The Internet of Things and the Future of Digital Marketing and Public Relations

Photo credit: NYC Media Lab on Flickr.Technology is changing the world that we live in.

In fact, with the rapid increases in computer processing power and the decreases in the costs-of-production, the world that we live in is changing at a mind-blowing rate.

When looking at marketing and public relations, many businesses are currently still trying to figure out how to properly integrate social media, SEO, content, and mobile into the marketing mix. This leaves very little time to think about what is going to be influencing business in the upcoming years.

However, given the rapid speed of change, companies that don’t adapt in all areas of business, including the way that they market their products and services to customers, will be left behind.

Therefore, keeping an eye on what technology advancements experts feel will impact our world in five, 10, or 20 years is a must when businesses develop their long-term business strategies.

This includes, but is not limited to, something that will have an effect on everything.

The Internet of Things (IoT)

In the near future, many of the “things” that we interact with on a daily basis will have a sensor embedded in them and will be connected to the Internet, allowing them to exchange data with computers, mobile phones, and other “things.”

The possibilities for making our lives better are limitless, as are the opportunities that will be created for marketers to get their messages out to consumers in a more effective and efficient way.

Some of the most interesting things that I have heard about lately involve helping make consumers’ lives better by the use of the data collected from these sensors.

However, the Internet of Things is still in the nascent stage of development and many issues need to be worked out. This includes privacy issues, as well as making sure that the data collected is used in an ethical way.

From a marketing and public relations standpoint, this is of the utmost importance.

If the results of a recent survey conducted by Google Consumers Surveys for Auth0 is really an indication of the public’s current level of trust with the Internet of Things, marketers and public relations professionals have their work cut out for them, as many respondents who are aware of the Internet of Things have concerns with security and personal data collection.

The Age of Context

In their book, “Age of Context: Mobile, Sensors, Data and the Future of Privacy,” Robert Scoble and Shel Israel highlight some of the ways that technology is already being used to make the world a better place.

They also make predictions as to how technology might evolve in the near future.

The authors of the book are very optimistic about the future uses of technology.

In particular they are excited about how businesses can use technology to better the lives of consumers, and in the process, increase sales by helping target the right person at the right time in the right place.

As they mention, “Context will allow us to receive messages based on location, time of day, and what we intend to do next. We believe this will dramatically boost response rates because customized messages will be more relevant to the recipients. An ad for a discount at a nearby restaurant when we are hungry is pretty likely to get us to act immediately.”

However, while Scoble and Israel are optimistic about the possibilities that these new technologies will bring, they are not naïve.

In fact, they point out some of the problems that have already arisen, as well as some of issues that businesses need to consider in the future, particularly regarding privacy and the use of the data collected.

Final Thoughts

Advancements in technology are going to bring about some very exciting changes in the near future.

However, as the study conducted by Google Consumer Surveys mentioned earlier points out, when asked about the Internet of Things respondents said that they are concerned about security and personal data collection issues.

What this means is that businesses are going to need to find ways to use these new technologies to better the lives of their customers, while making sure that everything they do is transparent, ethical, and protects the customer’s privacy.

They are then going to have to make sure that consumers feel comfortable with what the business is doing and are aware of all the benefits that these new technologies will bring.

Photo credit: NYC Media Lab on Flickr.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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