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Blending Internet-of-Things (IoT) solutions into relationship marketing strategies

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  • Lo, Fang-Yi
  • Campos, Nayara

Abstract

With contemporary life becoming more instantly connected and as the disruptiveness of technologies is occurring at a faster pace, the Internet-of-Things (IoT) is now even more accessible and common, prompting companies to adopt IoT solutions to improve their customers' experiences. IoT enables physical devices to connect and exchange data through the Internet by collecting strategic information, thus creating opportunities for companies to become more efficient and responsive to market changes. This paper thus investigates how companies are blending IoT solutions into their relationship marketing strategies and focuses on finding how this combination can boost business performance and what the challenges are when dealing with disruptive technology changes.

Suggested Citation

  • Lo, Fang-Yi & Campos, Nayara, 2018. "Blending Internet-of-Things (IoT) solutions into relationship marketing strategies," Technological Forecasting and Social Change, Elsevier, vol. 137(C), pages 10-18.
    • Handle: RePEc:eee:tefoso:v:137:y:2018:i:c:p:10-18
    DOI: 10.1016/j.techfore.2018.09.029
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    Cited by:

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    10. Ravneet Kaur & Rajesh Singh & Anita Gehlot & Neeraj Priyadarshi & Bhekisipho Twala, 2022. "Marketing Strategies 4.0: Recent Trends and Technologies in Marketing," Sustainability, MDPI, vol. 14(24), pages 1-17, December.
    11. Andreea-Diana Suciu (Vodă) & Andra Ioana Maria Tudor & Ioana Bianca Chițu & Lavinia Dovleac & Gabriel Brătucu, 2021. "IoT Technologies as Instruments for SMEs’ Innovation and Sustainable Growth," Sustainability, MDPI, vol. 13(11), pages 1-17, June.
    12. Flávio Horita & João Baptista & João Porto Albuquerque, 2023. "Exploring the use of IoT Data for Heightened Situational Awareness in Centralised Monitoring Control Rooms," Information Systems Frontiers, Springer, vol. 25(1), pages 275-290, February.
    13. Mustak, Mekhail & Salminen, Joni & Plé, Loïc & Wirtz, Jochen, 2021. "Artificial intelligence in marketing: Topic modeling, scientometric analysis, and research agenda," Journal of Business Research, Elsevier, vol. 124(C), pages 389-404.
    14. Arora, Anuja & Bansal, Shivam & Kandpal, Chandrashekhar & Aswani, Reema & Dwivedi, Yogesh, 2019. "Measuring social media influencer index- insights from facebook, Twitter and Instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 86-101.
    15. Sestino, Andrea & Prete, Maria Irene & Piper, Luigi & Guido, Gianluigi, 2020. "Internet of Things and Big Data as enablers for business digitalization strategies," Technovation, Elsevier, vol. 98(C).

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