices. More importantly, our devices, appliances, and other home products are often connected 24/7. That means the exchange of information never stops.

For customers, IoT brings convenience and peace of mind. It also brings concerns about privacy and security. For brands, IoT brings data and lots of it. All of that information and constant connectivity are causing big changes to social marketing. How Big Data And IoT Are Changing Social Marketing in 2020

First: IoT Data Will Bring Insights Like Never Before

The data that is sent by way of IoT devices is obviously used to ensure that these devices work as advertised. For example, a smart thermostat records and transmits the correct temperature of the home to the homeowner. However, that’s not the only way this data can be used. Companies can collect this data, along with other information to learn more about their customers.

IoT Data Gives Brands Better Understanding of Customers’ Needs

There’s a lot of data that can be collected from an IoT device. Depending on the type of device, the manufacturer might receive customer voice input, video, sensor data, usage information, etc. This information can be used to understand and more accurately predict customers’ needs.

Imagine a connected washing machine that senses it is in need of serious repair. The manufacturer receiving that information knows that at the very least the consumer needs repair services. They might also come to the conclusion that the customer may be in the market to replace their appliances.

Marketers Will Have More Insights Into Customer Habits

Fitness wearables, smart t.v.s, and other devices track user habits, then provide them with useful insights. This information can be used to:

  • Count calories burned
  • Provide information on distance walked
  • Make fitness recommendations
  • The track shows watched and shows to be watched
  • Curate recommendations for future shows

How Big Data And IoT Are Changing Social Marketing in 2020

Because so many devices are voice-activated, brands can also learn about the language needs and requirements of their users. This can be used to determine how to best serve the needs of multilingual customers.

All of this data can also be used by brands to better understand how customers behave. They can then use this information to gain some important behavioral insights.

Next: Brands Will Use Those Insights on Social Media

Brands Will Be Able to Deliver More Relevant Content

Personalization is key to building customer relationships and ensuring a study flow of traffic to your website and social media pages. All of the data that you gain from IoT can be used to learn more about your customers, then deliver content to them that is personalized and relevant.

Imagine that you run an HVAC company, and furnaces and Air conditioners you provide to your customers provide you with lots of data regarding each customer’s energy usage, how often they run the heat vs. the A/C, etc. You can draw a lot of conclusions from that. For example, you might have a good idea of customers who may be struggling with energy efficiency issues. Others could have systems that are simply not running well.

All of this information highlights problems, questions, and concerns your customers are likely to have. That’s content gold for you. All you have to do is take that information and use it to identify topics that are most likely to be of interest to your audience.

IoT Customers Can be Encouraged to Engage in Social

People buy and use fitness wearables to track their exercise routines, ensure they are burning adequate calories, to track the food they eat, and more. That’s not all. If you own a Fitbit or other wearable, you know that there’s a huge social component to all of this. In fact, the company makes it easy to share your workout successes on Facebook, Twitter, even Fitbit’s proprietary social media site.

By adding social share functions, and building online communities around their devices, brands can increase the level of engagement on their social media pages. This can lead to increased customer loyalty, and boost social media metrics.

IoT Can Lead to Improved Ad Targeting And Segmenting

The most effective efforts at customer segmentation and ad targeting are based on data. IoT data can be used to dig even deeper into customer habits, behaviors, preferences, and needs. In turn, that information can be used to build customer personas and to create targeted ad campaigns.

Consider the example of the HVAC company above. If the data they collect indicates that they have a segment of customers who tend to keep temperatures warmer in the summer and cooler in the winter, they may be able to predict that they have a valuable segment of budget-minded customers who are concerned with energy usage. They could then target these customers with ads for energy-efficient appliances and weatherization services.

Final Thoughts

There’s more to IoT than simply providing customers with devices that enhance their daily lives. IoT has the potential to create major changes in the way that brands learn about their customers and market to them on social media.

By Donald Fomby who is a valued member of the writing team at translation and localization company PickWriters. Donald studied Computer Science at Texas A&M. In his spare time, Donald writes Sci-Fi short stories.

See more IoT stories here.

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