Gartner Research

Capitalizing on the Internet of Things: An Outlook for Marketing Leaders

Published: 02 March 2017

ID: G00316730

Analyst(s): Charles Golvin


The IoT is redefining marketing priorities, as the growth of sensor-enabled "things" makes predictive insights and real-time interactions catalysts for competitive differentiation. Marketing leaders can capitalize on IoT innovations to lead their brands' digital business era success.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • The IoT facilitates a brand's transition to the digital business era, in which anticipated customer needs become a form of marketing currency
  • The IoT amplifies customer expectations, creating the demand for personalized engagements with your brand that are tailored to meet their unique contexts
  • The IoT's output of enriched customer data elevates real-time brand interactions and privacy protocols as competitive necessities
  • The IoT gives rise to "things"— smart appliances, virtual personal assistants — making them active participants in your brand's buying journey

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