# Objectification · Tech & Marketing Trends 2018 · Zorraquino > When things talk and do marketing URL: https://www.zorraquino.com/en/trends/marketing-digital-2018/thingification ![Objectification: When things talk and do marketing](https://cdn.sanity.io/images/0w1142l8/production/f2e39bf25b7e4972653cfa46863b7819d8c730b9-1569x957.webp/objectification-when-things-talk-and-do-marketing.webp?w=1600&fit=max&auto=format&q=85) Trend 04 # Objectification 1. [Tech & Marketing Trends 2018Home](https://www.zorraquino.com/en/trends/marketing-digital-2018) 2. [Trend 01Mobile +](https://www.zorraquino.com/en/trends/marketing-digital-2018/mobile-plus) 3. [Trend 02Integrated communication](https://www.zorraquino.com/en/trends/marketing-digital-2018/integrated-communication) 4. [Trend 03The new chatbots](https://www.zorraquino.com/en/trends/marketing-digital-2018/the-new-chatbots) 5. [Trend 04Objectification](https://www.zorraquino.com/en/trends/marketing-digital-2018/thingification) 6. [Trend 05Automated content](https://www.zorraquino.com/en/trends/marketing-digital-2018/automated-content) 7. [Trend 06Self-service marketing](https://www.zorraquino.com/en/trends/marketing-digital-2018/self-service-marketing) 8. [Trend 07Live video](https://www.zorraquino.com/en/trends/marketing-digital-2018/live-video) 9. [Trend 08Semantic search](https://www.zorraquino.com/en/trends/marketing-digital-2018/semantic-search) 10. [Trend 09The brand as a medium](https://www.zorraquino.com/en/trends/marketing-digital-2018/the-brand-as-a-medium) 11. [Trend 10I-commerce](https://www.zorraquino.com/en/trends/marketing-digital-2018/i-commerce) 12. [Trend 11Image recognition](https://www.zorraquino.com/en/trends/marketing-digital-2018/image-recognition) 13. [Trend 12Micro-moments](https://www.zorraquino.com/en/trends/marketing-digital-2018/micro-moments) 14. [Trend 13Customer experience and data](https://www.zorraquino.com/en/trends/marketing-digital-2018/customer-experience-and-data) Objectification When things talk and do marketing ## The marketing of things The connectivity of “things” already covers every sector and is ever more present in everyday life, through household appliances, phones, cars... With each passing day, more of our "things" need to be connected to work properly, and they constantly send data to the cloud, with information about their use and their users. Beyond their usefulness to the end consumer, this data becomes an extremely valuable tool for getting to know them, offering them new and better services and, in short, finding more sales opportunities. ## Cases 01 / 05 Zorraquino spotlights 1. 01 The widespread proliferation of connected devices foreshadows a world of opportunities for brands, enriched by the endless data potentially available about consumers' lives and behaviour. 2. 02 Making the most of that data will require internal adaptation, building the capacity to use an ever larger volume of information. 3. 03 Artificial intelligence and cloud data management can be a great help for these brands, which will face the challenge of choosing the right provider to integrate data management into their day-to-day work. ## More on the trend ### References - [IoT: The Internet of (Every)thing?](https://hackernoon.com/iot-the-internet-of-every-thing-c87be8dc0e47) - [Inteligencia Artificial, Qué es, Conceptos y Aplicaciones](http://www.kanlli.com/estrategia-marketing-digital/inteligencia-artificial-que-es-conceptos/) - [IoT Marketing](https://blog.sarenet.es/2017/02/22/iot-marketing/) - [Ejemplos de Aplicaciones de Marketing de Internet de las Cosas](https://www.bsomultimedia.com/bsommedia/es/ejemplos-de-aplicaciones-de-marketing-de-internet-de-las-cosas/) Pages 49–64 of the report [![Automated content: Adverts and campaigns that create themselves](https://cdn.sanity.io/images/0w1142l8/production/491ae593dfe65a65672483f783e50c6a56e66580-1600x1000.webp/automated-content-adverts-and-campaigns-that-create-themselves.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/marketing-digital-2018/automated-content) Next trend · 05 [Automated content](https://www.zorraquino.com/en/trends/marketing-digital-2018/automated-content)