Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing; Part 2: Methodologies and Theories in Digital Marketing; Part 3: Channels and Platforms in Digital Marketing; Part 4: Tools, Tactics and Techniques in Digital Marketing; Part 5: Management and Metrics in Digital Marketing; and Part 6: Ethical Issues in Digital Marketing.

Big Data Marketing: Context and Affordances

Big Data Marketing: Context and Affordances

Big data marketing: context and affordances
Leon Michael Caesarius Jukka Hohenthal


Marketing has always been concerned with using available technology to understand and communicate with the market (Caesarius & Hohenthal, 2016). The digital revolution has carried with it dramatic changes for marketing as well as for other activities in most organizations (Kallinikos, 2006; Westerman et al., 2014). One significant change is connected with the access to huge quantities of digitized data (Varian, 2014). This new step in marketing evolution is termed ‘big data marketing’ and it refers to the systematic and continuous use of digital tools that draw on scientifically based methods to analyze a vastly more quantified reality (Cao ...

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