Internet of Things and its Applicability in Digital Marketing

The internet of Things characterizes a unified structure of, internet-supported objects that can gather and send data through a wireless network with no intervention of humans. By this structure, the present business world is experiencing remarkable changes due to the irresistible potential derivable from the internet of things. This technology is already bringing significant changes across the industries, of which the digital marketing sector has the maximum benefits. This technology collects various data from the consumers through different forms of digital marketing platforms such as social media marketing, online marketing, electronic mail marketing, pay-per-click advertising. With these types of data, marketers can generate some meaningful insights, develop interactions with customers, communicate with sellers and customers, and can also forecast the behavior and lifestyle of the customers. With this backdrop, the present chapter has attempted to explain the relevance of the Internet of Things in digital marketing.