Thursday, February 18, 2016

Marketing Managers: 3 Ways to Harness the Power of the Internet of Things

Everyone seems to be talking about the Internet of Things (IoT) these days, and you might have wondered more than once just how this futuristic technology is relevant to your work as a marketing manager today. As a graduate student of Integrated Marketing Communications at Northwestern University, I have two articles here that help you understand IoT and how it can make you a power marketer.

As Chief Innovation Officer at DDB (APAC), Anthony J James wrote the article "What Use is the Internet of Things to Marketing?" on LinkedIn to help marketers like you see how IoT makes your job easier. With IoT, objects are becoming smarter with real-time data collection and connectivity, and this wealth of information makes you smarter too. Marketers can use the data to pinpoint and predict consumer needs, seizing that invaluable pre-purchase aperture without wasting resources. You can also use the data to identify problems at various points of communication and optimize your marketing process. It’s all about efficiency, intelligence, and simplicity.

The second article "Why Marketers Must Understand the Internet of Things" is written by digital expert Marko Z. Muellner on the Edelman Digital Blog. Soon, devices and people will be connected everywhere, every minute of the day. IoT is transforming your consumers’ lives, and you too need to transform the capabilities and methods of your marketing team. You should hire data experts, listen to data experts, and think like data experts. Simply put, IoT takes you straight to the head and heart of your consumers, but first you have to know how to work with what you are given.

  • Optimize your process - The data is there to help you see things you don’t normally see, and you can use it to eliminate inefficiencies in your tasks.
  • Think with data - The value of IoT lies in the wealth of data it provides to anyone willing to learn.
  • Focus on humans - Ultimately, the most important thing you can do with any technology is to create value for your customers, and IoT can help you with just that.

Next time you hear IoT in the coffee room or at a convention, recall these three points and join in the conversation on why it’s truly the next big thing for marketers.


Shuyi Shang is a current graduate student of Integrated Marketing Communications at the Medill School, Northwestern University. She has industry experience in digital marketing, social media analytics and market research. You can reach Shuyi on Twitter and LinkedIn.

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