IoT devices are taking brand-consumer interactions to another level
The advertising and marketing industry has witnessed a dramatic shift owing to the Internet of Things (IoT) which facilitates real-time data collection, hyper-personalisation and seamless customer interactions. On the downside, the burgeoning growth of connected devices also introduces unprecedented security risks that negatively impact marketers and advertisers. The proliferation of billions of IoT devices have made securing this ecosystem a fundamental necessity.
The IoT Opportunity In Marketing
IoT devices are taking brand-consumer interactions to another level. Devices such as smart speakers, wearables, and connected cars offer unique insights into human behavior, preferences, and buying habits that will allow marketers to constantly improve their advertising strategies and achieve stronger connections with their customers. A connected refrigerator may analyze the past buying habits of consumers, remind a person to stock up on items, or suggest alternative brands. Similarly, wearable devices have made it possible for brands to create custom product recommendations while keeping track of users’ levels of activity
Looming Security Challenge
While the IoT presents many marketing possibilities, they also provide a gateway for cybercriminals. Most of them have notoriously weak security; they rarely bother with encryption, while implementing firmware updates takes time. Additionally, access control mechanisms are very often poorly designed. Because of these vulnerabilities, if one device is hacked, it can provide access to larger systems that store sensitive consumer data and cause brand damage.
As an example, you might have a smart billboard on a IoT network that is hijacked and now displays inappropriate content. These types of occurrences have the potential to greatly erode consumer confidence and serve to underline just how vitally important cybersecurity is for marketers implementing IoT tech.
Key Security Considerations For IoT In Marketing
Balancing Innovation and Security
What IoT makes marketing so interesting is that it gives you seamless, predictive consumer experiences. Yet marketers should be mindful that innovation without security is a losing proposition. By thinking ahead in IoT security, data can be protected but also consumers are better trusted and therefore brand loyalty.
Marketing, developers and cybersecurity specialists need to work together. For instance, businesses can add AI-based security services that detect threats in IoT networks and respond to them real-time. Also, industry norms and certifications for IoT security can reassure both customers and partners.
Author: Delphin Varghese, Co-founder & Chief Revenue Officer, AdCounty Media
