Previously, concentrated group research would be used to learn about a consumer’s behaviour and reactions to a product or service. Consumers of various beliefs and backgrounds would react to the use of a product or service, and the results of that sample study would define the product or service’s faith in the firm. Now you no longer need to hire a group to react to or opine on your product or service because a concept known as the Internet of Behaviours (IoB) has emerged, which combines technology and behavioural science to understand and influence people’s attitudes toward products and services.
While IoT is concerned with data, information, and how various devices connect with one another, IoB adds user behaviour to the mix to understand how certain patterns and impressions impact user experience. The Internet of Behavior combines current technologies aimed at individuals. It connects the generated data to relevant behavioural events like cash purchases or device usage, from facial recognition to location monitoring.
In simple terms, IoB refers to the act of analyzing user-controlled data from a behavioural psychology perspective and using the information gathered to better understand how to promote a company’s final products and services. The Internet of Behavior is a synthesis of three disciplines: technology, data analytics, and behavioural research.
The concept is thought to have begun in 2012, when psychology professor Göte Nyman described a method in a blog post on how “to offer individuals and/or communities a new means to indicate selected and meaningful behaviour patterns, as many as they like, by assigning a specific IP address to each behaviour pattern just as the person or community sees fit.”
Since then, Nyman has clarified his viewpoint, referring to the IoB as the targeting of any ongoing, intended, imagined, or planned behaviour on Earth and addressing a person at the proper time with appropriate services when such behaviour occurs, without knowing that person at all.
Research firm, Gartner recently named the Internet of Behaviour (IoB) as one of the world’s most important strategic technology trends for 2021. According to the firm, “the Internet of Behaviour catches the ‘digital dust’ of people’s lives from many sources, and that information can be exploited by public or commercial entities to affect behaviour.”
As indicated by Gartner, by 2023, 40% of the world’s population (more than three billion people) will have their behaviour recorded through the IoB, and by 2025, more than half of the world’s population will be liable to no less than one IoB program, regardless of whether commercial or governmental.
Companies are continuously competing with one another for the trust of their customers. Companies will use IoB to cater to their customers’ demands by using data, information, and behaviour patterns. Netflix, for example, uses user data to forecast what they might like or dislike. They make suggestions based on their personal preferences and ratings for a certain film or series. Imagine if they didn’t need your previous viewing history to suggest what to watch next, instead of relying on your behavioural data to infer your preferences.
PRIVACY INFRINGEMENT BY IoB
The recent Facebook and Cambridge Analytica controversy exposed the unauthorized use of data to sway elections. The controversy altered the world’s perception of how our data is utilized without our agreement to influence and manipulate consumers based on their digital tendencies.
This was a major data breach that affected a generation and made us aware of how easy it would be for fraudulent organizations to place advertising on these well-known websites and trick us into buying things or providing sensitive information. In the end, Facebook had to pay a £500,000 punishment. In 2012, Google was ordered to pay $22.5 million in a complaint against the Federal Trade Commission (FTC) for a similar issue.
Following these scandals and cases, Facebook and Google have taken data protection and consent for any use very seriously. Both companies provide updates regularly to optimize the use of essential data on their websites.
Google has implemented several changes to assist relevant websites to rank higher in their search engine results. Furthermore, the ads that are placed through Google are closely monitored, and the same data is used to establish the relevance of businesses.
BENEFITS OF INTERNET OF BEHAVIOUR
1. It Is The Newest Digital Marketing Tool: The integration of IoB devices into many aspects of our lives does more than only aid in the optimization and automation of various activities. Digital marketing, for example, is profoundly transforming sectors and working techniques. The impact of IoT technology and the Internet of Behavior on consumer behaviour and the marketing platforms used to attract their attention cannot be underestimated nowadays.
As a result, it is important to start implementing the Internet of Behavior into your digital marketing strategy as soon as possible to enjoy the benefits and acquire the maximum number of satisfied consumers.
2. Enhancing SEO: The Internet of Things has a lot of potentials, according to SEO experts, because it feels more natural and relaxed when consumers ask gadgets questions than when they ask Google. Artificial intelligence demonstrates that search engines want to grasp the user’s intent rather than only recognize terms. It means that websites will no longer be rated solely based on search information, but also based on the natural language employed. As a result, we recognize that a new SEO content strategy, one based on intent, is required.
Other advantages include:
- Examine client purchasing patterns across platforms.
- Investigate data that isn’t readily available regarding how customers engage with services, goods, and devices.
- Gain a better understanding of where the customer shops.
- Send out real-time information about points of sale and target advertisements.
Like any other technical notion, the Internet of Behavior has advantages and disadvantages. It has the potential to improve the lives of consumers, businesses, and governments by assisting them in identifying dangers. In a technical sense, it is a revolution. It will play a key role in the future if it is in the right hands and data protection rules are in place.
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