13 Billion connected devices by 2020: How will the internet of things affect digital marketing?

14 January 2020

Marketers who want to stay successful are preparing for the Internet of Things (IoT). An increase of connected platforms means more data and more consumer insights. In return, customers will begin to see more personalised consumer experiences. 

The IoT is also impacting consumer buyer behaviour through the rise of voice-enabled gadgets. What's important though, is how marketers react to this. 


How does the Internet of Things work?

The IoT sends vast pieces of data between interrelated computing devices. For everyday consumers, IoT technology is mostly related to smart home technology. Covering devices from thermostats to home security systems and other home appliances, controlled via devices such as smartphones and smart speakers. 

The data supplies to companies from IoT can help us map out more clarified customer journeys. Some of this information would have been unattainable before. Now, this will be a goldmine of information for marketers. 


Benefits for marketers

IoT digital marketing will develop greater insights. Marketers will be able to examine consumer behaviour more precisely. For example, they will be able to more closely identify which stage of the buyer-process a consumer is in. 

More meticulous marketing touch-points will be developed and executed. Ads will become more impactful and channels accurate. IoT advertising will create seamless end-to-end experiences for consumers. 

Content marketing is created, directed towards and distributed to large audiences. Thanks to the IoT, it has created a hyper-connected world. With that, executing content marketing will become faster and easier. 

As technology improved, marketing capabilities will flourish. 


How will the IoT affect our use of SEO?

There's been an increase in voice-controlled devices in our homes. Apple's virtual voice assistant, Siri, has been used by Apple consumers for years. Over 1.5 years ago, Alexa, Amazon's virtual voice assistant, entered the New Zealand market. Now, with Google Home and Facebook Portal both competing for space in consumers' homes, voice assistants are becoming more integrated with everyday life. 

Voice technology is helping to create a new location and a new channel for Google searches. The key effect this has for SEO marketers, however, is the way search behaviour is changing. With voice search, consumers are using longer phrases and questions rather than simple keywords. 

For example, when typing a search into a phone, consumers are more likely to use a short phrase such as "weather Christchurch". With a voice search, consumers are more likely to ask Siri, "What is the weather forecast for today?" and Siri would have to understand intuitively that they want a local weather forecast. 


The next step

Being aware of how consumers will use IoT devices is crucial for marketers. SEO adaptations will need to occur to stay relevant and ahead of competitors in searches. Instead of shorter keywords, incorporate more specific phrases and providing more context is key. The IoT has been in discussion for years. Now, the marketing industry is changing upon its arrival. 

Alice Moore

Co-Founder and Director of Communications
Alice is a content writer by trade and started her marketing-tech career working at a tech export startup. Alice has been responsible for million dollar digital campaign launches and sending email campaigns to global audiences of over 1 million people.

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