Social Media Marketing has been in practice for a long timenow. But the integration of IoT with social media has added an edge to socialmedia, expanding its scope to a larger extent.
Interconnectivity of digitaldevices provides endless opportunities for brands to listen and respond to theneeds of their customers – with the right message, at the right time, on theright device. According to a report by Marketo, 51% of the world’s top globalmarketers expect IoT to revolutionize the marketing landscape by 2020. IoTenables Social Media marketers to get more previously unobtainable dataregarding the ways consumers interact with devices and products, get a betterinsight into the buying journey of the customer, facilitates real-timeinteractions, POS notifications and enabling more targeted and fully contextualads.
With IoT, effective marketing will not only cater solutionsto demographic and psychographic targets, it will also predict solutions forthe individual users of products. Forexample, when the brakes of a car are wearing out, the nearest repair shop cansend out targeted campaign to the consumer and direct the car to its store.Another instance is when a coffee maker doesn’t work, and the consumer angrilytweets about the experience, being IoT enabled, instant reply to the consumer’stweet can be sent out by the company explaining the issue and they can alsoactivate automated replacement to address the consumer’s dissatisfaction. CocaCola vending machine, running low on inventory can communicate with an off-siteinventory supplier, via the internet, to order more Coke. Another example iswhen a consumer is in the vicinity of a retail stores, the company can send outa personalized campaign based on not only their distance from the store, thecurrent weather, past purchases behavior but also based on their previouspurchases from competitors’ stores, other purchases they made that day,upcoming events on their Google calendars and their fitness report from their wearables.
Another way in which IoT can converge social media isthrough social access management. Such technology allows consumers to interactwith physical devices using their social identity. Recently, one companyexperimented with a vending machine powered by tweets where consumers usedtheir Twitter account to get a product from the vending machine.The age of the interruptive commercial can finally come toan end if marketers completely rely on IoT related data. In this new world of, advertisingcan be beneficial and completely relevant. No customer will be served anadvertisement that doesn’t 100 percent align with their interests, behaviors,and past purchases.
For example, when a light bulb’s timespan ends in a smarthome, the connected home could not only entail the need for a replacement, butcould also send a discount coupon for a new bulb directly to the smartphone ofthe homeowner. It can also calculate the exact number of hours that the lightbulb has been in use and can inform the consumer the need for change of the lightbulb. Not only does this saves time for the consumer by only serving relevantads, but also help marketers by not wasting thousands of dollars on irrelevantadvertising.