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Marketers are leveraging the internet of things (IoT) to track and reach the cross-everywhere consumer. In a July 2015 study by 2nd Watch, nearly six in 10 US IT and business executives said they leveraged machine data/the IoT for digital marketing. However, for most, it was still early days for doing so, as two-thirds of users said they were in the beginning stages.
Respondents were using machine data/the IoT for various reasons in digital marketing campaigns. Understanding customer preferences was the most popular use case. About one-quarter used the IoT to power campaigns and promotions, while 15% did so to power customer-facing digital apps. The largest group of respondents, though, was using all three, highlighting the massive impact IoT data can have across the board.
Further responses indicated that such efforts were paying off. When asked about the effectiveness of machine data/IoT in digital marketing campaigns, 43% of IT and business execs said they had been quite successful in terms of meeting their customer engagement and demand generation goals.
An additional 27% went a step further and said this had been extremely effective—indicating room for advancement among those in the first group as they grow more comfortable leveraging machine data and the IoT.
Relying on IoT data for digital marketing should only get bigger when one considers the massive adoption levels projected. International Data Corporation figures released in June 2015 put IoT sales worldwide at $660 billion last year and forecast this would soar to $1.70 trillion by 2020—and that was excluding desktop/laptops, smartphones and tablets.
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