The aim of this research is to design a local model for smart marketing and advertising in industrial and commercial activities in the industrial metropolis of Arak. This study is exploratory in nature and qualitative in methodology, employing a grounded theory approach based on the Glaserian emergent model. The statistical population in the qualitative section consisted of theoretical and experiential experts in the field of digital marketing and advertising in industries, commercial businesses, and industrial enterprises in Arak, who were selected through purposive sampling and theoretical judgment. The data collection instrument involved semi-structured interviews with 14 experts, and the collected data were analyzed using the coding stages of Glaserian grounded theory (open, axial, and selective coding). To validate the findings, the four criteria of Guba and Lincoln (credibility, transferability, dependability, and confirmability) were employed, which were realized through strategies such as member checking, peer audit, intercoder agreement, and providing rich descriptions of the data. The reliability of the coding was also confirmed by calculating the intercoder agreement coefficient (Cohen's Kappa = 0.86). The research results indicated the identification of 22 axial codes and 5 selective codes including "Data and Integration," "Intelligence and Analysis," "Content and Experience," "Channels and Execution," and "Experience and Governance."

Keywords: Digital Marketing, Smart Advertising, Grounded Theory, Industrial and Commercial Businesses