Internet of Things Applications

First there was 'the internet of things', denoting the abundance of cost-effective technologies that can be applied to almost anything in order to collect data. Then, towards the end of last year, the phrase 'the internet of customers' was coined by Salesforce as a prompt to marketers that individual consumers should be the focus, rather than technologies. The brand was certainly successful in generating a buzz, which was surely a motivating factor behind creating the expression. Added to this, it is key to remember that, over recent years, the art of marketing has picked up speed in terms of technology; Gartner has predicted that by 2017 a brand’s CMO [Chief Marketing Officer] will be spending more on IT than its CIO [Chief Information Officer]. But what does this really teach us, asks Bo Mattsson, CEO of Cint? The new phrase serves as a reminder that technology and big data are not the be-all and end-all of a marketer’s activity and this warning may have come at the perfect time if Gartner’s study is accurate. There is a danger that this proliferation and sprint to have the biggest, best or newest tools or apps means that spending is not carried out with the true end goal in mind: how will it assist customers, improve products or services and is there a beneficial ROI to be had from implementing the said technology? See more at: biz-works.net