New Digital Marketing Dimension Through the Internet of Things

Abstract

Internet of Things (IoT), as an ecosystem of a variety of smart devices that enable data exchange over the
Internet, provides a dynamic transformation of all industries and businesses, especially in information-related sectors,
such as digital marketing. It is expected that by 2020, there will be over 50 billion IoT devices in homes and
enterprises around the globe. Through the IoT enormous amount of data has been collected, allowing the establishment
of new digital media strategies, and influencing marketers to incorporate the changes that technology brings to the
digital marketing industry. With the increase in the number of IoT devices, marketers will be able to monitor and
analyze consumer behavior, react to them almost immediately and, in accordance with this, better predict the behavior
of consumers. The development of IoT and new data mining technologies facilitate the process of data collection,
avoiding complicated market analysis processes. In addition, individual communication with each consumer is now
enabled and thanks to these benefits, IoT becomes key support to marketers in meeting customer needs and
requirements. It is anticipated that greater use of IoT devices will affect all segments of digital marketing, such as
content marketing, the establishment of a digital promotional budget, and search strategies among others, but will also
affect the form of advertising in the future. The appliance of IoT vision will make the organization more productive
and efficient, by improving its products and services to provide a higher level of customer satisfaction. Nevertheless,
in order to take advantage of the IoT benefits, organizations must redesign their existing business processes.