The internet of things (IoT) and digital marketing are two rapidly growing fields that have the potential to revolutionize the way businesses operate. However, for businesses to truly take advantage of the opportunities these technologies provide, it is important to understand the critical success factors that must be in place. This paper explores the critical success factors of IoT and digital marketing, including the importance of data analytics, security, and integration with existing systems. For this purpose, bibliometric analysis has been utilized from the Scopus database. It was identified that not many studies have been conducted in this field, and hence a huge gap was explored and addressed. Through the inferences of literature and the practices in the arena of IoT and digital marketing, the critical success factors have been proposed. This chapter will provide valuable insights for organizations looking to implement IoT and digital marketing strategies, as well as for researchers studying the field.
Top2. Decoding Digital Marketing (Dm)
Digital marketing (DM) is a term used to describe the process of promoting a business, product or service through digital channels. These channels include search engines, social media, email marketing, display advertising, and mobile marketing. In today's digital age, businesses of all sizes and industries are using digital marketing to reach their target audience and promote their products and services (Langan et al., 2019; Saleem et al., 2022; Chaffey & Ellis-Chadwick, 2019).
One of the key components of digital marketing is search engine optimization (SEO). SEO is the process of optimizing a website for search engines so that it appears at the top of search engine results pages (SERPs). This can be done by using keywords in the website's content, meta tags, and URLs, as well as building backlinks from other websites. By improving a website's visibility in search results, businesses can increase the chances of attracting potential customers to their website (Matta et al., 2020, Chaffey & Ellis-Chadwick, 2019; Hollebeek & Macky,2019)
Social media marketing is another important aspect of digital marketing. Social media platforms like Facebook, Twitter, Instagram and LinkedIn are powerful tools for businesses to connect with their target audience and promote their products and services. Businesses can use social media to share news, updates and special promotions, as well as to engage with customers through comments and direct messages (Fatima et al., 2022; Langan et al., 2019; Saleem et al., 2022; Hollebeek & Macky,2019).
Email marketing is another effective digital marketing strategy. Businesses can use email marketing to send personalized messages to their target audience, promoting their products and services, and keeping customers informed about new developments. Email marketing can also be used to segment customers into different groups, allowing businesses to tailor their messages to specific audiences.