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

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

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 rev...

Saved in:
Journal Title: International Journal of Interactive Multimedia and Artificial Intelligence
Author: Jan Lies
Palabras clave:
Language: Undetermined
Get full text: https://www.ijimai.org/journal/sites/default/files/files/2019/05/ijimai_5_5_16_pdf_13983.pdf
https://www.ijimai.org/journal/node/3101
Resource type: Journal Article
Source: International Journal of Interactive Multimedia and Artificial Intelligence; Vol 5, No 5 (Year 2019).
DOI:
Publisher: Universidad Internacional de La Rioja
Usage rights: Reconocimiento (by)
Subjects: Physical/Engineering Sciences --> Computer Science, Artificial Intelligence
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.