Understanding the Relationship Between IoT and Digital Marketing: A Bibliometric Analysis

1. Introduction

Internet of things (IoT) is changing the way things are done in the modern time. IoT is the interconnection of computing devices via the internet where the everyday objects are interconnected in a way that they can send and receive the data among themselves without any human intervention. It would not be wrong if the IoT is defined as the way one device interacts with another. Digital marketing (DM) on the other hand has been transforming the shape and size of the marketing concepts. Digital marketing utilizes the digital platforms including internet and has given an exposure to the new level of possibilities to the marketing world. The linkage of IoT with digital marketing is expected t help the marketers in identifying the right market, the right buyer and will help them to create the right products. Many researchers and authors believe that this combination of IOT and digital marketing needs to be explored further to create ways for the newer opportunities and developments. As an attempt to make this vision a reality, a track of what already has happened in the body of knowledge, and the ways of creating better interpretation of the proposed concept, a bibliometric analysis is proposed by way of this chapter. This chapter will extract the bibliometric data from the Scopus database, the largest database of the scientific publications, and will analyze the data to arrive at a meaningful conclusion. The results and analysis of this study is expected to underpin many new dimensions to the IoT and DM relationship. This chapter will have an implication on all the budding digital marketers, businesses and other stakeholders who are interested in the field of IoT and DM.