Work

The Future of Marketing in the Era of Internet of Things

Year: 2025

Type: article

Abstract: The advent of Marketing 5.0 is gaining strong momentum worldwide. The Marketing 5.0 technological landscape now includes other technologies, such as artificial intelligence, the Internet of Things (IoT), and blockchain. The IoT has aided the development of intelligent devices that significantly improve consumer lives. These technologies can also give manufacturers timely, accurate information they can rely on to comprehend consumer behavior and offer the best possible solutions fully. This article aims to learn how the IoT can improve sustainability and customer service in marketing version 5.0. The article uses the idea of integrating the devices needed to create a smart home and comprehending the implications of the data produced by these devices. The article reflects that the comprehensive data obtained by these devices may significantly advance the cause of sustainability and improve customer experiences. The article concludes that IoT in the future will have a significant impact on the lives of customers and will also contribute to the development of the firm's competitive advantage and achieving sustainability in the long run.

Source: IEEE Engineering Management Review

DOI: 10.1109/emr.2025.3537692

Authors: Smita Sharma, Pramila Jakhar

Institutions: T A Pai Management Institute, Manipal University Jaipur, Gati Shakti Vishwavidyalaya

Language: English

Topic: Digital Innovation in Industries

Subfield: Management of Technology and Innovation

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Industry, innovation and infrastructure

Open Access status: hybrid

Estimated APC paid: $2,645