Consumer Privacy in the Age of lOT: Implications for Digital Marketing Strategies

Abstract

Through smart home gadgets, Internet of Things (IoT) innovation is quickly becoming increasingly popular not just in business and manufacturing facilities but also in individual lives. The Internet of Things (IoT) creates new economic opportunities and improves transportation, cities, and infrastructure. Pervasive data gathering and monitoring are made possible by the Internet of Things (IoT), however, when these beneficial aspects are not properly deployed, they pose privacy risks that are potentially restricting the IoT’s potential for progress. Privacy must be maintained when using the device, storing data, communicating, and processing information. One of the major issues with the Internet of Things that must be solved is user confidentiality and data security. The Internet of Things, its many uses, and privacy concerns are all covered in this chapter. Efficiency and security, among other things, are also covered.