This paper studies specific aspects related to the adoption of Internet of Things (IoT) technologies and the impact they have on the sustainable growth of Small and Medium Enterprises (SMEs) in the Romanian IT industry. It was considered that digital marketing in general, and IoT in particular, have enormous potential for the aforementioned entities, and the acceptance and adoption of IoTs by companies in different sectors can significantly influence the way they operate, leading to sustainable growth. Primary data obtained from quantitative marketing research based on a questionnaire were analyzed. The results showed that although a large proportion of the Romanian IT industry SMEs use advanced marketing technologies, relatively few of those have integrated IoT solutions to date, mainly due to specific cost challenges. Nevertheless, the outcomes highlight that these companies are aware of the IoT’s benefits and place the adoption of such solutions among their priorities in order to achieve sustainable growth of their businesses. Based on the research results, the main proposal for the business environment is to design viable marketing programs for these companies, as well as to allocate resources for business development aimed at educating human resources to effectively address specific internal and external activities through IoT for sustainable development.

The degree of digitalization and potential of growth in this sector are the new criteria that split the countries into various groups. The aim of this research is to find an easier and faster method of assessing the level of digitalization for countries, over different periods, having a sample 10 countries from Central and Eastern Europe. The research compares and groups these countries, determining the impact of four additional variables on their digitalization level. There were combined multiple analyses including comparative, cluster and panel analysis. As a result, we defined a new standardized indicator, named Digi-Index, which can be adapted for various time ranges, countries or study groups. Academic researchers or business practitioners can use the Digi-Index, the clusters and their characteristics to build development plans for the digital sector, based on each country's conditions, potential and influence factors.