Have you heard of the Internet of Things (IoT)? If you haven’t, the Internet of Things is a system of interrelated computing devices, mechanical and digital machines, or objects that are provided with unique identifiers (UIDs) and the ability to transfer data over a network without requiring human-to-human or human-to-computer interaction.
The Internet of Things is a network of physical objects that are embedded with sensors, software, and network connectivity to enable them to collect and exchange data. These objects are called “things” and can be anything from vehicles to buildings to everyday objects.
The IoT is still in its early stages of development, but it has the potential to revolutionize many industries. For example, the IoT can be used to improve transportation, healthcare, manufacturing, and agriculture.
Here are some examples of IoT devices:
- Smart thermostats that can adjust the temperature of your home based on your schedule and occupancy.
- Wearable devices that can track your fitness and health data.
- Connected cars that can monitor their own performance and communicate with other vehicles.
- Smart factories that use sensors to track the location and status of goods and materials.
- Smart agriculture that use sensors to monitor soil moisture and temperature, and to control irrigation systems.
As digital marketers, we need to stay abreast of the latest developments and innovations and how they can affect Paid Search advertising. One concept in the integration between IoT and Paid Search is “automation”. The IoT can be used to collect real-time data about customer behavior, such as their location, the device they are using, and their search history. This data can be used to create more targeted and relevant paid search ads. This can help with real-time bidding.
IoT data can also be used to improve the performance of paid search campaigns. For example, businesses can use IoT data to identify keywords that are driving conversions or to optimize their bids for different times of day or days of the week. Moreover, IoT data can be used to create more personalized experiences for customers. For example, a business could use IoT data to show customers ads for products that they are likely to be interested in or to send them targeted coupons or discounts.
The integration of IoT and paid search is still in its early stages, but it has the potential to revolutionize the way businesses market their products and services. As IoT devices become more widespread, and as businesses become more adept at using IoT data, we can expect to see even more innovative and powerful ways to use IoT and paid search together.
Here are some specific examples of how businesses are using IoT and Paid Search together:
- A smart home company uses IoT data to target paid search ads to people who are searching for products related to home automation.
- A car manufacturer uses IoT data to show targeted ads for car parts and accessories to people who are driving near their dealerships.
- A retail store uses IoT data to track the movement of customers in their stores and show them ads for products that they are likely to be interested in.
As mentioned, the IoT network is still in its early stages and there are some road bumps to iron out:
- Security and privacy: IoT devices are often connected to the internet, which makes them vulnerable to cyberattacks. Hackers could steal data from these devices, or even use them to control critical infrastructure.
- Data privacy: The IoT generates a massive amount of data, which can be used to track people’s movements, habits, and preferences. This data could be used to invade people’s privacy or to target them with advertising.
- Interoperability: IoT devices are often made by different manufacturers, making it difficult to get them to work together. This can lead to compatibility issues and make it difficult to manage many IoT devices.
AI is rapidly developing and will have a significant impact on the development of the IoT. AI can be used to analyze the data collected by IoT devices, identify patterns, and make predictions. Can you imagine Paid Search campaigns targeting predictive behavior based on AI data modeling? Want to learn more about how our team is considering IoT in paid search? Contact us today to learn more.