Best Practice

A Marketer’s Guide to the Internet of Things

By Econsultancy,

A Marketer's Guide to the Internet of Things will demystify the Internet of Things (IoT), provide an update on the current adoption of IoT and explain how organisations can use IoT in marketing. 

It will explain the role of IoT as part of the trend towards ubiquitous computing and the opportunities that gives marketers to acquire data, develop products and services and add value to customers

The report will: 

  • Help marketers establish an IoT point of view and opinion on how it might fit into their marketing plans. 
  • Provide an overall understanding of IoT and how it combines with other emerging technology trends.
  • Make predictions on market size and the speed of adoption. 
  • Explore how and why IoT will transform the marketing of products and services and how it can be harnessed right now. 
  • Offer examples from different industries including retail, FMCG/CPG, financial services, utilities and telecommunications, travel, manufacturing and logistics, pharmaceutical and healthcare. 
  • Explain the breadth of opportunity afforded to brands, including revenues, brand extension, customer service and advertising. 
  • Discuss important considerations for designing a strategy. 
  • Propose a formula for IoT success.

Econsultancy would like to thank the following people for their contribution to this report:

  • Niall Murphy and Andy Hobsbawm, Co-founders, EVRYTHNG
  • Josh Valman, CEO, RPD International
  • Tom Wood, Managing Partner, Foolproof
  • David Simmons, CTO and General Manager, Ping Asset Ltd
  • Hans Nasemann, VP Major Appliances Asia Pacific, Electrolux
  • Gerd Leonhard, CEO, The Futures Agency
  • Mirko Giacco Michelangelo, Director of Commercial Operations and Digital, Vodafone Hungary
  • James Chandler, Chief Marketing Officer, IAB UK

Contributing Authors


Martin Talks

Founder, 10x Army

More reports from Martin Talks

Martin Talks is Founder of 10x Army, the wearable technology company. 10x Army aims to demystify the world of wearable technology and to help brands develop effective strategies, products and services to take advantage of this exciting and fast developing opportunity. So far 10x Army has developed both a Virtual Reality viewer for smartphones, called 10x Spex, and an activity tracker to improve wellness.

Prior to 10x Army, he was Founder of the strategic digital marketing agency Blue Barracuda and Global Digital Lead at Draftfcb (now called FCB).

He is a consultant with Econsultancy. He also regularly speaks at events on digital communications and technology.

When he’s not using, advising on or creating technology, Martin ring-fences time away from any screens. He founded the company Digital Detoxing ( that promotes a healthy balance between our online and offline worlds.

10x Army
+44 (0)7866 801580

Table of contents

1. Introduction

  • Executive summary
  • About Econsultancy
  • About the author

2. Overview

3. What is the Internet of Things (IoT)?

4. Internet of Things now and in the future

5. IoT in the context of major technology trends

6. IoT for marketing and customer experience

7. The maturing IoT market

8. IoT for marketing

9. Benefits for consumers

10. How to launch your IoT project

11. Are marketers still going to have a job?

12. Conclusion

13. Resources


  • Pdf Disabled A Marketer’s Guide to the Internet of Things (5.75 MB PDF)

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