TY - JOUR
KW - Big Data
KW - Digital Marketing
KW - Marketing Intelligence
KW - Social Engineering
KW - Marketing 5.0
AU - Jan Lies
AB - This 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.
IS - Regular Issue
M1 - 5
N2 - This 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.
PY - 2019
SP - 134
EP - 144
T2 - International Journal of Interactive Multimedia and Artificial Intelligence
TI - Marketing Intelligence and Big Data: Digital Marketing Techniques on their Way to Becoming Social Engineering Techniques in Marketing
UR - https://www.ijimai.org/journal/sites/default/files/files/2019/05/ijimai_5_5_16_pdf_13983.pdf
VL - 5
SN - 1989-1660
ER -