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IoT opens a galaxy of B2B opportunities

December 20, 2019

Besides allowing enterprises to maximize their operational efficiency, the Internet of Things also opens up a whole new world of interfaces across which enterprises can connect with their customers. The shift embodied by the IoT isn’t merely an opening up of new channels of marketing. Rather, it fundamentally restructures the entire relationship chain between the enterprise, its products and its customers. The highly individualized, disaggregated data that can be gathered from a robust Internet of Things deployment generates invaluable opportunities for marketing. Tracking current and potential customers through a variety of devices and networks allows marketers to know when to engage with customers, and how to customize marketing content to specific situations and contexts, and how to carry the conversation forward past the point of sale to generate a sustained engagement.