Internet of Everything Driven Neuromarketing: Key Technologies and Challenges

TL;DR

This paper explores how the Internet of Everything (IoE) can enhance neuromarketing techniques by integrating IoE devices, addressing current challenges, and identifying emerging trends to better understand consumer behavior.

Contribution

It provides a comprehensive analysis of IoE applications in neuromarketing, highlighting new technological solutions and discussing research challenges and future directions.

Findings

IoE devices enable new neuromarketing applications

Integration of IoE enhances understanding of consumer responses

Identifies key research challenges and emerging trends

Abstract

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.