University of Twente Student Theses


The Internet of Things: A Marketing Tool for the Food Industry?

Pfeiffer, Charlotte (2018) The Internet of Things: A Marketing Tool for the Food Industry?

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Abstract:Smart established databases for better CRM practices, communicating packaging designs or automated social media posts - all of these examples offer marketers the chance to connect with costumers on a new level through the integration of the Internet of Things. Within the Industry 4.0, an increasing number of physical products are equipped with sensors or RFID that connect them to the Internet. A network of interconnected smart objects is known as the Internet of Things. Large amounts of data are generated through this network, which promotes digital transformation and leaves businesses or specifically marketers with the challenge of how to use this amount of data effectively. Although IoT data is expected to be of great value for businesses, it is not yet known how this data can be used as a marketing tool in the food industry and what value this might have. Therefore, the purpose of this study is to identify the value of an IoT- implemented marketing tool in the food industry. By means of a literature review, expert interviews in the field of digital marketing and an interview at a confectionery - producing company being an example for the food industry, this study examines three applications such as (1) smart CRM, (2) smart packaging and (3) predictive social media activities. All of the three options deliver promising outcomes in regard to the optimization of targeted promotions.
Item Type:Essay (Bachelor)
Storck Ibérica, Barcelona, Spain
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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