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 access to previously unobtainable dataregarding the ways consumers interact with devices and products, get a betterinsight into their buying journey. It also facilitates real-time interactions,POS notifications and enables more targeted and fully contextual ads.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 near the vicinity of a retail store, it can send out a personalizedcampaign based on not only the consumer’s distance from the store, the currentweather condition, past purchase behavior but also based on previous purchasesfrom competitors’ stores, other purchases made by the consumer that day,upcoming events on the Google calendar and the consumer’s fitness report fromthe wearables.
Another field in which IoT and social media converges issocial access management. Such technologies allow consumers to interact withphysical IoT enabled devices using their social identity. Recently, one companyintroduced an IoT powered vending machine which could be accessed by tweets. Consumersused their Twitter account to get a product from this 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.