Marketing Review St. Gallen 1.2020 “Marketing im Internet der Dinge”

Titelbild Blogbeitrag MRSG Internet der Dinge
Marketing Review St. Gallen 1.2020 “Marketing im Internet der Dinge”

Editorial

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”.

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”.

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.

Prof. Dr. Dennis Herhausen
Associate Professor of
Digital Marketing,
KEDGE Business School
dennis.herhausen@kedgebs.com