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

TitleMarketing Intelligence and Big Data: Digital Marketing Techniques on their Way to Becoming Social Engineering Techniques in Marketing
Publication TypeJournal Article
Year of Publication2019
AuthorsLies, J.
JournalInternational Journal of Interactive Multimedia and Artificial Intelligence
ISSN1989-1660
IssueRegular Issue
Volume5
Number5
Date Published06/2019
Pagination134-144
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.

KeywordsBig Data, Digital Marketing, Marketing 5.0, Marketing Intelligence, Social Engineering
DOI10.9781/ijimai.2019.05.002
URLhttps://www.ijimai.org/journal/sites/default/files/files/2019/05/ijimai_5_5_16_pdf_13983.pdf
AttachmentSize
ijimai_5_5_16.pdf275.94 KB