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Edge Computing and Marketing in the Smart Economy: Processing Consumer Data in Real-Time
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Author(s): Hamed Nozari (Independent Researcher, Australia), Hossein Abdi (Department of Management, Islamic Azad University, Dubai, UAE)and Khatere Rafiei (Department of Management, Islamic Azad University, Dubai, UAE)
Copyright: 2025
Pages: 18
Source title:
Dynamic and Safe Economy in the Age of Smart Technologies
Source Author(s)/Editor(s): Hamed Nozari (Independent Researcher, Australia)
DOI: 10.4018/979-8-3693-4369-2.ch012
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Abstract
Edge computing is revolutionizing marketing by enabling real-time data processing, enhancing personalization, and improving customer engagement. Unlike traditional cloud-based systems, edge computing processes data closer to its source, reducing latency and optimizing marketing strategies. This research explores the role of edge computing in marketing, its key applications, advantages, challenges, and future potential. By integrating AI, IoT, and 5G, businesses can create dynamic, data-driven marketing ecosystems that offer hyper-personalized experiences while ensuring data security and efficiency in the evolving digital economy.
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