The use of IoT and artificial intelligence (AI) technologies and blockchain technology in the marketing field is an emerging topic in the new digitization era. The chapter aims to create a conceptual framework that describes a marketing system's main stages and dimensions based on the artificial intelligence of things (AIoT) and blockchain and evaluates the critical success factors of implementing this marketing system. This research, at first, tried to identify the most important critical success factors in these smart systems by reviewing the literature and opinions of active experts, and in the next step, these indicators were evaluated using decision-making methodology. For this purpose, a fuzzy nonlinear evaluation method has been used to examine the priorities and relationships of success factors. The results show that technology-related success factors, such as the presence of technical infrastructure and technological maturity, play the most important roles in the proper functioning of marketing based on transformational technologies.
Top1. Introduction
Today the fourth industrial revolution changes the world – operation of organizations and life of people. It affects almost every aspect of life. The most disruptive technologies changing the traditional management paradigms are 3D printing, Internet of Things and blockchain technology (Hopkins, 2021).
With the overgrowth of industries, one of the most important basic requirements of managers to develop and increase profitability is the sale of products in urgent need of marketing. As both vendors and consumers change over time in line with new trends and technologies, marketing science needs to keep up with these changes. The increasing impact of innovative marketing strategies on creating a competitive advantage and business performance has led businesses always to seek to use new digital technologies to improve marketing activities. Artificial intelligence, Internet of Things, and blockchain technologies have led to extensive marketing innovations (Simões et al., 2018).
The growth of the Internet and emerging technologies has significantly impacted the composition of traditional marketing. Traditional marketing has given way to digital marketing. This model of marketing has its details. Each component is briefly defined and together constitutes digital marketing. The Internet of Things is the product of the fourth industrial revolution (Hahn, 2020). This technology creates real-time insights with its ability to connect acquired data and processes with business infrastructure (Lo and Campos, 2018). The IoT is a leading digital transformation technology that combines smart devices with business-to-business analytics and big data analytics (e.g. using Business Intelligence) to provide solutions that have never been possible. All of this stems from the simple idea of using sensors and wearables to monitor processes. The implications of digital marketing are the maintenance and complete tracing and tracking of assets at the top of a customer's broad insights. As a result, technology is shifting business to the personalization of product while greater efficiency (Dwesar and Kashyap, 2022). Understanding the movement of the IoT is crucial for digital marketers who want to stay ahead of the competition in the future. The Internet of Things is constantly evolving in supply chains and product lifecycles. Devices connected to sensors, processors and monitors produce accurate, real-time, reliable data that provides unparalleled insight into the market (Badica et al., 2021).
The presence of artificial intelligence technology alongside the Internet of Things creates things and gives analytical power to data from the Internet of Things. Therefore, learning-based data can be used to discover the characteristics of the open space of customer preferences. Furthermore, since the presence of the Internet and the network can always brings many concerns, such as security and privacy, so with the rise of blockchain, the use of it in the marketing space can instill trust and credibility in the customer without the need for anything else; because all payments, transactions and system activities are regularly recorded and stored in decentralized sources (Nozari et al., 2021).
Therefore, it can be seen that the simultaneous presence of these technologies can enhance the understanding of the market differently. This can increase the ability of marketers to understand the depth of data and pave the way for creating customer value (Mariani et al., 2022).