The Internet of Things (IoT) is a network of connected devices that collect and exchange data, making them responsive so they can undergo whatever task they were designed to do. For example, a Smart Hub or an Amazon Echo. The IoT is changing the way we live our lives with smart toasters and fitness collars for dogs (yes, you read that right) being just some of the examples of crazy smart technology making its way into our homes.
The market for smart home devices has exploded in recent years with investments reaching an all-time high back in 2016. There is a huge variety of smart devices out there from kitchen appliances to energy savers and so much more. And with so many people now filling their homes with this new technology including Radaris reverse phone lookup it has presented a whole new marketing opportunity for businesses – but first you’ve got to understand how it works!
In this guide we’ll look at the types of smart devices that are most popular right now and how businesses can include these in their marketing strategies. We’ll also look at how to focus on aspects such as voice search, localisation and taking a very different approach towards SEO, for maximum results.
Smart devices to consider in your marketing efforts
The market for smart devices has seen an undeniable boom in recent years and this isn’t set to slow down any time soon. As with anything this means that the top players have already revealed themselves. You’ve probably heard of the Amazon Echo smart speaker, the Hive heating system and the Samsung SmartThings Hub, whether you actually own these devices or not. This is because these are some of the biggest and most well-advertised brands out there and should therefore be something you consider in your marketing efforts. Other devices to consider include:
- Smart speakers
- Audio-visual devices
- IoT ecosystems
- Smart thermostats
- PA devices
- Smart watches
All of these different technologies present different ways to target your audience. For example, the Samsung Hub is an entire ecosystem giving you more opportunities to connect with customers at each interaction point. Not only this, speakers and audio-visual devices allow you to advertise in a more traditional sense and many of these smart technologies such as heating controllers come with applications which allow the user to control them, giving you yet another way to reach audiences via the app.
Getting clued up on the different devices that are out there can help you to better understand how to target your audience and come up with creative new ideas to include in your marketing strategy. To help you out, we’ll look at ways in which you can enhance your marketing efforts to engage with those using IoT smart devices.
Tips for marketing to smart devices and engaging IoT users
Before we get into how to market to smart device users, it’s important to clarify that smart home devices do not affect your current marketing techniques. Much as the birth of the internet opened up plenty of new ways to reach customers, IoT and smart devices are just another area to add to your marketing strategy. For the most part your brand’s messaging, vision, values and audience will remain the same, it’s just another channel that you can utilise to market your goods or services.
So, let’s get into it – here’s how to boost your smart device and IoT marketing:
Diving deeper for data
Customers/users are pretty quick to give away their personal data these days, particularly because we’re so used to conducting tasks over the internet which often requires us to input our information. And the same applies to smart devices. These IoT devices give you access to a huge range of information that allow you to micro-target customers. For example, audio devices contain data about the type of information users are asking for or the music they listen to. You can then use this knowledge to create a persona character for your business and tailor your advertising to them. Just be careful not to dive so deep in your data that your adverts become creepily personal – we allow these devices in our home, but no one wants to feel like they’re being watched!
Voice search optimisation
Just when you think you’ve got your head around SEO, here comes voice command. This is possibly one of the most important first steps you need to make when marketing through smart devices. A large part of many devices is conversation, people are interacting with their devices using natural language and therefore you need your digital assets to lean more towards processing natural language and voice search optimisation, keywords are no longer as important here. Users may also request information from their local area and so localisation is vital. Be sure to update you Google business page, website and social media regularly to help your brand stand out in localised searches.
App development
Another important area to invest in could be app development, although this can take time and money to do. What’s more, it can be trickier to do depending on the products or services you offer. You only want to create an app if it’s going to resonate with IoT users in some way. If it does, then great! A dedicated mobile app can help you to gain even more information about your audience, advertise to them and collect more data based on metrics and usage.
Create a good partner network
Another way to target your audience is by creating a strong partner network and making it work for your business. For example, if you’re a fitness brand you could pair with a company that sells wearable devices such as fitness trackers. Your products or services need to work in harmony with that of your partners to enhance the overall user experience. So, take some time to consider your partners carefully and make sure that they are going to help you to actually reach your target audience, otherwise it could cost you.
Conclusion
The Internet of Things has developed hugely in recent years but with the rate of technological advances even in the past 5 years it’s pretty safe to assume that it’s still in its infancy. That means that there will be even more opportunity for businesses to use them in their marketing strategies and soon it will be expected that you are able to utilise the IoT when promoting your brand. Those who don’t will likely fall away like those companies who failed to move with the times and create a website and social media presence in the 00’s. The way we communicate is constantly changing therefore the way we advertise also needs to be continually adapting to keep up.
