"The Internet of Things" has received the strongest development in the last five years. Currently, 6.4 billion IoT devices are used all over the world, which is about 30% of all devices. At the same time, it is expected that by 2020 this figure will increase up to 85%. The authors believe that studies of the effect of the universal spread of smart things on the evolution of practical marketing have not been carried out sufficiently. It is obvious that the information field of every person in the modern world is large and accessible. The authors believe that companies will have to create products and services that will better meet the needs of specific consumers. Thus, the segmentation of the market in its classical form will disappear. The authors analyze the effect of the spread of smart things and IoT on marketing of the future. The authors' methodology for estimating the value of information is also provided.
Soia, A., Konnikova, O., & Konnikov, E. (2019). The internet of things. In Proceedings of the 33rd International Business Information Management Association Conference, IBIMA 2019: Education Excellence and Innovation Management through Vision 2020 (pp. 8587–8591). International Business Information Management Association, IBIMA. https://doi.org/10.4018/ijhiot.2018010101