Internet of things support for marketing activities

Abstract

Internet enabled consumer devices are beginning to be developed by manufacturers. In this paper, we examine how the internet of things can support marketing activities including customer relationship management, business intelligence and product design. In particular, the research reported in this paper examines how the internet of things can provide communication channels to support targeted marketing for product owners and enhance customer relationship management and product support. In addition, in this paper we examine how data gained from the operational use of internet-enabled devices can support business intelligence in terms of how consumers actually use a product, and can also support new product design in terms what features of current internet enabled products are most commonly used, and how they are used.

Internet of Things and Big Data as enablers for business digitalization strategies

“…Companies must work to protect consumers from the loss of data or privacy, or else risk damaging their own trustworthiness ( Guo et al, 2013 ; Lohachab and Jangra, 2019 ). Despite the profuse impact of IoT on daily life, consumers might lose their willingness to engage with online platforms and mobile devices if their privacy concerns become too great ( Kreuter et al, 2018 ; Taylor et al, 2018 ). Thus, companies are challenged to balance their own interests against users' privacy concerns ( Khan et al, 2018 ; Rastogi and Nath, 2010 ).…”

Measuring social media influencer index- insights from facebook, Twitter and Instagram

“…Latest technological advancements such as Internet of Things (IOT) (Taylor, Reilly, & Wren, 2018;Lo, & Campos, 2018), Internet of Everything (IOE) (Zwick & Denegri-Knott, 2018), Mobile applications and Social media (Alalwan et al, 2018;Shareef et. al., 2017;2018;Shiau et al 2017;2018) have brought number of decision making challenges for digital marketing industries.…”

The Sharing Economy: A Marketing Perspective

“…a mass market for producers and a right to access for consumers). To a large degree, the sharing economy also adds to the technology aspects of marketing (Chylinski et al, 2020; Esmaeili et al, 2019; Filho et al, 2020; Gupta et al, 2019; Lim, 2018b, 2018c; Moriuchi et al, 2020; Smith, 2020; Taghizadeh et al, 2019; Taillon and Huhmann, 2019; Taylor et al, 2020; Zadeh et al, 2019; Zare et al, 2019), by providing an understanding of how technology can be used to democratise and facilitate the production and consumption of sharing practices. More important, the sharing economy extends marketing thought in the co-creation and co-innovation branch of the marketing literature (Abdul-Ghani et al, 2019; Crick, 2020; Fernandes and Remelhe, 2016; Mostafa, 2016; Whalen and Akaka, 2016), by helping marketers understand how producers and consumers can collectively innovate, create value, and engage in sustainable marketing exchanges in a profitable but inclusive way.…”