Social Media Marketing has been in practice for

Social Media Marketing has been in practice for a long time
now. But the integration of IoT with social media marketing has added an edge
to social media, expanding its scope to a larger extent. Interconnectivity of
digital devices provides endless opportunities for brands to listen and respond
to the needs of their customers – with the right message, at the right time, on
the right device. According to a report by Marketo, 51% of the world’s top global
marketers expect IoT to revolutionize the marketing landscape by 2020. IoT
enables Social Media marketers to get more previously unobtainable data
regarding the ways consumers interact with devices and products, get a better
insight into the buying journey of the customer, facilitates real-time
interactions, POS notifications and enabling more targeted and fully contextual
ads.

With IoT, effective marketing will not only cater solutions
to demographic and psychographic targets, it will also predict solutions for
the individual users of products.  For
example, when the brakes of a car are wearing out, the nearest repair shop can
send out targeted campaign to the consumer and direct the car to its store.
Another instance is when a coffee maker doesn’t work, and the consumer angrily
tweets about the experience, being IoT enabled, instant reply to the consumer’s
tweet can be sent out by the company explaining the issue and they can also
activate automated replacement to address the consumer’s dissatisfaction. Coca
Cola vending machine, running low on inventory can communicate with an off-site
inventory supplier, via the internet, to order more Coke. Another example is
when a consumer is in the vicinity of a retail stores, the company can send out
a personalized campaign based on not only their distance from the store, the
current weather, past purchases behavior but also based on their previous
purchases from competitors’ stores, other purchases they made that day,
upcoming events on their Google calendars and their fitness report from their wearables.

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Another way in which IoT can converge social media is
through social access management. Such technology allows consumers to interact
with physical devices using their social identity. Recently, one company
experimented with a vending machine powered by tweets where consumers used
their Twitter account to get a product from the vending machine.

The age of the interruptive commercial can finally come to
an end if marketers completely rely on IoT related data. In this new world
advertising will be beneficial and completely relevant where no prospect is
served an advertisement that doesn’t 100% align with their interests,
behaviors, and past purchases. For example, a light bulb going dark in a
“smart” home. The connected home could not only make note of the need
for a replacement, but could also provide the homeowner a digital coupon for a
new bulb sent directly to their smartphone. It can also provide the exact
number of hours that the light bulb has been in use and can let the consumer
know that the light bulb is coming to the end of its life. Not only will the
consumer save time by only being served relevant ads, but marketing will no
longer waste thousands of dollars on irrelevant advertising.

Some social media companies are already looking at ways to
connect people to devices, and gather valuable input from it. Facebook recently
announced its partnership with Chamberlain and Roost, a company which targets
the home security device market, and has steadily started rolling out its Parse
platform for IoT.