SOCIO-ECONOMIC PHENOMENON OF “BIG DATA” IN DIGITAL MARKETING STRATEGY

Abstract

The article is devoted to the formation of the socio-economic phenomenon of “big data” in the digital marketing strategy of modern enterprises. The concept of the “digital revolution” defines the fundamental changes that have taken place in the lives of consumers and in economic reality due to the growing importance of information technologies, especially the Internet, which has changed the way of receiving and processing information, communicating with each other and establishing relationships, while influencing the form of the consumer’s social environment . The Internet, social networks, mobile applications and other digital communication technologies have become part of the daily lives of billions of people around the world. Organizations have responded to this change in consumer behavior by making digital technologies an important and integral component of their marketing strategies. The socio-economic phenomenon of “big data” has permeated all industries and business functions. “Big data” itself has become an important factor of production along with labor and capital. The article examines the concept of the Internet of Things, the main concepts, the prerequisites for its emergence and the impact of innovative technologies on the industrial and social spheres. Reasonable value of digital technologies for the sphere of marketing, price policy of enterprises and production sphere in general. The question of the application of Big Data technologies in modern marketing activities is considered. The problems, limitations and risks of their application in practice are analyzed. Special emphasis is placed on Smart Data technologies as the leading direction of Big Data development in modern digital marketing. It has been proven that digital marketing is the most modern field of marketing that is rapidly developing and proving its effectiveness every day. And many communication channels, and even principles aimed at the consumer, allow enterprises to expand sales markets and find their loyal consumers.