Preface

In contemporary times, a widespread recognition of the significance of the Internet of Things (IoT) is evident among various stakeholders, including advertisers, marketers, and customers. The editors seek to enhance the knowledge of marketers and customers regarding IoT technology in order to optimize the utilization of data and customer-related information obtained from various web-connected devices. The book demonstrates the ways in which the IoT enriches the customer experience, supports the volume of data acquired through interconnected devices, and expands the range of analytics. The book presents a diverse array of marketing opportunities, encompassing enhanced sales strategies for existing products and services, the provision of highly tailored client experiences, and the possibility for innovation in the form of new products, services, research, and pricing. The IoT provides organizations with the ability to obtain real-time visibility into the actual functioning of their systems, hence enabling them to gain valuable information pertaining to many aspects, such as machine performance and marketing operations. The book endeavors to examine multiple facets of utilizing the Internet of Things for marketing purposes, delineate significant challenges, and provide possible remedies. Marketers have the opportunity to leverage the vast potential of the Internet of Things (IoT) in the future. Nevertheless, the current body of literature pertaining to marketing strategies for the IoT remains limited in scope and depth (Riyas et al., 2023). The book demonstrates the ways in which IoT is facilitating the growth of businesses and enhancing the attractiveness of their products and services to consumers. IoT facilitates global corporate connectivity and data sharing.