It’s a hor­ror for mar­ket­ing heads. Where­as in the past there were clear­ly de­fined fields of ac­tion, to­day the dig­i­tal econ­o­my is con­stant­ly flush­ing new top­ics on­to the agen­da that need to be eval­u­at­ed and, if nec­es­sary, in­te­grat­ed in­to one’s own plan. The In­ter­net of Things is one of these new fields.