Impact of IoT Applications Using Digital Marketing

Abstract

Internet of things (IoT) is one of the new technologies that is expanding exponentially and is presenting new opportunities in a variety of industries, including business, academics, healthcare, transportation, industry, environment, and making our home and cities smart, among others. The IoT system's smart gadgets will be able to perceive, gather, and transport data via the internet without the need for human interaction. Large businesses strive to include technology into their marketing or digital marketing plan that reshapes consumers' expectations, attitudes, and requirements toward businesses in addition to communication style and product promotion. Due to the utilization of several smart devices, networks, and software that are weak and susceptible to hacking, it has a number of security vulnerabilities. The study focuses on the impression of IoT in digital marketing, IoT surface attack and security flaws, technological and security issues in digital marketing, and tries to present some preventive solutions for using IoT's in digital marketing.

The Influence of Internet of Things (IoT) on Operational Efficiency and Competitive Advantage in the Information Technology Industry in Indonesia

“…By integrating IoT devices, platforms, and applications into their operations, organizations can streamline workflows, reduce inefficiencies, and achieve higher levels of productivity and performance [26], [27]. This finding aligns with previous research highlighting the operational benefits of IoT adoption across various industries [14], [28]. The relevance of IoT in the context of the Indonesian IT sector is underscored, as it can contribute to improved efficiency and productivity in this sector [28].…”

“…Moreover, IoT contributes to the enhancement of customer experiences, thereby strengthening brand loyalty and market positioning [13]. Through personalized recommendations, proactive maintenance alerts, and seamless integration with other digital services, IoT-enabled solutions foster deeper engagement and satisfaction among end-users [14]. Consequently, organizations that effectively leverage IoT technologies can establish themselves as market leaders, driving revenue growth and sustaining competitive advantage over time [15].…”