Abstract:

The Internet of Things has changed the way companies promote their brands and interact with clients. Marketers know that traditional marketing techniques do not offer anymore a sustainable competitive advantage and use advanced technologies to grow the business. Internet of Things provides a powerful and innovative approach for marketing to get really close to their target audience. This research paper aims to show which are the main challenges in an Internet of Things marketing strategy context in Romania. We identified the barriers on the basis of ten expert interviews from different local and multinational companies. The contributions of our study might set a valuable ground for future marketing research and for IoT innovative marketing applications.