Which can be used interchangeably, refer to use of social media and network platforms to connect, reach and engage with a large and diverse audience, raise the brand awareness, and generate word-of-mouth to promote products and services ( Kaplan & Haenlein, 2020 ; Hudders et al., 2021 ).
Published in Chapter:
Smart Marketing: A Multi-Stakeholder Review of Implications for Sustainable Business Practice
Copyright: © 2024
|Pages: 24
DOI: 10.4018/979-8-3693-1339-8.ch010
Abstract
Smart marketing is a term that encompasses various forms of marketing that leverage artificial intelligence (AI) and the internet of things (IoT) to deliver personalized, relevant, and engaging experiences to customers. This research aims to provide a comprehensive literature review on smart marketing, covering its definitions, applications, advantages, disadvantages, and implications on sustainability. The chapter also discusses the benefits and challenges of smart marketing for both marketers and customers, such as improved efficiency, effectiveness, creativity, customer satisfaction, loyalty, and retention, as well as ethical, privacy, security, and social issues. Furthermore, the chapter examines the impact of smart marketing on sustainability, highlighting the potential opportunities and risks for environmental, social, and economic dimensions. The chapter concludes with some suggestions for future research directions and best practices for smart marketing.