THE ROLE OF IOT, BIG DATA AND ARTIFICIAL INTELLIGENCE IN SECURITY SERVICES MARKETING
Authors:   Odesа Polytechnic National University, Harnyk Maksym 
Published: February 2025

This article explores how digital technologies reshape the marketing landscape in the security services industry, highlighting innovations that deepen customer understanding, enhance engagement, and improve satisfaction. With high competition in the security sector, artificial intelligence, the Internet of Things, and Big Data analytics enable security companies to implement personalized marketing strategies and deliver offers matching individual client needs. The transition from traditional to interactive marketing models emphasizes personalization and dynamic communication, where AI plays a critical role. AI-driven data analysis simplifies customer segmentation, allowing companies to build detailed profiles by interests and needs for creating targeted and appealing marketing strategies. AI increasingly handle primary consultations via chatbots on websites, messaging platforms, and apps. This automation provides 24/7 answers to common questions, gathering valuable data on customer satisfaction, cost perceptions, product familiarity, and interest in specific services. Insights from AI chatbots also allow for service improvements and identifying potential new services, enabling companies to address evolving customer expectations and develop competitive offerings. For instance, security company “Legion” implemented an AI-driven messaging monitoring system in October 2024. ChatGPT, integrated with messaging accounts, analyzes common queries, pain points, awareness of services, and time spent on customer support. This partial analysis complements phone-based support, pinpointing areas for service enhancement. IoT has become integral to the security business, connecting a wide array of devices: cameras, smart gadgets, and alarm systems, contributing to marketing analytics and ensuring heightened safety for clients. IoT enables continuous monitoring, allowing real-time responses to client needs, thus boosting customer loyalty and confidence. For instance, analyzing data from IoT-equipped properties helped the company assess client location dynamics, revealing migration trends within and outside Ukraine. This data, valuable beacause of prohibition to publish official migration statistics, informs marketing and strategic planning. Big Data analytics refines marketing campaigns by leveraging diverse data sources for decision-making. Analysis of campaign performance and customer insights supports targeted and adaptive marketing. IoT also benefits clients through geolocation-based services, such as monitoring device locations, tracking movement patterns, and remotely activating security systems. The security firm reported a 4% improvement in system activation rates after implementing a geo-triggered reminder campaign for clients. A promising strategy for reducing incident risks and enhancing customer trust. Advanced CRM systems enriched with data on payment history, service engagement, and promotional responses allow companies to anticipate client behaviors and craft highly personalized offers. For example, security firms can suggest relevant upgrades or additional services based on clients payment capabilities and preferences. The effectiveness of this targeted approach is evident in enhanced customer loyalty and satisfaction.