01447nas a2200217   4500000000100000000000100001008004100002260001200043653001300055653002200068653002700090653002300117653001800140100001300158245013800171856009700309300001200406490000600418520079100424022001401215       2019                            d  c06/201910aBig Data10aDigital Marketing10aMarketing Intelligence10aSocial Engineering10aMarketing 5.01 aJan Lies00aMarketing Intelligence and Big Data: Digital Marketing Techniques on their Way to Becoming Social Engineering Techniques in Marketing  uhttps://www.ijimai.org/journal/sites/default/files/files/2019/05/ijimai_5_5_16_pdf_13983.pdf  a134-1440 v53 aThis contribution reviews the vast scope of digital application areas, which shape the digital marketing landscape and coin the present term “marketing intelligence” from a marketing technique point of view. Additionally, marketing intelligence as social engineering techniques are described. The review ranges from digital IT- and big data marketing until marketing 5.0 as digitalized trust marketing. The multiplicity of applications and interdependencies of the digital and social techniques reviewed should show that big data and marketing intelligence have already become a marketing reality. It becomes clear that marketing is witnessing a methodological, technical and cultural paradigm shift that augments and amplifies traditional outbound marketing with inbound marketing.  a1989-1660