{"id":1931,"date":"2019-09-05T03:49:31","date_gmt":"2019-09-05T03:49:31","guid":{"rendered":"http:\/\/kusuaks7\/?p=1536"},"modified":"2024-04-18T17:45:56","modified_gmt":"2024-04-18T17:45:56","slug":"cmos-and-iot-can-this-technology-improve-marketing","status":"publish","type":"post","link":"https:\/\/www.experfy.com\/blog\/iot\/cmos-and-iot-can-this-technology-improve-marketing\/","title":{"rendered":"CMOs And IoT: Can This Technology Improve Marketing?"},"content":{"rendered":"\t\t
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\n\t\t\t\t\t\t\t\t\tThe short answer to my question is yes, obviously. In today\u2019s marketplace, data is everything, whether you\u2019re using artificial intelligence to make your next stock purchase or to choose when and what to market to your prospective customers. Marketing teams who are focused on harnessing the power of the IoT\u2014and doing it well\u2014will easily rise above their competitors. But when it comes to CMOs and IoT specifically, what are some tips to keep the relationship on track?\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tIn truth, CMOs and IoT aren\u2019t always included in the same conversation. That\u2019s because we have a tendency to think of the IoT as something that connects\u00a0smart (or at least somewhat smarter) citie<\/a>s, allows for remote\u00a0healthcare<\/a>\u00a0monitoring, or improves efficiency in the\u00a0supply chain<\/a>. But the same AI that tracks data from stop lights, heart monitors, and cargo ships can also track things like customer purchases, purchase times, abandoned shopping carts, opened emails and web views. The issue for CMOs and IoT is simply knowing how to use that data in the most powerful ways.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tWhether you\u2019re new to IoT discussions or a seasoned marketing\/data veteran, below are some tips to help ensure your CMOs and IoT projects operating at full steam.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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CMOs and IoT: Must Be Data Proficient<\/strong><\/h3><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tThe entire point of the IoT from a business standpoint is to collect data. Thus, as a CMO using the IoT, you need to be proficient in data analytics\u2014or employ someone who does\u2014to ensure this portion of the IoT is working for you. That\u2019s not as easy as it sounds. By now, most of us understand the importance of keeping our\u00a0data clean<\/a>\u00a0and\u2014hopefully\u2014gathering and processing it in real-time. But the truth is, \u201cbig data\u201d is about more than simply pulling data from your IoT sensors. It\u2019s about knowing how to look at the data critically, knowing which data points hold the most value when used in which algorithm, and using those insights to make real, critical change at the customer experience level. This is where many CMOs and IoT projects fall short.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tBecause many companies are still in the no man\u2019s land between legacy-era marketing efforts and truly next-gen digital transformation, we\u2019re seeing a lot of projects and IoT efforts that are a little, for lack of a better word, clunky. How many times do you see the same message in the same boring format from a company across multiple channels? Have you ever been asked to donate more money to a cause before you\u2019ve been thanked for your previous donation? What about ad campaigns that are clearly targeted to you based on a factor like weight or age? Most CMOs haven\u2019t yet mastered the IoT, and that\u2019s fine. But they need to be making efforts to do it soon. After all,\u00a0nearly 90 percent<\/a>\u00a0of B2B companies are using digital content marketing in 2019. Chances are good some of them are already doing it better than you.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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CMOs and IoT: Must Curate Content<\/strong><\/h3>\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tNot too long ago, we talked about marketing personalization. For many companies, that meant simply adding the person\u2019s first name on an email marketing blast, or inserting the name of their recent product purchase in the body of the email. But today\u2019s CMOs need to be constantly thinking of new ways of not just personalizing content within a message, but\u00a0curating content<\/a>\u00a0specifically for each individual customer. That means not just sending customers tons of emails and social ads focused on items they recently searched for in hopes that eventually they buy it (a common approach, by the way.) It means taking a holistic view of how the customer is using your product, what other issues they\u2019re dealing with in their lives, and how you as a company can help them use your product to solve those issues. It requires collecting data points not just on your website or email marketing dashboard, but on the customer\u2019s social media accounts, as well. It\u2019s about using the IoT to understand your customer as a person, not just a payout. It’s a new level of contextual data that helps understand the behavior of consumers even when they aren’t engaging online (or at least not on purpose). That\u2019s what the IoT is all about.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tWhat if you had a refrigerator that was connected to the internet that could monitor your normal purchasing habits. It could send an alert to your phone when you\u2019re out of milk. Savvy marketers could take this information, partner with a grocery store, and send you an alert about a milk sale or a coupon when you\u2019re near the store. I\u2019m sure my wife would love not having to remind me to get milk! This is the kind of personalized thinking marketers need to be doing and the technology to do this already exists. Amazon Go, for instance, is the early testing of this technology. But you can expect more of this to become prevalent over the coming months and years.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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CMOs and IoT: Keeping Up with Transformation<\/strong><\/h3><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tThe thing about digital transformation is that it never stops. We are getting new devices connected to the internet daily. Do you have any Amazon Dash buttons in your home? What about smart appliances or personal assistant devices? Whether you like it or not\u2014and that\u2019s a separate conversation\u2014someone is collecting data about you. CMOs need to be able to keep up with technology changes. CMOs and IoT can go hand in hand if they learn how to use the data collected to offer solutions, be it a coupon or just a reminder about something, to improve our lives.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tThe truth is, lots of\u00a0data initiatives fail<\/a>. Up\u00a0to 85% of them<\/a>, in fact! No amount of data, in and of itself, is enough to make marketing efforts succeed. CMOs and IoT projects need to be focused, intentional, and smart to truly experience the power and potential they want to deliver. Keeping the above tips in mind will go a long way in keeping your project on the right track.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

The short answer to my question is yes, obviously. In today\u2019s marketplace, data is everything, whether you\u2019re using artificial intelligence to make your next stock purchase or to choose when and what to market to your prospective customers. Marketing teams who are focused on harnessing the power of the IoT\u2014and doing it well\u2014will easily rise<\/p>\n","protected":false},"author":607,"featured_media":8738,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[195],"tags":[93],"ppma_author":[3224],"class_list":["post-1931","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-iot","tag-internet-of-things"],"authors":[{"term_id":3224,"user_id":607,"is_guest":0,"slug":"daniel-newman","display_name":"Daniel Newman","avatar_url":"https:\/\/www.experfy.com\/blog\/wp-content\/uploads\/2020\/04\/medium_7789c161-9099-44fa-ab1a-1a09d25b81d7-150x150.jpg","user_url":"https:\/\/futurumresearch.com\/%20","last_name":"Newman","first_name":"Daniel","job_title":"","description":"Daniel Newman is Founder, partner and operator of 4 companies. He is Principal Analyst at Futurum Research, CEO at Broadsuite Media Group and President at Digital Agency V3B. He is also an author and contributor to some of the world\u2019s largest media outlets. A regular on Forbes, Entrepreneur and The Huffington Post, as well as the author of 5 Amazon Best Selling Books, he is also an Adjunct Professor of Management at North Central College."}],"_links":{"self":[{"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/posts\/1931","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/users\/607"}],"replies":[{"embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/comments?post=1931"}],"version-history":[{"count":6,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/posts\/1931\/revisions"}],"predecessor-version":[{"id":36668,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/posts\/1931\/revisions\/36668"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/media\/8738"}],"wp:attachment":[{"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/media?parent=1931"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/categories?post=1931"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/tags?post=1931"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/ppma_author?post=1931"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}