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 In recent years, the Internet of Things has created a buzz, and rightfully so. The Internet of Things (IoT) has fundamentally altered how people interact with technology. What is the Internet of Things? And why should it matter to marketers?

What is IoT?

The internet of things, or IoT, is a network of interconnected computing devices, mechanical and digital machines, objects, animals, and individuals with unique identifiers (UIDs) and the ability to move data without requiring human-to-computer interaction or human-to-human. Sensors, actuators, computer devices, and software are installed in IoT devices, allowing them to shift data.

Why Should Marketers Be Concerned With IoT?

Creating a Community

Brands are now using social media to create communities and communicate with them. Wearable technology devices like fitness trackers enable users to share posts created by the devices on various social media platforms, resulting in new communities focused around their users. It presents a huge opportunity for advertisers to communicate with a similar group of people and eventually turn them into consumers.

Data Accessibility

IoT devices generate a massive amount of data, allowing marketers to gather more information about their customers. Marketers can test new ideas and use the results as a benchmark for their next marketing initiatives. Kudos to the availability of data.

Increased Engagement

Marketers should use IoT to show highly relevant advertising to their target audience. Through both online and offline channels, people are bombarded with advertisements the whole day. The majority of advertisements are neglect because they are irrelevant to the target audience. Because IoT devices help advertisers know their audience on a more detailed level, they can target them with content that is specifically tailored to them.

The Internet of Things (IoT) has proved its worth in the worlds of industry and commerce. No company can afford to stagnate or continue to use conventional marketing strategies in today’s highly dynamic marketing environment. Exploring the sharp upward trend of people using social media as a platform for marketing goods or services is the demand of the hour today when more than half of the world’s population links to the network. Marketers have recognized an enormous opportunity to advertise their products today because almost everyone has access to the internet and is active on social media sites such as Facebook, Twitter, and Instagram.

What’s new about social media marketing, one would argue, when it’s been around for over a decade? Are you sure, however, of the connection between IoT and social media marketing? How the Internet of Things can impact social media marketing? Social media marketing isn’t the same as it was in the past. IoT has given it a boost, allowing it to reach a wider audience.

You’ve heard of social media marketing, but have you heard of the advent of IoT with social media marketing and the fantastic results it can generate? Have you ever noticed that when you visit social media websites like Facebook, the advertisements that appear on your page match your preferences or are similar to those you previously expressed interest in? If that’s the case, how do they know what you like?

Integration of IoT with social media marketing is the most straightforward answer to all of such questions. IoT, combined with social media’s broad reach, is changing the way we think about social media marketing, but really how? Let’s look for the answer in the subsequent paragraphs-

Weather forecasting, automotive, Agriculture, metro cities, and gaming industries have benefited from the Internet of Things, making our lives much more accessible. IoT has also taken a step forward in enhancing traditional social media marketing by using predictive analysis to make it much more personalized.

Importance for social media marketing

It is a digital platform that connects billions of people in the absence of a physical boundary, providing an excellent opportunity to reach crowds in the shortest time and for the lowest cost. Using social media marketing has several advantages.

1.  Less marketing cost

Considering the cost of paid social media marketing, like paid advertisements, posters on Facebook, Twitter, and other social media websites, the cost is comparatively low.

2.   SEO supportive

A company’s visibility and activity on social media platforms is a crucial aspect of search engine optimization. If a business is popular on social networks and keeps its website up to date, it is more likely to increase its search engine ranking and prominence.

3.   Brand Recognition & Orientation

A single update of your profile on a social media platform allows you to communicate with many people. Social media marketing not only raises public brand awareness, its products, and services, but it also aids in leaving a big impression on consumers’ minds.

4.    Conversion Rate Is High

The audience is more likely to build brand trust and share your content if you start posting regular updates on social media platforms and engage with them by responding to their questions or queries. Also, it will enhance your promotion and let you go out to potential clients.

The Internet of Things is turning Social Media Marketing (SMM)

IoT integration has revolutionized social media marketing, thanks to the modern-day Best IoT app development companies. With IoT’s help, you can now accurately predict what the customer might be searching for. What if businesses are able to gather the insight data? What if businesses were able to see what you’re talking about in your social circles? Or what product or service you previously purchased or looked?

If you can find the answers to all these questions, you can reorganize your social media marketing strategy to make it more successful. Explore what the Internet of Things has in store for social media marketing.

IoT Predictive Studies

It allows you to gather and analyze data based on previous purchases or goods or services that customers are searching for. Later it can be used to provide important information about a customer’s taste, preferences, and buying behavior, which they can use to upgrade your social media marketing strategy.


The Internet of Things has given social media marketing an extra layer of personalization. Customers are given suggestions for products to buy based on their browsing history. IoT enables social media marketing to become more customer-centric, as you can now target ads and promotional messages based on a person’s preferences.

Socialising with Material Things

The Internet of Things has also opened new doors for social media marketing. They have now expanded beyond social media websites to include physical objects. Using your social identity, you can easily communicate with physical objects. Appirio, for example, built a vending machine that relied on users’ tweets to obtain products, and the user would only need to communicate with it socially. Appirio’s visibility was later observed to have a significant impact.

By gathering and analyzing data generated by customers across different social media platforms, IoT has made social media marketing more effective and efficient. Customer insights such as taste, preference, and purchasing behavior are predicted using data, which serves as the foundation for developing a social media marketing strategy.

It also aids in notifying customers of any updates through personalized emails. IoT has aided in the re-definition of social media marketing strategy, making it more focused on individuals’ preferences and tendencies. As a result, social media marketing has become more effective, efficient, and well-equipped to generate more profit.


With a few taps of a touchscreen, the social IoT can do more than merely allow us to live much better or handle our lives more conveniently.Its application in marketing is advancing at a breakneck speed. It’s no longer just about your audience’s online behavior. You can learn how your clients communicate with smart TVs, home appliances, and other IoT devices, thanks to the Internet of Things. It’s up to you to update your marketing plan in light of these rapid changes.

Author Name:- Harikrishna Kundariya

Harikrishna Kundariya, a marketer, developer, IoT, ChatBot & Blockchain savvy, designer, co-founder, Director of eSparkBiz  Technologies. His 8+ experience enables him to provide digital solutions to new start-ups based on IoT and ChatBot.

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