Smart Interactive Marketing Based on Internet of Things: Characteristics and Effects

2. Literature Review

The use of Internet of Things in marketing is a new category, therefore, most of the researches are of the engineering type and case studies, and this has caused the researches conducted in this field to be highly scattered. Therefore, so far, a comprehensive and clear view of the various applications of Internet of Things technology in digital marketing has not been presented in a coherent and integrated manner. But in the following, we will examine the researches that have been done in this field in recent years (Kumar et al., 2023).

The increasing presence of IoT is profitable for digital marketers. Because they can use this huge data set to analyze and analyze consumer behavior in their marketing strategy. This allows them to even predict consumer behaviors to take a better step to implement their next strategy. With the Internet of Things, access to a wide range of information from different points is obtained for marketers. From a digital marketing perspective, this is extremely useful for creating a better understanding of the starting point of the customer journey from start to finish.