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Emerging Trends in Data-Driven Marketing

Emerging Trends in Data-Driven Marketing

Nitesh Behare (Balaji Institute of International Business, Sri Balaji University, Pune, India), Meghasham Chaudhari (MIT-World Peace University, India), Suraj Sharma (Ramachandran International Institute of Management, India), Ajit Chandrakant Sane (Ramachandran International Institute of Management, India), Sunita Kharate (MIMA Institute of Management, Pune, India), Shrikant Waghulkar (Arihant Institute of Business Management, India), Suhas Mekhe (Ramachandran International Institute of Management, India), and Priyanka Pawar (Indira College of Engineering and Management, India)
Copyright: © 2024 |Pages: 36
DOI: 10.4018/979-8-3693-3455-3.ch012
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Abstract

This chapter aims at exploring the evolving landscape of marketing in view of emerging technologies, consistently changing methodologies and integration of data science and marketing. This chapter will drive in understanding the impact of AI, blockchain, IoT, and AR/VR on marketing strategies, in conjunction with the emerging techniques like sentiment analysis, predictive analytics, and cross-channel integration. Anticipated developments in the field of data driven marketing highlight hyper-personalization, real-time marketing, and ethical considerations, whereas implications encompass data governance, agile marketing, and evolution of necessary skillset. The chapter also emphasizes the significance of uninterrupted innovation and adaptation in the marketing technologies to navigate the complications in the ecosystem of data-driven marketing.
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