Marketing Review St.Gallen 1 | 2020 "Marketing im Internet der Dinge"

The Internet of Things makes it possible to network physical and virtual objects with each other through sensors and to make them work together through information and communication technologies. This feature not only allows interaction between humans and objects, but also between any number of networked objects without humans. For marketing, this offers completely new starting points for generating value for the customers and the own company. Innovative and successful companies like Sonos, Nest and Philips demonstrate the potential of the Internet of Things. On the other hand, however, it is also important to use the technological possibilities in line with market requirements in order to protect the privacy of consumers and not to become part of the “Internet of Useless Things”.

This issue of Marketing Review St. Gallen looks at the Internet of Things from a marketing perspective. In their contributions, distinguished experts from research and practice shed light on various issues and provide valuable insights into future developments. How will customer experience and job profiles in marketing change? What new revenue models are emerging from the Internet of Things? How can the networking of objects be used in marketing strategically and in the long term? What opportunities and challenges does ubiquitous computing present for marketing? How can sensors be integrated into the customer journey? And how do you communicate with consumers when your product is part of a larger ecosystem and has no direct human interface? The breadth of topics is as diverse as the application fields of the Internet of Things. I would like to thank the authors of this issue, wish you an exciting read and valuable inspiration from the interesting contributions!

The text was the editorial of the current issue of Marketing Review St. Gallen with the topic “Marketing in the Internet of Things”. Anyone interested will find the magazine in our shop from now on.