The IoT (Internet of Things) will help marketers analyzing, predicting, and reacting to customer behavior. Even better, it can blend product experience with customer experience.
Based on a discussion with Salesforce’s Marketing Cloud, Scott McCorkle, The new Salesforce Cloud is not only designed to process all those signals marketers currently monitor — such as social media posts, website visits and in-store digital interactions with point-of-purchase — but also signals emanating from essentially anything that could benefit from a transmitting sensor.
Shortly, data that streams from the Internet of Things (IoT) are like Web browser cookies in a real world. They know all about where you are and where you’ve been. Some of these data streams — signals to and from your car, for example — will become two-way channels to inform marketers, and possibly to provide new avenues for marketing messages.
The IoT (Internet of Things) data will also enable customer profiles on steroids, where companies’ collected view of you could include, for instance, your average house temperature and your regular toast preferences.
There will still be someone with a headset answering phones in a contact center, still a sales rep making calls, and still a marketer planning campaigns. But McCorkle believes they will be more directly connected so they can create “customer outcomes” — the sum of the experiences that a company wants the customer to have.