Abstract:

Marketing is on the edge of a new age after the phases of Marketing 1.0 (product-centered), Marketing 2.0 (consumer-centered), Marketing 3.0 (human-centered) and Marketing 4.0 (digital marketing): Marketing 5.0. “Internet of Things Marketing.” The Internet of Things (IoT) is a network platform where objects can be connected to each other and digital media through Internet-based technologies. It is predicted that the objects, the technology of the near future, will make all objects intelligent and connect with each other and with humans by means such as RFID, NFC, sensor and biochip that the Internet uses. Thus, dozens of elements such as smart houses, roads, fields, cities and smart production and marketing processes will surround the lives of the future. Elements such as 3D printers and smart robots, a manifestation of IoT, facilitate the democratization of production processes. The aim of this study is to reveal what kind of changes the Internet of Things will cause in terms of marketing activities. In this context, a comprehensive analysis of IoT-focused work that has previously been done in terms of marketing activities has been attempted to identify these changes. In this context, Marketing 5.0 will ensure that the customer is engaged in the marketing process with the democratization of production. Again, the outstanding speed of the internet will enable the efficient use of big data by companies and with dozens of connected objects and platforms, marketing to be as personalized as possible and real-time for consumers. However, the cost of accessing information and energy, along with information communication technologies, has been quite cheap. This means that marginal marketing costs are approaching zero. In addition, Marketing 5.0 makes it easier to conduct more effective marketing research with instant and detailed data from intelligent objects. It also ensures that the marketing communication elements are integrated with each other and with digital marketing mechanisms such as social media, thus making presentations that add value to the customer. Meanwhile, it can also be said that the increased joint use of green electricity and resources will facilitate IoT’s more sustainable marketing efforts. Finally, with IoT, the marketing karma elements can be managed more intelligently by companies, which means that they can be organized in a human-centric, value-adding way to the customer and only specifically to him.

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