THE REALITY OF INTERNET OF THINGS (IOT) IN CREATING A DATA-DRIVEN MARKETING OPPORTUNITY: MEDIATING ROLE OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

摘要

Internet of things is a word used in many industries and it refers to the spread of devices and programs that have the ability to capture information, record it or send it automatically. Current study aimed at examining the ability of Internet of Things (IoT) in creating a data-driven environment that supports marketing approaches through the mediating role of customer relationship management (CRM). Achieving aim was done depending on quantitative approach, and utilizing a questionnaire which was distributed on (94) marketing managers within e-marketing and advertising organizations in Jordan. Results of study indicated that IoT facilitates the data gathering, classification, and identification for marketers in order for them to be able to target their customers and present better oriented marketing strategies. The fact that CRM highly depends on data appeared to help IoT in presenting marketing opportunities for marketers around the world. Study recommended increasing investments in developing smart applications that are able to tackle the massive amount of data generated by IoT applications and developing personal and relevant customer experiences without being intrusive. Implications of study can be summarized in the fact that Internet of things can be considered as a powerful tool in the marketing industry, but it has just begun to use its potential in order to reach high-quality modeling. The current study can be a source for organizations to make a difference in the marketing industry by realizing the real value that will come from the Internet Things related to machine decision-making and decision-making.