The Integration of IoT in Online Marketing Strategies: A Systematic Literature Review

Abstract

This article examines how the integration of the Internet of Things (IoT) reshapes online marketing strategies, addressing key questions about its potential for personalization, consumer engagement, operational efficiency, and the challenges of privacy and governance. Using a systematic literature review, the study consolidates evidence from peer-reviewed research to clarify how IoT-enabled data streams and connected devices transform marketing practices. The review shows that IoT enhances real-time personalization and customer relationships, while also supporting strategic decision-making through predictive analytics and improved resource allocation. However, findings indicate that consumer concerns regarding surveillance, trust, and ethical risks remain critical barriers to adoption. The discussion highlights the dual role of IoT as both a marketing enabler and a governance challenge, emphasizing the need for privacy-by-design and transparent practices. Overall, the study concludes that IoT’s success in marketing lies in balancing technological innovation with ethical safeguards and consumer trust.