The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Harnessing IoT and Geomarketing for Agile Marketing
|
|
Author(s): Ta Huy Hung (Vietnam National University, Hanoi, Vietnam), Ashutosh Pandey (FORE School of Management, New Delhi, India), Shashank Mittal (O.P. JIndal Global University, India)and Ajay Chandel (Lovely Professional University, India)
Copyright: 2025
Pages: 20
Source title:
Digital Transformation Initiatives for Agile Marketing
Source Author(s)/Editor(s): Sérgio Maravilhas (Federal University of Bahia, Brazil)and Rodrigo Ladeira (Federal University of Bahia, Brazil)
DOI: 10.4018/979-8-3693-4466-8.ch007
Purchase
|
Abstract
The integration of Internet of Things (IoT) and geomarketing is revolutionizing marketing strategies by providing real-time, location-based insights into consumer behavior. IoT devices, such as wearables and smart sensors, generate continuous streams of data that, when combined with geomarketing information, enable businesses to deliver highly targeted and personalized marketing messages. This synergy enhances decision-making and adaptability, allowing for swift adjustments to marketing tactics based on current consumer interactions and environmental conditions. However, the integration presents challenges related to data management, privacy concerns, and operational changes. Future trends, including advancements in artificial intelligence (AI), augmented reality (AR), and 5G technology, promise further innovations in this field. This chapter explores the transformative impact of IoT and geomarketing on agile marketing, addressing both the opportunities and challenges while highlighting emerging trends that will shape the future of data-driven marketing strategies.
Related Content
|
Anıl Durmuşahmet, Uğur Delen, Nurgül Soydaş.
© 2026.
44 pages.
|
|
Sevinç Koçak, Nihal Toros Ntapiapis.
© 2026.
28 pages.
|
|
Bahşende Çoban Azizoğlu.
© 2026.
38 pages.
|
|
Zihni Can Çamur.
© 2026.
34 pages.
|
|
Sevda Nur Keleş.
© 2026.
28 pages.
|
|
Oğuzhan Alin.
© 2026.
18 pages.
|
|
Nitesh Behare, Dhanashree Babar.
© 2026.
24 pages.
|
|
|