The Internet of Things (IoT) is set to ring in major effects on digital marketing. First of all, search will evolve majorly into conversations using IoT based devices such as Amazon Alexa or Google Home. Organic searches as a result may fall though this may not be a negative trend as it first appears. Instead of optimizing websites one will need to be located by IoT streams. As unthinkable as it may appear, Google will no longer be dominant on the search side as loads of IoT players will emerge to cut through slices of the search engine cake. This will further impact on Search Engine Results Pages (SERPs) which will either transform or be cut out from the chain altogether. Content will get personalized instead of the mass media of present times. A type known as residential marketing will increase in scope. This is because residential properties will now have IoT devices that will integrate the entire marketing process but also ensure that each residence may receive customized content depending upon search and usage patterns.

Source: http://www.forbes.com/sites/jaysondemers/2016/08/27/6-predictions-for-how-iot-tech-will-affect-online-marketing-and-seo/#d3f49f8c5afb