Artificial Intelligence is Both Changing and Transforming

Today, we can see the clues that we will be far away from the traditional methods of the past in the future. Now, even in our daily lives, we often come across traces of artificial intelligence. Today, artificial intelligence, the Internet of Things (IoT), the Internet of Behavior (IoB), and the increase in the effectiveness of big data in our lives enable us to meet a new face of technology every day.

The world is changing at a rapid pace, and all of these changes are indicators of how our future will be shaped and where it will evolve. After steam, electricity, and the internet, humanity has experienced all industrial revolutions throughout history and continues to do so. Industry 4.0, which is an organization of technology and value chains, artificial intelligence, Internet of Things (IoT), Internet of Behavior (IoB), and the increase in the effectiveness of big data in our lives enable us to meet a new face of technology every day.

Especially since the technologies developed with artificial intelligence started to be used in the business world, business processes have become extremely easy and systematic. People had the opportunity to perform multiple transactions at the same time with what internet technologies offered. This allowed people to use their existence and the time spent doing any work more effectively. Now, even in our daily lives, we often come across traces of artificial intelligence. The main reason why this process progressed so quickly was the pandemic. Digitalization-based changes in business processes have become permanent, as companies went under a rapid transformation in digitalization, which became serious with the pandemic. Today, we can see the clues that we will be far away from the traditional methods that have been going on since the past. Therefore, those who keep up with the process will be one step closer to the codes of the future.

The Trend will be the Internet of Behaviors in 2023

With the Internet of Behavior (IoB), the world embarks on a journey towards a more holistic customer experience. Studies developed within the scope of the Internet of Things technology, which enables smart products to communicate with each other and work in harmony in an integrated manner, will present a different experience in 2023. The new concept, which was developed under the concept of the Internet of Things and called the Internet of Behaviors, is shown at the beginning of the technology trends that will come to the fore in 2023. The Internet of Behaviors that are expected to shape the strategic approaches of companies by analyzing the behaviors of customers and users comes to the fore as an IoT technology focused on sales and marketing.

IoB not only affects and changes customer behavioral psychology but also reconstructs the value chain. Although many customers are against the legal situation for companies to provide certain data free of charge, they are now aware that this data sharing creates innovative, new, and high-quality services that will satisfy them.

Beyond proposing a product or service or using the subject as an element of marketing strategies, IoT provides many possibilities. It becomes possible to instantly read many data about the process and device operated, and even quick decisions can be taken to increase productivity with smart algorithms based on these data. But IoT means nothing without IoB.

The behavior of objects moved to the Internet and the behaviors of those who try to use these objects in related processes, as the behavior of critical devices, products, and materials should also be analyzed and included in decision algorithms. Only in this way can maximum benefit be obtained.

With the Internet of Behavior, the world embarks on a journey towards a more holistic customer experience. Studies developed within the scope of the Internet of Things technology, which enables smart products to communicate with each other and work in harmony in an integrated manner, will present a different experience in 2023.

Marketing has Also Developed into a Digital Mode

Although digitalization has increased its effectiveness in all sectors, one of the areas where it is most clearly felt that it will be permanent was marketing. Digital marketing is the marketing of products or services to potential customers using digital channels. An effective digital marketing activity includes the use of all tools such as social media management, Search engine optimization, social media, digital advertising, content marketing, and e-mail marketing for the same purpose, within an effective strategy, as a whole. Today, digital marketing is the best way for companies to deliver their message to the right person, at the right time, and at minimum cost, regardless of their goals, scale, and business model.

In the marketing sector, which is developing with new technology trends, artificial intelligence enables more comprehensive personalization while augmented reality (AR) technologies come to the fore to support more product discovery. In this direction, although AR/VR applications have not yet reached the final consumers on a large scale, commercial uses have begun to materialize. Digital marketing, which has become a sector full of opportunities with its broad vision, continues to be renewed day by day. It is forecasted that NFT trends, the Internet of Things, the Internet of Behavior, and metaverse advertising will lead the sector in 2023.

How Does IoB Create a Break in the Safety Chain?

The Internet of Things is influencing consumer choice and reshaping the value chain. Although users are cautious about providing all the data required by IoB platforms, Outlook will become more positive in the future. For a company, changing its image means being able to market products more effectively to customers or improving the customer experience of a product or service. For example, a business might collect data on every aspect of a user’s life to improve efficiency and quality.

For all its advantages, the IoT raises privacy and security concerns. But experts think that the IoT is problematic not because of its technology but because of its lack of structure or legality. The problem with IoB is that devices go beyond themselves. Many companies share behavioral data across company lines or with other subsidiaries. To give an example, cloud infrastructure investments of cloud technology giants such as Amazon, Microsoft, and Google reached the level of approximately 20 billion dollars during the pandemic. According to a study by Gartner, it is estimated that by 2025, approximately 75 percent of the data currently produced in the enterprise will be created and processed on the cloud. Google, Facebook, and Amazon already continue to develop software that incorporates a single app user into their entire online ecosystem.

Digital Marketing Provides many Advantages for Both Customers and Companies

Walther Kranz Founding Partner Samet Özetci stated: “Digital marketing has gained even more importance with the rapidly developing technologies in recent years. With the pandemic and the increase in the rate of Internet and mobile device usage, its share in the market is increasing day by day. Within the scope of developments in the Internet of Things (IoT) and Internet of Behaviors (IoB), these subjects have created new opportunities for digital marketing.

While IoT enables physical devices to connect to the Internet and collect data, IoB allows us to better understand users’ behavior and preferences by analyzing and using this data. In addition, IoT and other technologies developing with IoB, such as virtual reality and augmented reality, are creating more opportunities for digital marketing. For brands, this field is still very new. Therefore, communication is carried out considering that it creates a communication opportunity in terms of public relations. Digital marketing provides many advantages for both customers and companies. For customers, this field can present accurate and personalized advertisements to customers, so that they can encounter products and services that they are interested in. Again, this field allows customers to research, review and purchase products and services more easily and quickly. Finally, it allows customers to Access more information about products and services and to forward their feedback more easily. The side regarding the companies is just as valuable.

Digital marketing allows companies to reduce advertising costs and achieve a higher ROI (Return on Investment) with the opportunity to identify and reach their target audience more accurately and effectively. It also enables companies to better understand customer behavior and preferences and to use this information to improve their products and services. Finally, it allows companies to reach a wider audience for their products and services and increase their brand awareness.

With the acceleration of digitalization, many changes are foreseen in the marketing sector. These are:

• Marketing: Customized marketing by collecting, analyzing, and using more and more data on people’s behavior and preferences.
• Augmented reality and virtual reality: Allows customers to better know and experience products.
• Social media: Social media will continue to be an important tool for marketing. However, the use of social media platforms will become more customized and supported by more analytical data.
• Automated marketing: Marketing automation Technologies will be used specifically for customer communication and sales processes. In this way, marketing operations will become more efficient and faster.
• Data ethics: It is envisaged that ethical rules will be applied more strictly in the collection, use, and sharing of data and data management at the institutional level.”