Content and media have long been the driving forces behind advertising, marketing, and brand reputation. Today, with the evolution of mobility and the Internet of Things (IoT), businesses can now deliver strategic content to customers with unprecedented levels of efficiency, enabling smarter content to reach more targeted audiences at the optimal times. IoT-enabled intelligent content marketing is the future, and it will become increasingly important for customer acquisition and retention.
An example can be seen in the recently built Levi’s Stadium, the home of the San Francisco 49ers. The state-of the-art facility was designed to take advantage of immersive mobile and IoT experiences through wireless networks, increasing opportunities for unique advertising while improving attendee experiences. Rich features such as mobile concessions, in-app purchases, instant replays, and player stats come alive. Fan experiences such as these will become the new normal, rather than a differentiator. With the bar raising increasingly higher, additional industries need to follow suit to maintain high consumer expectations.
Let us drill down and talk more in-depth about the benefits of implementing IoT-enabled intelligent content marketing strategies:
Increased Advertising Effectiveness
Advancements in creative advertising, enabled by mobility (think dynamic content, location data, and analytics) now enable brands to deliver the right content to the right people at the right time. For example, advertisers can now leverage intelligent digital signage applications to modify their offerings based on a wide range of variables. Imagine a restaurant billboard that promotes refreshing ice cream on hot days, and hot coffee when it is chilly. The world of static advertising will give way to progressive solutions that better address changing customer needs and interests.
Expanded Mobile Opportunities
The growing dependence on smartphones and tablets presents a massive opportunity for advertisers to reach customers in real-time. Digital content delivered through mobile applications helps engage buyers during key purchasing decisions while collecting information about users and their purchasing habits. Going back to the connected stadium example, fans now have access to online ticket purchasing, in-seat concession ordering, and e-commerce team stores.
Improved Customer Experience
When operating in a highly competitive space such as retail, customer retention and customer experience have become the differentiator for many. Using IoT and mobile technologies, businesses can provide a highly personalized experience to stand out from the competition. Touchscreens installed in an IoT-enabled smart store provide shoppers with product information such as inventory levels and additional colors or styles available for order, promotional offerings relevant to the items a shopper has shown interest in, or even the ability to create a digital cart for checkout. Access to this information reduces the need to find an associate for assistance, streamlines the checkout process, and provides customers with targeted, relevant content.
In our increasingly connected world, convenience and accessibility are of the utmost importance, and content must reach consumers easily and in ways that are readily available to them. Digital experiences that deliver relevant, timely content keep consumers engaged on their preferred devices, opening up new opportunities for businesses, which should be the goal.
Sue Holub is a 20-year veteran of the technology, telecommunications and services industries, and currently serves as Chief Marketing Officer at KORE Wireless, where she leads all marketing functions globally spanning vision, strategy, and execution. Prior to joining KORE, she served as Vice President of Marketing for Lexmark Enterprise Software, the enterprise software division of Lexmark International. Prior to joining Lexmark, she held various senior positions at Impellam Group, Fiserv, and BellSouth.