Applications and Impact of Internet of Things in Digital Marketing

Abstract

Over the past few decades, curiosity and enthusiasm in science and technology have grown tremendously, to ‎the extent that IoT is now being applied to a wide variety of sectors including business, marketing, ‎manufacturing, sustainability, blockchain, and sports. Digital marketers are leveraging IoT technology in ‎the current digital age to develop marketing strategies and adapt to changing industry trends. Marketers ‎can implement new service-oriented strategies by combining IoT, Big Data, and data analytics. Among these ‎technologies, IoT is crucial in assisting businesses in increasing utilization and manufacturing ‎organizations. With the extensive exploration of IoT solutions, marketing practitioners and businesses can ‎collect consumer data, store it in databases, increase sales, improve products and services, and develop ‎revenue-boosting strategies. This chapter specifies how the consistent use of IoT technologies results in ‎substantial organizational competitiveness and explains how IoT can be referred to as a new component of ‎business analytics and digital marketing. ‎