Internet of things application in digital marketing to improve the efficacy of a company

Economic Annals-XXI: Volume 204, Issue (7-8), Pages: 15-20

Citation information:
Aldouri, S. N. M. (2023). Internet of things application in digital marketing to improve the efficacy of a company. Economic Annals-XXI, 204(7-8), 15-20. doi:

Seror Naji Mohsin Aldouri
M.Sc. (Business Administration),
Department of Business Administration,
College of Administration and Economics,
University of Samarra
University Str., Salh al Deen, Samarra, 34010, Iraq

Internet of things application in digital marketing to improve the efficacy of a company

Abstract. The expansion of digital marketing at the international level has been so fast and the benefits associated with it are clearly increasing day by day that developing countries are strongly encouraged to use it and each of them has specific programs to implement it. After telecommunication networks of computer, Internet and mobile phone, Internet of things (IOT) is considered as the third development in the global information industry, which has attracted the attention of many organizations and customers. This technology, relying on the intelligentization of objects and the use of internet platforms, is able to create wide and diverse services in e-commerce. This is while the demands of users for more diverse and better-quality services through the Internet are increasing. In this paper, application of IOT in digital marketing has been introduced and the effects of using it to increase efficiency and create innovation in the company have been discussed. The statistical sample in this research included all the managers of small and medium companies in Baghdad, which was determined as the statistical sample size of 275 based on the Krejcie Morgan table. Data analysis was done by the method of structural rates, which was used in this article by the method of least squares. The results showed that the use of IOT and electronic commerce had a positive and significant impact on the performance of companies (financial, internal processes, customers, development and innovation). The results of this research show that IOT technology has provided the basis for improving performance and providing better services in digital marketing by creating an integrated and strong database of suppliers, manufacturers, distributors, customers and products. Also, in the last part of the article, the implementation framework of this technology in e-commerce for the use of the country’s managers in various industries is presented.

Keywords: Digital Marketing; IOT; Company Efficacy; Costumer; Innovation

JEL Classifications: Е24; Е41; Е64; I18; J28; J31

Acknowledgements and Funding: The author wishes to express gratitude to the University of Samarra and to everyone who contributed and helped in completing this work.

Contribution: The authors contributed equally to this work.

Data Availability Statement: The dataset is available from the author upon request.



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Received 20.03.2023
Received in revised form 12.04.2023
Accepted 16.04.2023
Available online 27.08.2023