Barriers to Successful Implementation of the Internet of Things in Marketing Strategy
نویسنده
چکیده
The steady rise in technological advancements has provided marketers with numerous opportunities to connect with consumers. One such innovation has been the web of interconnected devices known as the Internet of Things (IoT). However, new digital channels such as this present communication teams with both opportunities and challenges. This paper aims to bring understanding to a series of barriers that prevent marketing teams from implementing IoT strategies at scale. In addition, it examines the identified barriers through the widely used Technology Acceptance Model [1].
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