Critical Success Factors of Internet of Things and Digital Marketing

Abstract

The internet of things (IoT) and digital marketing are two rapidly growing fields that have the potential to revolutionize the way businesses operate. However, for businesses to truly take advantage of the opportunities these technologies provide, it is important to understand the critical success factors that must be in place. This paper explores the critical success factors of IoT and digital marketing, including the importance of data analytics, security, and integration with existing systems. For this purpose, bibliometric analysis has been utilized from the Scopus database. It was identified that not many studies have been conducted in this field, and hence a huge gap was explored and addressed. Through the inferences of literature and the practices in the arena of IoT and digital marketing, the critical success factors have been proposed. This chapter will provide valuable insights for organizations looking to implement IoT and digital marketing strategies, as well as for researchers studying the field.