A Design of Strategic Real-Time Marketing Model in Smart Cities Based on the Internet of Things in the Fourth Industrial Revolution

Document Type : Research Paper


1 Department of Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.

2 Department of Management, Supreme National Defense University, Tehran, Iran.

3 Department of Management, Ghazali Higher Education Institute, Ghazvin, Iran.


Real-time marketing is an influential factor in creating a high engagement audience and is identified as event-driven marketing by instantly connecting with the customer based on events. Modern audiences are more expectant than ever, and the time has come when no one waits 24 hours for an update. Instant forms of communication (e.g., short message service, instant messaging, and social media services) remind us of the need for real-time marketing. The present study aimed to design a strategic real-time marketing model based on the Internet of Things (IoT) in smart cities in the fourth industrial revolution (4IR) in order to enable timely action on events and triggers on digital channels to capture pure moments with automation platforms and analytical and cognitive tools. In the current research, we applied a mixed-method and grounded theory with a systematic approach attributed to Strauss & Corbin to analyze the data and designed a model using three open, axial, and selective coding techniques. Data were collected using library and snowball sampling methods. The questionnaire was provided to managers and specialists following the identification of dimensions, criteria, and related sub-criteria, and the results were analyzed in an independent t-test. Moreover, the dimensions and components were prioritized applying the AHP technique. According to the results, entering the era of the 4IR, social media and mobile phones has shifted the common paradigms and the realization of scientific myths. Destructive technological stimuli with exponential growth and super-tendencies resulting from these transformations will create new images in the media, which highlights the optimization of micro-moments at the time of need to express goals and turn them into the content.