THE IMPACT OF DIGITAL TWIN TECHNOLOGY ON MARKETING

Abstract

By creating digital representations of items, the digital twin concept bridges the gap between the physical and virtual worlds. Digital twin is an emerging technology that has recently received a lot of attention. With advancements in data acquisition, processsing, simulation, visualization and many other associated technologies, the concept of digital twin becomes more mature and applicabale in numerous application domains where it has proven to be advantageous. In the marketing domain, the digital twin is a step towards implementing a customer-centric marketing approach. Marketing tactics can be modified and targeted based on collected data on customer activities, behavior, thoughts, and feelings, hence resulting in the increased marketing effectiveness. This paper attempts to summarize the impact of digital twin in the marketing domain, outlining all related benefits and challenges.