How the Internet of Things (IoT) Impacts Content Marketing
The Internet of Things (IoT) is a network of items that communicate their data to people and things without the need for human interaction. Included are such things as sensors in machines, appliances, and electronics.
To help you understand how the IoT will affect your customer’s experience, here’s an example to consider. Your customer can receive your content in a myriad of places. She is no longer confined to gadgets such as her laptop and iPhone. For example, her refrigerator can alert her to problems with food temperature. This capability affects your touchpoints (points of contact between the customer and the company) and the customer journey, and requires you to develop new messages for customer consumption based on the device customers are coming from.
Following are some specific ways in which the IoT impacts content marketing and the customer experience. In March of 2015, Altimeter produced an excellent report called “Customer Experience in the Internet of Things: Five Ways Brands Can Use Sensors to Build Better Customer Relationships” by Jessica Groopman (see the figure). This report discusses a variety of ways the customer can be affected by the IoT, including providing support and rewards. Four in particular have a direct impact on content marketing.
Following are ways to provide consumers with information and affect their decision-making:
Environment and proximity data: You can send consumers your product messages based on factors like location, weather, and product interaction. Retailers, for example, can send targeted messages about what to wear or eat to beat the heat.
Location-based information: Another way to use location data is to determine the customer’s proximity to the product itself. Companies can guide shoppers to find nearby products and to choose the specific product when they are in the retail store itself.
Monitoring data: The product can monitor and send a variety of data from the device itself. An example is a health device that reports current heart rate to the user.
Breaking news: Companies can alert users to important announcements and emergencies right from their devices in real time. Such alerts provide a public service as well as benefits to the user.