The consumer move to mobile is affecting marketers by setting the stage for new and emerging technology, such as wearables and the IoT.
By 2020, the number of internet-connected devices is expected to reach 50 billion. While businesses already use surveys, purchase histories, loyalty programs and other methods to be able to understand customers better, these techniques will pale in comparison to the relationships the Internet of Things (IoT) will build. As consumers incorporate more and more connected devices into their daily lives, information that's never before been available to companies will redefine what it means to know a customer's needs and wants. Additionally, this new insight will create opportunities to improve timing and customization of sales messaging, improving the results of outgoing sales and marketing efforts.