Imagine the world where a Samantha like voice (as in the movie “Her”) greets you as you enter your home or the world where every aspect of your furry friend can be monitored from your smart phone. That interconnected world is known as the Internet of Things (IoT), and it is not science fiction; it is here now.
“By 2020 it’s estimated there will be 30 billion objects connected to each other,” said Jim Davis, EVP, and CMO of data and analytics giant SAS at the company’s annual global forum in Dallas. In an interview with Direct Marketing News, Davis highlighted that marketers should focus more on delving deeper into data than an emphasis on the device itself, this is why there is emerging real time data capture tools that automatically capture behavioral data without any complex set-up.
Davis’ advice is valuable and accurate. Data Analytics has infiltrated every aspect of direct marketing. It is no longer simply a topic for discussion amongst data scientists. It is the norm. In the big data era, where our homes greet us, and direct mail pieces are now interactive, direct marketers have many platforms to engage with their customers. What should we do with all this real-time data? Here are four tips to get you started:
- Make receiving customer information as easy and intuitive as possible. There’s nothing like a sign-up form that doesn’t work.
- Understand your customers’ buying decision process and in which stage of it the customer is in.
- Analyzing customer buying habit across all platforms.
- Implement real-time interactions, point-of-sale notifications, and targeted ads.
Of course, it is also important to mention that not everyone is appreciative of the fact that the government, as well as other organizations, can access their data. As this guide from websafetyadvice.com explains, personal privacy is a controversial topic. Consequently, there are a growing number of people who seek out alternative methods to protect their data. For example, some people have turned to establishing a virtual private network to shield their online activities from others.
Ultimately, no matter what device or platform you choose to reach your audience, what’s important is that your campaigns are engaging and measurable.