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Marketers and Agencies Ready for IoT-Enabled Marketing Customization Will Thrive [Video]

by Jerelle Gainey  |  
January 18, 2018
  |  994 views

The Internet of Things is forecast to double in size—from 15.4 billion Internet-connected devices in 2015 to 30.7 billion in 2020. Here are four ways to dominate the massive IoT marketing boom that's headed our way.

1. Get familiar with the idea of zettabytes

You may not know this term yet; it's not a data size that marketers are used to. A zettabyte is 1,000 exabytes. Or one million petabytes. That's one billion terabytes and one trillion gigabytes.

According to telecommunications giant Ericcson, IoT sensors and devices will produce 400 zettabytes of data in the next year.

2. Find an IoT marketing strategist


Knowing what to do with all that information will be a major factor in determining the success of marketing campaigns. Agencies and brands are going to need a person (or team) to understand the different signals coming from IoT devices and how to harness insights to fine-tune marketing efforts.



Qualified candidates need to have the expertise to work with data onboarding software solutions while possessing a broad vision to connect data to known identities. Expect savvy engineers who think like marketers to be among your most coveted human capital—very soon.


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Jerelle Gainey is chief technology officer of DRUM Agency, which focuses on creative content, media, technology, and analytics.

LinkedIn: Jerelle Gainey

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  • by Tom Smith Thu Jan 18, 2018 via web

    @Jerelle I agree. However, you must ensure that your IoT devices are secure and protect the personally identifiable information (PII) of your customers. Based on the interviews I've conducted, fewer than 10% of IoT devices are without security vulnerabilities and security needs to be part of providing a great customer experience.

  • by Zsuzsanna Blau Wed Jan 31, 2018 via web

    @Jerelle, where do you suggest savvy marketers go if they want to develop these new skills necessary to work in data-heavy IoT marketing?

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