Google made more than $89 billion dollars in revenue in 2016, Amazon $136 billion. These companies (and others) revolutionized their industries by taking an existing platform (the web) and maximizing its marketing potential. Such fantastic opportunities exist again thanks to IoT. Now you can take a basic IoT infrastructure and maximize its value via up-selling and cross-selling to consumers. Much like web technologies, IoT-driven marketing treats each user as unique and delivers a personalized experience that both increases sales and enhances loyalty over the long term.