Marketing Intelligence and Big Data: Digital Marketing Techniques on their Way to Becoming Social Engineering Techniques in Marketing
Year: 2019
Type: article
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.
Author: Jan Lies
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2947746579