What Marketers Should Know About the Internet of Things in 2017

As a new year begins, there are plenty of things digital marketers need to keep abreast of. Being a digital marketer means being committed to keeping up with rapidly changing ideas, trends, and methods of doing things.

Along with concepts such as the rising prevalence of artificial intelligence in business, another fundamental concept marketers should remain ahead of is the Internet of Things.

The Internet of Things (IoT) is leading the way in a lot of technology and marketing-related conversations. The concept itself isn’t necessarily complicated. It really just refers to the inclusion of a connection switch to the Internet included on everyday items like lamps, wearable technology, and cell phones. The integration of Internet of Things into marketing concepts isn’t necessarily as straightforward.

Below are some trends and considerations for marketers to keep in mind in 2017 regarding the era of IoT.

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Use Security As a Marketing Concept

The idea of life where everything is interconnected and smarter can be one that’s appealing consumers, but also one that’s overwhelming and somewhat frightening, particularly with security being such an important issue.

As a marketer as you’re embarking on new frontiers because of the influence of IoT, it’s important to inspire confidence.

Include your security measures and practices as part of your overall digital and content marketing to reassure your customers and build a sense of trust in an uncertain environment.

Security will remain one of the top issues for companies and consumers throughout the year, so be proactive in this area.

Products Can Market Themselves

While there may be understandable concerns from consumers about a world of such complete interconnectedness, there can be incredible opportunities for marketers regarding products and services that market themselves.

For example, if you’re marketing a wearable fitness product and it links to the user’s social media profiles and updates their followers on their progress, ultimately that product is then marketing itself.

This idea should play a vital role in shaping campaigns, budgets and overall marketing trajectory in 2017.

Customer Service in Real Time

With an influx of smart devices, it gives marketers the opportunity to revolutionize how their users see customer service.

In 2016 a lot of the focus was on providing excellent customer service through social media, and in 2017 marketers can actually explore the provision of real-time customer service.


A final thing all marketers should be thinking about in the new year is the role of agile marketing. There’s really no reason with the growth of IoT, big data software and easy automation that marketers shouldn’t be fully embracing agile marketing.

There’s no longer time or need for marketing of days past where it was all about trial and error to find what would work.

Marketers should be open to new technology including IoT that will allow them to create the most targeted, efficient and productive marketing campaigns possible, and also to integrate the value of real-time feedback.

These are just a few of the many things for marketers to keep in mind with regard to IoT and overall trends in 2017, which is shaping up to be an exciting year.