28Apr

How the Internet of Things connects brands to people


internet of thingsThe boom in smartphone technology over the last decade has radically changed how people interact and live everyday life. We’ve seen new offerings such as the DietSensor’s bluetooth gadget, that can ‘scan’ food items for their nutritional content, and the ‘Code-a-Pillar’ that teaches young school children how to code.

People now have easy access to the network of devices, connected and controlled by the internet, that keep their lives moving (i.e. email, online banking, home appliances etc.), and goes by the snappy term of the ‘Internet of Things’ (IOT).

As more businesses opt out of traditional marketing for more SEO service providers to build their online presence, smartphone technology inspires new ways of connecting people with businesses. The popularity – necessity, arguably – of the internet and its readily available information makes for fierce competition between big and small brands to stand out and win new customers.

For brands eager and savvy enough to capitalise on the digital evolution, the future of IOT depends on two deciding factors: the consumer, and the ability to gain and maintain their trust in products connected to the IOT.

Consumer habits are data driven

We’ve talked about big data before, and how this valuable stream of statistics and consumer insights comes through connected devices such as Fitbit or Under Armour’s Gemini 2 trainers.

To use Fitbit as an example: when a user goes running on Mondays and Wednesdays, the marketing department can create a personalised campaign and send through tailored information at the user’s convenience.

Tracking human behaviour, and reaching out through the right social media channels, ads and messaging creates loyalty in the digital space. Online surveys or apps that collate feedback is key to understanding your customers’ habits.

No consumer minds think alike

That’s why brands have to tailor their campaigns and in many cases even ‘personalise’ them to the specific needs of individual clients.

A consumer will take many paths to choosing a brand, many of those subjective, so the traditional advertising of ‘one size fits all’ is becoming increasingly irrelevant in today’s competitive climate.

Take a holistic approach to fully understanding each and every one of your clients, and their needs, to build their long-term trust in your brand.

Social media is the key

Nothing really beats social media these days; there’s so much that can be learned from consumers from popular everyday platforms like Facebook, Twitter and Instagram.

Brands receive a loyal following from fans by understanding their feedback on products, services and even campaigns, and also by identifying their likes and dislikes.

Create incentives for your customers to share and spread the word of your brand through videos, pictures and comments.

Trial and testing digital strategies

Hiring an effective SEO consulting service could be money well spent, as this can help brands discover ways of optimising their online visibility across multiple digital platforms to convert new customers.

Individual trial and testing on target demographics, to discover their interests for the purposes of effective SEO, can make a huge impact on the number of visitors to your website.

Convenience keeps you in the game

Building digital apps or devices that help people manage their everyday lives, and gives them solutions, is a fundamental rule in IOT.

The British Gas Hive is a ‘smart’ meter app that allows users to log into their online account and change the temperature and settings of their indoor central heating at home, even putting it on a timer when they’re outdoors.

Make sure that what you’re selling stays relevant in the context of modern lifestyles, or else you may find it’s out in the cold.

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