In today's era, businesses are mixed with technologies. Industry 4.0 added the presence of roaming technologies with the power of extracting, analyzing, and fast data calculations to businesses. Therefore, the data with high transparency and accuracy increased the performance power of the marketing department and adopted powerful strategies. In the fifth generation of the emerging industry, in addition to analytical power, stability, resilience, and human-centeredness, the capabilities of transformative technologies have also been added. For this reason, marketing by refining the data that comes from the actions of humans, multiplied intelligence. Examining this ability in smart Marketing 5.0 will have tremendous effects on the entire supply chain and the value chain of organizations. Therefore, this research has tried to examine the dimensions and components of fifth-generation marketing. In this regard, an analytical framework is also provided for the smart marketing system. This framework has been approved by some active experts in the field of marketing.
Top1. Introduction
Smart marketing is defined as the process of collecting and implementing data-driven information to formulate effective marketing strategies for businesses in order to optimize the generated leads and conversions from target markets (Movahed et al., 2024).
Certainly, traditional marketing and smart marketing have many similarities, and the concepts of influencing customers and creating special customer value are common in all elements and types of marketing. In all types of marketing, we always seek to improve the basic capabilities of products and services. It gives a higher value to the customer to let him know. But the difference between intelligent marketing and intelligent marketing is in data extraction, refinement, and analysis. Undoubtedly, when we have more information about customers and their interests, we can reach a better understanding of creating value for them, because we can provide more desirable products and services (Nozari et al., 2021).
Smart marketing is focused on gathering general data from the market; hence it is focused solely on the company. While, on the other hand, the purpose of marketing research is to gain insight into customer preferences. It has a greater desire to learn key things about the research processes of buyers and the factors that influence their purchase decisions. Transformative technologies such as the Internet of Things are one of the most important sources of big data mining. Therefore, with their presence, deeper and more accurate customer data can be obtained. Artificial intelligence technology, as well as machine learning and deep learning, give high analytical power to the extracted data, and blockchain technology guarantees the transparency and accuracy of the data (Nozari et al., 2024).
It is important to pay attention to the fact that these technologies only increase the speed of data extraction and analysis, but in the new era, we must also look at the future of marketing development. Presenting value only to the current generation should not be considered, and in creating and developing value for customers, attention should also be paid to future generations. Therefore, the concept of marketing 5.0 can be defined as focusing on the characteristics of sustainability, resilience, and human-centeredness of marketing (Irani and Nozari, 2024). Therefore, by emphasizing technology in the new era, even though the depth of information can be achieved and the speed of calculations grows, the main goal is how to face security and privacy challenges. In other words, Marketing 5.0, which is an introduction to Marketing 6.0, means achieving the maximum power and analytical speed of market and customer information with an emphasis on maximum security in all marketing processes (Movahed et al., 2024).
This research has tried to investigate the dimensions, components, and key functional indicators of smart marketing systems in Industry 5.0, which is known as marketing 5.0, and explain this smart system. Also, a conceptual framework that shows the cause-and-effect relationships of all active actors in these systems is intended, which can provide insight into the implementation of Marketing 5.0.