Marketing Aspects of the Internet of Things

The paper discusses the growing popularity of the Internet of things technology. The authors revealed the essence of this technology, demonstrated its place in the structure of the marketing mix. They also presented cases illustrating the use of the Internet of things to achieve marketing goals by companies in various sectors of the economy. The main part of the article focused on the presentation of the results of the author’s marketing research aimed at collecting the empirical material on the marketing effectiveness of the Internet of things. The authors concluded that the use of the Internet of things in advertising campaigns wins the hearts and minds of consumers.