THE INTERNET OF THINGS AS THE TECHNOLOGICAL BASIS OF THE DIGITAL MARKETING PARADIGM

Abstract

The historical aspects of the emergence of the Internet of Things concept have been analyzed and its substantive features have been revealed. Issues regarding its role in the development of digital marketing practices and in ensuring hyper-personalization of marketing communications have been considered. Problems of implementing the Internet of Things into the digital marketing system have been identified, in particular, related to the shortage of specialists with appropriate technical competencies, limited funding, ineffective integration with the marketing information system, and the complexity of ensuring the confidentiality of device data. A classification of devices for digital marketing practices has been developed based on the ability to analyze consumer behavior and the level of activity. In particular, in the context of IoT research, devices for implementing digital marketing practices have been divided into four groups: stationary one-way communication reader devices that record only the physical activity of consumers; stationary and wearable devices with one-way communication for identifying digital activity; stationary and wearable reader devices with feedback, integrated into systems for influencing consumer behavior; stationary and wearable devices that provide both recording of consumer activity in the digital space and influencing their behavior through installed programs. A general model for implementing the Internet of Things concept in digital marketing has been presented, within which devices provide analysis of physical and digital consumer behavior through data collection, exchange data between devices and transfer them to the marketing information system. The main and secondary advantages of the technology have been systematized. The main advantage of IoT for digital marketing has been defined as ensuring hyper-personalization of marketing communications in order to increase the efficiency of consumer attraction and retention processes. The impact of the Internet of Things concept on the transformation of the scientific principles of marketing has been studied.