We evaluate the impact of multiple platforms and how they will work together.
The Internet of Things (IoT), if you haven’t heard of it you’re likely to be demanding it. At its simplest the IoT is the growing trend of everyday objects being connected to each other and the web. The growth of the IoT can be demonstrated by Dixons and Three which are set to create a contract for your connected devices including mobile, wearable tech, TV & laptops. The aim of providing consumers with a new connective application model is the future, built around GPS and accelerometers with connected devices. With 60% of adults online using at least two devices daily, it’s no wonder you as a consumer are demanding an interconnected lifestyle. That being said digital advertising rose by 16.6% to a record 3.5 billion in the first half of 2014.
Greater interconnectivity means more data and more data will require intelligent algorithms. Currently, SEO & PPC processes collect this data to an extent but this interconnectivity will evolve into a more intelligent platform. Consumers will be making sophisticated decisions and organisations will be able to assist based on device to device data. We expect the overall value proposition to change to accommodate this interconnected lifestyle with devices understanding the consumer, this is where SEO and PPC will play a key role in the future of search.
Almost 40% of UK consumers have access to multiple connected devices, this is only set to increase with the growing tablet and wearable tech market. However, Google research demonstrates that you as a consumer, who has seen an advert on your smartphone are 80% more likely to make the final purchase via your tablet or PC. There is a growing need to make this process more linear, more seamless and track the digital user journey from start to end.
We expect 2015 to bring a rise to deterministic cross device modelling with some companies already developing clever probabilistic models to solve the problem of tracking the user journey. The IoT will create many challenges and opportunities for business and marketing professionals. This is our opportunity to maximise the new world of consumer understanding and personalisation. \
Jan Musa | Social Media & Marketing Manager
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