The “agile” manifesto spells out ideas that will help social media marketing to adapt to a changing environment in a productive way.
Are You Ready for the Internet of Things?
Google the Internet, and you will come up with several definitions for the Internet of Things (IoT). Author & Speaker Jacob Morgan writes in his article for the Forbes, “Simply put this is the concept of basically connecting any device with an on and off switch to the Internet (and/or to each other).” At the most fundamental level, IoT will change the way we carry on our household activities and on a much bigger scale, you can think of it being applied to technologically-advanced smart cities.
Does the idea of your fridge telling you that you are out of vegetables sound far-fetched? Today, the success of gadgets relies considerably on interaction from the end-user. This is where the concept of Internet of Things (IoT) comes in. The idea behind IoT is that gadgets will have a mind of their own, so that with minimal to virtually no input from the end-user everything can function seamlessly.
Jacob Morgan also mentions in his article for the Forbes, that according to the research firm Gartner, there will be over 26 billion connected devices by 2020. It gives everyone, including developers of technology as well as users, a great amount of flexibility and leeway. It will connect things you use in your day to day life like cars and bikes, exercise equipment, kitchenware, and the list could go on and on to each other. Allowing synchronisation between themselves in order to put out the most pertinent information for you to use will benefit you to enhance the quality of your life. With the IoT, if you are stuck in heavy traffic, you could easily route your way to your destination navigating through the least trafficked roads and find a parking spot in a congested area.
It is safe to say that industry leaders can ignore IoT at their own peril. Gearing up their organisations to be better prepared in terms of analytics, infrastructure and security issues when it finally does arrive would be on the to-do lists of most CEOs today.
IoT opens up endless possibilities where data will be available to connected devices giving insights about consumer usage that digital marketers can utilise to deliver optimised services. Overcoming challenges like managing the data profusion and addressing security concerns will enable organisations to make the most out of the IoT.
In the future, everything from your car to the washing machine and even coffee maker will be connected. This will generate a lot of data that digital marketers can utilise. To deliver targeted services and optimise customer experience, digital marketers will have to find ways and means to decode this data. For consumers, once they have subscribed to a particular provider, it will be harder than ever to migrate. More than ever, we will be guided by our preferences, and since the system will deliver everything tailored to our likings, it will be futile to move on to another provider.
The Real Challenge
The real challenge for organisations in the future will be to process and utilise the massive amounts of data that will be generated via IoT. The current data analysing software might not work with the complex sets of data that are created in this scenario and a more developed system will have to be created. Getting it wrong will not be an option as organisations will be sending out messages in real time across a vast array of interconnected systems.
Concerns and Building Bonds
Partaking with personal data will not be something that everyone will be comfortable doing and it will require organisations to adequately convey to the consumers the benefits of sharing information with them. As organisations will be dealing with sensitive data, new and advanced security measures will have to be deployed to ensure that consumer data is not compromised. Once organisations can get past this barrier, they can build lasting relationships with the customers since they will have access to so much information about them at the click of a button.
Role of Social Media
Social media will play a significant role as IoT will see the digital marketers make use of it to gauge the preferences of consumers as they interact with their devices. It will be an understatement to say that digital marketers will play an even greater role when the IoT is upon us. In the future, organisations will have ample data to understand the ever-changing needs of the consumers that will enable them to reach out and serve more efficiently.