Die Digitalisierung der Kommunikation im Mittelstand

Lies, Jan

doi:10.1007/978-3-658-17365-4

Cited by 22 publications

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“…These live-features are new for traditional marketing as outbound marketing, as the technical possibilities of web solutions have increased the expectations of marketing: "Real-time Marketing depicts the realtime response to customer demand, which is technically representable with real-time advertising, real-time bidding (online auction prices for advertising) and other applications." [20] Current applications of real-time marketing also include, for example social listening, i.e. the recording, analysis, and evaluation of posts, shares, and likes in social media to capture the mood and the opinion of the media as a form of real-time marketing research.…”

Section: ) Marketing Intelligence As Real-time Marketingmentioning

confidence: 99%

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

Lies¹

2019

IJIMAI

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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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Section: ) Marketing Intelligence As Real-time Marketingmentioning

confidence: 99%