Running head: ROLE OF BIG DATA IN DIGITAL MARKETING 1

Role of Big Data in Digital Marketing

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Role of Big Data in Digital Marketing

Big data is simply a term used to refer to the voluminous amount of data either

structured or unstructured by a company that cannot be processed or analyzed using

traditional means. However, this data is vital such that when analyzed can point out

interesting aspects of the context the data was obtained from the financial position of the

organization. The concept of big data is now becoming the norm with almost all fields being

computerized (LABS, 2017). There remains a challenge in the collection, storage and

analysis of this particular data for the purpose of obtaining sensible inferences

The concept of big data can be advantageous when doing digital marketing in a

number of ways. Firstly, the data visualization tools can help boost your campaign. The

implication of this is that customers want a concise, easy-to-read representation of the data

affecting them (Tunner, 2016). Data from the past can also help you predict future trends or

the readiness to accept change in a case where you are introducing a new product to your

customer base.

Data collected from browsers and cookies can help the advertiser do target marketing

such that ads appear in accordance with previous sites visited by that customer (Saran, 2018).

Target marketing, in this case, means if someone is in the tech field ads relating to that field

are displayed to them. Real-time customer insights and reviews help the owner of the

business know what to improve or change. The concept of big data can also be applied to the

pricing of items whereby the retailer collects prices of similar vendors and computes a price

that will favour the client and still be within the profit limit needed. This helps in beating

competition as obviously customers will go for the fairest of prices.

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References

LABS, x. (2017). How Is Big Data Influencing Digital Marketing Strategy? Retrieved from

www.xcubelabs.com: https://www.xcubelabs.com/our-blog/how-is-big-data-

influencing-digital-marketing-strategy/

Saran, J. (2018). How Can Big Data Contribute To Digital Marketing Success? Retrieved

from www.forbes.com: https://www.forbes.com/sites/theyec/2018/11/08/how-can-

big-data-contribute-to-digital-marketing-success/#262bb8dd1ca8

Tunner, J. (2016). Understanding the Role of Big Data in Digital Marketing Success.

Retrieved from 60secondmarketer.com:

https://60secondmarketer.com/blog/2016/10/16/big-data-digital-marketing/