The concept of the Internet of Things may seem new, but the reality is that it has been around for a long time. The only difference is that it is becoming more and more common and more useful for all sectors.
If we talk about IoT or the Internet of Things, it is possible that the meaning of this concept is not very clear, but if we mention the connection between objects, people and the Internet, we begin to understand what it consists of.
Interconnection is increasingly integrated into our daily lives, automating and facilitating tasks in our daily lives to an extent that we would never have imagined: from our mobile phone we can find out where in the house the hoover is cleaning, control the temperature of the thermostat in our home or even get a driverless car to take us to our destination.
The marketing sector is no stranger to technological evolution, which is why the IoT is a concept that we must take into account when planning different campaigns. By knowing the preferences, behaviour and context of customers, brands and agencies can create the most personalised shopping experience possible.
It is no longer unusual for a person to stand in front of a shop and at that very moment receive an alert on their mobile phone with exclusive discounts from that store. This is thanks to IoT and the profiling of our shopping habits, which helps to personalise the different offers we receive.
What multichannel personalisation techniques can be exploited thanks to the Internet of Things?
– Dynamic content. Thanks to the interconnection of different devices, we can know information in real time before making decisions.
– Predictive analytics. By analysing consumer behaviour we can anticipate their needs, thus achieving a much more strategic impact.
– Behavioural triggers. Receiving personalised messages at key moments of the day. For example, a virtual assistant that makes an offer of a home-delivered meal when entering the home.
– Geofencing. The concept of geofences goes implicitly hand in hand with the Internet of Things, as they are digitally limited areas, which allow consumers to be located at a certain point, thus enabling them to receive personalised notifications.
To conclude, it is worth highlighting, once again, the importance of the information obtained thanks to the IoT. This data enables the creation of relevant, personalised and timely experiences, thus building stronger customer-brand relationships and improving the results of different campaigns.
