Harnessing IoT Data for Real-Time Marketing Insights and Consumer Engagement

Shanul Gawshinde (), Ajay Khurana, Harsimran Kaur and Sukhpreet Kaur
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Shanul Gawshinde: Symbiosis International University
Ajay Khurana: University School of Business, Chandigarh University
Harsimran Kaur: Amity University
Sukhpreet Kaur: PMLSD Business School

Chapter 18 in Leveraging Emerging Technologies and Analytics for Empowering Humanity, Vol. 1, 2025, pp 355-371 from Springer

Abstract: Abstract This paper explores the transformative potential of Internet of Things (IoT) records in improving actual-time advertising insights and client engagement. As agencies an increasing number of undertake IoT technology, the ability to acquire and analyze enormous quantities of consumer records in real-time presents unprecedented opportunities for personalized advertising and marketing techniques. The paper discusses the key advantages of leveraging IoT records, inclusive of stepped forward patron reports, better choice-making talents, and accelerated operational efficiency. There are two research questions: How does the integration of Internet of Things (IoT) data into marketing strategies influence consumer engagement and brand loyalty in various industries? and What are the key challenges and best practices for businesses in leveraging IoT data to derive actionable marketing insights while ensuring data privacy and security? Is answered in this paper. It outlines a framework for corporations to successfully harness IoT information, emphasizing the significance of facts safety and privateness issues. Additionally, the paper affords case studies of businesses which have efficiently integrated IoT solutions into their advertising strategies, demonstrating the tangible influences on purchaser engagement and logo loyalty. Ultimately, this study underscores the necessity for groups to embody IoT technology to stay competitive in a hastily evolving virtual panorama.

Keywords: Consumer engagement; Marketing insights; IOT; brand loyalty; data privacy (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-96-2548-2_18

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DOI: 10.1007/978-981-96-2548-2_18

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