Internet of Things (IoT) and geomarketing enable personalized, location-based marketing, enhancing customer engagement.
Authors
Ta Huy Hung, Vietnam National University, Hanoi, Vietnam
Ashutosh Pandey, FORE School of Management, New Delhi, India
Shashank Mittal, Associate Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India
Ajay Chandel, Lovely Professional University, India
Summary
The integration of Internet of Things (IoT) and geomarketing is revolutionizing marketing strategies by providing real-time, location-based insights into consumer behavior. IoT devices, such as wearables and smart sensors, generate continuous streams of data that, when combined with geomarketing information, enable businesses to deliver highly targeted and personalized marketing messages. This synergy enhances decision-making and adaptability, allowing for swift adjustments to marketing tactics based on current consumer interactions and environmental conditions. However, the integration presents challenges related to data management, privacy concerns, and operational changes. Future trends, including advancements in artificial intelligence (AI), augmented reality (AR), and 5G technology, promise further innovations in this field. This chapter explores the transformative impact of IoT and geomarketing on agile marketing, addressing both the opportunities and challenges while highlighting emerging trends that will shape the future of data driven marketing strategies.
Published in: Digital Transformation Initiatives for Agile Marketing
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