CINXE.COM

<!DOCTYPE html><html lang="en"><head><meta charSet="utf-8"/><meta name="viewport" content="width=device-width"/><title>How the Internet of Things Is Disrupting Digital Marketing | Digital Marketing Institute</title><meta name="description" content=" page on the Digital Marketing Institute Blog, all about keeping you ahead in the digital marketing game."/><meta property="og:title" content="How the Internet of Things Is Disrupting Digital Marketing | Digital Marketing Institute"/><meta property="og:url" content="https://digitalmarketinginstitute.com/blog/undefined"/><meta property="og:site_name" content="Digital Marketing Institute"/><meta property="og:description" content=" page on the Digital Marketing Institute Blog, all about keeping you ahead in the digital marketing game."/><meta property="og:image" content="https://v3assets.digitalmarketinginstitute.com/logos/dmi/open_graph.png"/><meta name="next-head-count" content="9"/><link rel="preload" href="/assets/fonts/gtamerica/expanded-black/gt-america-expanded-black.woff2" as="font" type="font/woff2" crossorigin="anonymous"/><link rel="preload" href="/assets/fonts/aeonik/regular/aeonik-regular.woff2?js49ro" as="font" type="font/woff2" crossorigin="anonymous"/><link rel="preload" href="/assets/fonts/aeonik/medium/aeonik-medium.woff2?js49ro" as="font" type="font/woff2" crossorigin="anonymous"/><link rel="preload" href="/assets/fonts/aeonik/bold/aeonik-bold.woff2?js49ro" as="font" type="font/woff2" crossorigin="anonymous"/><link rel="preload" href="/assets/fonts/aeonik/regular-italic/aeonik-regular-italic.woff2?js49ro" as="font" type="font/woff2" crossorigin="anonymous"/><link rel="icon" href="/favicon.ico"/><link rel="preload" href="/blog/_next/static/css/cac9c88957732e5e.css" as="style" crossorigin=""/><link rel="stylesheet" href="/blog/_next/static/css/cac9c88957732e5e.css" crossorigin="" data-n-g=""/><noscript data-n-css=""></noscript><script defer="" crossorigin="" nomodule="" src="/blog/_next/static/chunks/polyfills-c67a75d1b6f99dc8.js"></script><script src="//cdn.optimizely.com/js/21168220171.js" type="text/plain" data-cookiescript="accepted" data-cookiecategory="performance" defer="" data-nscript="beforeInteractive" crossorigin=""></script><script src="/blog/_next/static/chunks/webpack-d71c002922acf058.js" defer="" crossorigin=""></script><script src="/blog/_next/static/chunks/framework-bbecb7d54330d002.js" defer="" crossorigin=""></script><script src="/blog/_next/static/chunks/main-33335e1177b434f8.js" defer="" crossorigin=""></script><script src="/blog/_next/static/chunks/pages/_app-686bda8b666e6c41.js" defer="" crossorigin=""></script><script src="/blog/_next/static/chunks/388-6d8269034f54a5b7.js" defer="" crossorigin=""></script><script src="/blog/_next/static/chunks/pages/%5Bslug%5D-0177a8e58446fc43.js" defer="" crossorigin=""></script><script src="/blog/_next/static/2hc1YC_zw7bYjrUPJRawS/_buildManifest.js" defer="" crossorigin=""></script><script src="/blog/_next/static/2hc1YC_zw7bYjrUPJRawS/_ssgManifest.js" defer="" crossorigin=""></script></head><body><div id="__next"><div><div data-component="dmi_header" class="w-full px-4 lg:px-1 text-navy bg-white sticky top-0 z-20 false"><div class="max-w-full sm:max-w-7xl mx-auto text-navy"><div data-component="dmi_top_header"><div class="pt-2 flex justify-between w-full items-center gap-4 sm:gap-8 h-16 relative"><div class="relative w-36 h-full"><a href="https://digitalmarketinginstitute.com" class="shrink-0 absolute top-1"><img src="https://dmi-next.imgix.net/600x308/c4d39ca79f/logo-full.png?auto=format" width="130" height="67" alt="DMI Logo"/></a></div><div class="hidden lmd:flex gap-4 text-navy"><a href="https://my.digitalmarketinginstitute.com/resources/dashboard"><p>Courses</p></a><a href="https://digitalmarketinginstitute.com/resources" class="font-medium relative"><p>Resources</p><span class="h-[3px] w-full dmi-gradient absolute top-[37px]"></span></a></div><div data-component="header_search" class="hidden sm:flex rounded-full bg-gray-200 h-9 grow items-center px-3 gap-2"><svg width="32" height="32" class="fill-current w-3 h-3 text-gray-500" viewBox="0 0 32 32" version="1.1" role="img" aria-label="Search Icon"><path d="M31.626 29.743l-9.091-9.091c4.241-5.242 3.636-12.887-1.376-17.398s-12.678-4.309-17.446 0.459c-4.768 4.768-4.97 12.434-0.459 17.446s12.155 5.617 17.398 1.376l9.091 9.091c0.523 0.505 1.353 0.498 1.867-0.016s0.521-1.345 0.016-1.867zM12.703 22.693c-5.517 0-9.989-4.472-9.989-9.989s4.472-9.989 9.989-9.989c5.517 0 9.989 4.472 9.989 9.989-0.006 5.515-4.475 9.983-9.989 9.989z"></path></svg><div class="w-full h-full "><div class="ais-SearchBox"><form novalidate="" class="ais-SearchBox-form" action="" role="search"><input type="search" placeholder="Keyword search..." autoComplete="off" autoCorrect="off" autoCapitalize="off" spellcheck="false" required="" maxLength="512" class="ais-SearchBox-input" value=""/><button type="submit" title="Submit your search query." class="ais-SearchBox-submit"><svg class="ais-SearchBox-submitIcon" xmlns="http://www.w3.org/2000/svg" width="10" height="10" viewBox="0 0 40 40" aria-hidden="true"><path d="M26.804 29.01c-2.832 2.34-6.465 3.746-10.426 3.746C7.333 32.756 0 25.424 0 16.378 0 7.333 7.333 0 16.378 0c9.046 0 16.378 7.333 16.378 16.378 0 3.96-1.406 7.594-3.746 10.426l10.534 10.534c.607.607.61 1.59-.004 2.202-.61.61-1.597.61-2.202.004L26.804 29.01zm-10.426.627c7.323 0 13.26-5.936 13.26-13.26 0-7.32-5.937-13.257-13.26-13.257C9.056 3.12 3.12 9.056 3.12 16.378c0 7.323 5.936 13.26 13.258 13.26z"></path></svg></button><button type="reset" title="Clear the search query." class="ais-SearchBox-reset" hidden=""><svg class="ais-SearchBox-resetIcon" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 20 20" width="10" height="10" aria-hidden="true"><path d="M8.114 10L.944 2.83 0 1.885 1.886 0l.943.943L10 8.113l7.17-7.17.944-.943L20 1.886l-.943.943-7.17 7.17 7.17 7.17.943.944L18.114 20l-.943-.943-7.17-7.17-7.17 7.17-.944.943L0 18.114l.943-.943L8.113 10z"></path></svg></button></form></div></div></div><div class="flex gap-3 sm:gap-4 items-center"><a id="sign-in-cta" href="https://my.digitalmarketinginstitute.com/auth/login?redirect=/resources/how-the-internet-of-things-is-disrupting-digital-marketing" class="font-medium">Sign In</a><button class="bg-green text-white py-1 px-3 rounded hover:bg-green-600 transition-all duration-300"><a href="https://digitalmarketinginstitute.com/students/courses?view-courses-totf-nav" class="menu_cta"><p> <span class="hidden lmd:inline-block">View</span> Courses</p></a></button><button class="lmd:hidden"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="24" height="24" class="fill-current text-gray-500" viewBox="0 0 32 32" role="img" aria-label="Icon Icon"><path d="M1.6 6.4h28.8c0.884 0 1.6 0.716 1.6 1.6s-0.716 1.6-1.6 1.6h-28.8c-0.884 0-1.6-0.716-1.6-1.6s0.716-1.6 1.6-1.6zM1.6 14.4h28.8c0.884 0 1.6 0.716 1.6 1.6s-0.716 1.6-1.6 1.6h-28.8c-0.884 0-1.6-0.716-1.6-1.6s0.716-1.6 1.6-1.6zM1.6 22.4h28.8c0.884 0 1.6 0.716 1.6 1.6s-0.716 1.6-1.6 1.6h-28.8c-0.884 0-1.6-0.716-1.6-1.6s0.716-1.6 1.6-1.6z"></path></svg></button><div data-component="MobileNav" class="fixed inset-0 z-40 invisible"><div class="w-full bg-navy absolute top-0 left-0 h-full transition-all duration-300 ease-out translate-x-full"><div class="flex justify-between items-center p-7"><a class="shrink-0" href="/blog/blog"><img src="https://a.storyblok.com/f/55452/400x400/b3e1411fea/logo-small.png" loading="lazy" width="30" height="30"/></a><button><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="24px" height="24px" class="fill-current text-white hover:text-gray-200 cursor-pointer" viewBox="0 0 32 32" role="img" aria-label="Close Icon"><path d="M16 0c-8.837 0-16 7.163-16 16s7.163 16 16 16c8.837 0 16-7.163 16-16 0-4.243-1.686-8.313-4.686-11.314s-7.070-4.686-11.314-4.686zM21.572 20.668c0.243 0.251 0.239 0.65-0.008 0.897s-0.646 0.25-0.897 0.008l-4.668-4.668-4.668 4.668c-0.251 0.243-0.65 0.239-0.897-0.008s-0.25-0.646-0.008-0.897l4.668-4.668-4.668-4.668c-0.166-0.161-0.233-0.399-0.175-0.622s0.233-0.399 0.457-0.457c0.224-0.059 0.462 0.008 0.622 0.175l4.668 4.668 4.668-4.668c0.161-0.166 0.399-0.233 0.622-0.175s0.398 0.233 0.457 0.457c0.059 0.224-0.008 0.462-0.175 0.622l-4.668 4.668 4.668 4.668z"></path></svg></button></div><div class="flex flex-col justify-center w-full items-center text-center mt-40"><ul class="text-white text-lg"><li><a href="https://my.digitalmarketinginstitute.com/auth/login?redirect=/resources" class="py-3 block transform transition-opacity duration-[400ms] ">Login</a></li><li><a href="https://digitalmarketinginstitute.com/students/courses?view-courses-totf-nav" class="py-3 block transform transition-opacity duration-[400ms] ">View Courses</a></li><li><p class="py-3 block transform transition-opacity duration-[400ms] "> - - -</p></li><li><a href="https://my.digitalmarketinginstitute.com/courses" class="py-3 block transform transition-opacity duration-[400ms] ">Courses</a></li><li><a href="https://my.digitalmarketinginstitute.com/" class="py-3 block transform transition-opacity duration-[400ms] ">Resources</a></li></ul></div></div></div></div></div><div class="hidden sm:block h-0.5 ml-16 lmd:mr-0 bg-white header-separator"></div></div><div data-component="dmi_subheader" class="pt-6 lmd:pt-4 relative"><nav class="overflow-x-scroll sm:overflow-visible no-scrollbar"><ul class="flex gap-5 justify-center text-sm w-max mx-auto"><li class="whitespace-nowrap group h-[34px] "><a href="https://digitalmarketinginstitute.com/resources" class="h-4 text-gray-500 inline-block"><p class="pb-2.5 inline-block group-hover:border-b-2 h-[34px] text-gray-500"><span class="pr-1"><svg width="20" height="20" viewBox="0 0 512 512" class="fill-current inline-block h-4 text-gray-400" version="1.1" xmlns="http://www.w3.org/2000/svg" role="img" aria-label="Trending Icon"><path d="M352 0l-288 288h176l-80 224 288-288h-176z"></path></svg></span>Trending</p></a></li><li class="whitespace-nowrap group h-[34px] "><a href="/blog"><p class="pb-2.5 inline-block h-full group-hover:border-b-2 text-navy font-bold border-b-2 border-navy">Articles</p></a></li><li class="whitespace-nowrap group h-[34px] "><a href="https://digitalmarketinginstitute.com/resources/lessons" class="h-4 text-gray-500 inline-block"><p class="pb-2.5 inline-block group-hover:border-b-2 h-[34px] text-gray-500">Micro Lessons</p></a></li><li class="whitespace-nowrap group h-[34px] "><a href="https://digitalmarketinginstitute.com/resources/skills-test" class="h-4 text-gray-500 inline-block"><p class="pb-2.5 inline-block group-hover:border-b-2 h-[34px] text-gray-500">Skill Test</p></a></li><li class="whitespace-nowrap group h-[34px] "><a href="https://digitalmarketinginstitute.com/resources/toolkits" class="h-4 text-gray-500 inline-block"><p class="pb-2.5 inline-block group-hover:border-b-2 h-[34px] text-gray-500">Toolkits</p></a></li><li class="whitespace-nowrap group h-[34px] "><a href="https://digitalmarketinginstitute.com/resources/webinars" class="h-4 text-gray-500 inline-block"><p class="pb-2.5 inline-block group-hover:border-b-2 h-[34px] text-gray-500">Webinars</p></a></li><li class="whitespace-nowrap group h-[34px] "><a href="https://digitalmarketinginstitute.com/resources/ebooks" class="h-4 text-gray-500 inline-block"><p class="pb-2.5 inline-block group-hover:border-b-2 h-[34px] text-gray-500">eBooks</p></a></li><li class="whitespace-nowrap group h-[34px] "><a href="https://digitalmarketinginstitute.com/resources/premium" class="h-4 text-gray-500 inline-block"><p class="pb-2.5 inline-block group-hover:border-b-2 h-[34px] text-gray-500">Premium</p></a></li><li class="hidden sm:block relative"><div class="flex gap-2 cursor-pointer text-gray-500"><p>More</p><svg height="20" width="20" class="fill-current undefined text-gray-500 w-3 transition-all duration-200 translate-y-[3px]" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 100 125" role="img" aria-label="Dropdown Arrow"><g><path d="M47,73.7L6.5,33.2C4.8,31.5,4.5,28.8,6,27c1.7-2.1,4.8-2.2,6.7-0.3L47,61c1.6,1.6,4.3,1.6,5.9,0l34.3-34.3 c1.8-1.8,4.6-1.8,6.4,0c1.8,1.8,1.8,4.6,0,6.4L53,73.7C51.3,75.4,48.7,75.4,47,73.7z"></path></g></svg></div><ul class="absolute top-3.5 -left-20 pl-4 pr-12 rounded-md shadow-md border border-gray-50 bg-white transition-all duration-200 invisible opacity-0"><li class="whitespace-nowrap group my-4 w-24 h-[22px] "><a href="https://digitalmarketinginstitute.com/resources/podcasts" class="h-4 text-gray-500 inline-block"><p class="pb-2.5 inline-block group-hover:border-b-2 h-[34px] text-gray-500">Podcasts</p></a></li><li class="whitespace-nowrap group my-4 w-24 h-[22px] "><a href="https://digitalmarketinginstitute.com/resources/videos" class="h-4 text-gray-500 inline-block"><p class="pb-2.5 inline-block group-hover:border-b-2 h-[34px] text-gray-500">Videos</p></a></li><li class="whitespace-nowrap group my-4 w-24 h-[22px] "><a href="https://digitalmarketinginstitute.com/resources/glossary" class="h-4 text-gray-500 inline-block"><p class="pb-2.5 inline-block group-hover:border-b-2 h-[34px] text-gray-500">Glossary</p></a></li><li class="whitespace-nowrap group my-4 w-24 h-[22px] "><a href="https://digitalmarketinginstitute.com/resources/presentations" class="h-4 text-gray-500 inline-block"><p class="pb-2.5 inline-block group-hover:border-b-2 h-[34px] text-gray-500">Presentations</p></a></li><li class="whitespace-nowrap group my-4 w-24 h-[22px] "><a href="https://digitalmarketinginstitute.com/resources/case-studies" class="h-4 text-gray-500 inline-block"><p class="pb-2.5 inline-block group-hover:border-b-2 h-[34px] text-gray-500">Case Studies</p></a></li></ul></li><li class="whitespace-nowrap group h-[34px] sm:hidden"><a href="https://digitalmarketinginstitute.com/resources/podcasts" class="h-4 text-gray-500 inline-block"><p class="pb-2.5 inline-block group-hover:border-b-2 h-[34px] text-gray-500">Podcasts</p></a></li><li class="whitespace-nowrap group h-[34px] sm:hidden"><a href="https://digitalmarketinginstitute.com/resources/videos" class="h-4 text-gray-500 inline-block"><p class="pb-2.5 inline-block group-hover:border-b-2 h-[34px] text-gray-500">Videos</p></a></li><li class="whitespace-nowrap group h-[34px] sm:hidden"><a href="https://digitalmarketinginstitute.com/resources/glossary" class="h-4 text-gray-500 inline-block"><p class="pb-2.5 inline-block group-hover:border-b-2 h-[34px] text-gray-500">Glossary</p></a></li><li class="whitespace-nowrap group h-[34px] sm:hidden"><a href="https://digitalmarketinginstitute.com/resources/presentations" class="h-4 text-gray-500 inline-block"><p class="pb-2.5 inline-block group-hover:border-b-2 h-[34px] text-gray-500">Presentations</p></a></li><li class="whitespace-nowrap group h-[34px] sm:hidden"><a href="https://digitalmarketinginstitute.com/resources/case-studies" class="h-4 text-gray-500 inline-block"><p class="pb-2.5 inline-block group-hover:border-b-2 h-[34px] text-gray-500">Case Studies</p></a></li></ul></nav><div class="absolute top-[22px] right-0 flex items-start pb-2.5 transition-opacity duration-300 sm:hidden opacity-100"><span class="leading-0 text-gray-300 px-2 bg-gradient-to-r from-transparent to-gray-200 h-6"></span></div></div></div></div><main><div class="w-full py-10 bg-white text-navy"><div data-component="article_header" class="max-w-full sm:max-w-6xl mx-auto"><div class="w-full lg:max-w-6xl px-5 md:px-8 lg:px-4 xl:px-2"><div class="flex justify-end mb-3"><a href="/blog"><p class="font-medium hover:text-green transition-colors duration-300">← Back to Articles</p></a></div><div class="lmd:pl-4 lg:grid lg:grid-cols-2 gap-4"><div class="flex flex-col justify-center text-gray-600 pb-5 pb-10 lg:pb-0"><p class="font-medium mb-1">Mar 19, 2018</p><h1 class="text-[26px] sm:text-title_42 font-medium sm:font-bold mb-3 text-navy-500">How the Internet of Things Is Disrupting Digital Marketing</h1><div class="sm:flex justify-between items-baseline mb-5 sm:mb-0"><div class="flex flex-wrap gap-x-3 mb-5 sm:mb-2 lg:mb-5"><a href="/blog"><p class="lime_underline">Articles</p></a><div><span class="text-gray-400 pr-3">•</span><a href="/blog/category/digital-strategy"><span class="lime_underline capitalize">digital strategy</span></a></div><div><span class="text-gray-400 pr-3">•</span><a href="/blog/category/customer-experience"><span class="lime_underline capitalize">customer experience</span></a></div></div></div><div class="text-gray-400"><p>by <span class="text-navy font-medium "> Digital Marketing Institute</span></p></div></div><div class="min-h-[280px] lg:min-h-[400px] bg-cover bg-center" style="background-image:url(https://s3-eu-west-1.amazonaws.com/dmi-studentportal-uploads/v3blog/Internet-of-Things-Is-Disrupting-Digital-Marketing.jpg)"></div></div></div></div><div data-component="article_body" class="max-w-full py-5 sm:max-w-6xl mx-auto"><div class="w-full lg:max-w-6xl px-5 md:px-8 lg:px-4 xl:px-2 py-5"><div class="grid grid-cols-12"><div class="col-span-12 md:col-span-8 lmd:col-span-9 lmd:pl-4 grid grid-cols-12"><div class="col-span-1 hidden lmd:block"><div data-component="article_actions" class="sticky top-36"><div class="flex flex-col gap-4"><p class="text-navy font-medium false hidden">Share via:</p><a href="http://www.facebook.com/share.php?u=https://digitalmarketinginstitute.com/how-the-internet-of-things-is-disrupting-digital-marketing" target="_blank"><div class="border border-gray-200 w-9 h-9 cursor-pointer rounded-full group relative flex items-center justify-center hover:bg-gray-400 transition-colors duration-300"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="18px" height="18px" class="fill-current text-gray-400 group-hover:text-white transition-colors duration-300" viewBox="0 0 512 512" role="img" aria-label="Facebook Icon"><path d="M304 96h80v-96h-80c-61.757 0-112 50.243-112 112v48h-64v96h64v256h96v-256h80l16-96h-96v-48c0-8.673 7.327-16 16-16z"></path></svg></div></a><a href="http://www.linkedin.com/shareArticle?mini=true&url=https://digitalmarketinginstitute.com/how-the-internet-of-things-is-disrupting-digital-marketing&source=digitalmarketinginstitute.com" target="_blank"><div class="border border-gray-200 w-9 h-9 cursor-pointer rounded-full group relative flex items-center justify-center hover:bg-gray-400 transition-colors duration-300"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="18px" height="18px" class="fill-current text-gray-400 group-hover:text-white transition-colors duration-300 mb-0.5" viewBox="0 0 512 512" role="img" aria-label="Linkedin Icon"><path d="M192 192h88.553v45.391h1.266c12.32-22.097 42.479-45.391 87.421-45.391 93.473 0 110.76 58.188 110.76 133.867v154.133h-92.305v-136.639c0-32.592-0.667-74.513-48.014-74.513-48.074 0-55.41 35.493-55.41 72.146v139.006h-92.271v-288z"></path><path d="M32 192h96v288h-96v-288z"></path><path d="M128 112c0 26.51-21.49 48-48 48s-48-21.49-48-48c0-26.51 21.49-48 48-48s48 21.49 48 48z"></path></svg></div></a><a href="https://twitter.com/intent/tweet?text=https://digitalmarketinginstitute.com/how-the-internet-of-things-is-disrupting-digital-marketing" target="_blank"><div class="border border-gray-200 w-9 h-9 cursor-pointer rounded-full group relative flex items-center justify-center hover:bg-gray-400 transition-colors duration-300"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="18px" height="18px" class="fill-current text-gray-400 group-hover:text-white transition-colors duration-300" viewBox="0 0 512 512" role="img" aria-label="Twitter Icon"><path d="M403.229 0h78.506L310.219 196.04 512 462.799H354.002L230.261 301.007 88.669 462.799h-78.56l183.455-209.683L0 0h161.999l111.856 147.88L403.229 0zm-27.556 415.805h43.505L138.363 44.527h-46.68l283.99 371.278z"></path></svg></div></a></div></div></div><div class="col-span-12 lmd:col-span-11 lmd:pl-8 md:pr-10 lmd:pr-20 min-h-[381px]"><div data-status="free_article"><div data-status="free_content"><div data-component="content_html" class="text-gray-500 text-lg leading-loose content_html"><p>According to findings from <a href="http://uk.businessinsider.com/internet-of-everything-2015-bi-2014-12?r=US&IR=T" target="_blank">BI Intelligence</a>, the number of devices in the Internet of Things (IoT) will have doubled between 2014 and 2019. Digital technology has blurred the line between online and offline life. From wearable technologies that track your fitness 24/7, to the ability to watch your favorite show while commuting to remote access to electrical devices in the home - the shift to mobile devices has changed how we interact with the world around us. </p><p>Find out how IoT technologies are creating new habits and behviors in consumers and what this means for digital marketers. </p><h3> What Is the Internet of Things?</h3> <p>The Internet of Things (IoT) describes any device that has a sensor or connection to the internet, and may also be able to connect to other devices that have the same capabilities. In the current market, there is a seemingly endless array of devices that operate as part of the IoT, including:</p><ul><li>Headphones</li><li>Smartphones</li><li>Wearable devices like smartwatches and Fitbit</li><li>Laundry machines</li><li>Coffee makers</li><li>Enabled vehicles</li><li>Lamps</li><li>Digital home assistants like Alexa and Google Home</li></ul><p>Major research analysis firm Gartner expects that there will be around <a href="https://www.forbes.com/sites/jacobmorgan/2014/05/13/simple-explanation-internet-things-that-anyone-can-understand/" target="_blank">26 billion IoT-connected devices</a>. Not only will our use of these devices change our everyday lives, but various IoT applications will allow organizations to create a whole new array of disruptive business models. However, it’s important to understand how is the IoT currently disrupting the digital marketing landscape and how you can take advantage of this broad industry to design a digital transformation strategy.</p><h3> How the Internet of Things Impacts People and Behavior</h3> <p>According to a <a href="http://www.iotindustryreport.com/" target="_blank">study conducted by Dresner Advisory Services</a>, the majority of industries state that IoT is not important. However, IoT and digital disruption trends all point to the potential of IoT technology to change the face of business and marketing intelligence as we know it. Things like big data and disruptive digital technologies are paving the way for a new digital marketing strategies and technological introductions that can make lives easier.</p><p>As we move further into the information age, both professional and personal use of IoT technology will advance further and become a part of everyday life. Similar to technological advancements of the past, it’s difficult to predict exactly how intertwined our daily activities and technology will become in the future. However, it’s important that digital marketers do their best to understand how the current IoT market operates, the risks involved, and how big data is changing the digital marketing industry.</p><p>IoT devices will produce <a href="https://www.forbes.com/sites/jacobmorgan/2014/05/13/simple-explanation-internet-things-that-anyone-can-understand/#4666d5561d09" target="_blank">unprecedented amounts of data</a>, meaning how we calculate and measure the impact of the devices will have to advance. In addition, it’s up to developers and companies to minimize security risks involved with this massive amount of data storage, tracking, and analyzing.</p><h3> IoT: Disrupting Digital Marketing</h3> <p>Although the introduction of IoT devices into an increasing number of areas of our life seems like the natural progression of technology use from here, the prominence of these devices is changing industries and how they operate, including digital marketing. This digital disruption requires that professionals in the industry start taking the inevitability of IoT technologies more seriously, as they will not only impact consumer behavior, but the marketing platforms used to grab their attention.</p><p>However, best-in-class digital marketers can use this opportunity to create a digital marketing strategy that harnesses the power of IoT technology and adapts to industry-wide change. To make the most out of a disruptive business model, digital marketers must understand how customers will be affected by the IoT and use this digital transformation to their advantage.</p><p>So how exactly is the Internet of Things disrupting digital marketing?</p> <p><strong>1. Big Data is Here to Stay</strong></p><p> With the Internet of Things comes access to a wider range of information from various touchpoints. From a digital marketing standpoint, this is immensely helpful in generating a greater understanding of the customer journey from start to finish. For example, marketers are able to see when a customer’s interest in a product begins, their buying journey, up until the point of purchase.</p><p> Throughout this journey, digital marketers will also have the opportunity to use this data to their advantage. Because implication of IoT technology allows marketers to see where a customer is on the buying journey, they can also generate more touchpoints for positive customer interaction. With increased access to customers, marketers will be able to find new ways of communicating with them to answer questions and create a connection with the brand at an earlier stage, rather than when a purchase is made.</p><p> However, it should be noted that any use of customer data must consider privacy concerns, which will only become stricter with time. The<a href="https://www.eugdpr.org/">General Data Protection Regulation</a> (EU GDPR) set forth by the European Union will become enforceable on May 25th, 2018. Regulations such as these set firm guidelines for how data processors and storage organizations can release customer data, restricting how much big data will be accessible to digital marketers and research companies.</p> <p><strong>2. Market Research Will Be Enhanced</strong></p><p> Although data gathering, processing, and analysis are currently quite sophisticated, the Internet of Things will only make market research for digital marketers bigger and better. In the current market, IoT for B2B enterprises is already an industry norm, and consumer access to IoT devices will do the same for B2C marketers. As discussed above, the prevalence of IoT-enabled devices in the home will allow marketers to have more data to analyze. This surge in data will allow marketers to streamline their processes and reach niche audiences in new ways.</p><p> Because of the connection between the IoT and the cloud, marketing professionals will be able to perform better predictive analysis of their target customers evolving wants and needs.</p> <p><strong>3. The IoT Unlocks Consumer Lifestyle Information</strong></p><p> The Internet of Things doesn’t simply access information that a consumer chooses to share publicly on platforms like social media, but information about their everyday lifestyle.</p><p> Consider the types of IoT-enabled devices that will be utilized by the general consumer: coffee makers, thermostats, home automation systems, and wearable devices like smartwatches are just a few. These devices are integral parts of a consumer’s everyday lifestyle - from when they wake up in the morning until they go to bed. For digital marketers, access to data on lifestyle trends means that they can see how, when, and why specific products or services are being utilized.</p> <p><strong>4. The SEO Industry Will Be Impacted</strong></p><p> According to <a href="http://typeacommunications.com/internet-things-will-disrupt-digital-marketing/" target="_blank">Beth Kotz</a>, individuals specializing in SEO will experience a major shift in their industry, thanks in part to the prominence of the IoT as these devices become more advanced.</p><p> The IoT is changing how human language is processed by devices and machines, as people frequently pose queries more naturally when spoken as compared to when questions are typed into Google. You can experiment with this theory for yourself: the next time you ask Siri a question, note the wording that you use as compared to typing out your question online. Chances are, you’ll find that your language is more “humanized” when speaking to Siri.</p><p> <a href="http://typeacommunications.com/internet-things-will-disrupt-digital-marketing/">Beth Kotz from Type A Communications</a> goes on to explain that the increasingly frequent use of AI technology like Apple’s Siri, Amazon’s Alexa, and Google Home means that “search engines strive to understand the intention of the user as opposed to honing in on a keyword.” No longer will web pages be ranked simply on the inclusion of keywords, but on the natural language that is contained within its content. For marketers, this shift from keyword-based SEO content to intention-based writing will be a major aspect of the IoT landscape.</p><h3> Using IoT Ethically as Digital Marketing Professionals</h3> <p>As a professional in the digital marketing industry, the privacy of consumers should be of the utmost importance to you, especially as we move into an age where the amount of consumer data will surge. Although many consumers react positively to having product offerings and sales funnels customized to their unique preferences and needs, they also value their privacy both online and offline.</p><p>A major challenge that the digital marketing industry will have to overcome is how to develop these personalized purchasing experiences without being perceived as intrusive. To align your digital marketing strategies with the expectations of the consumer, it’s vital that you demonstrate a high level of security and ensure that the consumer information you’re analyzing is protected.</p><p>In the same way that data collection will change with the increase in technology use, how marketers utilize this data and interact with consumers will also have to change. It’s imperative that digital marketers start preparing now for the major changes that the IoT will inevitably bring. Start by conveying a sense of trust and understanding of your target audience, and develop a sincere connection with their needs and expectations starting today. Align with your consumer, and use the IoT development as an opportunity to refine your digital marketing strategy.</p> <p>Learn the tools and technologies needed to meet the challenges of tomorrow with a <strong>Postgraduate Diploma in Digital Marketing</strong>. Download a brochure today!</p></div></div></div></div></div><div class="col-span-12 md:col-span-4 lmd:col-span-3 mt-10 md:mt-0"><div class="sticky top-36"><div class="border-2 border-purple pt-2.5 related-banner"><div class="px-2"><h4 class="uppercase font-gt font-bold text-left text-navy px-2"> Related Free Video Lessons</h4><ul class=""><li class="flex pt-3 pb-4 border-b border-gray-200"><div class="pl-2 flex items-center justify-center pr-3"><div class="h-6 w-6 rounded-full bg-purple text-white text-lg leading-0 flex justify-center"><span class="-translate-y-1">▶</span></div></div><a href="https://digitalmarketinginstitute.com/resources/lessons/cx-essentials_cx-to-create-differentiation_y9d8" target="_blank" class="group"><div class="pr-4"><span class="text-gray-600 text-sm">CX</span><span class="block font-medium text-navy group-hover:text-green transition-colors duration-300">CX to Create Differentiation</span></div></a></li><li class="flex pt-3 pb-4 border-b border-gray-200"><div class="pl-2 flex items-center justify-center pr-3"><div class="h-6 w-6 rounded-full bg-purple text-white text-lg leading-0 flex justify-center"><span class="-translate-y-1">▶</span></div></div><a href="https://digitalmarketinginstitute.com/resources/lessons/cx-essentials_the-basics-of-cx_fizc" target="_blank" class="group"><div class="pr-4"><span class="text-gray-600 text-sm">CX</span><span class="block font-medium text-navy group-hover:text-green transition-colors duration-300">The Basics of CX</span></div></a></li><li class="flex pt-3 pb-4 border-b border-gray-200"><div class="pl-2 flex items-center justify-center pr-3"><div class="h-6 w-6 rounded-full bg-purple text-white text-lg leading-0 flex justify-center"><span class="-translate-y-1">▶</span></div></div><a href="https://digitalmarketinginstitute.com/resources/lessons/cx-essentials_changing-the-customer-experience_nxrh" target="_blank" class="group"><div class="pr-4"><span class="text-gray-600 text-sm">CX</span><span class="block font-medium text-navy group-hover:text-green transition-colors duration-300">Changing the Customer Experience</span></div></a></li><li class="flex pt-3 pb-4 "><div class="pl-2 flex items-center justify-center pr-3"><div class="h-6 w-6 rounded-full bg-purple text-white text-lg leading-0 flex justify-center"><span class="-translate-y-1">▶</span></div></div><a href="https://digitalmarketinginstitute.com/resources/lessons/cx-essentials_assessing-cx_2pgp" target="_blank" class="group"><div class="pr-4"><span class="text-gray-600 text-sm">CX</span><span class="block font-medium text-navy group-hover:text-green transition-colors duration-300">Assessing CX</span></div></a></li></ul></div><a href="/blog/courses"><div class="bg-purple py-2.5 hover:bg-purple-600 duration-300 transition-colors text-white text-center font-medium "><p>View Courses</p></div></a></div></div></div></div></div></div><div data-component="article_footer" class="w-full lg:max-w-6xl mx-auto px-5 md:px-8 lg:px-4 xl:px-2 pt-10 pb-20"><div class="grid grid-cols-12"><div class="col-span-12 md:col-span-9 sm:pl-4 md:pr-20 grid grid-cols-12"><div class="col-span-12 md:col-span-11 lmd:col-start-2 lmd:pl-8"><div data-component="article_actions" class="flex justify-between pb-10"><div class="flex flex-row gap-3 items-center order-first"><p class="text-navy font-medium false ">Share via:</p><a href="http://www.facebook.com/share.php?u=https://digitalmarketinginstitute.com/how-the-internet-of-things-is-disrupting-digital-marketing" target="_blank"><div class="border border-gray-200 w-9 h-9 cursor-pointer rounded-full group relative flex items-center justify-center hover:bg-gray-400 transition-colors duration-300"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="18px" height="18px" class="fill-current text-gray-400 group-hover:text-white transition-colors duration-300" viewBox="0 0 512 512" role="img" aria-label="Facebook Icon"><path d="M304 96h80v-96h-80c-61.757 0-112 50.243-112 112v48h-64v96h64v256h96v-256h80l16-96h-96v-48c0-8.673 7.327-16 16-16z"></path></svg></div></a><a href="http://www.linkedin.com/shareArticle?mini=true&url=https://digitalmarketinginstitute.com/how-the-internet-of-things-is-disrupting-digital-marketing&source=digitalmarketinginstitute.com" target="_blank"><div class="border border-gray-200 w-9 h-9 cursor-pointer rounded-full group relative flex items-center justify-center hover:bg-gray-400 transition-colors duration-300"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="18px" height="18px" class="fill-current text-gray-400 group-hover:text-white transition-colors duration-300 mb-0.5" viewBox="0 0 512 512" role="img" aria-label="Linkedin Icon"><path d="M192 192h88.553v45.391h1.266c12.32-22.097 42.479-45.391 87.421-45.391 93.473 0 110.76 58.188 110.76 133.867v154.133h-92.305v-136.639c0-32.592-0.667-74.513-48.014-74.513-48.074 0-55.41 35.493-55.41 72.146v139.006h-92.271v-288z"></path><path d="M32 192h96v288h-96v-288z"></path><path d="M128 112c0 26.51-21.49 48-48 48s-48-21.49-48-48c0-26.51 21.49-48 48-48s48 21.49 48 48z"></path></svg></div></a><a href="https://twitter.com/intent/tweet?text=https://digitalmarketinginstitute.com/how-the-internet-of-things-is-disrupting-digital-marketing" target="_blank"><div class="border border-gray-200 w-9 h-9 cursor-pointer rounded-full group relative flex items-center justify-center hover:bg-gray-400 transition-colors duration-300"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="18px" height="18px" class="fill-current text-gray-400 group-hover:text-white transition-colors duration-300" viewBox="0 0 512 512" role="img" aria-label="Twitter Icon"><path d="M403.229 0h78.506L310.219 196.04 512 462.799H354.002L230.261 301.007 88.669 462.799h-78.56l183.455-209.683L0 0h161.999l111.856 147.88L403.229 0zm-27.556 415.805h43.505L138.363 44.527h-46.68l283.99 371.278z"></path></svg></div></a></div></div><div class="pt-5 border-t border-gray-200 categories"><ul class="flex flex-wrap capitalize text-gray-500 gap-y-0 gap-x-2.5"><li class="text-navy font-semibold mr-2.5">Categories:</li><li class="lime_underline"><a href="/blog">articles</a></li><li>•</li><li><a class="lime_underline" href="/blog/category/digital-strategy">digital strategy</a><span class="pl-2.5 ">•</span></li><li><a class="lime_underline" href="/blog/category/customer-experience">customer experience</a><span class="pl-2.5 hidden">•</span></li></ul></div></div></div></div></div><script data-component="article_schema" type="application/ld+json">{"@context":"http://schema.org","@type":"NewsArticle","mainEntityOfPage":{"@type":"WebPage","@id":"https://digitalmarketinginstitute.com/blog/how-the-internet-of-things-is-disrupting-digital-marketing"},"headline":"How the Internet of Things Is Disrupting Digital Marketing","image":{"@type":"ImageObject","url":"https://s3-eu-west-1.amazonaws.com/dmi-studentportal-uploads/v3blog/Internet-of-Things-Is-Disrupting-Digital-Marketing.jpg","width":800,"height":600},"author":{"@type":"Person","name":"Simon @ DMI"},"datePublished":"2018-03-19T09:00:00.000-00:00","dateModified":"","publisher":{"@type":"Organization","name":"Digital Marketing Institute","logo":{"@type":"ImageObject","url":"https://digitalmarketinginstitute.com/assets-v3/images/design/logo.png","width":32,"height":32}},"description":"According to findings from BI Intelligence, the number of devices in the Internet of Things (IoT) will have doubled between 2014 and 2019. Digital technology has blurred the line between online and offline life. From wearable technologies that track your fitness 24/7, to the ability to watch your favorite show while commuting to remote access to electrical devices in the home - the shift to mobile devices has changed how..."}</script></div></main><div data-component="dmi_footer" class="w-full bg-white px-5"><nav class="flex flex-col items-center sm:flex-row max-w-full sm:max-w-6xl py-5 mx-auto border-t border-gray-200 gap-10"><a href="https://digitalmarketinginstitute.com/resources" class="shrink-0"><img src="https://a.storyblok.com/f/55452/600x308/802321f89d/logo-footer.png" loading="lazy" width="120" height="62" alt="DMI logo"/></a><div class="text-sm text-navy w-full"><ul class="flex gap-1 list-none mb-1 justify-center sm:justify-normal items-center"><li class="font-bold rounded hover:bg-gray-100 transition-colors duration-300 text-dec inline"><a href="https://my.digitalmarketinginstitute.com/resources/courses" class="py-0.5 px-2.5 block"><p>Courses</p></a></li><li class="rounded hover:bg-gray-100 transition-colors duration-300 text-dec inline"><a class="py-0.5 px-2.5 block" href="/blog"><p class=" font-bold">Resources</p></a></li></ul><div class="lg:flex justify-between w-full"><ul class="flex flex-wrap list-none gap-1 justify-center sm:justify-normal"><li class="rounded hover:bg-gray-100 transition-colors duration-300 text-dec inline"><a class="py-0.5 px-2.5 block" href="/blog/[slug]"><p class=" ">Articles</p></a></li><li class="rounded hover:bg-gray-100 transition-colors duration-300 text-dec inline"><a href="https://digitalmarketinginstitute.com/blog-topics" class="py-0.5 px-2.5 block"><p class=" ">Blog Topics</p></a></li><li class="rounded hover:bg-gray-100 transition-colors duration-300 text-dec inline"><a href="https://digitalmarketinginstitute.com/resources/lessons" class="py-0.5 px-2.5 block"><p class=" ">Lessons</p></a></li><li class="rounded hover:bg-gray-100 transition-colors duration-300 text-dec inline"><a href="https://digitalmarketinginstitute.com/toolkits" class="py-0.5 px-2.5 block"><p class=" ">Toolkits</p></a></li><li class="rounded hover:bg-gray-100 transition-colors duration-300 text-dec inline"><a href="https://digitalmarketinginstitute.com/presentations" class="py-0.5 px-2.5 block"><p class=" ">Presentations</p></a></li><li class="rounded hover:bg-gray-100 transition-colors duration-300 text-dec inline"><a href="https://digitalmarketinginstitute.com/videos" class="py-0.5 px-2.5 block"><p class=" ">Videos</p></a></li><li class="rounded hover:bg-gray-100 transition-colors duration-300 text-dec inline"><a href="https://digitalmarketinginstitute.com/webinars" class="py-0.5 px-2.5 block"><p class=" ">Webinars</p></a></li><li class="rounded hover:bg-gray-100 transition-colors duration-300 text-dec inline"><a href="https://digitalmarketinginstitute.com/ebooks" class="py-0.5 px-2.5 block"><p class=" ">eBooks</p></a></li><li class="rounded hover:bg-gray-100 transition-colors duration-300 text-dec inline"><a href="https://digitalmarketinginstitute.com/podcasts" class="py-0.5 px-2.5 block"><p class=" ">Podcasts</p></a></li><li class="rounded hover:bg-gray-100 transition-colors duration-300 text-dec inline"><a href="https://digitalmarketinginstitute.com/glossary" class="py-0.5 px-2.5 block"><p class=" ">Glossary</p></a></li></ul><ul class="flex list-none gap-1 justify-center sm:justify-normal"><li class="rounded hover:bg-gray-100 transition-colors duration-300 text-dec inline"><a href="https://digitalmarketinginstitute.com/terms" class="py-0.5 px-2.5 block"><p class=" ">Privacy</p></a></li><li class="rounded hover:bg-gray-100 transition-colors duration-300 text-dec inline"><a href="https://digitalmarketinginstitute.com/privacy" class="py-0.5 px-2.5 block"><p class=" ">Terms</p></a></li></ul></div></div></nav></div></div></div><div id="portal"></div><script id="__NEXT_DATA__" type="application/json" crossorigin="">{"props":{"pageProps":{"articleData":{"article":{"data":{"entry_id":109175,"title":"How the Internet of Things Is Disrupting Digital Marketing","url_title":"how-the-internet-of-things-is-disrupting-digital-marketing","entry_date":1521450000,"edit_date":"","content_type":"articles","primary_topic":374,"categories":"digital-strategy,customer-experience","premium_content":"","card_type":"type-g","card_image":"https://mydmi.imgix.net/?crop=edges\u0026fit=crop\u0026fm=auto\u0026h=1260\u0026ixlib=php-4.1.0\u0026q=40\u0026w=2400\u0026s=7630a45b966099015002908a7e6de687","card_image_trending":"https://mydmi.imgix.net/?crop=edges\u0026fit=crop\u0026fm=auto\u0026h=540\u0026ixlib=php-4.1.0\u0026q=60\u0026w=746\u0026s=3e2226bf053d10553a221673204124f1","card_type_title":"","seo_title":"","seo_description":"","content_switch":"html","content_image":"https://s3-eu-west-1.amazonaws.com/dmi-studentportal-uploads/v3blog/Internet-of-Things-Is-Disrupting-Digital-Marketing.jpg","content_html":"\u003cp\u003eAccording to findings from \u003ca href=\"http://uk.businessinsider.com/internet-of-everything-2015-bi-2014-12?r=US\u0026amp;IR=T\" target=\"_blank\"\u003eBI Intelligence\u003c/a\u003e, the number of devices in the Internet of Things (IoT) will have doubled between 2014 and 2019. Digital technology has blurred the line between online and offline life. From wearable technologies that track your fitness 24/7, to the ability to watch your favorite show while commuting to remote access to electrical devices in the home - the shift to mobile devices has changed how we interact with the world around us. \u003c/p\u003e\u003cp\u003eFind out how IoT technologies are creating new habits and behviors in consumers and what this means for digital marketers. \u003c/p\u003e\u003ch3\u003e\tWhat Is the Internet of Things?\u003c/h3\u003e\t\u003cp\u003eThe Internet of Things (IoT) describes any device that has a sensor or connection to the internet, and may also be able to connect to other devices that have the same capabilities. In the current market, there is a seemingly endless array of devices that operate as part of the IoT, including:\u003c/p\u003e\u003cul\u003e\u003cli\u003eHeadphones\u003c/li\u003e\u003cli\u003eSmartphones\u003c/li\u003e\u003cli\u003eWearable devices like smartwatches and Fitbit\u003c/li\u003e\u003cli\u003eLaundry machines\u003c/li\u003e\u003cli\u003eCoffee makers\u003c/li\u003e\u003cli\u003eEnabled vehicles\u003c/li\u003e\u003cli\u003eLamps\u003c/li\u003e\u003cli\u003eDigital home assistants like Alexa and Google Home\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eMajor research analysis firm Gartner expects that there will be around \u003ca href=\"https://www.forbes.com/sites/jacobmorgan/2014/05/13/simple-explanation-internet-things-that-anyone-can-understand/\" target=\"_blank\"\u003e26 billion IoT-connected devices\u003c/a\u003e. Not only will our use of these devices change our everyday lives, but various IoT applications will allow organizations to create a whole new array of disruptive business models. However, it’s important to understand how is the IoT currently disrupting the digital marketing landscape and how you can take advantage of this broad industry to design a digital transformation strategy.\u003c/p\u003e\u003ch3\u003e\tHow the Internet of Things Impacts People and Behavior\u003c/h3\u003e\t\u003cp\u003eAccording to a \u003ca href=\"http://www.iotindustryreport.com/\" target=\"_blank\"\u003estudy conducted by Dresner Advisory Services\u003c/a\u003e, the majority of industries state that IoT is not important. However, IoT and digital disruption trends all point to the potential of IoT technology to change the face of business and marketing intelligence as we know it. Things like big data and disruptive digital technologies are paving the way for a new digital marketing strategies and technological introductions that can make lives easier.\u003c/p\u003e\u003cp\u003eAs we move further into the information age, both professional and personal use of IoT technology will advance further and become a part of everyday life. Similar to technological advancements of the past, it’s difficult to predict exactly how intertwined our daily activities and technology will become in the future. However, it’s important that digital marketers do their best to understand how the current IoT market operates, the risks involved, and how big data is changing the digital marketing industry.\u003c/p\u003e\u003cp\u003eIoT devices will produce \u003ca href=\"https://www.forbes.com/sites/jacobmorgan/2014/05/13/simple-explanation-internet-things-that-anyone-can-understand/#4666d5561d09\" target=\"_blank\"\u003eunprecedented amounts of data\u003c/a\u003e, meaning how we calculate and measure the impact of the devices will have to advance. In addition, it’s up to developers and companies to minimize security risks involved with this massive amount of data storage, tracking, and analyzing.\u003c/p\u003e\u003ch3\u003e\tIoT: Disrupting Digital Marketing\u003c/h3\u003e\t\u003cp\u003eAlthough the introduction of IoT devices into an increasing number of areas of our life seems like the natural progression of technology use from here, the prominence of these devices is changing industries and how they operate, including digital marketing. This digital disruption requires that professionals in the industry start taking the inevitability of IoT technologies more seriously, as they will not only impact consumer behavior, but the marketing platforms used to grab their attention.\u003c/p\u003e\u003cp\u003eHowever, best-in-class digital marketers can use this opportunity to create a digital marketing strategy that harnesses the power of IoT technology and adapts to industry-wide change. To make the most out of a disruptive business model, digital marketers must understand how customers will be affected by the IoT and use this digital transformation to their advantage.\u003c/p\u003e\u003cp\u003eSo how exactly is the Internet of Things disrupting digital marketing?\u003c/p\u003e\t\u003cp\u003e\u003cstrong\u003e1. Big Data is Here to Stay\u003c/strong\u003e\u003c/p\u003e\u003cp\u003e\tWith the Internet of Things comes access to a wider range of information from various touchpoints. From a digital marketing standpoint, this is immensely helpful in generating a greater understanding of the customer journey from start to finish. For example, marketers are able to see when a customer’s interest in a product begins, their buying journey, up until the point of purchase.\u003c/p\u003e\u003cp\u003e\tThroughout this journey, digital marketers will also have the opportunity to use this data to their advantage. Because implication of IoT technology allows marketers to see where a customer is on the buying journey, they can also generate more touchpoints for positive customer interaction. With increased access to customers, marketers will be able to find new ways of communicating with them to answer questions and create a connection with the brand at an earlier stage, rather than when a purchase is made.\u003c/p\u003e\u003cp\u003e\tHowever, it should be noted that any use of customer data must consider privacy concerns, which will only become stricter with time. The\u003ca href=\"https://www.eugdpr.org/\"\u003eGeneral Data Protection Regulation\u003c/a\u003e (EU GDPR) set forth by the European Union will become enforceable on May 25th, 2018. Regulations such as these set firm guidelines for how data processors and storage organizations can release customer data, restricting how much big data will be accessible to digital marketers and research companies.\u003c/p\u003e\t\u003cp\u003e\u003cstrong\u003e2. Market Research Will Be Enhanced\u003c/strong\u003e\u003c/p\u003e\u003cp\u003e\tAlthough data gathering, processing, and analysis are currently quite sophisticated, the Internet of Things will only make market research for digital marketers bigger and better. In the current market, IoT for B2B enterprises is already an industry norm, and consumer access to IoT devices will do the same for B2C marketers. As discussed above, the prevalence of IoT-enabled devices in the home will allow marketers to have more data to analyze. This surge in data will allow marketers to streamline their processes and reach niche audiences in new ways.\u003c/p\u003e\u003cp\u003e\tBecause of the connection between the IoT and the cloud, marketing professionals will be able to perform better predictive analysis of their target customers evolving wants and needs.\u003c/p\u003e\t\u003cp\u003e\u003cstrong\u003e3. The IoT Unlocks Consumer Lifestyle Information\u003c/strong\u003e\u003c/p\u003e\u003cp\u003e\tThe Internet of Things doesn’t simply access information that a consumer chooses to share publicly on platforms like social media, but information about their everyday lifestyle.\u003c/p\u003e\u003cp\u003e\tConsider the types of IoT-enabled devices that will be utilized by the general consumer: coffee makers, thermostats, home automation systems, and wearable devices like smartwatches are just a few. These devices are integral parts of a consumer’s everyday lifestyle - from when they wake up in the morning until they go to bed. For digital marketers, access to data on lifestyle trends means that they can see how, when, and why specific products or services are being utilized.\u003c/p\u003e\t\u003cp\u003e\u003cstrong\u003e4. The SEO Industry Will Be Impacted\u003c/strong\u003e\u003c/p\u003e\u003cp\u003e\tAccording to \u003ca href=\"http://typeacommunications.com/internet-things-will-disrupt-digital-marketing/\" target=\"_blank\"\u003eBeth Kotz\u003c/a\u003e, individuals specializing in SEO will experience a major shift in their industry, thanks in part to the prominence of the IoT as these devices become more advanced.\u003c/p\u003e\u003cp\u003e\tThe IoT is changing how human language is processed by devices and machines, as people frequently pose queries more naturally when spoken as compared to when questions are typed into Google. You can experiment with this theory for yourself: the next time you ask Siri a question, note the wording that you use as compared to typing out your question online. Chances are, you’ll find that your language is more “humanized” when speaking to Siri.\u003c/p\u003e\u003cp\u003e\t\u003ca href=\"http://typeacommunications.com/internet-things-will-disrupt-digital-marketing/\"\u003eBeth Kotz from Type A Communications\u003c/a\u003e goes on to explain that the increasingly frequent use of AI technology like Apple’s Siri, Amazon’s Alexa, and Google Home means that “search engines strive to understand the intention of the user as opposed to honing in on a keyword.” No longer will web pages be ranked simply on the inclusion of keywords, but on the natural language that is contained within its content. For marketers, this shift from keyword-based SEO content to intention-based writing will be a major aspect of the IoT landscape.\u003c/p\u003e\u003ch3\u003e\tUsing IoT Ethically as Digital Marketing Professionals\u003c/h3\u003e\t\u003cp\u003eAs a professional in the digital marketing industry, the privacy of consumers should be of the utmost importance to you, especially as we move into an age where the amount of consumer data will surge. Although many consumers react positively to having product offerings and sales funnels customized to their unique preferences and needs, they also value their privacy both online and offline.\u003c/p\u003e\u003cp\u003eA major challenge that the digital marketing industry will have to overcome is how to develop these personalized purchasing experiences without being perceived as intrusive. To align your digital marketing strategies with the expectations of the consumer, it’s vital that you demonstrate a high level of security and ensure that the consumer information you’re analyzing is protected.\u003c/p\u003e\u003cp\u003eIn the same way that data collection will change with the increase in technology use, how marketers utilize this data and interact with consumers will also have to change. It’s imperative that digital marketers start preparing now for the major changes that the IoT will inevitably bring. Start by conveying a sense of trust and understanding of your target audience, and develop a sincere connection with their needs and expectations starting today. Align with your consumer, and use the IoT development as an opportunity to refine your digital marketing strategy.\u003c/p\u003e\t\u003cp\u003eLearn the tools and technologies needed to meet the challenges of tomorrow with a \u003cstrong\u003ePostgraduate Diploma in Digital Marketing\u003c/strong\u003e. Download a brochure today!\u003c/p\u003e","business_type":""},"author":{"author_id":"","author_name":"","author_url":"","author_image":"https://mydmi.imgix.net/?fit=crop\u0026h=200\u0026ixlib=php-4.1.0\u0026w=200\u0026s=061eed231c50821369e81a7e6efdbca0","author_full_profile":"","author_links":"","author_bio":""}}},"articleJsonData":{"type":"block_html","data":{"content_html":"[[p]]According to findings from [[a href=\"http://uk.businessinsider.com/internet-of-everything-2015-bi-2014-12?r=US\u0026amp;IR=T\" target=\"_blank\"]]BI Intelligence[[/a]], the number of devices in the Internet of Things (IoT) will have doubled between 2014 and 2019. Digital technology has blurred the line between online and offline life. From wearable technologies that track your fitness 24/7, to the ability to watch your favorite show while commuting to remote access to electrical devices in the home - the shift to mobile devices has changed how we interact with the world around us. [[/p]][[p]]Find out how IoT technologies are creating new habits and behviors in consumers and what this means for digital marketers. [[/p]][[h3]]\tWhat Is the Internet of Things?[[/h3]]\t[[p]]The Internet of Things (IoT) describes any device that has a sensor or connection to the internet, and may also be able to connect to other devices that have the same capabilities. In the current market, there is a seemingly endless array of devices that operate as part of the IoT, including:[[/p]][[ul]][[li]]Headphones[[/li]][[li]]Smartphones[[/li]][[li]]Wearable devices like smartwatches and Fitbit[[/li]][[li]]Laundry machines[[/li]][[li]]Coffee makers[[/li]][[li]]Enabled vehicles[[/li]][[li]]Lamps[[/li]][[li]]Digital home assistants like Alexa and Google Home[[/li]][[/ul]][[p]]Major research analysis firm Gartner expects that there will be around [[a href=\"https://www.forbes.com/sites/jacobmorgan/2014/05/13/simple-explanation-internet-things-that-anyone-can-understand/\" target=\"_blank\"]]26 billion IoT-connected devices[[/a]]. Not only will our use of these devices change our everyday lives, but various IoT applications will allow organizations to create a whole new array of disruptive business models. However, it’s important to understand how is the IoT currently disrupting the digital marketing landscape and how you can take advantage of this broad industry to design a digital transformation strategy.[[/p]][[h3]]\tHow the Internet of Things Impacts People and Behavior[[/h3]]\t[[p]]According to a [[a href=\"http://www.iotindustryreport.com/\" target=\"_blank\"]]study conducted by Dresner Advisory Services[[/a]], the majority of industries state that IoT is not important. However, IoT and digital disruption trends all point to the potential of IoT technology to change the face of business and marketing intelligence as we know it. Things like big data and disruptive digital technologies are paving the way for a new digital marketing strategies and technological introductions that can make lives easier.[[/p]][[p]]As we move further into the information age, both professional and personal use of IoT technology will advance further and become a part of everyday life. Similar to technological advancements of the past, it’s difficult to predict exactly how intertwined our daily activities and technology will become in the future. However, it’s important that digital marketers do their best to understand how the current IoT market operates, the risks involved, and how big data is changing the digital marketing industry.[[/p]][[p]]IoT devices will produce [[a href=\"https://www.forbes.com/sites/jacobmorgan/2014/05/13/simple-explanation-internet-things-that-anyone-can-understand/#4666d5561d09\" target=\"_blank\"]]unprecedented amounts of data[[/a]], meaning how we calculate and measure the impact of the devices will have to advance. In addition, it’s up to developers and companies to minimize security risks involved with this massive amount of data storage, tracking, and analyzing.[[/p]][[h3]]\tIoT: Disrupting Digital Marketing[[/h3]]\t[[p]]Although the introduction of IoT devices into an increasing number of areas of our life seems like the natural progression of technology use from here, the prominence of these devices is changing industries and how they operate, including digital marketing. This digital disruption requires that professionals in the industry start taking the inevitability of IoT technologies more seriously, as they will not only impact consumer behavior, but the marketing platforms used to grab their attention.[[/p]][[p]]However, best-in-class digital marketers can use this opportunity to create a digital marketing strategy that harnesses the power of IoT technology and adapts to industry-wide change. To make the most out of a disruptive business model, digital marketers must understand how customers will be affected by the IoT and use this digital transformation to their advantage.[[/p]][[p]]So how exactly is the Internet of Things disrupting digital marketing?[[/p]]\t[[p]][[strong]]1. Big Data is Here to Stay[[/strong]][[/p]][[p]]\tWith the Internet of Things comes access to a wider range of information from various touchpoints. From a digital marketing standpoint, this is immensely helpful in generating a greater understanding of the customer journey from start to finish. For example, marketers are able to see when a customer’s interest in a product begins, their buying journey, up until the point of purchase.[[/p]][[p]]\tThroughout this journey, digital marketers will also have the opportunity to use this data to their advantage. Because implication of IoT technology allows marketers to see where a customer is on the buying journey, they can also generate more touchpoints for positive customer interaction. With increased access to customers, marketers will be able to find new ways of communicating with them to answer questions and create a connection with the brand at an earlier stage, rather than when a purchase is made.[[/p]][[p]]\tHowever, it should be noted that any use of customer data must consider privacy concerns, which will only become stricter with time. The[[a href=\"https://www.eugdpr.org/\"]]General Data Protection Regulation[[/a]] (EU GDPR) set forth by the European Union will become enforceable on May 25th, 2018. Regulations such as these set firm guidelines for how data processors and storage organizations can release customer data, restricting how much big data will be accessible to digital marketers and research companies.[[/p]]\t[[p]][[strong]]2. Market Research Will Be Enhanced[[/strong]][[/p]][[p]]\tAlthough data gathering, processing, and analysis are currently quite sophisticated, the Internet of Things will only make market research for digital marketers bigger and better. In the current market, IoT for B2B enterprises is already an industry norm, and consumer access to IoT devices will do the same for B2C marketers. As discussed above, the prevalence of IoT-enabled devices in the home will allow marketers to have more data to analyze. This surge in data will allow marketers to streamline their processes and reach niche audiences in new ways.[[/p]][[p]]\tBecause of the connection between the IoT and the cloud, marketing professionals will be able to perform better predictive analysis of their target customers evolving wants and needs.[[/p]]\t[[p]][[strong]]3. The IoT Unlocks Consumer Lifestyle Information[[/strong]][[/p]][[p]]\tThe Internet of Things doesn’t simply access information that a consumer chooses to share publicly on platforms like social media, but information about their everyday lifestyle.[[/p]][[p]]\tConsider the types of IoT-enabled devices that will be utilized by the general consumer: coffee makers, thermostats, home automation systems, and wearable devices like smartwatches are just a few. These devices are integral parts of a consumer’s everyday lifestyle - from when they wake up in the morning until they go to bed. For digital marketers, access to data on lifestyle trends means that they can see how, when, and why specific products or services are being utilized.[[/p]]\t[[p]][[strong]]4. The SEO Industry Will Be Impacted[[/strong]][[/p]][[p]]\tAccording to [[a href=\"http://typeacommunications.com/internet-things-will-disrupt-digital-marketing/\" target=\"_blank\"]]Beth Kotz[[/a]], individuals specializing in SEO will experience a major shift in their industry, thanks in part to the prominence of the IoT as these devices become more advanced.[[/p]][[p]]\tThe IoT is changing how human language is processed by devices and machines, as people frequently pose queries more naturally when spoken as compared to when questions are typed into Google. You can experiment with this theory for yourself: the next time you ask Siri a question, note the wording that you use as compared to typing out your question online. Chances are, you’ll find that your language is more “humanized” when speaking to Siri.[[/p]][[p]]\t[[a href=\"http://typeacommunications.com/internet-things-will-disrupt-digital-marketing/\"]]Beth Kotz from Type A Communications[[/a]] goes on to explain that the increasingly frequent use of AI technology like Apple’s Siri, Amazon’s Alexa, and Google Home means that “search engines strive to understand the intention of the user as opposed to honing in on a keyword.” No longer will web pages be ranked simply on the inclusion of keywords, but on the natural language that is contained within its content. For marketers, this shift from keyword-based SEO content to intention-based writing will be a major aspect of the IoT landscape.[[/p]][[h3]]\tUsing IoT Ethically as Digital Marketing Professionals[[/h3]]\t[[p]]As a professional in the digital marketing industry, the privacy of consumers should be of the utmost importance to you, especially as we move into an age where the amount of consumer data will surge. Although many consumers react positively to having product offerings and sales funnels customized to their unique preferences and needs, they also value their privacy both online and offline.[[/p]][[p]]A major challenge that the digital marketing industry will have to overcome is how to develop these personalized purchasing experiences without being perceived as intrusive. To align your digital marketing strategies with the expectations of the consumer, it’s vital that you demonstrate a high level of security and ensure that the consumer information you’re analyzing is protected.[[/p]][[p]]In the same way that data collection will change with the increase in technology use, how marketers utilize this data and interact with consumers will also have to change. It’s imperative that digital marketers start preparing now for the major changes that the IoT will inevitably bring. Start by conveying a sense of trust and understanding of your target audience, and develop a sincere connection with their needs and expectations starting today. Align with your consumer, and use the IoT development as an opportunity to refine your digital marketing strategy.[[/p]]\t[[p]]Learn the tools and technologies needed to meet the challenges of tomorrow with a [[strong]]Postgraduate Diploma in Digital Marketing[[/strong]]. Download a brochure today![[/p]]"}},"recommendedData":{"articles":{"premium":[{"no_results":1}],"free":[{"entry_id":131484,"title":"What is Customer Experience (CX)","url_title":"what-is-customer-experience-cx","entry_date":1727074800,"primary_topic":374,"card_type":"type-c","card_image":"CX_CARD.jpg","card_image_url":"https://mydmi.imgix.net/cards/standard/CX_CARD.jpg?crop=entropy\u0026fit=crop\u0026fm=auto\u0026h=180\u0026ixlib=php-4.1.0\u0026q=40\u0026w=340\u0026s=78b439997a6ae22aa9fa10c137cacd86","content_type":"articles"},{"entry_id":88428,"title":"7 Tactics To Get Great Customer Reviews","url_title":"7-tactics-to-get-great-customer-reviews","entry_date":1689751380,"primary_topic":374,"card_type":"type-a","card_image":"5_Tactics_for_Great_Reviews_Card-1.png","card_image_url":"https://mydmi.imgix.net/cards/5_Tactics_for_Great_Reviews_Card-1.png?crop=entropy\u0026fit=crop\u0026fm=auto\u0026h=180\u0026ixlib=php-4.1.0\u0026q=40\u0026w=340\u0026s=da0fe8aae445596f68973a79f1e90d9e","content_type":"articles"},{"entry_id":109293,"title":"6 Simple \u0026 Effective Ways to Nurture Your Customer Relationships","url_title":"4-simple-ways-to-nurture-your-customer-relationships","entry_date":1695911280,"primary_topic":374,"card_type":"type-a","card_image":"4SimpleWaysNurture.jpg","card_image_url":"https://mydmi.imgix.net/4SimpleWaysNurture.jpg?crop=entropy\u0026fit=crop\u0026fm=auto\u0026h=180\u0026ixlib=php-4.1.0\u0026q=40\u0026w=340\u0026s=afda058aedb3d60b38b4e507be99e322","content_type":"articles"}]}},"videoLessonsData":{"articles":[{"entry_id":23579,"title":"CX - CX to Create Differentiation - 001 DMISC-05-198","url_title":"dmisc-10198-gogc2","entry_date":1559319983,"primary_topic":374,"card_type":"","card_image":"","public":"y","public_url":"cx-essentials_cx-to-create-differentiation_y9d8"},{"entry_id":23556,"title":"CX - The Basics of CX - 001 DMISC-05-175","url_title":"dmisc-10175-78ot0","entry_date":1559319895,"primary_topic":374,"card_type":"","card_image":"","public":"y","public_url":"cx-essentials_the-basics-of-cx_fizc"},{"entry_id":23584,"title":"CX - Changing the Customer Experience - 001 DMISC-05-204","url_title":"dmisc-10204-3igs9","entry_date":1559320000,"primary_topic":374,"card_type":"","card_image":"","public":"y","public_url":"cx-essentials_changing-the-customer-experience_nxrh"},{"entry_id":23562,"title":"CX - Assessing CX - 001 DMISC-05-181","url_title":"dmisc-10181-cx925","entry_date":1559319900,"primary_topic":374,"card_type":"","card_image":"","public":"y","public_url":"cx-essentials_assessing-cx_2pgp"}]},"slug":"blog/how-the-internet-of-things-is-disrupting-digital-marketing"},"__N_SSG":true},"page":"/[slug]","query":{"slug":"how-the-internet-of-things-is-disrupting-digital-marketing"},"buildId":"2hc1YC_zw7bYjrUPJRawS","assetPrefix":"/blog","isFallback":false,"gsp":true,"scriptLoader":[]}</script></body></html>