The internet of things (IoT) enhances customer experience, increases the amount of data gained through connected devices, and widens the scope of analytics. This provides a range of exciting marketing possibilities such as selling existing products and services more effectively, delivering truly personalized customer experiences, and potentially creating new products and services. Smart Marketing With the Internet of Things is an essential reference source that discusses the use of the internet of things in marketing, as well as its importance in enhancing the customer experience. Featuring research on topics such as augmented reality, sensor networks, and wearable technology, this book is ideally designed for business professionals, marketing managers, marketing strategists, academicians, researchers, and graduate-level students seeking coverage on the use of IoT in enhancing customer marketing outcomes.

In a global and digital society, businesses are constantly being challenged by innovative and disruptive management strategies. The dramatic changes that took place in all quadrants of the world during COVID pandemic confirmed companies need to constantly update their resources and anticipate trends. The new normal demands dedicated approaches to the markets, where technology and the digital channels have been gaining importance. Success will depend on the swift adaptation to change and to leading-edge practices that ultimately require digital transformation. Overall, companies are using digital channels to achieve a diversified set of business objectives. Indeed, digitalization offers endless innovation scenarios that companies take advantage of, some with resistance, others leveraged by gains in profitability and market share. The current changes demand an accurate and structured knowledge of strategies, drivers, and motivations for a digital transformation of companies, as well as an in-depth perspective of this new reality for students, educators and managers. This book analyzes the drivers of digital transformation of businesses, assesses digital transformation success factors, and presents case studies of digital adoption by companies in different business sectors. Overall, it provides valuable insights on the best practices and success factors of digital transformation for relevant stakeholders, namely managers, researchers, educators, students, digital strategists, business associations, communication and marketing agencies, future entrepreneurs, and all potential audiences with a specific interest in these topics.