Enabling Participative Marketing through the Internet of Things

Participative marketing presents a evolution of the marketing through the capabilities offered by the ubiquitous identification and interaction capabilities. The last trend from the Internet of Things is the so-called cyber-physical systems, where the interaction between Internet and the real world is more evident. This work presents how the emerging identification technologies such as Near Field Communication (NFC), Radio Frequency Identification (RFID), Quick Response codes (QR) in conjunction with the legacy barcodes are used to build a novel marketing based on the active participation from the prosumers. This participation allows to build a cooperative reputation of the brand and the products through the collective intelligence. For this purpose, different identification technologies for the interaction with the products has been evaluated and integrated into the existing mobile and personal platforms.