Internet of Things (IoT) affects different areas of human activities: everyday life of ordinary citizens, work style of marketing teams, factories and even entire cities. Large companies try to implement the technology in their marketing strategy that reshapes not only communication style and product promotion but consumers’ expectations, perceptions and requirements towards companies. IoT is expected to become a huge network that will encompass not only smart devices but significantly influence humans’ behavior, in this particular case - decision making style in different phases of purchase process. Therefore, the need for comprehensive scientific research is necessary. The issue needs to be reviewed from various points of view, such as opportunities, advantages, disadvantages, legal and technical considerations. The paper is an attempt to review different aspects of using Internet of Things for marketing purposes, identify some of the major problems and present possible ways of solution.
If the inline PDF is not rendering correctly, you can download the PDF file here.
 D. Evans. (2011) The internet of things. How the next evolution of the internet is changing everything [Online]. Available: http://www.cisco.com/c/dam/en_us/about/ac79/docs/innov/IoT_IBSG_0411FINAL.pdf
 J. Gregory. The Internet of Things: Revolutionizing the Retail Industry [Online]. Available: https://www.accenture.com/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Dualpub_14/Accenture-The-Internet-Of-Things.pdf
 M. Henze, L. Hermerschmidt, D. Kerpen et al. „A comprehensive approach to privacy in the cloud-based Internet of Things”, in Future Generation Computer Systems, vol. 56, 2016, pp. 701-718.
 S. Jankowski, J. Covello, H. Bellini et al. (2014) The Internet of Things: Making sense of the next mega-trend [Online]. Available: http://www.goldmansachs.com/our-thinking/outlook/internet-of-things/iot-report.pdf
 P. Kotler. „Needs, wants and demands”, in Marketing management, millennium edition, P. Kotler, New Jersey: Prentice-Hall Inc., 2001.
 S. Kramer. (2015) Optimizing Internet of Things data tracking in-store [Online]. Available: http://www.ibmbigdatahub.com/blog/optimizing-internetthings-data-tracking-store
 R. Macmanus. (2010) Top ten internet of things developments of 2010 [Online]. Available: http://readwrite.com/2010/12/15/top_10_internet_of_things_developments_of_2010
 N. Patel. (2015) How the Internet of Things is changing online marketing [Online]. Available: http://www.forbes.com/sites/neilpatel/2015/12/10/how-the-internet-of-things-is-changing-online-marketing/#26d67d21456e
 C. Perera, R. Ranjan, L. Wang et al. (2015) Privacy of Big Data in the Internet of Things Era [Online]. Available: http://arxiv.org/ftp/arxivpapers/1412/1412.8339.pdf
 The Future of Social Media Monitoring in the Internet of Things Era [Online]. Available: http://www.mentionlytics.com/blog/future-social-mediamonitoring-internet-things-iot/
 R. Davies. (2015) The Internet of Things, Opportunities and challenges [Online]. Available: http://www.europarl.europa.eu/RegData/etudes/BRIE/2015/557012/EPRS_BRI(2015)557012_EN.pdf
 O. Vermesan and P. Friess. (2014) Internet of Things - from research and innovation to market deployment [Online]. Available: http://www.internet-of-thingsresearch.eu/pdf/IoT-From%20Research%20and%20Innovation%20to%20Market%20Deployment_IERC_Cluster_eBook_978-87-93102-95-8_P.pdf
 B. Weinberg, G. Milne, Y. Andonova and F. Hajjat. „Internet of Things: convenience vs. privacy and security”, in Business Horizons, vol. 58(6), 2015, pp. 615-624.