Big Data as an Entry Point to Enhancing Digital Marketing Strategies

Abstract

The study explores the strategic potential of Big Data in transforming digital marketing practices. It focuses on understanding the conceptual basis and strategic importance of Big Data, particularly in areas such as consumer behavior analysis, content personalization, market trend prediction, and data-driven decision-making. The study adopts a descriptive analytical approach, relying on literature reviews, empirical studies, and real-world case examples to assess how organizations apply Big Data to improve marketing performance.

The findings demonstrate that Big Data significantly enhances marketing strategies by enabling personalized campaigns, improving customer experience, boosting campaign efficiency, and supporting more accurate, evidence-based decisions. However, the study also highlights several challenges that organizations face when adopting Big Data technologies, including concerns over data privacy, limitations in technological infrastructure, and a shortage of skilled data professionals capable of managing and interpreting complex datasets effectively.

To address these challenges, the study recommends that organizations invest in building human capital through education and training in data science and marketing analytics, strengthen digital infrastructure, and adopt artificial intelligence tools to enhance predictive capabilities. It also stresses the importance of implementing strict ethical and legal frameworks for data governance and bridging the digital divide between developed and developing countries. Ultimately, the study concludes that Big Data is no longer optional but a strategic necessity for sustainable growth, innovation, and competitiveness in the digital age.