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International Journal of Interactive Multimedia and Artificial Intelligence, Vol. 5, Nº 5
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M
effect beyond
paradigm shift
A. Introduction of Marketing Intelligence from a Digital Point
of View
1) Marketing Intelligence as IT-marketing and Big Data
Marketing
Keywords
M
Abstract
digital marketing landscape and
marketing intelligencetechnique
social engineering techniques
marketing realitymethodological, technical and cultural
paradigm shifttraditional outboundinbound marketing
Received 28 April 2019 | Accepted 6 May 2019 | Published 9 May 2019
DOI: 10.9781/ijimai.2019.05.002
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Regular Issue
marketing intelligence
pragmatics
an implicit standard, intelligence is often not even
2) Marketing Intelligence as Search Engine Marketing
and uses
good
artificial intelligence
machine learning
deep learning
3) Marketing Intelligence as Social Media Marketing and
(Micro) Targeting Tools
are self-seeding
Targeting technologies,mobile technologies
micro targeting is micro marketing In
geo marketing
mobile and sensor technology in
mobile marketing location-based services
4) Marketing Intelligence as Real-Time Marketing
timely
Streaming
analytics
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International Journal of Interactive Multimedia and Artificial Intelligence, Vol. 5, Nº 5
live
outbound
marketing
social listening
advertising and ad placement
5) Marketing Intelligence as Recommendation Marketing and
Dynamic Pricing
Recommender systems are intended to reduce
recommendation marketing
automated price adjustments
6) Marketing Intelligence as Mobile and Proximity Marketing
Mobile devices,
semantic web
mobile
location based services
“mobile revolution”
individually
mobile (social media) marketing
Proximity technologies
Nearfield communication
7) Marketing Intelligence as Semantic Marketing
“meaning”
chatbots,
semantic web
: Open API
8) Marketing Intelligence as Predictive Marketing
Predictive intelligence
geo data
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9) Marketing Intelligence as Touchpoint Marketing and
Marketing Automation
marketing automation
to marketing people
programmatic advertising
B. Summarizing Discussion
search
engines
marketing practice
applied social engineering
A. Introduction of Marketing Intelligence from a Social
Engineering Point of View
as social engineering
inbound marketing
outbound
marketingproductp
customer needs
1) Marketing Intelligence as Content Marketing
Content marketing
media are explicitly
distinctive logics
inside-out
“outside-in”
interaction
manner of “paid media”
“earned media” as far as a
recipient
a transformation process of marketing
hybrid element
nontraditional
product
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International Journal of Interactive Multimedia and Artificial Intelligence, Vol. 5, Nº 5
publishing by sharing
content
unsuitable
2) Marketing Intelligence as Inbound Marketing and Soft
Selling
inbound marketing
not tolerate direct appeals to buy
digital inbound marketing
pull marketing
influencer marketing
mobile and customized technology
real-time
Marketing intelligence Idea
digital data
• search engines
•
•
• digital farm
• Personalization
• Targeting
• Micro-targeting
• recommendation systems
•
• optimizing the price
• pricing intelligence
communications
• mobile
• Location based services (LBS)
• Nearfield communication
• Voice recognition
• Web 3.0
• probabilities of occurrence
• Predictive analytics
• touchpoint
•
• programmatic advertising.
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expectations
interdependency of
cultural-
sociological impact
traditional marketing
push messages
3) Marketing Intelligence as Creative Marketing
creative
marketing
becharacteristic and
a processenvironment, culture or results
as collective intelligence
location-dependent
communication
weather-
dependent communication
mobile
devices
art of
creating attractive customer experiences
crowd
innovation
4) Marketing Intelligence as Innovation Marketing
open source
intelligence
data-
driven innovation, user-driven innovation, event-driven innovation or
social r&d
5) Marketing Intelligence as Customer Journey Marketing
journey
customer
journey
It is
6) Marketing Intelligence as Conversational Marketing
voice
voice first revolution
give way for voice services
conversational commerce
7) Marketing Intelligence as Customized Lifecycle Marketing
life cycle model
individual
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International Journal of Interactive Multimedia and Artificial Intelligence, Vol. 5, Nº 5
8) Marketing Intelligence as Performance Marketing
performance marketing
measure
the performance
9) Marketing Intelligence as Marketing 4.0
• Marketing 1.0
• Marketing 2.0
• Marketing 3.0
• Marketing 4.0
• Marketing 5.0
trustclosed IT systems
digital trust
marketing
B. Summarizing Discussion
terminology
intelligence
Marketing intelligence Idea
•
•
•
•
•
•
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inside-out
product inside-out
values of customers also beyond
Marketing as
digital techniques Marketing as
social engineering
•
•
•
•
•
•
•
nearfield communications
•
•
•
•
•
•
•
•
•
•
•
•
digitalization
not actively
outside-in
method
• Methodological paradigm shift
inside-out
outside-in PR
management
marketing 3.0
performance marketing
creative potential
Key Points Traditional Marketing Inbound Marketing
increases
Time
Instruments
• Technical paradigm shift
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International Journal of Interactive Multimedia and Artificial Intelligence, Vol. 5, Nº 5
micro marketingindividual
real time as proximity marketing
• Cultural paradigm shift
data dissemination
smart data
corporate culture
internal company social
networking
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Research: E-Marketing
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& Industrial Marketing
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Analytics in the Digital Age”
International Journal of Research in Marketing
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Networking & Virtual Communities
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Technologies
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Marketing and Management
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Service
Business Development: Strategien – Innovationen – Geschäftsmodelle;
Forum Dienstleistungsmanagement
Absatzwirtschaft
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Empfehlungssysteme: Recommender- Systems -
Grundlagen, Konzepte und Lösungen
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Mis Quarterly
Journal of Information Security and
Applications
Journal of social marketing
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Journal
of Applied Management and Entrepreneurship
“Social Media Marketing”
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Communications An International Journal
Business Horizons
Journal of Marketing
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Marketing
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Management & Trade
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w&w special, Marketing convention 2016
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Journal of Marketing
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Medium
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Science
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International Journal of Interactive Multimedia and Artificial Intelligence, Vol. 5, Nº 5
Journal of
Marketing
Journal of Marketing
Journal of Advertising
Digitalisierung und Kommunikation Konsequenzen der
digitalen Transformation für die Wirtschaftskommunikation
Expert Journal of Marketing
Journal of Marketing Research
Prof. Dr. habil. Jan Lies