Big Data and IoT – Top 3 Pros and Cons For Marketers and Consumers

Internet of Things & big data are closely related as IoT helps to measure and report data so that all these big data can be transformed into information that can be used to understand trends, patterns and consumer behaviours.

All the actions that we take online would leave a footprint, and all these data captured would benefit the business if they know how to use it.

For this week’s topic, let’s analyse three pros and cons from the marketers and consumer’s perspective.

Three Marketer’s PROS – Big Data & Internet of Things:

1. Analyse Consumer Purchasing Habits

Marketers would be able to gain insights about the consumer’s purchasing habits such as the frequency of them purchasing a product, how information search is conducted before they make a purchase and what is the determining factor to convert a consumer.

An example would be that brands could analyse how frequent customer make a purchase of a particular product using transaction data and send a reminder email to “remind” customer to stock up on their products when the time comes.

2. Gain Insights on Customer Buying Journey

Google Analytics is a perfect tool for business to analyse the traffic that is generating website visits. You’re able to tell where the website visitors come from, such as through your Facebook, an external partner website etc.

Other useful information would include letting marketers know which pages generated the highest conversion or pages which needs to be optimised (e.g., whether more content is required or the message needs to be stronger) to increase conversion performance.

3. Perform Real-time Retargeting with Ads

big data and internet of things - remarketing

Big data allows real-time information to be access by marketers to create a more personalised and targetted message to the consumers.

Consumers would only want to listen to a message that is relevant to them, and with big data, it allows marketers to utilise retargeting to ensure that the message is being exposed to them at least 3 times based on Herbert E. Krugman theory.

Remarketing or retargeting can be through various digital advertising platform such as Google Adwords, Facebook & Instagram.

An example is when you visit an online Shopping website such as Zalora, and after leaving, when you visit an external site that is not Zalora, you still see it appearing on the side banners of the webpage.

Three Marketer’s CONS – Big Data & Internet of Things:

1. Not Equipped with Knowledge to Analyse Data

Image from duniakerja

Data would not be useful if the employees are not equipped with the relevant knowledge in the area of expertise. There could be massive data which they need to learn how to analyse it to draw a conclusion after analysing it.

2. Inaccuracy of Data – Neglect Offline Channels

big data and internet of things - big data quality (how accurate)
Image from Greg Council

When data is captured, it is only collecting information that is available online. Marketers would not be able to tell if it is an offline marketing communication channel is the one that has triggered the conversion.

An example could be that a consumer may see the in-store A3 Poster and that was one of the determining factors which made her went home to buy the product online.

3. Time Consuming To Analyse

big data and internet of things - what data scientist spend the most time doing.
Image from Achilles Saxby

As mentioned earlier, big data are generated on a “real-time” basis which means that frequent tracking is required to ensure that the data analysed is up to date.

If marketers want to ensure that the data are up-to-date, they must follow up very closely with the data analysed to get the latest insight of information to be used for their marketing strategy and this will be time-consuming.

Consumer’s PROS – Big Data & Internet of Things:

1. Get Real-Time Update About Their Online Delivery Status

big data and internet of things - real time tracking
Image by Android News

58% of the Singaporeans shop online at least once a month, and no doubt being able to track their parcel online would give them satisfaction, so that are able to find out where their package is at currently (mainly when you shop online)!

This real-time tracking allows delivery information being conveyed to the customers timely and accurately to create trust in the brand.

2. Driving and transportation at Ease

Image by Bedroom Furniture

With real-time data being conveyed to consumers, they are able to navigate at ease using GPS when they are on the road as the update will send signals to the consumers to allow them to be informed about the congested area to avoid.

This is exceptionality important for commuters as they wouldn’t want to be late for work, class or meeting with friends.

3. You See What You Like

Gif from Giphy

As mentioned earlier, big data enables marketers to personalised marketing messages which are relevant to them. This would filter out that promotional information that they are not interested in.

An example is if I’m not interested in Golf, but I see a golf advertisement, the chances of me clicking on it are impossible.

Three Consumer’s CONS – Big Data & Internet of Things:

1. Privacy Issues

Image from Andre Damon

When our digital footprints are created, it’s there forever. This means that the organisation can and will have the ability to exposed all the information which you have left online.

Did you know that Google Map tracks every place which you have been to? If this information is new to you. You can now go track and feel “exposed” by Google.

2. Indulge in Impulse Purchases

Gif from Giphy

Marketers will always create a beautiful message to remind you to make a purchase through retargeting that you should not miss out on the “biggest discount of the year”.

During this time, you will realise you fall for these gimmicks (i know I do, guilty as charged). From here you could tell that retargeting works on me 🀣.

3. Potentially Increase Social Stratification

Image by The Conversation

As a lot of our personal information and search behaviours are captured online, and this information would enable the organisation to categorise the consumers in a certain way which may potentially increase social stratification.

Do you have any other pros and cons of big data and internet of things? Do share your thoughts with me on the comment box down below.

Thank you for taking the time to read this blog.

Signing off,


13 thoughts on “Big Data and IoT – Top 3 Pros and Cons For Marketers and Consumers

Add yours

  1. Great blog post! Detailed contents from both marketers and consumer’s perspective. I personally love how big data enables marketers to personalise marketing messages for me. To me, it feels like I am valued by the company, I feel exclusive and that is also one of the reasons why I will indulge in impulse purchases. In my case, big data and IoT is really a double-edged sword.


    1. Hey Su Min,
      Thanks for your kind compliment =) I have to agree that the personalised marketing message causes me to make impulse purchases too. The Sephora sales is a very good example for me πŸ˜…


  2. A good read!

    In your blog, you discussed that one of the pros would be seeing what you like, however, do you think that would act as a con as well? If you only see what you like and what the internet thinks you like, would society be trapped in their own bubble and not learn, try or question new things?

    What are your thoughts?


    1. Hi Stan, seeing what you like in this case means that consumers wouldn’t be spam by an online advertisement that is not of their interest. An example is when I go inside Charles & Keith website to window shop, after I exited, I see the ad appearing on my Facebook timeline and other display network ad platform. This is how they create personalised marketing messages to let you see what you like πŸ™‚ I hope this clarifies.


  3. Hey Vivian, I have a great read on how IoT and Big Data influences the marketers and consumers consumption such as how their purchasing behaviors will be tracked and more. I personally liked that whenever I search for flights online, it will prompt other information such as hotel and accommodations on other platforms. However, I would be annoyed in the situation where I was checking on behalf of a friend and yet kept “targeted” as a potential consumer which might works as pros and cons at the same time. What are your thoughts?

    In addition, may I ask if how does cookie and retargeting work together efficiently to increase ROI?


    1. Hey Moon, thank you for your kind compliment. Based on your flight information search experience, what brands are trying to do is to remarket their products and services to you by increasing the frequency of you seeing an ad on other platforms. This can be done by looking at your cookie (a simpler term is history browsing). It may be a pro for consumers because remarketing effort could mean that the brand would be able to create a personalised message for you, for example, an additional 10% off when you book now. On the other hand, for the cons, it would be what you have shared with me, searching on behalf for your friends and being a target of remarketing is equivalent to getting content which you’re not interested in. An advice from me, the next time you’re checking flight information for a friend, use the incognito mode, this way, you wouldn’t be receiving the remarketing ads on the different platforms πŸ™‚

      Based on my earlier explanation of the cookie, it would help businesses to increase the frequency of the message being delivered to them. The terminology behind this is that when a consumer browses a website, he/she is a potential customer who is deemed to be interested in the products or services that a brand offers, therefore, the constant reminder about “checking out your cart” or a “don’t miss this promotion” message would trigger their motivation to make a purchase. This would result in conversion and have a positive impact on the ROI. Here is an article to give you a more in-depth illustration of how remarketing works on Google Adwords, which is an online advertising platform for businesses to bid on keywords.

      I hope I have answered your question, feel free to let me know if you have any other questions πŸ˜€ I will be glad to help you out!

      Liked by 1 person

  4. Good informative of a blog post on big data and IoT.

    Now that I know the pros and cons for both consumers and marketers, what are some IoT examples in the real world that you know of?

    Look forward to your response!


    1. Hi Mei Ting, I’m comfortable with sharing certain data such as email and cookies for businesses to cater better service and content to me. However, at the end of the day, so long as there are some form of assurance that my data is safely kept for their usage only, I’m more open to the idea of sharing πŸ˜‰ What about you?

      Liked by 1 person

      1. Hi Vivian! Thank you for reading my blog:) I agree with you, i am comfortable sharing my personal data such as email, phone number and credit card number for better service. However, sometimes i will be worried if my credit card number will leak out. With that being said, i would still give my credit card number because it is so much more convenient than going to an ATM or a bank. Feel free to let me know what you think? Thank you:)


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