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...
| 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). |
| Publisher: | Universidad Internacional de La Rioja |
| Usage rights: | Reconocimiento (by) |
| Categories: | 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. |
|---|
