Internet of Things in Marketing: The Customer Experience

Undoubtedly, the Internet of Things (IoT) possesses the capacity to enhance customer experiences. The exponential growth of technology has had a profound influence on various aspects of enterprises. In addition, the Internet of Things (IoT) facilitates the exchange of data, facilitates the control of inventory, enhances security measures, and contributes to heightened levels of efficiency and production. The purpose of the chapter is to review the literature to understand how IoT is used in marketing to affect customer experience. IoT has the capability to revolutionize current business models by facilitating novel interactions and establishing new partnerships between organizations and their customers. Adopting the end-customer standpoint offers guidance and illuminates potential avenues for the creation of services that are embraced and financially supported by both enterprises and customers. This will facilitate the development of novel and inventive services, thereby fundamentally transforming operational practices across several sectors in the future. The contemporary customer base is undergoing a transformation, wherein they are increasingly accustomed to immediate accessibility. Consequently, they now anticipate that their consumption and purchasing encounters will be characterized by immediacy, distinctiveness, and emotional resonance. Therefore, it is imperative for organizations to gain a comprehensive understanding of the fundamental shifts in consumer habits in order to develop appropriate and pleasurable customer experiences across both online and offline channels. In the preceding study, the focus was on the emergence of a novel type of consumer, with particular attention given to the evolution of their social standing, requirements, and their involvement in the brand or company's interactions. 

Keywords: Customer, Experience, Internet of Things, Internet, Technology.