The Convergence of IoT, Marketing, and Cybersecurity: Opportunities and Risks for Business Strategy

Abstract

The intersection of the Internet of Things (IoT), marketing, and cyber security presents unparalleled prospects for evolving business models while simultaneously presenting new threats. This paper presents empirical research on how cyber security influencesIoT, builds digital trust, and powers new, sophisticated marketing solutions while focusing on the economic and operational consequences. By applying quantitative analysis and also the CIA triad and Digital Trust Model to the four domains of data confidentiality, integrity, availability, and accountability across sectors such as healthcare, mobility, and smart cities, this study shows how the domains interact with each other. The study also shows that by 2030 there is potential for $125–$250 billion in additional market value to be generated by addressing concerns of cybersecurity, which is why cybersecurity has to be integrated into the market. This research points to the need for IoT solutions that are secure, as well as customized to create value for consumers. The further directions of the research should include the concerns for the protocols’ standardization, the use of AI-based solutions, and the social and economic effects of this synergetic process.