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Marketing & the Internet of Things - It's about Connectivity

Posted on July 24, 2018 at 1:15 PM

As I was writing a blog for a client recently – it occurred to me that the column topic and marketing are both about connectivity. While the Internet of Things (IoT) is about the interoperability of Internet communications technology; marketing too is about establishing connectivity as well. Not a new notion of course, but an interesting parallel.

We’ve been fortunate to receive several kudos from clients as of late; complimenting our efforts on their behalf to enhance their digital online presence. And like the IoT – online marketing is about establishing and reinforcing connections. The more relevant and SEO-laden content a business has on the Internet – the better; however, it must be well written and optimized correctly.

But the IoT doesn’t refer to just IT devices. According to a recent posting on TechTarget on the subject, “A thing in the internet of things can be a person with a heart monitor implant, a farm animal with a biochip transponder, an automobile that has built-in sensors to alert the driver when tire pressure is low or any other natural or man-made object that can be assigned an IP address and is able to transfer data over a network.

“IoT has evolved from the convergence of wireless technologies, microelectromechanical systems (MEMS), microservices and the internet. The convergence has helped tear down the silos between operational technology (OT) and information technology (IT), enabling unstructured machine-generated data to be analyzed for insights to drive improvements.”

Marketing campaigns are interconnected as well. Continuity across all messaging means that when clients and prospects receive your emails, newsletters as well as web, blog and social media postings; they know from where it’s coming – enhancing your brand, establishing trust and encouraging action. Establishing and building upon your businesses online presence is an ongoing endeavor – that leads to consumer confidence and repeat business.

Web-enabled devices allow consumers anytime access to reach your messaging, and of course your products and services, when it’s convenient to them. So it’s important to have marketing campaigns speak consistently and constantly to address the needs of your targeted market. Keeping online content fresh and relevant keeps your offerings highlighted and in the forefront of consumers’ minds.

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