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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.
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