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Digital Marketing Applications

Edited By Hatice Aydin

To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. This volume examines the concept of digital marketing, which constitutes a new agenda in discussions on marketing and has new applications and trends. The contributions give an overview about important technologies behind digital marketing and cover deep studies from marketing discipline that evaluate digital marketing, applications, and new trends.

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2 The Internet of Things and Digital Marketing


Orhan Duman

2   The Internet of Things and Digital Marketing


Along with the developing technologies, the Internet has become an important part of human life. Although the Internet entered human life primarily through computers, it affected people’s lives much more deeply with the widespread use of smart phones. The Internet of Things (IoT), which was integrated into the life with smart phones, is expanding towards smart wearable products and the sectors of health and transportation day by day. The use of IoT in daily activities increases the life quality of consumers and affects and directs the marketing sector and the development of global economy. According to estimations, about 2–3 billion people are expected to use the Internet in 2025, and the economic growth affected by the IoT is predicted to be between $2.7 trillion and $6.2 trillion (Manyika et al., 2013). In 2020, it is expected that the market of IoT wearable technologies will have 411 million devices, and its market value will exceed $34 billion (GSMA, 2016).

The concept of IoT, which has a significant place in digital marketing activities, and its yields should be examined in a detailed way in terms of marketing. From this point of view, the purpose of this chapter is to analyze the concept of IoT in terms of businesses and consumers from the perspective of digital marketing.

1 The Internet of Things (IoT)

The IoT is defined as a...

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