Future Direction for IoT-Blockchain-Based Marketing

Abstract

Marketing is one of the most important organizational units and one of the most important value chain processes in organizations. Since this part of the organization shows the final output of the organization's activities, it has always been one of the strategic parts that organizations pay great attention to. In the coming era, the presence of technologies is mixed in all processes of organizations, and therefore, the processes of the marketing unit, as one of the most important parts of the organization's value chain, are also involved in technologies such as the internet of things and blockchain and artificial intelligence-based analysis. By using these growing technologies in Industry 4.0, it is possible to obtain large and efficient data that was not possible in the past. Therefore, these data, which are accurate, transparent, and based on human performance, can be used for optimal marketing and achieving brilliant organizational results. In this research, the main features of the technology-based marketing system and the future directions of using these tools are examined.