While sensor vendors and network service providers are scrambling to monetize the Internet of Things, corporate marketers are quietly leveraging IoT data to support their digital marketing efforts. Why? ..because it works!
David Kilpatrick reports on the marketing utility of data streaming from the IoT at MarketingDive.
Majority of marketers find IoT data 'extremely effective’
The main way IoT data is currently being used is to gain insight into consumer preferences, but most marketers are also using that data to power campaigns as well as app strategies. A strong majority (70%) of surveyed execs reported that using this data was either quite successful or extremely effective, providing some insight into the value this type of granular data brings to digital marketing efforts.