We explain what is the Internet of Things and what are its applications in eCommerce and marketing in general. Do not stay out of the revolution!
Today we talk about the Internet of Things (IoT) or the Internet of Things, one of the most consolidated trends in recent times. And it is a reality that is in our day to day and with which we live at all levels.
What exactly is the Internet of Things?
These are those devices connected to the Internet completely autonomously. From that autonomy and their own identity, they can interact with other connected devices, offering and receiving information without requiring any action from the user.
They can range from day-to-day solutions, such as home automation – climate control, lighting … – to industrial uses, controlling complex processes. In 2015 there were already 15K million devices of this type on the market, by 2025, in just 10 years, we are expected to reach the figure of 75K.
These data, extracted from Statista, obviously correspond globally.
The number of devices can attract attention. But keep in mind that, unlike what it means to have a mobile phone – each user has one or two, no more -, the number of devices that we could have per person is not so limited: shortly, everything that we surround will be likely to be connected.
How does the Internet of Things work?
As we have already mentioned, there are so many devices that there is no pattern. What they do have in common is that they usually have sensors.
The technology that manages most of these devices is called RFID. It is a radio-frequency identification system that allows the device to recover and send data at the same time, which can be uniquely identified on the network.
The user, meanwhile, can interact with them in many ways. Either:
- Through a graphical interface such as Smartwatches
- Using QR codes to activate actions
- By pressing a button like Amazon Dash Buttons
- For proximity, such as devices called Beacons
- Using an app from your mobile or computer
- And, of course, the voice
What devices does the Internet of Things use?
The number of devices is virtually unlimited:
- At Home: there are locks, thermostats, lighting systems … They provide data from our daily routines.
- At the wearable level: those devices that we carry. The watches and wristbands stand out, but the incorporation into the textile is a reality. They provide biometric data and activity patterns.
- In vehicles: cars are increasingly connected. Thanks to this, we generate data and movement patterns in real-time.
- Voice assistants: the last revolution. Amazon was the first with the Echo + Alexa speaker combo, but then Apple came with Homepod + Siri and Google Home with its assistant (and those that will come).
We can practically say that the ecosystem that the Internet-of-Things-based devices are creating is a kind of second network , since they interact equally with users who among themselves in a totally autonomous and independent way.
Implications and uses of the Internet of Things in eCommerce
As you will understand, from the moment that Amazon gets so interested in the matter, it is because they have seen a way to make it profitable directly, leading to conversion.
First of all, and this is very important, is that they are devices that collect a lot of data. In the era of Big Data, the use of all this information in an aggregate way can influence virtually everything.
This talking about the lowest of the expressions at the IoT level … Imagine the amount of information that can be generated by a speaker with a voice assistant who asks for theater tickets, for the time in another city to the that you are going to travel or, directly, you make a purchase on Amazon.
We are traceable. With what this small data so personalized can take strategies such as retargeting with us, make recommendations and impact us in a physical environment with advertising messages that will cross our context, our physical state or the position we occupy on the map with GPS from our phone on the other hand, connected systems will also be able to interact commercially . It can be through pure and hard advertising, such as radio wedges but transferred to the speakers, or much more subtle. For example, reminding us that the warranty of the device itself ends and offering us an extension.
Finally, comment that the Internet of Things also begins to have links with logistics and management. We are moving towards a near future in which warehouses will automatically control the management, stock, and tracking of orders without human intervention, and this will be available to everyone.
All this is the future and as part of the change implies concessions, especially in terms of privacy and data security. It seems a toll that we must pay to use this technology.