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After years of hype, the Internet of Things (IoT) is upon us, and marketers are exploring its possibilities. Earlier this week, Gartner revealed the results of an industry survey that found IoT will impact 43 percent of businesses this year, a 50 percent increase over 2015.
Brands seem driven to adopt IoT to meet the demand for connectivity, and more importantly to access the reams of information it can provide. Adweek spoke with a range of major companies about their use of IoT data, and they said marketers have a rare opportunity to strengthen relationships with users while improving products.