The role of informational marketing system to increase business environment competitiveness

Abstract

Big data refers to the vast quantity of data that is currently being generated and captured in a variety of formats and from several disparate sources. Big data is continuously changing the way organizations and people do business, discover insights and interact with one another, even increasing the competitiveness of the business environment. To obtain value from this data, companies need a cohesive set of solutions to capture, process, analyze information and discover new insights to further developing and increasing the associated Informational Marketing Systems. The increase of digital channels has created plenty of new challenges for marketers today, as consumers interact with organizations much differently than they did in previous years. This study aims to explore the role of technology and, more precisely big data as a part of the Informational Marketing System and how it contributes to customers' experience and businesses. This paper provides an in-depth integrated view of big data relevant to opportunities and challenges that marketing encounters. Moreover, this research attempted to help understanding the current state of big data in terms of marketing development and its popularity in this area. Over and above, studies show that analysis is still in early stages in big data applications and practices to marketing, thus, making it necessary to promote more continuous efforts towards the business for big data to develop in the marketing domain. The results of the report showed the vast potential of big data in marketing and further study is required to fully understand and profit from this tool. We concluded that technology changes create an absolutely new type of marketing discipline. Furthermore, it opens new insights into the topic area by highlighting further future studies and research directions.