Digital Marketing Impact of Big Data

Abstract

Customers are using digital channels more frequently due to technical advancements, making it possible for marketers to collect and exploit consumer data in real-time. This data is generated and acquired in real-time, around-the-clock, seven days a week, allowing the marketing industry to determine which efforts were successful and which were unsuccessful. By superimposing several data sets, such as social media posts, money spent on product promotion, the business can determine which efforts were effective and which were failed. This allows them to immediately modify their marketing strategies. Big data analytics is an important tool for business marketing, but has been understudied. Considering and analysing how Big Data has already impacted various industries is necessary to give a solution to this issue. Exploring the opportunities and challenges raised by this topic is important because, as technology develops at a constantly rising rate, industries must be able to adapt if they are to find new customers and flourish. The key is just being able to categorize the market and grow customer personas based on factors like activities, purchasing patterns, preferences, locations, and much more. In this paper several important points regarding the increasing use of digital channels and the collection and analysis of consumer data in real-time by marketers is discussed. Big data analytics has indeed become a crucial tool in modern business marketing. By leveraging large and diverse data sets, businesses can gain valuable insights into customer behaviors, preferences, and trends. This information allows them to make data-driven decisions and modify their marketing strategies promptly.