# Towards Marketing 4.0: Vision and Survey on the Role of IoT and Data Science
## 3 Motivating Scenario
Smart cities have adopted IoT technology with an interest in developing intelligent systems, such as smart offices, smart retail, smart agriculture, smart water, smart transportation, smart healthcare, and smart energy [20; 21; 22]. IoT offers a platform for sensors and devices to communicate seamlessly within a smart environment and allows for information sharing across platforms in a convenient manner. IoT has emerged as a new trend in the last few years, where mobile devices, transportation facilities, public facilities, and home appliances can all be used as data acquisition equipment for IoT. All surrounding electronic equipment that facilitate daily life operations, such as wristwatches, vending machines, emergency alarms, and garage doors, as well as home appliances such as refrigerators, microwave ovens, air conditioners, and water heaters are connected to an IoT network and can be remotely controlled [22]. The recent adaptation of different wireless technologies places IoT as the next revolutionary technology due to the technology benefiting from the full opportunities offered by the Internet. A large number of communication devices in the IoT paradigm are embedded into sensor devices in the real world. Data-collecting devices sense data and transmit these data using embedded communication devices. The continuum of devices and objects are interconnected through a variety of communication solutions, such as Bluetooth, WiFi, ZigBee, and GSM. These communication devices transmit data and receive commands from remotely controlled devices, which allow for direct integration with the physical world through computer-based systems to improve living standards [22]. IoT offers a real-time infrastructure that provides access to data about the entities within it. In digital marketing environments, the availability of these large data sets from IoT infrastructure has facilitated the use of data science for decision making and the extraction of actionable insights and knowledge from the data. These data, coupled with advances in artificial intelligence (AI), can provide a great platform for digital advertising in both community and individual settings. The acquired knowledge can be put to use in many different ways. For instance, personalised, emotionally appealing advertisements can be created with this information and can be digitally shared using pragmatic advertising strategies [23]. Specifically, AI systems can identify themes, emotions, or sentiments from textual data, enabling marketers to understand how customers engage with brands. Moreover, it helps marketers with one-to-one segmentation and targeting, ultimately resulting in engaging and appealing to every customer with individually customised messages [24], thus significantly altering traditional human-centric sales processes and affecting the B2B sales funnel. AI has also enabled brands to engage with their individual customers through many different touch points, thereby generating data that may be used to develop marketing strategies. In order to achieve the marketing with a focused goal, we first define the scenarios that would help us to expand and explore the details of the digital marketing. * Scenario 1: In this scenario, we focus on advertisements tailored towards an individual using devices such as smart phones, smart watches, etc. It focuses on using information such as the profile of the user, mood, activity, fine-grained location information, and the individual's interest in the place, linking these aspects to the product data. * Scenario 2: In the second scenario, we target community advertisement using devices such as billboards. The scenario would focus on using information such as general mood, current interest of the crowd, the current place where it is happening, and how it becomes linked with the interest of the group towards the product.