How does the Internet of things change content marketing?

The popularization of the Internet of things not only optimizes hard equipment, but also makes huge changes in the form of content and marketing strategy, in addition to creating rich content, the use of different marketing methods, accurate analysis of data will also make brand marketing more effective.

The rapid growth of the internet of things has led to the development of different industries, and has also changed the way the public receives information and publishes content. According to the US strategic analysis company IHS Markit Report, 2015 Global network equipment (connected devices) of $15.4 billion, estimated to 2025, the overall growth will grow to 75.4 billion, the IoT well-known research Institute Machina study further pointed out that Revenue from this new industry will exceed $4 trillion in 2025.

The boom in IoT applications is a big challenge for marketers. With the rise of the community and data, and the change in content marketing, with the advent of IoT applications and the precise formulation of marketing strategies, marketers can pay attention to these 3 major areas:

1. Develop diverse content and create new experiences

The era of the rise of the Internet of things, content intelligence and digitization deserves attention. From Google's world-shaking AI Alpha GO, the Amazon Alexa Smart Voice assistant with the Internet of things, to driverless vehicles, it's easy to see the process of content intelligence and digitalization, and this kind of innovative technology is undoubtedly a big push for marketing assists, effectively analyzing consumer demand , so that the brand and consumer life to do the most closely combined, will become the key to the success of the brand.

In addition to intelligence and digitalization, many brands have been following through experience marketing. In 2016, Apple and Nike joined hands to launch a private sports trainer app, "Nike +", combining Apple's wearable devices, providing user-specific training programs and a sports community, innovative digital sports experiences, and users wearing Apple watch, tap, Can immediately enter the training mode, in addition, intelligent reminders, speed, time, distance and heart rate, through the monitoring of the data is also an unobstructed view, so the new personalized experience not only to attract users interest, but also to increase the purchase motivation.

2, the content into data-oriented, data analysis is the necessary skills of marketing

The correct use of the data in order to accurately hit the target customer group. The application of data can not only help the brand to absorb the eye, but also to ensure that the content is accurate delivery, effectively increase access, the database can be said to be the brand in the Internet of things one of the biggest gains. In the era of the internet of Things, big data analysis and use are important in addition to hardware tools.

To save labor costs, a data-based chat robot (Chatbot) was born. At present, customers can communicate directly with the chat robot through the website or the input device in the store, this kind of communication is mainly used to consult the store, commodity and other related information, with the help of the chat robot, the marketing person can directly according to the statistic data of the dialogue information, and customize the content marketing closest to the customer.

In the age of the Internet of Things, data analysis is an essential skill for marketers. The era of personalized consumption, for marketers, how to deal with, analyze and interpret all the data, and put it into the marketing strategy, determines whether the brand has the opportunity to lead peers to get ahead.

3, the use of location data, effective content marketing

By leveraging location data, marketers can capture the hearts and wallets of consumers. Content Marketing provides consumers with interesting material, location marketing is regarded as the extension of content, more focus on the situation and real-time consumption, based on the increase of location data, the Internet of things to make consumers and brands to communicate more closely, the brand has the opportunity to use location information, the most appropriate content to the consumer.

Jump out of the past purely online content marketing, location data so that marketing can also be used. Take the Wi-Fi hotspot as an example, the store can provide Wi-Fi, on the link page to place marketing information, coupons and other content, you can also use the Hotspot invite users to join members, and then lead offline consumers online, increase marketing after offline consumption.

Source: E Line Network

How does the Internet of things change content marketing?