The Internet of Things (IoT) is a network of connected devices which communicate over the Internet, and they do so autonomously, machine to machine, without the need for human intervention. Everyone, from consumers to corporates, is embracing the changes brought by the revolution called the Internet of Things. It has changed the world in more ways than we could imagine until a few years back. And the changes and advancements will continue in future as well, in fact, Internet of Things will shape our future. There is no doubt that IoT is a game-changer and there is enough potential for professionals to innovate further. In short, we can summarize that Internet of Things will be more personal and predictive which will make life more easy, comfortable and more efficient.

Businesses will benefit from this technological advancement with the ability to collect larger amounts of data from consumers. With the proper usage of the technology, it will provide businesses the ability to reduce operating costs and increase productivity. Instant and personalized sharing of information is made possible through IoT as it connects devices and objects. The backbone of digital marketing is information i.e. data about target audience behavior, likes and dislikes. Organizations can carry out targeted and personalized marketing on their audience with the help of this precious information. IoT wearables have the capability to provide support in capturing the data of their target audience from online interactions. Big change is coming in the world of digital marketing.  As IoT starts to expand the marketers have to start developing new strategies for their digital campaigns and practices. The connected devices will act as a digital marketing tool to identify the target audience and helps to market at the right places. It will also help the marketers to connect with the potential customers. But excessive information can amount to intrusion and lead to concerns on crossing the ethical boundaries of privacy. IoT is definitely opening up a plethora of opportunities for the digital marketing experts to experiment with.