Owning the Internet.

Gartner, Inc. defines the Internet of Things (IoT) as "a concept that describes how the Internet will expand as physical items such as consumer devices and physical assets are connected to the Internet." The general definition of IoT is always expanding, since technology is always expanding. Everyday, companies become more familiar with mobile and some of the newer services offered to Internet users.

An avenue not normally considered buzz-worthy around this time of year is the digital world. Marketing departments typically pursue the most popular option: the Super Bowl.

The Value of a $4 Million Super Bowl Ad

Research from the Digiday article linked above shows that the price of a standard 30-second article could buy much more in the digital world. The hefty tag of $4,000,000 could buy prolonged exposure on Twitter, Hulu, and many other websites. With so many of today's consumers being active Internet users, this advertising provides vital exposure to brands that want to be more productive online.

Not every company tries to make a big splash during the most-viewed athletic event in the nation. Those that do are thrust into the spotlight, hoping to pull off something that will stick in viewers' heads long-term. Chrysler's "Halftime in America" commercial last year, with Clint Eastwood narrating the return of a once-failing automobile manufacturer, stimulated quite a bit of buzz around the brand. Volkswagen usually has memorable spots, ranging from a domesticated dog trying to chase one of their cars instead of a mailman to a little boy trying to emulate Darth Vader by using The Force.

Chrysler's commercial from last year lasted 2 minutes and 1 second, much longer than the standard timeslot mentioned earlier. The ad cost Chrysler an estimated $14 million, an amount that could essentially take over all of the available ad space in the relevant digital world for at least a few days.

So what's the big deal?

It's already been established that the modern consumer spends a fair amount of time online. While not every social media user or online shopper is looking to purchase a car, there are ways to put even just a small fraction of that sum of money to use effectively.

Above all else, the objective of whatever is done should be to make your actions relevant. If a company tries throwing their slogan around the Twittersphere or Tumblr, most users will write it off instantly. Even normal consumers don't want to feel like they're being sold to. It usually comes off as condescending and a little degrading. A short hashtag or current idea that would encourage responses from any Internet user could be considered most effective. The company itself may try to sell its image through the use of whichever approach they decide to use, but it's important to let the online community do the rest.

A preemptive approach to pursuing the online market is by listening to whatever research is available. If 35% of your customers are active Twitter users, but only 12% use Instagram, it'd be wise to stray away from focusing on broadening your presence on the latter.

Some companies become too aggressive when using a new online campaign. On highly-frequented sites like ESPN and YouTube, there might be ads that rollover and start playing videos or displaying extra content, even if the user accidentally scrolled over the area for as little as a second. This is a very passive form of harassment. People enjoy the Internet because of all of the freedoms it allows, and having an idea or image forced upon you in that way is just uncomfortable.

The last important aspect to remember when initiating a high-dollar online campaign is that you have to have something to say. If you are just trying to increase brand recognition, there are definitely ways to do that. Word-of-mouth communication spreads fastest online, so having a short and simple message that can really halt the short attention spans of today's savvy consumers is vital to moving any kind of product.

If you're going to own the Internet for any extended period of time, you might as well make sure people remember it.