Hello everyone,
I would like to extend my knowledge in digital consumer behavior through another research axis that particularly attracts me which is IoT (Internet of Things) . Could you recommend me some references that you well appreciate concerning Internet of Things in a consumerist context?
Thank you in advance.
Dear Karim Grissa,
the integration of various Digital Twins into the Internet of Things will certainly have a major impact on the behavior of digital consumers in the future.
See my little list of references.
Best regards
Anatol Badach
- Sonja Dreyer: „Digital Transformation in the Manufacturing Industry: Business Models and Smart Service Systems“; Dissertation, Jan. 2020 https://www.repo.uni-hannover.de/bitstream/handle/123456789/9437/Dissertation_Sonja_Dreyer.pdf
- Abhilash Gopalakrishnan: „Chapter 1: Demystifying Digital Twin“; Dec 2020 https://www.researchgate.net/publication/348051656
- How to use digital twin technology to revolutionize your marketing approach https://exclusive.multibriefs.com/content/how-to-use-digital-twins-to-revolutionize-your-marketing-approach/marketing
- Digital Twins: A Smarter Way of Commerce https://innovationmanagement.se/2020/03/10/digital-twins-a-smarter-way-of-commerce/
- Exploring the Importance of Digital Twin Technology https://iotmktg.com/exploring-importance-of-digital-twin-technology/
- David Jones, Chris Snider, Aydin Nassehi, Jason Yon, Ben Hicks: „Characterising the Digital Twin: A systematic literature review“; CIRP Journal of Manufacturing Science and Technology; Vol. 29, Part A, May 2020; https://doi.org/10.1016/j.cirpj.2020.02.002
Hi Karim,
Anatol's reply on Digital twins is certainly helpful, but I'm not sure of your target in this question. Let me offer a few, perhaps contrary, considerations on IoT in marketing.
IoT devices are particularly helpful at sensing physical parameters. This can be very helpful in assuring quality for Product delivery. But much of marketing is concerned with psychographic factors rather than physical parameters. These are harder to asses with IoT sensors. Though there has been some work in the area e.g. sensing smiles in video crowds to assess mood.
There are the other Ps in the marketing mix - pricing /promotion/ positioning/ people where IoT applications may be more speculative? IoT associated with People may be interesting but also more problematic from a privacy perspective - e.g. the quantified self would posit a lot of very personal data may be available soon from body sensors in personal area networks
Perhaps another approach is to think in terms of who controls the IoT sensors/actuator - the consumer, a merchant, a landlord, a govt' agency, a service provider (Facebook, google etc.), etc. On what basis could you as a marketer acquire such IoT data controlled by others?
Another approach is to consider the timing of the IoT sensing for marketing purposes - e.g. before or after the messaging/sale/decomissioning event
yet another approach is to consider the marketing question that you are trying to resolve through the use of IoT sensors, and how this would be resolved without IoT sensors
This is not a list of references, but perhaps gives you some ideas to search for in the literature.
Please check the link below and the attachment.
https://www.researchgate.net/publication/333749887_Factors_Influencing_Online_Consumer_Behavior_in_the_Era_of_IoT
I can recommend the following articles to start with:
Article Internet of things support for marketing activities
Article Internet of Things and Big Data as enablers for business dig...
Article Challenges and Opportunities for Marketing Scholars in Times...
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