Nudge, Nudge: Internet of Things Leads to the Internet of Behavior

March 23, 2022

By now most of us are aware that our search and social-media histories are used to fine-tune the targeted marketing that comes our way. But did you know the Internet of Things also contributes marketing intel? ReadWrite examines “The Developing Internet of Behavior Technology and its Applications.” Yes, the IoT has led to the IoB because of course it did. Writer Dronacharya Dave reports:

“A device such as a smartphone can easily track and note a user’s movements and obtain their real-time geographical positions. With the help of advanced technologies, companies can connect smartphones to devices like cameras, laptops, and voice assistants. Today, smartphones can even record the text and voice of the users. In addition, brands can get information about the users with the help of IoB, such as likes, dislikes, and interests. … Internet of Things (IoT) and Internet of Behavior (IoB) together can provide a lot of important information to the companies for making better decisions related to their marketing and branding efforts.”

One might be surprised by the data that can be garnered from connected gadgets. Naturally there is personal data, like name, gender, IP address, and browser cookies. Engagement data answers whether a user favors communication through texting, email, mobile apps, or social media. Behavioral data includes purchase history, product usage information, and qualitative data like mouse movements. Finally, attitudinal data reports factors like consumer satisfaction, product desirability, and purchase criteria. This seems like a lot of information to surrender for the ability to count steps or preheat one’s oven on the ride home. The write-up tells us how companies get their hands on this data:

“The data and information from the consumers are collected from different websites, sensors, telematics, beacons, social media platforms, health monitors (like Fitbit), and others. Each of these collects additional data from consumers while indulging in doing online activities. Everything is captured by the IoB technology, from the time spent online to all that a user searches for. For example, with the application of IoB, websites can capture the information on the amount of time spent by the customers while searching the website. This data can be highly profitable for the marketing and advertising activities if analyzed accurately.”

The post examines ways marketing departments can make the most of this data and supplies a couple of examples. It also gives an obligatory nod to the risk involved—that bad actors could get their hands on this trove of user data if companies’ security measures are at all lacking. But surely every company is on top of cybersecurity best practices, right?

Cynthia Murrell, March 23, 2022


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