What is the Internet of Things about?

  • We explain what Internet of Things is about and what are its applications in eCommerce and marketing in general. Do not miss out the revolution!

  • Today we are talking about the Internet of Things (IOT), one of the trends that has been consolidated most in recent years. And it is a real truth found on our day to day and which we live with at all levels.
  • What exactly is Internet of Things?

  • It is those devices connected to the Internet in a completely autonomous way. From this autonomy and identity they can interact with other connected devices, delivering and receiving information without requiring any action by the user. 

    They can range from solutions for everyday life, such as home automation - air conditioning, lighting--for industrial use, controlling complex processes. IoT has come to stay. 

    Speaking in terms of trends, the growth forecast is huge. If by 2015 there already were 15 K millions of devices of this type on the market, in 2025, in just 10 year time, is expected to reach the figure of 75 K
  • These data from Statista, obviously corresponds to global level

    The amount of devices can grab attention. But keep in mind that, unlike what supposed to be a mobile - each user has one or two, no more-, the amount of devices that one person could have is not so limited: in the near future, everything around us is likely to be connected.
  • How does Internet of Things work?

  • As we have already mentioned, there are so many devices that there is not a pattern. What they do have in common is that they often have sensors

    The technology that manages most of these devices is called RFID. It is an identification system by radio frequency that allows the device to receive and send data at the same time, that can be uniquely identified on the network. 

    The user, on the other hand, can interact with them in many ways. Either:
    • By means of a graphical interface like the one on Smartwatches 
    • Using QR codes to trigger actions 
    • By pressing a button like Amazon Dash Buttons 
    • By proximity, as the devices called Beacons 
    • Using an app from the mobile phone or computer 
    • And, of course, the voice 
  • Which devices use Internet of Things?

  • The number of devices is practically unlimited:

    • Home: there are locks, thermostats, lighting systems... They provide data of our daily routines
    • Weareable level: those devices we wear. Watches and bracelets of activity stand out, but the incorporation in textile is a reality. They provide biometric data and patterns of activity. 
    • Vehicles: cars are increasingly more connected. Thanks to this, we generate data and patterns of movement in real time. 
    • Voice assistants: they are the last revolution. Amazon was the first with the combo Echo+Alexa speaker, but then Apple came with Homepod+Siri and Google Home with his own Assistant (and those yet to come). 

    We can almost say that ecosystem created by these devices based on Internet of Things is a kind of second network, since they interact equally with users and between themselves totally autonomous and independently.
  • Applications and uses of Internet of Things in eCommerce

  • As you will understand, since the day Amazon gets  in the subject with so much interest  is because they have seen a way to monetize it directly, leading to the conversion.

    First of all, and this is very important, is that they are devices that collect lots of data. In the age of Big Data, the use of all such information is added can influence practically on everything
  • EXAMPLE: I will give an example using Amazon Dash Buttons, devices that are attached to a single product of high rotation: If you run out of razor blades, press the button and automatically place the order. Do you think that Amazon is interested in that sale? Not much. What they get is something much better: consumption patterns that will be applied to a marketing and data driven communication strategy and, why not, could be sold to the manufacturer itself.
  • This talking about the lower-level IoT expressions... Imagine the amount of information that can generate a speaker with voice assistant to which you ask about theatre tickets, weather in another city to which you are going to travel, or directly, make a purchase on Amazon. 

    This leads us to a second level at which omnichanneling will shine with strongly

    We are traceable. So this so personalized small data can lead strategies such as retargeting with us, make us recommendations and impact us in a physical environment with advertising messages that will be crossed within our context, our physical state or position we will be on the map with our mobile phone's GPS. 

    On the other hand, the connected systems will also be susceptible to interact commercially. It may be through straightforward advertising, or radio spots but taken to speakers, or more subtle. For example, reminding us that the warranty of the device ends, offering an extension of it. 
  • Finally, just say that Internet of Things also begins to have links with logistics and management. We are leading towards a near future in which storehouses will control management, stock and the tracking of orders automatic, without human intervention. This will be within at everyone´s reach. 

    This is the future, and as part of the change involves concessions, especially with regard to privacy and data security. It seems a toll that we must pay to use this technology. 
  • We hope this post make Internet Of Things clear. How would you apply it in your own reality? Do you think it will be useful to you in a short-term?

  • Images | Fotolia, Unsplash.

Miguel Nicolás

Miguel Nicolás O'Shea is a life-long copywriter (more than 15 years working in agencies) and a specialist in Search Marketing (SEO and PPC). From now on, he will contribute with his online marketing experience to Oleoshop, publishing regularly.

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