The Internet Of Behaviour(IOB) and Its Significant Impact on Digital Marketing

The Internet of Behaviour is the next phase of the IoT (Internet of Things). It is said to be a technology that focuses on merging behavioural analysis and psychological sciences. The IOB aims at understanding the data gathered from users’ online behaviours from the perspective of behavioural psychology. Its mission is to provide a solution to the problem of understanding data and how to use that information for the development and promotion of new products from the aspect of human thinking. The advancement of behaviour based on vast data analytics is its best feature. As marketing and psychology merge in advertising to impact mass customers’ behaviour and industrial buyer behaviour, the IOB (Internet of Behaviour) is indisputably becoming a potent new advertising instrument for businesses and organisations all over the world. With IOB, organisations and businesses may discover and target specific persons or groups of people who could profit from their products and services. This paper presents the notion of the Internet of Behaviour (IOB) and its significant impact on digital marketing. The paper also explores the Internet of Behaviour applications for improved customer service, the risk of the Internet of Behaviour and how security or data privacy can be improved.