SMART Marketing
Introduction
In contrast to traditional marketing, where communication is static and limited in terms of personalisation, digital marketing tools have introduced interactivity and the ability to tailor content to the specific audience. The next stage of development is SMART marketing, which relies on the use of data, automation, and advanced technologies such as AI, IoT or immersive technologies to create consumer experiences. As a result, marketing communication is becoming increasingly contextual, personalised and integrated, which forms the basis for the effective functioning of the omnichannel model. Practice shows that the modern consumer no longer operates exclusively within a single communication channel, but instead moves freely between various touchpoints, both online and offline (Błażewicz, 2021). In this context, it is worth taking a closer look at Internet of Things technologies and virtual and augmented reality solutions, as well as Artificial Intelligence.
The Internet of Things enables the integration of devices and the collection of information in the physical world (Szozda, 2017), which allows marketing communications to be better tailored to the audience’s current activities and the overall context. AR and VR technologies, in turn, expand the scope of interaction with a brand, enabling the creation of engaging and immersive experiences that combine elements of the physical and digital worlds (Berbeka, 2016). Artificial intelligence is a comprehensive technology which, through data analysis and machine learning, is capable of integrating cognitive functions, recognizing emotions, and even making decisions (Lu, 2024).
IoT
The Internet of Things is a concept first formulated in 1999 by Kevin Ashton. It refers to a system in which physical objects, equipped with special sensors, are able to communicate and exchange data with computers and other devices. This process takes place via various network solutions, in particular wireless technologies (Mącik, 2016).
In practice, this concept began to take shape in 2008–2009, when the number of devices connected to the Internet exceeded the world’s population. For this reason, this period is often regarded as the actual start of the practical implementation of the Internet of Things (Evans, 2011).
Technological solutions related to the Internet of Things are designed to automate devices in private, public and professional environments. Their main aim is to improve the efficiency of space management, time management and security. Furthermore, they enable the remote control of objects and devices, for example via mobile applications.
In practice, the Internet of Things, based on objects and devices equipped with sensors – often referred to as smart objects – differs from the traditional understanding of the Internet, which is based on data servers connected to users’ access terminals. In the Internet of Things, data transmission between objects plays a key role, while human interaction takes place mainly in response to current needs and specific requests.
VR&AR
Virtual reality can be understood as a computer-generated environment that mimics real-world space, enabling the user to interact with and participate in the experience being created (Banerjee-Guénette et al., 2020). Augmented reality, on the other hand, involves supplementing the user’s real-world environment with information, objects and simulations generated using computer technology (Peddie, 2017).
Both solutions are classified as immersive technologies, as their essence lies in enhancing the user’s sense of presence and engaging them with digital content. However, they differ in the extent to which they alter perceived reality. Augmented reality (AR) enables digital elements such as illustrations, content, simulations or other visual forms to be superimposed onto the user’s real-world environment (Peddie, 2017). Virtual reality (VR), on the other hand, creates a fully digital environment, forming an alternative version of reality (LaValle, 2023). Marketing communication using such technologies therefore takes the form of an experience in which the recipient is not merely a passive observer, but an active participant in the interaction with the brand or its product range.
The use of AR and VR technologies in marketing enables the presentation of products and services in a more engaging and interactive manner, tailored to the individual needs of the user. For example, AR solutions allow products to be ‘tried on’ virtually or visualised in a real-world environment (Sunan et al., 2023), while VR can be used to create simulations of brand-related experiences (Soni, Yadav, Soni, 2022). Such applications contribute to building stronger relationships with consumers and increase their level of engagement.
AI
The development of digital technologies has significantly transformed contemporary digital marketing, particularly in the areas of content creation, communication, and consumer engagement. In this context, the use of artificial intelligence to create content—including text, images, music, video, as well as visualisations and other forms of design—appears particularly relevant (Muller et al., 2022).
Artificial intelligence in digital marketing should not be viewed merely as a technological tool, but as part of a broader decision-making infrastructure, in which data resources, analytical capabilities, and management and control mechanisms remain equally important (Shrestha et al., 2019; Hicham, Nassera, Karim, 2023). Such systems are widely applied in sectors where complex datasets are analysed, such as healthcare, the automotive industry, finance, and retail (Zhang, Li, 2021). This results from its capacity for significant streamlining of decision-making processes and the automation of tasks (Jelonek et al., 2019; Jarosz, 2023). For example, artificial intelligence is used in organisations to process vast amounts of customer data, thereby enabling personalised marketing communications and closer alignment with the needs and expectations of consumers (Błażewicz, 2021; Pathak, Sharma, 2022).
The use of artificial intelligence not only streamlines marketing activities but also transforms the overall approach to marketing decision-making. Thus, the effectiveness of initiatives implemented using artificial intelligence therefore depends on the organisation’s resources, its ability to integrate IT systems, as well as its capacity for learning and level of digital maturity.
Conclusion
Emerging innovations and transformations are also driving changes in the way marketing communication is conducted (Nesterenko, Miskiewicz, Abazov, 2023). The integration of the physical and digital worlds, made possible in part by AI, IoT and immersive solutions, is leading to a shift in the role of marketing communication. In the classical approach, three basic functions of marketing communication are identified: informational, persuasive, and competitive (Wiktor, 2013). Increasingly, however, in an omnichannel environment, marketing communication is becoming part of a broader consumer experience designed to build long-term relationships. Today, the consumers are no longer merely a recipient of promotional activities but is encouraged to adopt an active role, becoming a brand advocate (Kotler, Kartajayi, Setiawan, 2017). Marketing communication thus takes on a contextual and situational character, and its effectiveness depends on the extent to which it is tailored to the users’ current needs and activity. As a result, solutions enabling the precise identification of a consumer’s presence in physical space and its integration with digital communication systems” are becoming increasingly important.
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