Marketing Intelligence and Big Data: Digital Marketing Techniques on their Way to Becoming Social Engineering Techniques in Marketing
Open Access
- 1 January 2019
- journal article
- research article
- Published by Universidad Internacional de La Rioja in International Journal of Interactive Multimedia and Artificial Intelligence
- Vol. 5 (5), 134-144
- https://doi.org/10.9781/ijimai.2019.05.002
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 amplifes traditional outbound marketing with inbound marketing.Keywords
This publication has 22 references indexed in Scilit:
- Advanced social engineering attacksJournal of Information Security and Applications, 2015
- Near Field Communication: Technology and Market TrendsTechnologies, 2014
- Effects of relational proclivity and marketing intelligence on new product developmentMarketing Intelligence & Planning, 2013
- Social networks and Web 3.0: their impact on the management and marketing of organizationsManagement Decision, 2012
- Macro‐social marketing and social engineering: a systems approachJournal of Social Marketing, 2012
- Measuring the Lifetime Value of Customers Acquired from Google Search AdvertisingMarketing Science, 2011
- Measuring Soft-Sell Versus Hard-Sell Advertising AppealsJournal of Advertising, 2010
- Social media: The new hybrid element of the promotion mixBusiness Horizons, 2009
- Using open source data in developing competitive and marketing intelligenceEuropean Journal of Marketing, 2008
- The Marketing Mix Revisited: Towards the 21st Century MarketingJournal of Marketing Management, 2006