Marketing with Mobile and the Internet of Things

Mobile Expands Consumer Touchpoints, Internet of Things Devices Provide Audience Definition

In ad tech and beyond, there’s a growing acceptance of the impact that mobile, wearable devices, and the Internet of Things (IoT) is likely to have. However, even as marketers recognize the opportunity in this developing technology, they can struggle to account for it in their current promotional strategies.

Consumer growth is happening independent of whether marketers can keep up. eMarketer expects mobile ecommerce to reach $123.13 billion in sales in 2016 – more than double sales figures in 2014 and just under a third of all ecommerce sales.

As marketers engage with consumers, mobile provides more opportunities to act on timely intelligence for sales and support. IoT devices provide enhanced personalization and audience qualification, as well as insights into specific users, channels, and trends.

The issue is that compared to the devices themselves, advertising infrastructure is under-developed. Mobile doesn’t universally accept cookies, and the IoT has yet to evolve a registration or tracking standard that marketers can leverage. Cross-device technologies seek to fill the gap, but they can be app-dependent or largely probabilistic.

To this end, Semcasting Smart Zones™ recently received a patent recognizing the platform’s readiness for the Internet of Things – ensuring that marketers can achieve optimal reach and complete transparency to the audience being targeted.

Smart Zones uses its twice-patented IP targeting technology to detail unique users by demographic profile, location, device type, and associated marketing channels. With this technology, Smart Zones is able to map device-IP addresses to ISP delivery points for demographic and socio-economic definition. Device users are connected by ISP geo-location and can be directly integrated into omni-channel marketing programs, including programmatic display advertising, e-mail, direct mail, mobile, and trade area advertising.

For more information on Smart Zones targeting when marketing with mobile and the Internet of Things, download our datasheet.