Marketing To The Needs Of The IoT Consumer

The Internet of Things will open an entirely new dimension of consumer targeting.

This matters a lot, since marketers who rely only on demographics to reach consumers risk missing more than 70% of mobile shoppers, according to a recent study by Google.

And pretty much anyone with a mobile phone is a potential shopper, no matter where they are or what time it is.

The higher value than identity of the shoppers is their intent.

When someone has a need for a product, they tend to search, during what Google calls intent-filled moments.

During these moments, consumers cannot necessarily be satisfied by traditional advertising based on demographics. For example, 40% of baby product purchasers live in households without children, based on Google research. Those searchers could be grandparents, friends or relatives, for example.

The most logical current way to market to intent is to meet customers in those intent-filled moments that matter and deliver helpful content, says Google.