Shamit Khemka, the founder of SynapseIndia, keeps a close on emerging technologies like the Internet of Things (IoT). IoT refers to the concept of connecting everyday devices to the Internet. With a drastic increase in the accessibility and use of the Internet across the world, communication technology has become an omnipresent phenomenon. In many countries, people no longer “access” the Internet, it's always there. Convenience has always remained at the top of consumers preferences agenda and IoT takes convenience to an entirely new level. 

Mr. Khemka believes that IoT is extremely relevant to marketing strategies of companies. If your marketing doesn't meet customers' expectation, they won't think your product deserves attention, he says. Data is everything for marketers. They would go extra miles go get consumer data and design marketing strategies accordingly. With the advent of IoT data is skyrocketing in size and scope. The relationship between consumers and marketers is expected to deepen as the popularity and use of connected devices increase among consumers. This will lead to more data for marketers, relevant advertising campaigns, and increased customer engagement.

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