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Internet of Things and Its Relevance to Digital Marketing
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Author(s): Shouvik Sanyal (Department of Marketing and Entrepreneurship, Dhofar University, Oman), Kalimuthu M. (Department of Commerce, Dr. N.G.P. Arts and Science College, Coimbatore, India), Thangaraja Arumugam (VIT Business School, Vellore Institute of Technology, Chennai, India), Aruna R. (VIT Business School, Vellore Institute of Technology, Chennai, India), Balaji J. (VIT Business School, Vellore Institute of Technology, Chennai, India), Ajitha Savarimuthu (Acharya Bangalore B School, Bengaluru, India), Chandan Chavadi (Presidency Business School, Presidency College, Bengaluru, India), Dhanabalan Thangam (Presidency Business School, Presidency College, Bengaluru, India), Sendhilkumar Manoharan (Dayananda Sagar University, Bengaluru, India)and Shasikala Patil (Department of Management and Commerce, International School of Management Excellence, India)
Copyright: 2023
Pages: 17
Source title:
Opportunities and Challenges of Industrial IoT in 5G and 6G Networks
Source Author(s)/Editor(s): Poshan Yu (Soochow University, China & Australian Studies Centre, Shanghai University, China), Xiaohan Hu (Shanghai University, China), Ajai Prakash (University of Lucknow, India), Nyaribo Wycliffe Misuko (KCA University, Kenya)and Gu Haiyue (Shanghai University, China)
DOI: 10.4018/978-1-7998-9266-3.ch007
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Abstract
The internet of things characterizes a unified structure of internet-supported objects that can gather and send data through a wireless network with no intervention of humans. By this structure, the present business world is experiencing remarkable changes due to the irresistible potential derivable from the internet of things. This technology is already bringing significant changes across the industries, of which the digital marketing sector has the maximum benefits. This technology collects various data from the consumers through different forms of digital marketing platforms such as social media marketing, online marketing, electronic mail marketing, pay-per-click advertising. With these types of data, marketers can generate some meaningful insights, develop interactions with customers, communicate with sellers and customers, and can also forecast the behavior and lifestyle of the customers. With this backdrop, the chapter has made an attempt to explain the relevance of the internet of things in digital marketing.
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