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

Abstract

This study aims to investigate the Internet of Things IoT and its conjunction with digital marketing examining the prospects, barriers and effects in numerous sectors. Integrating IoT with Artificial Intelligence has been found to improve functionality, profitability, andconsumer satisfaction in corporate industries including tourisms, financial, medical and farming industries. An empirical study pays particular concern to massive IoT applications involving data gathering and analyzing process in the real-time that culminates to conventional marketing and decision making process. As such, findings reveal that IoT streamlines the operational effectiveness for the hospitality sector by 30% as it unleashes 25% enhanced customer loyalty for the bank through more number of personalized services. For agriculture, there is a decrease in food wastage by 20% since supply chain through IoT will monitor the food wastage level. However, there are issues such as infrastructural issues, data privacy, and integration the scale of which is still an issue of focus. Therefore, it can be concluded that IoT has the potential to revolutionize society, however, these arising challenges should undergo the improvements, speaking of which are described above. The recommendations are to conduct more research in order to work on these barriers and understand the medium- and long-term effects of IoT on digital marketing environments.