Paper Details

Name: Swati John & Nitu Saxena
Country: India

Year: 2021
Volume: Volume-8, Issue-2 (July-December)
Page Number: 13-18

ABSTRACT
Technology is one aspect which is influencing all sorts of business in some or the other way. If you try to take recent technology then data and decision making is something which is very effectively seen to be performed currently with the help of technology. This paper is focused on the benefits of big data on marketing and digital marketing activities. The study tries to identify whether big data is fit for Digital Marketing related activities of businesses or not. This study is based on review of literature and finding of the paper suggests that big data is a great advantage for marketing related activities of organisations. Findings also focus on the negative reactions of companies where they try to manipulate the psychology of customers before presenting their products in the market.

Keywords: Digital Marketing, Big Data, Competitive Advantage, Customer Influence and
Organization effectiveness