Many businesses already are using IoT data to back up their
digital marketing and most of them call it a success.
Some companies are so successful with it that they plan to divert resources to the Internet of Things from elsewhere, based on new
research.
The study comprised a survey of 500 marketing and technology professionals in large and midsize companies conducted by Survata for 2nd Watch.
Interestingly, the big data of
IoT is being used primarily for customer related insights.
Meanwhile, concerns around implementing IoT digital marketing programs involve cost and support, according to the survey.
Companies are tapping the Internet of Things for multiple customer-focused activities. Here’s how IoT is being used in digital marketing campaigns:
- 28% -- To better understand
customer preferences
- 24% -- To power campaigns and promotions
- 15% -- To power customer-facing Web and mobile applications
- 32% -- All of the above
The real
question is how well these uses have been evaluated and there’s positive news on that front. This is how effective the campaigns have been judged:
- 43% -- Quite successful in
terms of meeting customer engagement and demand generation
- 27% -- Extremely effective, we’ve eclipsed our goals and generated quantifiable returns
- 26% -- Appear to serve the
purpose for which they were intended
- 3% -- Not sure, we haven’t really measured anything
It looks like these successes are about to drive even more use of IoT data in
digital marketing, since most (84%) companies are likely to expand their IoT data programs, with almost a third (31%) very likely.
As in all new major market disruptions, there are a host of
considerations moving forward, not the least of which is cost. Here are the biggest considerations:
- 40% -- Cost
- 21% -- Support, the exec team doesn’t yet see the
value
- 20% -- Technical skills, we don’t have them in house so need help developing and implementing
- 20% -- All of the above
As the Internet of Things
escalates, significantly more data will emerge. The good news is that some businesses already are finding uses for this data in their digital marketing.
The majority (59%) of businesses are
leveraging IoT data for digital marketing, with some (19%) being “very aggressive” about it.
On the other side, a significant number (40%) of businesses are not yet using any IoT
data for marketing, with some (13%) saying IoT is not on their radar. And that’s not an IoT issue; it’s a radar issue.
_________________________________________________________
What to learn more about IoT? Check out the agenda of the upcoming MediaPost IoT: Shopping conference here.