IOT-Enhanced Digital Marketing Conceptual Framework

Badica, Andreea Liliana; Mitucă, Mircea Ovidiu

doi:10.18662/brain/12.4/262

Cited by 5 publications

(3 citation statements)

References 19 publications

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“…This methodological approach allows for a systematic examination of the literature, providing insights into the key themes and developments in the field. One of the anticipated contributions of this paper is the development of a novel digital marketing conceptual framework based on ubiquitous and pervasive IoT technologies (Badica, A.L. and Mitucă, M.O., 2021).…”

Section: Laying Out the Objectives And Anticipated Contributions Of T...mentioning

confidence: 99%

Digital Marketing in the Age of Iot: A Review of Trends and Impacts

Gold Nmesoma Okorie,

Chioma Ann Udeh,

Ejuma Martha Adaga

et al. 2024

Int. j. manag. entrep. res

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This paper presents a comprehensive review of the evolving landscape of digital marketing in the era of the Internet of Things (IoT). As IoT technology continues to permeate various aspects of daily life, its influence on digital marketing strategies and consumer engagement has become a pivotal area of study. The aim of this review is to elucidate the trends and impacts of digital marketing in the context of IoT, offering insights into how this integration is reshaping marketing practices. Employing a systematic methodology, we analyzed current literature and case studies to identify key trends in IoT-driven digital marketing. Our study reveals that IoT offers unprecedented opportunities for marketers to gather real-time data, enabling more personalized and context-aware marketing strategies. We discuss how IoT devices, such as smart home appliances, wearables, and connected vehicles, are becoming new channels for digital marketing, allowing for more direct and interactive consumer engagement. The paper also delves into the challenges and ethical considerations that arise with IoT in digital marketing, including privacy concerns and data security. We highlight the need for robust regulatory frameworks to safeguard consumer interests in this rapidly evolving landscape. Our findings indicate that IoT is not only enhancing the efficiency and effectiveness of digital marketing but also transforming the consumer experience. This integration is leading to more dynamic, responsive, and personalized marketing approaches, fundamentally altering the relationship between brands and consumers. The paper concludes with recommendations for future research and practical implications for marketers aiming to leverage IoT in their digital strategies. Keywords: Digital Marketing, Internet of Things (IoT), Consumer Engagement, Data-Driven Strategies, IoT Technologies, Marketing Innovations.

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Section: Laying Out the Objectives And Anticipated Contributions Of T...mentioning

confidence: 99%

Digital Marketing in the Age of Iot: A Review of Trends and Impacts

Gold Nmesoma Okorie,

Chioma Ann Udeh,

Ejuma Martha Adaga

et al. 2024

Int. j. manag. entrep. res

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“…Digital marketing has grown enormously during the last decade, benefiting from the latest results and achievements in the field of digital technologies. In the future, there is room for enhancing digital marketing with IoT technology [9]. Thus, technologies have been exerting great pressure on companies to adapt their practice to the various existing modern mechanisms.…”

Section: Literature Reviewmentioning

confidence: 99%

Digital Marketing in the Context of Consumer Behaviour in the ICT Industry: The Case Study of the Slovak Republic

Gajanova

Strano

2023

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In Slovakia, a significant increase in spending on digital advertising was recorded in 2021. According to estimates, when compared to spending on other media types, online became the strongest advertising medium for the first time. As part of the analysis of consumer behaviour in the context of digital marketing, the research primarily focused on Slovak companies operating in the retail sector with IT and communication equipment – ICT specialized stores, because electronics is among the most frequently purchased online products by Slovak consumers. In the study, an analysis of consumer behaviour in the context of digital marketing was carried out to detect how respondents perceive selected digital marketing tools, to determine their preferences, attitudes, and reactions within ICT industry. For the purposes of this study, the method of collecting data through a questionnaire was chosen. The questions in the questionnaire were concerned consumer behaviour before purchase and were focused on selected digital marketing tools. The survey was conducted in December 2022 by the CAWI method, on a representative sample of the Slovak population of 391 respondents. The statistical method single proportion by one tailed test as well was used to verify the research assumptions. Based on the results of the consumer behaviour analysis, recommendations were established with the intention to be applied in the practice of Slovak companies in the context of digital marketing in the ICT industry. The fact that almost half of the respondents use the Internet for more than two hours daily presents many opportunities for businesses to appropriately address and engage potential customers through various digital marketing tools. The implementation of proposals should have a positive impact on companies in the ICT sector and their marketing activities. Their pursuance should bring benefits to businesses in the form of increased website traffic, acquisition of new customers, increased demand, profit, and satisfaction of customers.

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“…Therefore, customers are able to track their orders in real time and know the fate of their order. Also, companies can benefit from this information to identify the bottlenecks and weak points of their system so that the overall quality of services can be effectively improved (Badica & Mitucă, 2021).…”

Section: Data Managementmentioning

confidence: 99%

Internet of things application in digital marketing to improve the efficacy of a company

Aldouri

2023

EA-XXI

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The expansion of digital marketing at the international level has been so fast and the benefits associated with it are clearly increasing day by day that developing countries are strongly encouraged to use it and each of them has specific programs to implement it. After telecommunication networks of computer, Internet and mobile phone, Internet of things (IOT) is considered as the third development in the global information industry, which has attracted the attention of many organizations and customers. This technology, relying on the intelligentization of objects and the use of internet platforms, is able to create wide and diverse services in e-commerce. This is while the demands of users for more diverse and better-quality services through the Internet are increasing. In this paper, application of IOT in digital marketing has been introduced and the effects of using it to increase efficiency and create innovation in the company have been discussed. The statistical sample in this research included all the managers of small and medium companies in Baghdad, which was determined as the statistical sample size of 275 based on the Krejcie Morgan table. Data analysis was done by the method of structural rates, which was used in this article by the method of least squares. The results showed that the use of IOT and electronic commerce had a positive and significant impact on the performance of companies (financial, internal processes, customers, development and innovation). The results of this research show that IOT technology has provided the basis for improving performance and providing better services in digital marketing by creating an integrated and strong database of suppliers, manufacturers, distributors, customers and products. Also, in the last part of the article, the implementation framework of this technology in e-commerce for the use of the country’s managers in various industries is presented.

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IOT-Enhanced Digital Marketing Conceptual Framework

Cited by 5 publications

References 19 publications

Digital Marketing in the Age of Iot: A Review of Trends and Impacts

Digital Marketing in the Age of Iot: A Review of Trends and Impacts

Digital Marketing in the Context of Consumer Behaviour in the ICT Industry: The Case Study of the Slovak Republic

Internet of things application in digital marketing to improve the efficacy of a company

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