The retailers may go further and
induce customers by giving free offers
for orders made via this channel.
Thereafter, those who redeem their
offers can be retargeted for marketing
campaigns; in a less spammy and
more relevant way.
Coca-Cola, world’s number one
manufacturer of soft drinks, in
conjunction with Norwegian
cinema theatres have successfully
run marketing trials using beacons,
targeting cinema goers. A free coke
was offered to ticket buyers and had
to be claimed at the cinema theatre.
A CRT (Click-Through Rate) of
60% was reported with 50% of the
customers redeeming the offers.
Automated Social Media
Interactions
IoT objects are now capable of
posting on social media sites such as
twitter and facebook without human
intervention. This goes a long way in
automation of online campaigns that
require real-time activation and more
so for event-based promotions.
Besides, IoT can automatically
gather and analyze data from
social media platforms to identify
emerging online trends that should
be targeted to garner more clients.
Predictive analysis is applied to
establish customer’s taste, preference
and buying behavior; empowering
marketers to personalize marketing
campaigns.
Brand Loyalty by Driving User
Engagement
IoT has limitless functionality, the
only limit is our lack of innovation.
Indeed, Nike the reputable shoe
manufacturer has invented a device
that not only keeps their customers
engaged, but also ensures loyalty to
their brand.
This came in form of a wristband
known as ‘’Nike+ FuelBand SE’’, that
is worn by clients to monitor their
progress during training. The most
interesting part is that users get to
see the statistics on progress made
via an iphone-based mobile app and
can share this information with their
friends via social media.
The solution has already attracted a
community of more than 38 million
subscribers who interact regularly
during their training programs.
Nike projects that the number of
enthusiasts, joining their subscription
list, will be growing in leaps and
bounds in coming few years.
So, Nike will have enormous
opportunities to grow its
revenue through cross-selling of
complimentary products, such as:
sports shoes, sandles, t-shirts among
other items, to their loyal customer
base.
Enhanced Marketing ROI (Return
on Investment)
The ability of IoT to generate critical
insights on customers, gives a solid
foundation for formulation of
marketing strategies that are aligned
with specific mar ket segments.
Consequently, advertisements may
be tailored to suit the target audience
and by so doing, higher sales
conversions can be realized.
For instance, Smart fridges by
Samsung are capable of tracking
supplies consumption and making
automated orders to restock. The
fridges come with a panel for internet
access, giving consumers the option
to choose a preferred supplier online.
In this case, the vendors of home
supplies are provided with a costeffective and more promising
marketing channel for use. However,
they would have to sign-up with
the host of smart fridge platform
for advertising and the adverts
personalized to suit specific buyer
needs.
Hence, higher sales conversions and
continued return purchases can be
realized at significantly lower costs of
marketing.
Patrick Kabuchi, is the Founder &
Technical Director of RikkenCloud, a
cloud data backup solutions provider
for Medium and Large Enterprises
enabling secure storage of business data
off-site. You can commune with him
on this or related issues via mail at:
[email protected], or Twitter: @
RikkenCloud.