Marketing 4.0: Enhancing Consumer-Brand Engagement through Big Data Analysis

Marketing 4.0: Enhancing Consumer-Brand Engagement through Big Data Analysis

Ana Isabel Jiménez-Zarco (Open University of Catalonia, Spain), Asher Rospigliosi (Brighton University, UK), María Pilar Martínez-Ruiz (University of Castilla la Mancha, Spain) and Alicia Izquierdo-Yusta (University of Burgos, Spain)
DOI: 10.4018/978-1-5225-2139-6.ch005
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Abstract

Marketing evolves in parallel with technology. During the last five years, Marketing 3.0 has become the most innovative marketing approach, but of growing, is research focusing on Marketing 4.0: the marketing of big data. Much has been speculated, but academic journals have published little about Marketing 4.0. Maybe, because the total understanding of Marketing 4.0 requires: firstly, a depth knowledge about the evolution of marketing, especially about Marketing 3.0, and secondly, an analysis of how a range of technology –not only the Internet and social media- can be used to design marketing strategies that enhance the brand-consumer relationship. Taking into account how consumers' behavior has been changing since the beginning of this century, this chapter seeks to review Marketing 4.0 concepts, analyzing how big data can be used to enhance the consumer-brand relationship.
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Background: The Ethical Consumer And A New Marketing Approach

During the last decade, the world has gone through a period of rapid and unexpected turbulence. The financial meltdown has increased the level of poverty and unemployment, thus reducing the rate of growth of developed countries. Meanwhile, economic power has shifted to countries in the East, which are experiencing higher rates of growth. Moreover, climate change and rising pollution are forcing countries to limit the emission of carbon dioxide into the atmosphere, which is also imposing a higher burden on business. These changes had a profound impact on the economic and social context. But it is the case that their effect had been enhanced by two other factors which are: new technological developments and the globalization process.

Technological advances have brought about huge changes in consumers, markets and society in general. Since the end of the last century, many new information technologies have been introduced into marketing and further developed into what it is considered as a new-wave of marketing technology.

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