IoT is a Seismic Shift for Marketers

The Internet of Things (IoT) has quietly moved from buzzword to everyday reality, connecting everything from smart speakers and security cameras to vehicles and factory equipment. For marketers, that connected fabric unlocks a new wave of first-party data that can be used to understand behavior, tailor messaging, and prove campaign impact.

What IoT means for marketing

IoT-enabled devices and sensors generate rich streams of behavioral data: how people use products, when they interact with a service, and what patterns emerge over time. Those insights help brands improve experiences, fix pain points, and target messages based on real actions instead of guesswork—turning data-driven marketing into the norm rather than the exception.

Personalization without the waste

With better data, marketers can serve highly relevant messages to the right people at the right time. Campaigns become more precise and less wasteful, reducing media spend that goes to audiences who were never likely to take action in the first place.

The missing piece: print

Digital channels have benefited from IoT and data-driven optimization for years, but one major channel has lagged behind: print. Traditional brochures and direct mail have always struggled to provide feedback on engagement, leaving marketers in the dark about who actually interacted with their content.

Marc brings IoT to physical brochures

Marc connected video brochures solve that gap by embedding IoT technology directly into the print piece. Marketers can now track opens, views, engagement patterns, and timing across individual brochures and entire campaigns. Instead of guessing how a print piece performed, brands see a clear picture of behavior and interest.

The future of data-driven marketing

As IoT extends beyond screens into physical experiences, every channel in the marketing mix can become intelligent and accountable. With Marc, print finally joins digital and TV as a measurable, data-driven medium—giving marketers one more powerful lever to design smart, connected campaigns.