“The internet is no longer a web that we connect to. Instead, it’s a computerized, networked, and interconnected world that we live in. This is the future and what we’re calling the Internet of Things.” 

Bruce Schneier

What is Internet of Things? 

Internet of Things (IoT) depicts a network of devices or things engrafted with software, sensors and technologies that enable connecting and data exchange with objects and systems across the internet. The complexity of these devices can vary from devices as simple as mundane household items to advanced industrial tools. IoT is gaining popularity like wildfire. At this pace, by 2025, the count of devices connected over IoT is likely to surpass 30 billion. It broadly includes all the things connected to the internet and describes the devices that communicate with each other. It holds implications in terms of networks, data and devices. It facilitates devices to intercommunicate not only across specific bubbles but over diverse types of networks in a world that is extensively connected. 

How does IoT work?

An IoT ecosystem comprises sensors that speak with the cloud via internet connectivity. As soon as the data reaches the cloud, the software processes the information and determines further action like notifying the user or automatically accommodating the sensors and objects without any user intervention.  

IoT spreads out the influence and potential of the internet further from smartphones and computers to a spectrum of objects, processes and environments. It can help you switch on a lamp through your smartphone and regulate AC temperatures. It is found in toddler toys as well as in driverless vehicles. Some elements of IoT are also present in large objects like the engine of a plane that is embedded with a large number of sensors to gather and disseminate information to ensure efficient functioning. At a macro level, it helps to understand and control the environment of massive projects like Smart Cities by implanting sensors throughout regions. 

Five main elements of IoT

• Sensors: Responsible for linking a device to various computer systems. 
• Data: Gathering and disseminating data. 
• Information: Decrypt the data into information for enabling the users to understand and utilize the data.
• Connectivity: Network that helps connect the device to the internet. 
• Operating applications: Assists in administering IOTs and reading the information obtained. (Ryax Technologies) 

The Journey of IoT

The term Internet of Things was coined by Kevin Ashton in 1999. Implanting sensors and intelligence into basic devices were in talks through the 1980s and 1990s. It could be not implemented at a fast pace because of technological constraints, large chip size and poor communication between the objects. One of the primary IoT applications was to engraft RFID tags into premium equipment pieces to help track their location. Eventually, the cost of internet connection and sensor integration into devices decreased phenomenally. 

At the beginning of its evolution, only the business and manufacturing industry was interested in IoT. Also known as machine-to-machine, its implementation was limited. Today the concept of IoT is meaningful to everyone. Through smart devices, the application of IoT is becoming quite apparent in all walks of life. 

Influence of IoT across different domains

Search Engine Optimization 

Accommodating the latest global trends, SEO is transforming every day. IoT can modify the factors that determine the search results on SERPs. Google’s SERPs have seen many updates in the past few years. There are added features like snippets., graphs and the ‘people also ask’ section. These features resolve user queries without even the need to open the website. Hence, marketers must be mindful of the compatibility and evolution of SERPs with IoT devices. IoT is changing the way people interact with smart devices- moving ahead from commands confined to keys and cursor towards the voice and touch.

Voice search alters the keywords we use when we search about something instead of typing and searching. Marketers need to pay attention to how IoT influences the way people search and what they search as it directly impacts the mechanism of developing and executing SEO campaigns. Another important factor for SEO is optimizing on channels other than the Google search function. There are plenty of ways to bring traffic and customers on board. IoT devices may facilitate marketers to access offline data of their audiences which depicts user intent and online consumer behaviour with more precision than conventional web data. It is also significant for integrating real-life offline data into online marketing. 

Social Media Marketing 

IoT has taken the social media game to another level by automating the overall process, curated posts automation and smartly sharing with specific and pertinent audiences (Skelia). Leveraging IoT, social media has become an efficient and well-resourced platform to bolster sales. Harnessing IoT analytics, digital marketers send promotional messages and personalized advertisements based on user preferences. It helps in cost-effective and efficient customer engagement. 

By harnessing IoT, marketers can analyze consumer behaviour on social media platforms, identify consumption patterns and approximate demand. On social media, data gathered through IoT help gain insight into the day to day activities of consumers and even decipher their thought processes. The vastly connected IoT apps make connecting with customers a breeze. IoT infuses relevance to the humongous social media data about consumer interests. The role of IoT apps is notable in reforming social marketing strategies, making them more susceptible to consumer tastes and preferences. 

Ecommerce 

The rapid pace at which Ecommerce is growing indicates the absolute imperativeness of the internet in our lives. Internet of Things is the second-fastest-growing industry in the world. The Internet of Things retail market will grow to $182 billion by 2028 (Future Business Tech). With IoT, serving customers is not confined to smartphones and computers. It now includes objects like smartwatches, smart TVs, smart glasses and many more.    

IoT has significantly contributed to the growth and development of eCommerce and not just in terms of customer service. It plays a phenomenal role in infusing efficiency to Ecommerce functions like logistics and inventory management, ultimately helping online businesses streamline their operations. By implementing IoT integrated solutions, eCommerce businesses can reinforce their digital presence by offering a personalized customer experience, building an immaculate supply chain and amplifying revenue prospects. 

Big Data 

IoT is the most sought-after technique for assimilating big data. Several advanced tools are an outcome of the observation and processing of this data. The ability of IoT to provide reliable data has paved new avenues for businesses, making it a driving force for innovation.

IoT and Big Data are positively related to each other. IoT helps in collecting and exchanging data throughout several industries and sectors. Complementary to it, Big Data enables users to sift and analyze a massive volume of data throughout different networks and systems. The objective of both IoT and Big Data is to aid businesses in harvesting knowledge to gain in-depth market insight. Good market insights help in making well-informed decisions to generate a lucrative ROI. Organizations are switching to Big Data cloud storage as it helps abbreviate deployment costs that arise because of a rise in demand for data storage. 

To conclude, IoT is evolving, expanding and transforming every passing day. The influence of IoT on the domains mentioned above is just the tip of the iceberg. In the coming years, IoT will become an integral part of aspects of our life. Data is the new black gold as diverse business functions rely on it for success. One of the main concerns concerning IoT is data security. The more extensively connected the systems are, the more they are prone to hacking. Every novel technology comes with pros and cons, but what doesn’t? IoT is revolutionizing the world and it won’t take long to touch every aspect of our lives.