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

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.