It's the latest trend in communications and, for that, in online marketing also. Although there may be many advertisers that haven't the slightest idea what the internet of things ( IoT) means. Still, they all agree that 2013 is the revolutionary year in which, objects, handled by people, will transform the way customers buy and interact.

The term was first used by British technologist Kevin Asthon in 1991 referring to uniquely identifying objects (things) and their virtual representations in an Internet-like structure but it wasn't until the last years' mobile devices and smart objects blast, that people started realizing it's importance. In December 2012, the Internet of Things was the spotlight subject of Le Web event in Paris which reaffirmed the idea that the IoT revolution is on. Smart objects around us are already gathering data, connecting and working via the Internet. It's only a matter of time until we recognize their merits and start advertising and buying accordingly.

So what does IoT mean for online marketers? How will this new way of interacting change your prospects' buying habits? Here are the top 5 ideas from which your business may benefit in 2013:

1. It is actually, the internet of people

This is the most important emphasized discovery : data comes from people, with objects playing just a role in gathering information. “A lot of the useful data we might use personally, naturally comes from us”, states Next Web's author Jamillah Knowles. So, when interacting through IoT we are actually interacting with ourselves and other people's data input, helping us and others improve the current day to day experience with objects.

2. General rule : data needs to be useful

An almost invisible to ensure that customers don't feel bound by the usage. Unlike nowadays when entertainment holds such an important part in keeping customer attention online ( anybody can see anything about anything, anywhere), the future data delivered by online objects situated in the prospects' proximity has to matter. Nobody cares if your online gaming account delivers social media invitations to your email, but you might mind if your smart refrigerator delivers adds on its door, inside your own house.

3. What customers really want

From an interesting survey ran by Munjal Shah, entrepreneur in residence at Charles River Ventures, we find that given a choice of getting one superpower, people would rather speak all languages then be invisible. Shah believes that the IoT works just to fulfill people's needs for exceeding boundaries, to connect and help each-other (the second superpower chosen by the 1000 subjects, was the ability to comfort anyone).

4. It's supposed to make us more human

States cyborg - anthropologist Amber Case, who refers in one of her TedTalks podcasts to a surprisingly organic mapping of the world's internet. “It is the first time in human history that we've connected in this way”, she believes. IoT is not machines not taking over,, but helping us concentrate on the relevant. “The most successful technology gets out of the way and helps us live our lives”, Case thinks.

5. Next step in marketing

Or another type of marketing all together. Skip the privacy issues that are, at this point, on everybody's lips. Also, the need for standardization - in order to communicate all the IoT data efficiently. Let's say the idea is widely assimilated. Some marketers may even become delighted at the thought of of gathering so much detailed demographic and location data. Here's an interesting issue risen by Tech Republics author Patrick Gray : “The companies that will meet with the most success with IoT need to offer more than just a “big brother”-style advertising experience”. Learning to really communicate and listen will then be the key to selling.

Have your say!

Do you believe IoT is the trend for 2013? What do you think will be the most important advantage from using the Internet of Things?

Photo credit: Wired