Abstract
This study aims to explore how big data and the Internet of Things can improve the economic benefits of enterprises in online marketing. We first introduced the concept and development trend of big data, Internet of Things, and Internet marketing and then collected a large number of empirical data through the design and implementation of questionnaire survey. Our data analysis results show that the level of use of big data and the Internet of Things has a significant positive impact on business sales. However, there are also some problems and challenges in the implementation of big data and the Internet of Things, such as resource and technology limitations, and legal and ethical issues such as data security and privacy protection. Therefore, we suggest that enterprises should reasonably plan the use of big data and the Internet of Things according to their own resources and capabilities, while constantly upgrading their own technical level, focusing on data security and privacy protection, and tracking the latest technology and market trends. In addition, the government and industry organizations should also formulate and improve relevant policies and standards to support the development of big data and the Internet of Things and protect the interests of consumers. In general, big data and the Internet of Things provide new opportunities and challenges for enterprise online marketing, which need further research and discussion.
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