Personification of the service based on the Concept "Internet of things"

The article considers the need to provide personification of Internet interaction with consumers in the conditions of the digital economy. This involves the creating an effective system of communication between the company and its target audience, taking into account the individual characteristics of consumer behavior and customer activity in social media. On this basis, the authors make a number of proposals in the context of using the possibilities of the Internet technologies. There are specified sequence of actions for the organization of personalized interaction with consumers and developed algorithm of managerial impact in the process of implementation of instruments provided by the Concept "Internet of things".