Marketing Intelligence and Big Data: Digital Marketing Techniques on their Way to Becoming Social Engineering Techniques in Marketing

Author
Keywords
Abstract
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.
Year of Publication
2019
Journal
International Journal of Interactive Multimedia and Artificial Intelligence
Volume
5
Issue
Regular Issue
Number
5
Number of Pages
134-144
Date Published
06/2019
ISSN Number
1989-1660
Citation Key
URL
https://www.ijimai.org/journal/sites/default/files/files/2019/05/ijimai_5_5_16_pdf_13983.pdf
DOI
10.9781/ijimai.2019.05.002
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