Utilising the Internet of Things to Enhance Customer Relationship Management in the field of Digital Marketing

An increasing number of consumers are eager to invest in and benefit from the IoT. Research indicates that by 2020, there will be over 30 billion connected devices, and by 2024, the market for IoT systems is projected to reach $7.6 billion. This paper will focus on the ways in which internet of things (IoT) data could enhance customer relationship management (CRM). An empirical examination was conducted using research methods that utilised qualitative conversations with twelve CRM or innovation marketing experts in 2020 who actually had been engaged with retailer IoT projects. According to the results, companies can anticipate their client's actions and better meet their needs by analysing stored data. Furthermore, due to their lack of knowledge about programming and interaction options, the majority of organisations simply require the establishment of a conventional CRM system. This allows for the integration of data collected from particular IoT devices with data collected from other sources as well. When all of these moving parts are in sync, it's much easier to understand what the client preferences, requirements, and the products or services they're planning to buy.