Internet of Everything Driven Neuromarketing: Key Technologies and Challenges
It addresses the challenge of adapting to rapidly changing customer behaviors for marketing strategies, but is incremental as it reviews existing technologies and trends.
This paper explores how the Internet of Everything (IoE) can enhance neuromarketing techniques by discussing applications in eleven groups of techniques to provide solutions for understanding customer motivations and decisions.
Preserving customers' expectations and understanding factors affecting their purchasing decisions would significantly affect designing effective marketing and advertising strategies. However, constantly and swiftly changing the customers' interests and consumption behaviors, make it inevitable to utilize the sophisticated tools and approaches based on advanced technologies. Among them, neuromarketing by measuring the customers' physiological and neural signals, studying the consumers' cognitive, and affective responses to marketing stimulus, provides deep insight into the customers' motivations, preferences, and decisions. Recently, the Internet of Everything (IoE) has brought many new opportunities to the industry and has attracted the attention of many researchers in recent years. The main objective of this paper is to address how the Internet of Everything (IoE) would empower neuromarketing techniques. In particular, applications of IoE gadgets and devices in eleven groups of neuromarketing techniques are discussed to present numerous solutions that would help meet this goal. Moreover, we present an in-depth understanding of current research issues as well as emerging trends.