Internet Behavior focuses on studying the behavior of Internet users. Based on the collection of consumer data, it influences the marketing strategy of companies.
The Internet of Things brings together various connected devices through which many tasks can be performed. For their part, companies used it as a means of collection Consumer behavior information. This reflects the emergence of Internet behaviors. Digital tracking of consumer behaviors, how their product is chosen, how purchases are made, etc. It allows companies to focus their marketing strategy. To this end, we can believe that the concept facilitates the task of the marketing department. However, there is a downside to fear: has man become a digital subject in his own right? Where is the privacy protection? In this file, you will find all there is to know about Internet behaviors.
What is internet behaviour?
As we know, the big data It is fed by streams of data collected by different entities from many sources. Its development is closely related to the Internet of Things that act as aggregators. Today, the concept of another rank complements. This is the Internet of Behaviors, or IoB for short.
The concept refers toto analyze and on Behavioral data processing Collected via Internet of Things and other sources for optimal use. The sources include the online activities of Internet users, including various connected devices (smartphones, home appliances, connected accessories, etc.) as well as social media. The goal is twofold: satisfy consumer needs and maximize profit.
In this way, we can say that the Internet of behavior seeks to understand the duration, the way we communicate, our interests online, and our way of making the decision to buy. The study was conducted using IoB platforms dedicated to collecting and analyzing the digital information collected. Then this leads to Models Which will be used specifically in marketing.
How Internet Behavior Has Become So Important?
According to Gartner, the Internet of Behaviors is one of the Top tech trends In that it provides a new way to collect and analyze data. Climate change and the COVID-19 pandemic are a catalyst for IoB. In fact, remote work and social distancing have increased the number of online activities. This disruption led to a new way of collecting consumer information.
At the same time, diversified Connected devices increasing. From smartphones to connected watches, including various smart devices, the sale of connected objects has increased exponentially.
However, we know that marketing is a field in perpetual motion, which depends on consumer behaviour. Knowing the needs helps Improving the quality of service and products themselves. This is what made the Internet of Behavior a powerful marketing tool.
IoB and IoT are the binary key to changing behavior
Internet of Behaviours brings together three areas including technology, behavioral sciences, and data analytics. Here’s how the group works:
First of all, behavioral science breaks down into four parts when it comes to using technology: emotions, decisions, camaraderie, and arousal. As we go online, companies learn more about our online behavior.
At the same time, different smart accessories collect our different habits, blood sugar level, blood pressure, etc. Applications can also suggest actions to be taken according to the displayed result and thus to change the behaviour.
For businesses, the goal is to satisfy customers by providing them with products and services tailored to their needs. At the moment, a file is available Mix IoT and IoB Serves as the main tool for monitoring in order to access behavior change. This is why the marketing department agrees that personalization is the key to the effectiveness of the service.
How Internet Behaviors Are Good for Business?
Since big data is at the core of all activities, companies use it to gather as much information as possible about visitors. Cookies are part of this because they allow site owners to track the habits of their Internet users. This improves the customer experience.
This consists in particular of knowing the point at whichCustomer interest of such and such a product/service and the path it takes to make the purchase. This knowledge will then be accessed to create other points of contact in order to interact in a positive manner with customers. In the end, each company will be able to improve the quality of its services and this in an efficient manner.
To do this, the Internet of Behaviors collects information from several sources, namely:
- Social media: Meta (formerly Facebook), Twitter, Instagram, etc. ;
- commercial and non-commercial websites;
- location tracking;
- Government agencies that process a large volume of citizen data.
If Gartner has put internet behaviors within the technological trends, it’s not for nothing. In fact, it offers a large number of advantages. First, the Internet of Behavior enables companies to overcome diversification Sales Barriers It gives them the opportunity to better respond to customer needs.
Second, it saves companies files extra costs Because of different customer surveys. This means saving time for both companies and customers. But the company, through IoB, can still analyze the behavior of potential customers long before they make a purchase decision.
Also, some information is difficult to analyze, including information about how customers interact with products and services. With IoB, this task is even easier. This will then make it possible to find out where and how exactly the customer will make their purchases.
With the necessary hardware, the company can send to its customers Real-time notifications Regarding various offers and promotions. It can also inform them of new products and points of sale in order to influence their buying behaviour.
Should we worry about potential threats?
In the face of this rapidly evolving Internet of behaviors, many concerns arise, especially regarding confidentiality and privacy security.
The fate of the collected data
Certainly, IoB represents a growing opportunity for businesses. This is not always the case on the consumer side. Since connected objects act as information-gathering tools, they can represent a threat to privacy protection. However, this is not really the problem.
The main concern is how the data is collected and used. The threat is greater when it comesExtensive use of personal information. So yes! Threats should be feared because they lead to privacy and data security issues.
Internet of things and legal issues
The Internet of Things is also a big problem that the legislation is not completely explicit about it. With the emergence of the Internet of behaviors, we have to face a change in our cultural and legal values. When we use Smart Objects, we should be aware that they collect more personal data such as our profiles on social networks and our various interactions.
As a result, any sales of information between companies may occur without our permission. Hence the higher risk privacy violation. This concern is known as the ostrich effect.
IoB Challenges According to Gartner
At the same time that Gartner places the Internet of behavior within current technological trends, it is also announcing its challenges. In fact, the research firm joins most of the studies by highlighting legal limitations. In addition, Gartner confirms that Potential Invasive IoBwhich is a problem that should not be overlooked.
Given the extent of current technology, online advertising remains an effective way to reach as many potential customers as possible. But advertising is not as effective if it is distributed without taking into account the online behavior of the target audience, their communication habits, their favorite sites, etc. With the Internet of behaviors and companies Identify Easily groups of individuals who are likely to be interested in such and such a product.
- Google and Meta, for example, use the behavioral information of their users to Select ads to display them. Click-through rate is a key indicator that allows companies to track the movements of potential customers and thus to guide their marketing strategy.
- For YouTube, IoB helps improve viewer experience. By analyzing visitor behavior, it can Recommend shows and videos that interest them the most.