A Treasure Trove of Marketing Insights: CMO Ian Gertler Details 5 Real-Time Benefits of IoT Data
The data is pouring in. And savvy marketers like you are turning that data into insight to drive better decision-making and enhance the customer experience and outcomes. But the Internet of Things (IoT) and its constant stream of device data is upping the data-driven ante.
“While the presence of data-driven actions, insights and outcomes increases each day across industries, communities, and society,” Ian Gertler, Founder and Chief Marketing Officer of Symplegades Inc., explains. “The Internet of Things is allowing marketers to bridge physical and digital environments and experiences to listen, learn and interact more effectively.”
“The Internet of Things is allowing marketers to bridge physical and digital environments and experiences to listen, learn and interact more effectively.” – Ian Gertler, Founder & CMO, Symplegades Inc.
If you’re both intrigued and terrified of what IoT data means for your marketing efforts, you’re not alone. IoT data as a marketing tool is new, but it’s growing and evolving quickly—so now is the time to understand what you, your marketing efforts and your audience stand to gain.
Recently, Ian—a veteran marketer and a member of the IoT Community Advisory Board—told us that the real-time, information gathering capabilities of IoT data present some key benefits to marketers. Here’s what Ian had to say:
Personalization That Breeds Loyalty
Marketers can learn and deliver more relevant and rewarding content based on the context of the situation—whether that’s in a customer service or purchasing capacity, [which essentially propels] a single, actionable view of your customer insights across channels to spur loyalty versus purging by the competition.
More Context to Drive Further Personalization
They can develop and gauge the impact of customized and adaptable content and services. Think personalized, contextual marketing; think about speaking to the devices on your arm or in your living room and how you search now.
Another benefit is being able to provide results and outcomes based on more holistic sources of data, allowing this real-time information to be aggregated for better results.
Enhanced Transparency Throughout the Customer Journey
IoT data also helps marketers connect to the supply chain and logistics of the customer experience, illustrating a true transparency and trust between businesses and their consumers.
Ability to Tightly Align Marketing Strategy With Customer Needs
Finally, marketers can better understand the uses and challenges of customers, which helps make the marketing, service and even product development roadmap more aligned to customer needs and wants.
A Treasure Trove of Insights
Marketers are just beginning to understand the potential IoT data holds. And while Ian says there’s an increasing need for IoT to address the crucial elements of privacy, regulations and cybersecurity, the opportunity is golden.
“Many unknowns remain,” he told us. “But in many ways, IoT will reveal treasures in the data, delivering insights and outcomes that can make an impact.”
“IoT will reveal treasures in the data, delivering insights and outcomes that can make an impact. ” – Ian Gertler, Founder & CMO, Symplegades Inc.
To learn more about the lay of the IoT-for-marketing landscape, and to get more expert insight from Ian and other marketing, tech and IoT thought leaders, check out our How IoT Data Is Reshaping the Marketing Landscape resource page, featuring a robust eBook with the insights of 10 experts.