Abstract:

The way businesses run has drastically changed since the advent of the Internet and digital media. Consumers spend a significant portion of their life online and primarily profit from it, which significantly alters both consumer behaviour and corporate marketing strategies. Big data has several advantages and can be quite important in digital marketing. The increased use of digital channels by customers is a result of technological improvements, which also enable marketers to collect excessive amounts of data about consumers, store that data, and utilize it whenever and however they see fit. Big data helps organizations identify the unmet needs and expectations of customers so they can succeed in business long-term. Despite the significance of big data analytics for business marketing, there is little research on this topic. The goal of the research paper is to explain the role and potential of big data in the perspective of digital marketing to add to the body of knowledge. To accomplish this goal, a thorough analysis of the literature that covers big data's definition, elements, sources, function in digital environments, and applications in business is conducted.

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