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

Abstract

This section introduces marketing from a digital-technological point view, following the popular digitalization processes of corporations. This review thus also describes the current landscape of digital marketing. Digitalization is supposed to be "unavoidable" [2], i.e. it becomes the foundation of applied marketing. With regards to digital marketing in combination with web-based services, marketers are experiencing an epoch "(…) of technology explosion and easy access to it by consumers (…)." [3] 1) Marketing Intelligence as IT-marketing and Big Data Marketing The introductory part of this paper concentrates on the term "marketing intelligence" in order to trace the path from digital data techniques to social engineering. The term "intelligence" is anything but new. As early as the 1960s, Kelley formulated the significance of marketing intelligence for management in the age of the information revolution. Even then, an increase in data volumes had been diagnosed [4]: Market information can be compared with that of military intelligence services. Top management staff must set up information channels at all data collection points. He proposes to create a novel position of "vice

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“…DL consists of a set of neural network models with multiple layers and units on the same network. DL is the newest form of ML; however, it is not the only one used in DS ( Lies, 2019 ). There are different other approaches to the data using ML (see Table 4 for a summary).…”

“…strategies to sponsor ads in search engines or in advertising space on banners in websites; as well as Social Media Marketing (SMM), i.e. strategies of interacting with users on social networks through social ads ( Lies, 2019 , Palos-Sanchez et al, 2019 ).…”

What Skills Make a Salesperson Effective? An Exploratory Comparative Study among Car Sales Professionals

“…The market knowledge process entails a number of behavioral activities that generate information about customers needs as well as competitors' products and strategies (Li and Calantone, 1998). The market information acquisition, interpretation, and then integration on the organization system require an implementation of an operational CRM and a competitor information system (CIS), which are part of the marketing intelligence of an organization (Fletcher and Donaghy, 1993;Li and Calantone, 1998;Ahearne et al, 2004 ;Lies, 2019).Therefore, to build and possess market knowledge, the salespersons should acquire technology skills to easily adopt sales force automation (SFA) technology. SFA is a conduit of an organization's existing pool of intellectual capital to salespeople (Mariadoss, 2014) and hence a basis of their marketing skills.…”

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