Trends & Innovation

A Marketer's Guide to the Internet of Things

By Martin Talks,

There is a newer version of this report available: A Marketer’s Guide to the Internet of Things



The Marketer's Guide to the Internet of Things demystifies the Internet of Things (IoT), provides an overview of the current state of the industry and explains how your company can make use of the IoT in your marketing.

The report explains the role of the IoT as part of the trend towards ubiquitous computing, including how it relates to mobile, wearable technology, cloud computing and big data. Above all, it provides a framework for success in an increasingly connected world.

This is an opportunity every brand should consider right now.

What you'll learn

  • The Internet of Things has largely been talked about as a way to improve operational efficiency, but this report will reveal opportunities to harness it for marketing.
  • Facts to help you formulate an IoT point of view and view on how it might fit into your marketing plans.
  • Understanding the Internet of Things and how it fits with the trends of mobile, ubiquitous computing, wearable technology, mobile, cloud computing and big data.
  • Predictions on market size and what might speed up or slow adoption.
  • Why the Internet of Things is a maturing market and coming of age.
  • Examples of current uses.
  • Examples from different industries including: fitness, wellness, healthcare, infotainment, industry and military, fashion, smartwatches, financial, gaming, childcare and pets.
  • The breadth of opportunity afforded to brands, including revenues, brand extension, customer service and advertising.
  • Case studies of how brands are currently using the IoT.
  • Important considerations for designing a strategy.
  • The framework for success.

Who should read this report?

This guide has been written primarily for C-suite and marketers but is equally applicable to advertising or marketing teams.

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. Overview

  • What you’ll learn
  • Who should read this report?
  • About the author
  • About Econsultancy

2. Executive summary

3. Introduction

4. Internet of Things today and predictions

5. IoT in the context of major technology trends

6. IoT for marketing

7. Maturing market

8. Examples of sectors most immediately being affected by IoT

9. How to launch your IoT project

10. Are marketers still going to have a job?

11. Conclusion

12. Resources


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