A Theoretical and Empirical Integration of Internet of Things and Digital Marketing: Opportunities Issues and Challenges

Abstract

This paper ‘a systematic literature review of internet of things IoT with digital marketing’ compiles and studies recent research articles concerned with the prospects, issues, and directions of integrating IoT with digital marketing. A qualitative interview survey with industries and a quantitative survey of businesses were conducted to obtain the results. According to the quantitative analysis, it can be stated that, 45 % of the sampled business have adopted high IoT elements in marketing communication. Select benefits reported are better customer interaction (75%), optimization of promotional material (68%), opportunity for execution of real-time analysis (62%). Other issues like; data privacy was also discussed as an issue faced while adopting this method together with high implementation costs. The qualitative analysis showed that organizations displayed tactical patterns of handling sensitive information on consumers and that there is a pertinent need to implement a sound security model. Furthermore, the study also identified other issues such as compatibility of IoT with existing marketing technologies which was underlined by stakeholders as fundamental to unlock the full benefits and possibilities offered by IoT to the marketing operations as well as consumers.