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International Journal of Interactive Multimedia and Artificial Intelligence

This section introduces marketing from a digital-technological point view, following the popular digitalization processes of corporations.This review thus also describes the current landscape of digital marketing.Digitalization is supposed to be "unavoidable" [2], i.e. it becomes the foundation of applied marketing.With regards to digital marketing in combination with web-based services, marketers are experiencing an epoch "(…) of technology explosion and easy access to it by consumers (…)." [3] 1) Marketing Intelligence as IT-marketing and Big Data MarketingThe introductory part of this paper concentrates on the term "marketing intelligence" in order to trace the path from digital data techniques to social engineering.The term "intelligence" is anything but new.As early as the 1960s, Kelley formulated the significance of marketing intelligence for management in the age of the information revolution.Even then, an increase in data volumes had been diagnosed [4]: Market information can be compared with that of military intelligence services.Top management staff must set up information channels at all data collection points.He proposes to create a novel position of "vice president of intelligence service" and emphasizes the importance of the

Marketing Intelligence and Big Data: Digital Marketing Techniques on their Way to Becoming Social Engineering Techniques in Marketing