The Internet of Things is becoming, well, a thing. The Internet of Things, loosely defined, is a connection of objects or people in a network with the ability to collect data and transmit information. This phenomenon that has been around for a few years now, has grown in size due to the onslaught of new devices being brought to market.

The CES2015 saw more new gadgets being added to the Internet of Things family. From jars that recognize when they are getting low and automatically add the food to the grocery list, to an app that reads logos on labels. Plenty of new products that can be of great use to a marketer with the avalanche of data and information that each one could produce.

Through usage of the new gadgets  coming on the market and geolocation, brands can help users navigate through stores, shop their products, and keep them abreast of new sales. This opens up the floor for marketers to increase their mobile footprint and develop applications that link back to these new devices and other applications to increase sales.

This flood of data that is beginning to pour in will mean brands will need more analytical marketers on-hand to analyze the data and turn it into something measurable, ultimately leading to increased sales. The growth in data from the Internet of Things could result in a greater change in the marketing landscape, especially in terms of how marketing is conducted. This change will be one that will take place over the next 5 years and may become more fluid as devices and applications become more invasive into the everyday lives of users by sending more information back to brands than ever before.

The question is: Are brands prepared to participate in this shift?