Internet of Things (IoT) affects different areas of human activities: everyday life of ordinary citizens, work style of marketing teams, factories and even entire cities. Large companies try to implement the technology in their marketing strategy that reshapes not only communication style and product promotion but consumers’ expectations, perceptions and requirements towards companies. IoT is expected to become a huge network that will encompass not only smart devices but significantly influence humans’ behavior, in this particular case - decision making style in different phases of purchase process. Therefore, the need for comprehensive scientific research is necessary. The issue needs to be reviewed from various points of view, such as opportunities, advantages, disadvantages, legal and technical considerations. The paper is an attempt to review different aspects of using Internet of Things for marketing purposes, identify some of the major problems and present possible ways of solution.
In the article the idea of the “Smart City” is analysed mainly from the view point of technology. The author presents in the first part of the paper the brief review of technical issues connected with implementing the concept of “Smart City” into practice. These review is illustrated in the second part of the paper by some practical results, which are treated as a background for formulating a research problem which is tried to be presented in the third part of the paper: the problem of recognizing needs in the complex field of activities, assessing these needs and - basing on results of such an assessment - designing some integrated solutions that should be used in management of the identified resources. The final part of the paper contains some conclusions and introduces directions for further research.
In today's cluttered world, consumers often try to avoid receiving advertising messages through various communication channels. Interruptive advertising is losing its effectiveness. As a result, marketers must change their strategies to retain existing customers and attract new audiences. The purpose of this paper is to review various aspects of permission marketing and to outline some of the ways in which it can be used in practice. The object of the study is the concept of permission marketing and its influence on consumer behaviour. Similar to other marketing concepts, it is constantly changing and evolving. Observation is used as the primary methodology of the study. In addition, the literature review contributes to the analysis of various aspects of the issue. It is one of the concepts that can drastically change the way of communication and create innovative approaches to influence consumer behaviour. Today, online communication channels are the most favourable tools for implementing permission marketing policies. However, due to the fluctuating and unpredictable online environment, they can turn from opportunities into reasons for serious complications. Therefore, the concept introduced by Seth Godin in 1999 requires further theoretical research amidst the development of online communication technologies. Properly planned and executed, permission marketing campaigns can be effective in influencing consumer behaviour. However, it is a strategy designed for longer periods of time. Results. The paper provides a theoretical review of the main aspects of the permission marketing concept: the role of online communication channels, the peculiarities of consumer behaviour and the implementation of permission marketing strategies. In addition, the paper provides a multilateral analysis of the current characteristics of the concept. Finally, the paper proposes some recommendations on how to influence consumer behaviour through different online communication channels within the framework of permission marketing policies.
Increasing competition on consumer markets forces businesses to elaborate marketing plans focused on long-term perspectives. This is important in today’s fluctuating and unpredictable business environments, where high level of competitiveness and positive reputation is a premise of survival for a business. Otherwise, it will be unable to retain its share on consumer markets and make plans focused on long-term periods. In this regard, social media advertising is one of the most powerful strategies to reach various marketing goals: brand awareness and high brand value, positive reputation and word of mouth, growing customer base, high ROAS (return on ad spend) in short-term and CLV (customer lifetime value) in the long run. Therefore, it is necessary to research social media advertising in terms of achieving long-term marketing goals. The paper deals with various issues, including advertising opportunities of social media, ways of attracting and retaining customers, raising brand awareness and elaborating strategies focused on long-term results. Discussion provided in the paper is a result of literature review and the author’s observations. Each part of the paper contains recommendatory remarks for achieving long-term marketing goals by using social media advertising strategies. The paper is summarized by a brief conclusion.
Contemporary online marketing communications are increasingly integrated with modern technologies and innovative solutions. Locationbased technologies are one of the approaches that help a business target customers precisely based on their geographic location. Eventually, a number of benefits can be obtained by integrating location-based technologies into marketing strategies. However, it requires a high level of professionalism and may be followed by various complications and risks. Nevertheless, location-oriented marketing can be regarded as one of the most efficient approaches in today’s marketing communications. Therefore, it is necessary to research it theoretically, study practical cases and make relevant conclusions. It will allow businesses to improve their decisions concerning various marketing activities: audience segmentation, precise targeting, collecting and processing analytical data, and planning large-scale marketing campaigns. In this process, customer data privacy is one of the most important issues, which is a separate, complex object of research. Therefore, this paper focuses on reviewing characteristics, opportunities, consumer behavior traits, and benefits of location-based communication in the marketing context. The final parts of the paper provide an overall analysis of the issue and a list of recommendations as a conclusion.
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