IOT-Enhanced Digital Marketing Conceptual Framework
<em>The research proposed in this paper regards the appropriateness and possibility of enhancing digital marketing with IoT technologies. The contribution of this paper is a novel digital marketing conceptual framework based on the ubiquitous and pervasive IoT technologies, empowered by the sy...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
EduSoft publishing
2021-12-01
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| Series: | Brain: Broad Research in Artificial Intelligence and Neuroscience |
| Subjects: | |
| Online Access: | https://www.edusoft.ro/brain/index.php/brain/article/view/1211 |
| _version_ | 1797335675730657280 |
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| author | Andreea Liliana BĂDICĂ Mircea Ovidiu MITUCĂ |
| author_facet | Andreea Liliana BĂDICĂ Mircea Ovidiu MITUCĂ |
| author_sort | Andreea Liliana BĂDICĂ |
| collection | DOAJ |
| description | <em>The research proposed in this paper regards the appropriateness and possibility of enhancing digital marketing with IoT technologies. The contribution of this paper is a novel digital marketing conceptual framework based on the ubiquitous and pervasive IoT technologies, empowered by the synergies of edge, fog and cloud computing. Our proposal is grounded into the general framework of digital marketing research proposed by Kannan and Li, as well as on the comprehensive agent-based IoT paradigm, thoroughly analysed by Savaglio et al. This framework is capable to seamlessly support the emergent marketing approaches including: contextual marketing, intelligent marketing, and omniscient marketing. On the other hand, this proposal can also benefit from the techniques and methodologies for building secure and robust IoT systems that were recently proposed by Pešić et al, for increasing the security and trust of IoT-based digital marketing ecosystems.</em> |
| first_indexed | 2024-03-08T08:41:47Z |
| format | Article |
| id | doaj.art-d7b3c11db60b41b1b188042633f2aa59 |
| institution | Directory Open Access Journal |
| issn | 2067-3957 |
| language | English |
| last_indexed | 2024-03-08T08:41:47Z |
| publishDate | 2021-12-01 |
| publisher | EduSoft publishing |
| record_format | Article |
| series | Brain: Broad Research in Artificial Intelligence and Neuroscience |
| spelling | doaj.art-d7b3c11db60b41b1b188042633f2aa592024-02-01T18:00:41ZengEduSoft publishingBrain: Broad Research in Artificial Intelligence and Neuroscience2067-39572021-12-011245095311017IOT-Enhanced Digital Marketing Conceptual FrameworkAndreea Liliana BĂDICĂ0Mircea Ovidiu MITUCĂ1Ph.D. student, University of Craiova, RomaniaPh.D. student, University of Economic Studies, Bucharest, Romania<em>The research proposed in this paper regards the appropriateness and possibility of enhancing digital marketing with IoT technologies. The contribution of this paper is a novel digital marketing conceptual framework based on the ubiquitous and pervasive IoT technologies, empowered by the synergies of edge, fog and cloud computing. Our proposal is grounded into the general framework of digital marketing research proposed by Kannan and Li, as well as on the comprehensive agent-based IoT paradigm, thoroughly analysed by Savaglio et al. This framework is capable to seamlessly support the emergent marketing approaches including: contextual marketing, intelligent marketing, and omniscient marketing. On the other hand, this proposal can also benefit from the techniques and methodologies for building secure and robust IoT systems that were recently proposed by Pešić et al, for increasing the security and trust of IoT-based digital marketing ecosystems.</em>https://www.edusoft.ro/brain/index.php/brain/article/view/1211digital marketinginternet of thingssmart productsedge, fog and cloud computingagent-based computing |
| spellingShingle | Andreea Liliana BĂDICĂ Mircea Ovidiu MITUCĂ IOT-Enhanced Digital Marketing Conceptual Framework Brain: Broad Research in Artificial Intelligence and Neuroscience digital marketing internet of things smart products edge, fog and cloud computing agent-based computing |
| title | IOT-Enhanced Digital Marketing Conceptual Framework |
| title_full | IOT-Enhanced Digital Marketing Conceptual Framework |
| title_fullStr | IOT-Enhanced Digital Marketing Conceptual Framework |
| title_full_unstemmed | IOT-Enhanced Digital Marketing Conceptual Framework |
| title_short | IOT-Enhanced Digital Marketing Conceptual Framework |
| title_sort | iot enhanced digital marketing conceptual framework |
| topic | digital marketing internet of things smart products edge, fog and cloud computing agent-based computing |
| url | https://www.edusoft.ro/brain/index.php/brain/article/view/1211 |
| work_keys_str_mv | AT andreealilianabadica iotenhanceddigitalmarketingconceptualframework AT mirceaovidiumituca iotenhanceddigitalmarketingconceptualframework |