Marketing 4.0: A New Value Added to the Marketing through the Internet of Things

As the world has changed over the last decades because of the information technologies evolution, so did Marketing. Now, the major solution from the information technology evolution, i.e. Internet is being integrated with Marketing in order to reach a new generation of it, Marketing 4.0. This new generation is required, since customers are not only looking for products to satisfy their basic needs, wants, desires, and anxieties. They also need to satisfy their creativity and values such as defined in Marketing 3.0, but the most important, they also require to be part of the product, i.e. to be able to participate, interact with the products, and as a consequence of the impact from the Information technology era, be able to share their experience and check that the product really satisfies what it promises. Therefore, marketing is not moving more around the product, at the same way that Internet is not moving more around the data. Now, both Marketing and Internet are moving around the customers, powering theirs interaction with the products, considering the values from the users, and offering to them more data. This work presents the key elements from the new Marketing 4.0, its relation and extension from the Marketing 3.0, and finally several technologies from the Internet of Things to enable the interaction of the user with the products and Internet.