The role of consumer data in marketing: A research agenda

Blasco‐Arcas, Lorena; Lee, Hsin-Hsuan Meg; Kastanakis, Minas N.; Alcañíz, Mariano; Reyes-Menéndez, Ana

doi:10.1016/j.jbusres.2022.03.054

Cited by 25 publications

(7 citation statements)

References 161 publications

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“…The 2022 data has a timeline from January to the middle of July. It illustrates and justifies the importance of the topic both from scientific and practical perspectives(Blasco-Arcas et al, 2022).…”

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confidence: 55%

“…Nevertheless, the existing literature mainly explores the technical aspects and highlights the producer's perspective of the features (Bayer et al, 2021). Numerous researches and publications in the field of the Internet of Things that have gained attention are focused on highlighting the technical support and summarizing general recommendations for developing customer insides towards maximization of benefits (Blasco-Arcas et al, 2022). Such observations underscore a critical gap: the evaluation of IoT's real-world implications on marketing practices remains relatively untouched terrain.…”

Section: Conclusion Discussion and Further Researchmentioning

confidence: 99%

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Systematic Review: Opportunities and Barriers to Online Marketing Caused by the Development of the Internet of Things

Nikolaev

2024

Business: Theory and Practice

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The current research aims to systematically review the impact of the Internet of Things (IoT) on online marketing, focusing on its opportunities and challenges. Using the PSALSAR methodology, this research delves deep into the literature to understand the nature of IoT influences. The analysis reveals that while IoT offers transformative potential for online marketing, it brings with it significant challenges. Among these challenges are concerns about security, consumer perceptions, and sustainability. Furthermore, there is a noticeable gap concerning the quantifiable impact of IoT on B2B online marketing effectiveness and the long-term customer perceptions of IoT-integrated products. The estimation of effects and opportunities as well as a detailed description of challenges is an important step in every technological development.

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confidence: 55%

Section: Conclusion Discussion and Further Researchmentioning

confidence: 99%

Systematic Review: Opportunities and Barriers to Online Marketing Caused by the Development of the Internet of Things

Nikolaev

2024

Business: Theory and Practice

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“…As new technologies emerge, consumer demand for digital products and services grows. Businesses must accelerate digital transformation to provide a more personalized and convenient consumer experience [19]. Meanwhile, the younger generation of consumers will become the leading force in the market.…”

Section: Consumer Insightmentioning

confidence: 99%

The Importance of Consumer Insights for Precision Marketing in the Era of Big Data

2024

AEMPS

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E-commerce developed so far has gradually changed from a crude incremental dividend to a refined operation, which examines the operation, marketing, technology, and serviceability of enterprises due to the highly intense competition. To maintain an advantage in the competition and achieve business growth, enterprises need to improve their influence continuously and seize opportunities to attract consumers attention. Precision marketing has become one of the critical factors. The prerequisite for precision marketing is to have precise insights into consumers. The arrival of the big data era provides new ways and means for enterprises to gain insight into consumers. This article mainly emphasizes that enterprises can make use of all kinds of data, from collecting and organizing consumer data to final formulating marketing strategies and improving the marketing strategy through consumer insight research, rather than using the traditional method of depicting consumer profiles and one-sided formulation of marketing strategy. The article introduces the big data era, explains the necessity of consumer insight, and states the relationship between big data and precision marketing. Additionally, it describes consumer insight, mainly from utilizing big data to analyze the consumers and understand the advantages and potential loopholes of big data-driven consumer insight. With the popularization of the Internet and mobile devices, the traces left by users are becoming more comprehensive and wealthier. It is crucial for enterprises to conduct data analysis to dig and analyze consumer habits, experiences, and values to tightly link consumer insights and marketing communications to carry out precision marketing.

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“…These techniques are used to uncover consumers' decision-making or preferences. Behavioural techniques comprise observation, data analysis (Alsharif et al, 2023;Yadete & Kant, 2023;Mariani et al, 2022), clickstream analysis, experience analysis, simulation, in-store experiments, and product testing (Blasco-Arcas et al, 2022;Mariani et al, 2022). The researchers insist on integration of different neuromarketing techniques since it can provide a more comprehensive understanding of consumers' behaviour (Alsharif et al, 2023;Antoniak, 2020;Garczarek-Bąk et al, 2021).…”

Section: Source: Authors' Own Developmentmentioning

confidence: 99%

Harnessing Neuromarketing Techniques to Enhance Brand Engagement

2023

Futurity of Social Sciences

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Neuromarketing is an interdisciplinary concept that has become a unique phenomenon supplying valuable information about unconscious behaviour to increase the effectiveness of marketing strategies. The article focuses upon the impact of neuromarketing techniques on enhancement of brand management, including their current application, advantages, and ethical concerns. The research objectives are aimed at the analysis of trending neuromarketing techniques; description of benefits of neuromarketing; and outlining of its ethical considerations and threats. The paper presents a mixed-methods study, adopting in-depth interviews to collect marketers’ opinions about the use of neuromarketing techniques in brand management, their advantages and challenges. The data was collected through in-depth interviews conducted in online and in-person modes. We involved 114 representatives of different companies who work in marketing field and apply neuromarketing techniques. The survey was carried out in August-November, 2023. The survey showed that neuromarketing techniques are widely used in brand management for deeper understanding of consumers’ behaviour, optimization product design, or building more effective advertising. The frequency of use depends on the category of neuromarketing techniques since some of them are more applicable in brand management due to lower cost and reduced complexity. Also, we differentiated six groups of integrated neuromarketing techniques. During the survey we found that neuromarketing raises certain ethical considerations and potential threats that we need to address to enhance brand management. The study results enable us to explain practical steps to implement neuromarketing techniques in brand management. The findings may be implied by marketing departments while planning brand campaigns.

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The role of consumer data in marketing: A research agenda

Cited by 25 publications

References 161 publications

Systematic Review: Opportunities and Barriers to Online Marketing Caused by the Development of the Internet of Things

Systematic Review: Opportunities and Barriers to Online Marketing Caused by the Development of the Internet of Things

The Importance of Consumer Insights for Precision Marketing in the Era of Big Data

Harnessing Neuromarketing Techniques to Enhance Brand Engagement

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